As the metaverse takes virtual experience to a whole new level, marketers are beginning to wonder what digital marketing will look like in the future. Though the concept of it might still seem like a mystery, more brands are increasingly seeing the opportunity it presents.
Metaverse is helping companies connect with their audiences in ways that weren’t possible beforehand. It’s driving excitement and providing memorable experiences.
So what does the metaverse mean for marketing agencies and what does it have to do with digital marketing?
Here’s everything you need to know about metaverse technology and how it’s driving a new digital marketing strategy.
What Is the Metaverse?
The metaverse is a 3D experience that immerses people in a digital world. It allows people to connect and interact with each other on various platforms.
To create an immersive experience, people use AR (augmented reality) and VR (virtual reality) headsets. This allows users to create avatars and move through a virtual world.
Some people live within the metaverse as it allows them to purchase digital goods in real time and attend live events.
Since the metaverse is entirely virtual and interactive, its definition of it can feel loose. However, many people can agree on the various factors that make up the metaverse, including these key characteristics:
- It’s a fully functional online world where users move around and interact in a virtual environment. The metaverse is also similar to real life, creating opportunities to make characters, sell goods and interact with others.
- The metaverse exists in real time, matching the concept of time with the real world.
- It’s continuously active and never-ending. Even when users leave the metaverse, it’s still going and does not end.
- Users can choose what they want, such as doing two things at once. They can also create their own content for other users to enjoy.
Marketing in the Metaverse
Since more brands are looking to market their products and services in the metaverse, marketing agencies must embrace the future of it.
While technological shifts are disrupting digital marketing, one thing that it hasn’t changed is creating an experience for customers. But to ensure organizations implement marketing strategies in the metaverse correctly, they should start by setting goals.
Businesses must take it one step at a time to ensure they experiment with it because the platforms are constantly changing. Therefore, the best way to make a campaign successful is to start small and test for reactions. Then, make some adjustments deemed necessary.
Marketing agencies should consider using the metaverse creatively to reach target audiences since regular advertisements wouldn’t work. For example, suppose the goal is to increase sales. Companies could consider offering virtual products the same way they do in brick-and-mortar stores.
Metaverse Marketing Strategy Examples
Here are some of the other ways marketers can use the metaverse to connect with audiences:
- Create live events: Companies can create virtual events that users can attend to bring people together. For example, people can participate in virtual concerts to enjoy a live show. Or, people may meet with each other and collaborate in a 3D meeting.
- Allow users to try products: Car companies like Porsche and Hyundai allow customers to take a virtual tour of cars in a showroom. This enables customers to view the 3D version of products before deciding to buy.
- Use native advertising: While users explore the metaverse, companies can advertise on billboards on a virtual street. Or they can use video game audio advertisements to promote their brands.
- Engage communities: Businesses can interact with community members by implementing user-generated content to make the marketing feel natural and authentic. For instance, they can use videos, images, text, and audio to push a new campaign.
- Allow virtual world purchases: More consumers use the metaverse to purchase products for their avatars, such as virtual clothing and accessories.
The Future of Digital Marketing
While not everyone is on board with the metaverse, its popularity continues to grow. Therefore, big brands are quickly taking the opportunity to use the platform for advertising purposes.
One thing to keep in mind is that the metaverse is new, and it isn’t going to replace traditional marketing strategies for now. Additionally, not every business will benefit from what it has to offer.
It’s important to acknowledge this when using the metaverse to promote brands. Some can come off in the wrong direction.
Yet one thing for sure is that businesses need to make a good investment. They need the knowledge and technology to create an experience. Plus, they should appear natural when executing a new campaign.
Eleanor Hecks is editor-in-chief at Designerly Magazine. She was the creative director at a prominent digital marketing agency prior to becoming a full-time freelance designer. Eleanor lives in Philadelphia with her husband and pup, Bear.