We are in a period of digital transition. Metaverse marketing has probably been placed on your agenda this year. And while new and emerging spaces, like the metaverse, can make us nervous as we have to learn a new marketing skill, they also present a great opportunity to expand on your creativity and be at the forefront of change.
However, for many busy marketers, experimenting with all the latest trends in technology is simply not possible. There aren’t enough hours in the day and members on your team. You simply want the footnotes and to dive in with a strategy that already has something to back it up.
Lucky for you, in this article, we are going to give you exactly that. Here are four of the most effective metaverse marketing trends we have seen brands use so far in 2022.
NFTs and the metaverse – they go hand in hand.
We are seeing NFTs used for all types of things within the metaverse. Brands are creating their own NFTs to drive awareness and form a presence within the metaverse.
For example, in March, Decentraland (a world in the metaverse) held a fashion show. This was essentially for a virtual fashion week where Decentraland users could enjoy a fully immersive experience. Major brands such as Dolce & Gabbana, Tommy Hilfiger, Forever 21 and Paco Rabanne walked the runway.
Every brand in the show created their own NFTs of clothing and accessories that could be worn by Decentraland avatars and sold them during the event.
Your brand does not need to have a top tech team to develop an NFT. The process is much simpler than you think and the results you will see from a branded NFT launch make the effort well worth it.
Investing in this metaverse marketing strategy will allow your users to take away something they can remember from your metaverse and brand. This will help solidify your presence in this new world that we are transitioning to.
Metaverse marketing is all about creating an immersive experience. A successful trend we are seeing that encompasses this is gaming.
By creating games, brands find fun, immersive, and engaging ways for users to interact with their brand in the metaverse.
You don't have to be a gaming company to develop a metaverse game.
You can keep things simple and focus on gamifying your user interactions. Games create incentives for users to interact with you through winning points or earning rewards.
For example, Hellmann’s Canada created “Mayo Island” in its hit video game “Animal Crossing: New Horizons.”
It then created a mini-game within the virtual world that encouraged users to convert digital food waste into charitable donations for real people in need.
The metaverse is all about creating an immersive experience but that doesn't mean you need to forget about native advertising.
A trend we are seeing is that native advertising is a simple-to-implement strategy for brands looking to dip their toe into metaverse marketing.
Aggressive and invasive advertising doesn't work in the metaverse. However, you can integrate ads on virtual billboards and banners, and use your brand logos throughout the metaverse to build awareness around your brand.
These types of ads help to place your brand constantly in front of your users and get them to become more familiar with you.
The metaverse definitely has the potential to become the next big social media platform.
Creating social networking spaces is a trend we are seeing with brands. These brands aim to create spaces for their users to interact and build a community. This in turn builds strong relationships and creates loyalty with those users.
Users can interact in these social worlds through avatars. They can create these avatars without revealing vital private information, such as what they look like, names, ages, locations, and more.
For example, the Singaporean real estate giant, Millennium Hotels and Resorts, has launched a virtual hotel in Decentraland. Visitors can explore the virtual hotel while interacting with fellow avatars.
Mr. Abhishek Goyal, Head of Digital, MullenLowe Singapore, said “With an explosion of interest and audience engagement in the Metaverse, we’ve embraced the challenge to capitalise on opportunities this new virtual world offers a hospitality brand like Millennium Hotels and Resorts, and we believe being the first hotel to operate in the metaverse means they’re at the forefront of tapping those opportunities.”
Metaverse marketing is going to be a modern marketing strategy that every marketer needs to care about. Creating immersive experiences for users will be at the heart of every campaign but the goal will remain the same as with other marketing – boost awareness and increase sales and loyalty.
Brands can look to the trends we are currently seeing such as creating NFTs and building their own virtual worlds to gather inspiration for their future metaverse marketing strategy.
See inspirations here:
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