We can no longer sit back and fret the metaverse is coming. The metaverse is already here. So how can your business take advantage of metaverse marketing and use it to your advantage [rather than scurrying away from it in fear]?
Before we dive into what metaverse marketing is, how the metaverse will shape the future of digital marketing and how you can stay ahead of the curve, let’s take a look at what the metaverse actually is.
Whether you’re a fan of Zuckerberg [et al] or not, you’ll have been hiding under a rock if you haven’t heard of the metaverse yet.
What is the metaverse?
The metaverse is defined as an immersive digital environment populated by virtual avatars that represent actual people. Still confused? It’s a bit like the video game Fortnight, where players compete against each other with their own, personalised digital ‘character’ or representation.
The metaverse, just like the internet, doesn’t stop – it exists in real time, in a self-contained digital universe that grows and grows. The gaming industry has so far led the way in creating metaverses, but other industries are seeing the benefits of building metaverses too – especially those wanting to market a product or service to customers.
What’s so good about the metaverse?
Some people are scared of the metaverse, and others are taking advantage of it already. There are so many reasons why the metaverse is appealing to businesses wanting to level up their digital marketing. The metaverse allows brands to target Millennials, Gen X, Z, Alpha – and everyone else engaged with what they offer in a more personalised way.
Gucci are in on the act and last year designed virtual sneakers to be worn in augmented reality [AR] spaces. For just $12.99, the sneakers can be purchased via the Gucci app and worn in partner apps like VRChat and Roblox. Skate brand, Vans have even built a virtual skatepark that has already had 48 million visitors.
How can businesses market in the metaverse?
The metaverse isn’t just about gaming and fashion. Virtual conventions and exhibitions are now taking place, where attendees can visit digital booths – expanding the possibility of reach to whole new heights.
With augmented reality, you could ‘try on’ a new pair of glasses, ‘sit’ in a car or ‘put on’ a dress digitally before you buy it. Basically, customers can interact with your product in an almost real way, without ever leaving their home.
Other metaverse opportunities include:
- Virtual popup shops
- Training and classes
- Product demonstrations
- Events and concerts
Reach your customers in a new dimension
The best part about new technology platforms is that, if you’re an early adopter, investment costs can be fairly low. You might need to get a little more creative than you ever have before, but it’s also a chance to show off your products or services in an exciting, engaging new way.
The metaverse is an opportunity to expand your digital marketing footprint. Put simply, the metaverse is a new, virtual community where your customers will most definitely be hanging out. It’s a new chance to build connections with your target audience and to engage them in completely new ways.
Are you ready for the metaverse?
An all-encompassing, widely used metaverse could be years away, but those businesses who start planning and preparing now are the businesses that will have a higher chance of early and continued success.