Do you remember when video killed the radio star? When the internet was born and the first email was sent came the birth of email marketing and gradually, with more technological advancements, different forms of modern-day digital advertising.
The next major event in the digital marketing timeline was the creation of social media, with that, we saw the development of social media marketing that has continued to grow stronger by the day, from the birth of Facebook to newer players such as TikTok.
The history of marketing has always run parallel with the history of technology, and when it comes to innovative new ideas such as 3D digital worlds, marketing professionals are ready to jump in head first with explosive ideas and make a huge impact within the metaverse to get their brands ahead of the game.
Most people started taking an interest in the metaverse – which has surprisingly been around for some time – after Facebook announced the name of its new parent company, Meta. Once the technology needed to access the metaverse becomes more accessible to more people, it will only be a matter of time before not taking advantage of those opportunities could mean falling behind in your marketing efforts.
What is the metaverse?
Facebook’s metaverse is a strange and wonderful immersive 3D experience that has been a long time in the making. With a global pandemic taking place for the last few years that has caused people to isolate and go into lockdowns across the world, the technological advancements in connecting with others via the use of 3D avatars in a COVID-free space has been welcomed by society and has also caused a lot of excitement amongst consumers and brands alike.
You can now not only exist as a 3D version of yourself (or whatever you want to be!) but can also engage in sensory interactions within the virtual world that Meta, formally Facebook, has created. Companies such as Microsoft and Niantic are busy creating their own 3D metaverse platforms, and in the future, the multiple metaverse platforms being built by these companies could come together to form a converged environment – i.e. the one true metaverse.
What will the metaverse be used for?
Since the rise in popularity of games like Minecraft, Second Life, Fortnite, etc. it’s clear that there is a demand for an alternate virtual reality. In fact, when spending time in the metaverse, people go through the same emotions that they would feel in the real world. They get to immerse themselves in a new reality in which they can connect with family across the globe, have interactive work meetings with colleagues no matter where they are based, travel and see the sights they may not have been able to see and can take part in all sorts of entertaining activities.
Which brands have already dived into the Metaverse?
There are quite a few brands that are already causing a stir within the virtual world with some big-name collaborations. Roblox, the gaming platform hosted the ‘Gucci Garden’ art installation within the Metaverse to grab the attention of younger audiences, and Coca-Cola teamed up with Tafi to host an auction for special-edition virtual ‘loot boxes’ of NFTs. This is a really exciting time for marketers who are going all out to grab the attention of Generation Z and younger audiences within this rapidly evolving space.
How to strategise for Metaverse marketing.
Brands that are stepping into Metaverse marketing are leaving a lasting impact and are laser focussed on Gen Z & even younger generations in order to expand their target audience.
Building a Metaverse marketing strategy
All great marketing campaigns are built on a solid marketing strategy. Understanding your target audience and doing the research before coming up with a creative metaverse marketing strategy is important to get the most out of your campaign. Here are some of the main things for marketers to consider when planning their Metaverse marketing strategy:
1. Flexibility is key
The virtual world is constantly evolving, so being open to your strategy changing from the first initial idea and morphing into something entirely different is key to delivering a successful Metaverse marketing strategy.
2. Adapting to cross channel messaging
Digital marketers need to consider that users will be switching from the virtual world to the real world, so building a seamless brand experience is crucial to get your message across. Take a look at how your message will be presented and shared across all relevant platforms and see if it ties into your original idea.
3. A holistic approach to Metaverse metrics
Brands should approach Metaverse marketing from a holistic viewpoint. This is because the Metaverse and the concept of virtual reality marketing is still quite new and true metrics for measuring success have not yet been defined. Most brands are focusing on getting in early to start building meaningful communities and engaging with them within the Metaverse while riding the winds of change that come with the platform.
What can we expect from metaverse marketing?
When it comes to metaverse marketing and looking at big name brands that have already dipped their toes in, people are expecting big things. Imagine everything that could be done in the real world but without limits! We’re thinking 3D concerts and festivals with artists – living and dead, limitless venues, insane stunts and out-of-this-world 3D guerilla marketing concepts. The sky may be the limit in our world but not in the metaverse!
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