Much is being said about all the fresh, creative ways marketers can use virtual reality (VR) in their campaigns. After all, VR gives marketers data and advantages that no other platform is able to do yet.

But is VR going to benefit you and your company? After all, not all new technology lasts. Remember 3-D TVs? They were a huge fad—until people realized they didn't like wearing bulky glasses on their faces (which is a problem for VR).

VR is tricky at this early stage, and for some brands and businesses, it might not be the best idea.

Here are five reasons to hold off on VR marketing for a while.

1. The current cost of entry is still high

VR isn't exactly the most accessible platform. Right now, cost is the No. 1 reason people (whether marketers or consumers) aren't adopting virtual reality.

It can cost anywhere from $10,000 to hundreds of thousands of dollars to produce VR content.

Moreover, there are currently two types of VR headsets: cases that use a smartphone (such as Google Cardboard and Samsung Gear), and headsets with their own displays (like the Oculus Rift or HTC Vive). There are perks and problems with both types.

A smartphone VR set is more accessible to everyone, but its capabilities are limited to what the phone processor can do. VR headsets with their own display can do a lot more than smartphone VR headsets but only with the help of a high-end computer system, which can ultimately cost you thousands.

However, there is some hope in Sony's PlayStation VR that is set to launch in October 2016. Though the PlayStation VR does require the PlayStation 4, it has a more affordable price point of $399, which may encourage tech companies to produce more reasonably priced headsets.

Before VR becomes a truly viable marketing option, however, it needs to be more affordable for the general public.

2. VR technology is still in its infancy

Early technology means that there isn't much data, and the demand for the product is still limited.

Right now, VR really only reaches a limited group, and most of them are gamers. That audience is expected to grow, but awareness of VR is still low. Some 80% of consumers have either only heard a little about VR or have never heard of it at all.

On the bright side, VR has shown to appeal to younger consumers, between age 12 and 34, who are generally harder to market to.

3. VR is about more than creating 360-degree videos

VR isn't as easy as it looks. It isn't just about making a pre-roll video or a short 15-30 second spot. Anyone can do that with video. Companies that will succeed with VR are the ones that create an entertaining environment around their brand or product that consumers can interact with.

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Five Reasons to Hold Off on Virtual Reality Marketing

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ABOUT THE AUTHOR

image of Alexa Matia

Alexa Matia is a marketing content writer at eZanga.com, an online marketing firm.

LinkedIn: Alexa Matia 

Twitter: @AlexaNMatia