With the immense growth of technology, we can see sophisticated innovations that were unimaginable. One of the innovations is Metaverse, the virtual environment technology that provides a unique experience. The metaverse was already a contender for the top buzzword in 2021, but when Facebook announced it’s changing its corporate name to Meta to signal an increasing focus on the metaverse, things jumped to a whole new level, as technological advancements across hardware, software and connectivity are helping create more believable human interactions and highly immersive experiences than ever before.
Digital marketing is a dynamic sector, influenced by the new technology changes. Therefore, marketers need to be flexible and adapt their strategy according to the updates. What should digital marketers do? Firstly, they should understand the platform and its possibilities. It is important to note that this isn’t one of those trends that come and go. Metaverse is here to stay forever, changing how businesses communicate with their target audience. Here are a number of ways that brands are jumping into what will likely become the gateway to most digital experiences, in no order of priority.
Things marketer need to know about the Metaverse
Integration with real-life marketing Marketers are aware that Gen Z and millennials are valuable target audiences. These consumers rely on technology and already use some forms of Metaverse, such as virtual reality.
Marketers should create unique experiences similar to those they provide in the real world. For example, Stella Artois is a top-rated product at sporting events. Making an online trading place related to horse racing would seem like an excellent starting point.
Virtual advertising The Metaverse offers endless opportunities for advertisement. One of them is displaying ads on virtual billboards that grab users' attention. Marketers shouldn’t limit their options, they should take advantage of this technology’s interactive and highly engaging nature. These benefits allow an immersive experience for users, so events and branded installations would work perfectly. Instead of the plain and straightforward ads, these options should provide interactive activities.
Many brands have already implemented the Roblox or other metaverses to provide a unique experience for their customers. Lil Nas X had a concert in Roblox, one of the early movers. The virtual Gucci Garden visits provided a realistic experience with interactive options. Brands have recognized the possibilities for profiting using the Metaverse, so they started implementing this technology in their marketing efforts.
These platforms are extremely selective and will work closely with you to create something that contributes to the gaming experience in a native way (e.g., luxury fashion house Balenciaga teaming up with Fortnite). But you can still create branded skins on platforms that have open marketplaces, like Skater XL, The Sims and Animal Crossing.
Collectibles Marketers know that people like to collect unique things. Therefore, the Metaverse would allow them to collect limited edition assets only available through the virtual space. The most popular form of virtual ownership is non-fungible tokens (NFTs), which give us a way to transfer ownership of virtual assets between people and companies and creators.
Some brands have launched limited NFT editions, such as NBA Top Shot, Coca-Cola, Pringles, McDonald’s, Taco Bell, Microsoft and Nike, etc..
New approach to advertising Brands are aware that advertising might look too pushy and annoying to people. When companies try to take place in the Metaverse, they should do their best to gain a positive perception. This means abandoning the old marketing tactics and adopting new ones that fit the modern approach. Marketers should think of this as organizing influencer campaigns. The strategy highlights user-generated content and the influence of essential community members.
Interaction The Metaverse provides endless opportunities for experimenting. Some companies introduced pop-up events and branded installations as part of their strategy. The option for interaction is the thing that provides an immense experience. The customers will stay loyal to a brand that promises interactive options.
Since social media offers a passive experience, users will appreciate the engagement opportunities provided by the Metaverse. Building a loyal customer base means that brands should serve engaging content and provide users with an interactive online space.
For example, we saw Animal Crossing stores from Net-A-Porter and Fila, virtual reality experiences from brands like Dermalogica and a swath of beautifully executed web-based stores and exhibitions. Fashion brand Ganni has reimagined how to engage its B2B buyers with an immersive store experience, which includes a 360-degree lookbook of every item’s fit, style, shape and texture.
Metaverse SEO
Marketers take search engines as an excellent opportunity for organic growth. Businesses should also adopt a similar approach to metaverse implementation, where brands should participate in discussions. Which means that you should use the keyword metaverse strategically to attract the target audience.
Conclusion
Every marketer should be aware that Metaverse is here to stay. What we witness are the initial beginnings of modern technology that will change the world. Brands will experiment and find new ways to engage their audience and stimulate interactions, building a loyal network of consumers, and there is no one way to start experimenting in the metaverse. Therefore, businesses should soon develop their metaverse marketing strategies and create a new vision for their future.