The metaverse is a virtual, three-dimensional environment, which we can access and roam around in with an avatar. One of the key focuses of the metaverse is social interaction and it is predicted that very soon we will all be spending an hour a day in the metaverse.
With the metaverse set to take up space in all of our everyday lives, it's only natural that as marketers, we wonder what that means for marketing.
The technology for the metaverse is still being developed and perhaps a little way from becoming a part of the mainstream. But smart marketers are preparing for the significant shift that is about to happen.
In this blog post, we will cover everything you need to know about marketing in the metaverse.
Almost every business out there is seeing increased competition in their market. By including VR, and AR experiences in the metaverse, you can help your brand stand out in a saturated market.
The first step in metaverse marketing is to increase your brand's visibility in the metaverse.
The immersive environment of the metaverse represents an opportunity for your brand to think beyond business and bottom lines. If your brand is consumer-focused the metaverse presents numerous applications for creating immersive experiences and improving your offering.
This could include anything you can think of. From teaching future surgeons to operate on virtual patients to demonstrating products to retail staff.
Every brand has its niche and will need to balance the risk-reward equation.
Customers are getting used to the reality of buying and socialising virtually. Beyond social media, they are now entering virtual worlds to do all of these things.
Keeping your brand visible in this world will show you are at the forefront of technology and keep you relevant during this shift to web 3.0.
Your brand will have its own way of creating a presence in the metaverse that will need to be authentic and valuable to your customer base.
Here are some examples of what other brands are doing to get you inspired:
In July 2021, the Walking Dead game launched in the metaverse. Fans can now jump into the plot of the hit TV show, get acquainted with original characters, and play out the storyline.
Fortnite is a favourite venue for brands (especially luxury fashion brands) launching into the metaverse.
In September 2021, Balenciaga released its first NFT wearables. These wearables could be purchased and modelled on players' Fortnite characters.
It's not only luxury fashion that is jumping into the metaverse. Vans brought together skateboarding and fashion with its interactive Vans World.
The immersive 3D experience lets users venture into the world of skateboarding.
The common denominator with the projects above is that they are all immersive and about building a community. From identifying as part of a community through a wearable or jumping into a virtual world to experience a community activity, there are lots of ways brands can get creative with building their metaverse community.
Each brand will want to build its community in a different way based on its interests, likes, dislikes, and behaviours.
However, we are confident that we can share a simple formula to help you get started with building a Metaverse community-building strategy for your brand.
The first step is to think about the metaverse spaces that will matter to your brand and community:
The second step is thinking about how to effectively build and navigate these spaces.
The key thing that marketers need to remember about the metaverse it's that it's all about socialising and having immersive experiences. Your marketing strategies in the metaverse need to become more about your customers' experience and less about selling products. You need to think about how your brand fits into the metaverse both in terms of entering existing spaces and creating your own.
See inspirations here:
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