Organizations are facing substantial changes in the way they operate due to the extent of digitization and the increase in innovative potential. Though most firms have strategies that incorporate Web 2.0 platforms in their marketing mix, practices involving Virtual Reality (VR) are still used less. In the past, the infrastructural and computational demands presented the potential entrants with severe limitations. With the substantial technological advances and the launch of commercial VR head-mounted devices, such as Google Cardboard, Microsoft HoloLens, and Oculus Rift, these limitations are phasing out, enabling businesses to exploit and embrace the underlying creative potential.
In general, VR applications capture three-dimensional, computer-generated spaces that enable the vivid and multi-visionary experience. There are certain specific applications, especially from the B2B marketing perspective, including immersion, interactivity, and the ability to enact real-time engagements.
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