The metaverse may be one of the buzzwords in 2022, but it’s fair to say that there are still plenty of skeptics in the corporate world. Mark Zuckerberg described it as the “Internet incarnate,” in which users can enjoy watching movies, traveling, meeting friends, and shopping through VR and AR headsets or other devices.
Elon Musk, on the other hand, says he “doesn’t get it,” but he is also the founder of Neuralink – a neurotech company developing implantable brain-machine interfaces – which he believes will be much more efficient at putting users into virtual reality. .
Love the idea or hate it, it’s hard to ignore that we may be in a very seminal phase, in a new frontier. There is still a limited group of pioneers who are experimenting to really understand it, and it could be the perfect time for companies to start testing it in terms of marketing and customer experience.
In 2019, 10.7 million people attended Marshmello’s Fortnite concert, which felt huge at the time. Just one year later, Travis Scott’s Fortnite event reached 45.8 million people, while the number of VR and AR users continues to grow steadily as well.
Marketing in the metaverse
So how can brands take advantage of the opportunities in the metaverse today? Should we already be experimenting with ways it can benefit our brand, the customer experience, and maybe even make a profit from it?
As with any marketing initiative, it’s important to first develop a strategy with clear goals, but here are some ideas on how it might work.
Advertising: Using old-school methods in a new environment may not be the most exciting opportunity, but it allows brands to reach a fairly large audience at a more affordable price than some traditional channels.
virtual influencers: Using influencers has perhaps become a bit of an “old school” marketing approach, but it’s already crossing over into the metaverse.
Advergames: With this technique, games are used as a means of advertising products or services. Thus, brands do not advertise in other games, but design their own games.
Virtual places: Brands like Warner Bros., Hyundai, Adidas and Gucci are claiming virtual real estate in the metaverse with their own virtual headquarters. DBS bank recreated Singapore’s iconic Zouk nightclub in Fortnite, rebranding it “Live Fresh Club” to advertise their credit card of the same name.
Virtual events: The entertainment industry is already taking this approach, and we’ve already seen attendance figures for virtual concerts held in Fortnite or Roblox far exceed those in real life.
Metaverse trade: Perhaps the most exciting opportunity in marketing and CX in the metaverse is sometimes called the direct-to-avatar (D2A) economy, where brands are starting to sell digital goods within the metaverse.
Of course, in-game trading has been around for years, and is even projected to grow to $74.4 billion by 2025. More recently, however, corporate brands like Clinique, Tencent, Anheuser-Busch and Gucci have made movements in metaverse environments.
#ready #marketing #metaverse