Friday, June 21, 2024


Marketing in the Metaverse

In a way, the Metaverse is a playground for marketers, which is why brands need to figure out how to use the platform in ways that appeal to new customers but also maintain current communities.

The advantages of advertising online are numerous; for example, it can come in the form of commercials on virtual billboards or an actual location that a company designs itself, or it can also be an opportunity for the advertiser to engage more personally with the consumers.

Connecting with consumers on a more personal level

adapted from original via Nana Twumasi, UnsplashFor example, brands can engage a customer more intuitively, provide personalised services, and offer virtual tours of products to be purchased in immersive stores, thereby enhancing the customer’s knowledge of the brand and encouraging brand loyalty.

Brands can back social causes through the Metaverse. Coca-Cola raised money for Special Olympics International by selling NFT collectibles in its virtual world. Nike and Samsung also employed the Metaverse to promote their charitable endeavours.

The question of what constitutes marketing in the Metaverse will also need strategic thinking. For advertising in this new universe to be a hit, one must draw up a coherent ‘constitution’ on how this new type of advertising would operate.

Fostering brand loyalty

Brands and marketers are able to advertise their products and services using the Metaverse at significantly reduced economic costs, while also attempting various new advertising schemes that can later be fed back to tweak future campaigns. Its gamified experience also makes marketing a lot more immersive than standard online spaces.

One option is for brands to create their own virtual spaces by working with augmented reality and virtual reality content developers, or to tap influencers within gaming spaces, virtual reality art teachers or virtual retail spaces.

Adding a ‘metaverse’ variant to existing loyalty programme memberships may help to boost engagement with the brand in the metaverse, increasing customer trust, knowledge and attachment Similarly, firms can combine in-person and digital experiences to foster the feeling of physical co-presence.

Creating a more immersive experience

For brands, the Metaverse is an opportunity but also a risk: adapt your marketing to this new platform or risk being left behind. Brands cannot afford to adopt a wait-and-see attitude. Instead, they need to seize leadership within their industry by learning to build virtual experiences on this new digital world.

Fashion brands, for instance, can place logos or avatar clothing on a platform to sell or market to consumers, or create an installation or event where users can interact that has brand logos present. There might also be opportunities for issuing collectibles (like NFTs and digital assets) as part of a promotional strategy to entice users and promote brand loyalty.

Eliminating expensive physical events and distributive-based costs of selling to niche markets, artificial intelligence services utilising real-time analytics enable marketers to create custom metaverse experiences that cater to personal desires. These marketers can leverage tools such as Surveysparrow to receive instant feedback from their virtual audience or gather customer-behavioural insights.

Creating a more interactive experience

Many forms of marketing within the Metaverse opportunities for businesses to exploit its new technologies to promote and sell their products Without actually owning the Metaverse, businesses can create a virtual showroom where customers can sample and test products before giving them greenlight to order, which in turn doubles response rates, if not resulting to sales.

Other businesses can start to use the Metaverse: to host events in platforms like Room. Pedrito Art recently hosted a viewing experiential on Room, where one could see and interact with one of its arts exhibition.

A turning point in digital marketing is coming in the form of a digital world of peerless opportunities for companies to expand and thrive. Are you ready to learn how VR/AR, NFTs or the Creator Economy can boost your company’s marketing today?

Creating a more social experience

The Metaverse serves as a powerful marketing platform that enables fashion brands to meaningfully connect with consumers in a novel manner, such as through shared immersive narratives, innovations in virtual customer services and other touch-points in the customer journey.

Unlike traditional display advertisements on the web (which are also the main source of revenue for this website), which depend on static images and videos, the Metaverse incorporates dynamic, personalised content to engage the attention of audiences – particularly useful for brands marketing to a younger Gen Z or millennial age group.

However, such marketing needs expensive tech solutions – and for small businesses in particular, it could be simply too expensive. Second, in order to achieve the best results, virtual realities should be combined with real world activation strategies, which support them.

Creating a more collaborative experience

The Metaverse is a world that users can inhabit and interact with advertising in informal spaces created by experience designers (a fun, future-friendly marketing space), and this is also a slippery slope in the form of perilous experiential influence.

Brand experience – creating an authentic, appealing experience that helps bond consumers to brands – can result in lasting brand loyalty, but it also comes with a price. For a small business, that can be a lot to spend.

Recently, Nike used the Metaverse to promote a virtual sneaker drop in the games Decentraland and Roblox. At the same time, it drove more customers to its online store by encouraging purchases of branded NFTs that can only be claimed within its virtual reality space.

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