The Metaverse for Marketers

Google’ metaverse’, and you’ll find different definitions. Wikipedia defines it as “a collective virtual shared space, created by the convergence of virtually enhanced physical reality and physically persistent virtual space, including the sum of all virtual worlds, augmented reality, and the Internet”. According to that definition, the Metaverse is a virtual world that is the digital twin of the one we live in.

The Metaverse will be a network of 3D, 360-degree immersive, and interactive micro-worlds as the recent rebranded Meta leads. We will communicate, buy products, consume media, learn new skills, share, socialize, and play in our avatar form.

The Metaverse is always active, exists in real-time, players have individual agency, a self-contained and fully functioning universe, and a mix of different platforms and user-generated content.

Naturally, businesses are looking to get ahead of the curve and stake their place in an alternate reality. There are already agency teams quietly and exclusively preparing to win over customers and fans with digital-first products and experiences.

A metaverse may not be as futuristic as it first sounds. We already have generations who prefer being online. The pandemic has also accelerated this and shifted life online from graduations on Minecraft to pub quizzes on Zoom. With online social events becoming the norm, brands will play a significant role in the Metaverse. 

More than just a name change for Facebook, a metaverse is defined as a network of 3D virtual worlds focused on social connection. Facebook plans to bring this idea to life thanks to its developers and pave the way for other companies to jump on.

Through the increasing use of technology, there’s an added blur to the borders of reality and distance, bonding the gap between humanity and technology. The Metaverse allows users to create a digital life with earnings, social life, work, productivity, learning, shopping, and entertainment.

A digital economy will require real-life companies to advertise in the Metaverse. This represents how shopping, interaction, and marketing behaviors and habits will shift to be part of the Metaverse. Strategies can vary from displaying the company logo when purchasing and trading land to organizing events and creating crossovers between franchises, all to engage with users easily.

Marketing in the Metaverse 

Digital marketers need to accelerate the latest technological developments and understand the Metaverse’s full potential. Marketers need to realize that Metaverse is not just a trendy new thing; it seems to be here to stay and is making its way to be the next big thing.

To adapt as this Metaverse grows, marketers and communications agencies should:

  • Keep in mind the value of millennials and Gen Zers as a target market. They are the key users of some forms of metaverses, such as games like Roblox and technologies like VR. 
  • Create marketing experiences that tie in with real-world experiences or parallel what your brand already does in real life. 
  • Offer an immersive experience. You can offer virtual advertising in the Metaverse.
  • Make collectibles available. Collecting things is popular, and the Metaverse is another space for brands to offer the possibility. Limited-edition items that they can only order in the Metaverse.
  • Engage with existing communities. User-generated content is essential, so community members become integral parts of the execution of your campaigns.
  • Testing and testing. Best practices have yet to be established, and paradigms have not fully and comprehensively developed. The Metaverse is still a new platform that offers plenty of room for experimentation. 

The Metaverse offers plenty of room for innovations for marketers and advertisers, experimenting with unique approaches.

To learn more about integrate your company to the metaverse, call us,