Metaverse and Digital Marketing: How to Prepare?

Ever since Facebook announced its name change to Meta, the tech sector has been in turmoil with the term “Metaverse.” How will this new virtual world fundamentally change the way humanity works? How will the metaverse affect marketing?

With the continued growth of virtual reality (VR) and augmented reality (AR), the metaverse is permeating the Internet. It is estimated that around 85 million users will experience AR or VR at least once a month in 2021.

But what exactly is the metaverse? Although the term was first coined in a science fiction book snow accident of Neil Stephenson in 1991, its new relevance can be attributed to both change in The “meta” includes the Facebook brand as well as popular avatar-based games such as fortnite ,

Science fiction author Neil Stephenson coined the term “metaverse” in his book snow accident (1991), use it to represent a computer generated universe. it is usually a Highly immersive shared virtual world Where people come together to play sports, socialize and work. It also ties in with the development of Web3.0, which some say will be the next chapter in the existence of the Internet – a chapter built on blockchain that could, theoretically, the reach and power of the biggest tech companies and the vulnerable. Will democratize the hold.

But let’s keep it simple. A metaverse is a surrealistic, immersive and interactive shared virtual space, thanks to the use of Augmented Reality (AR) and Virtual Reality (VR). There can be many virtual worlds within a metaverse, where people can engage in a variety of activities that are the result of a mixture of the physical and the digital. Instead of staring at a screen like you are doing now, in a metaverse you will be able to live inside all of your online experiences, such as shopping, meeting friends and family, going to a concert, filling parties, official documents, etc. .

From another point of view, it is possible to describe the metaverse in two ways.

  • There is a direct parallel with the Internet as we know it today
  • The second is made up of multiple products that act as online spaces where people can interact in an immersive way.

So let’s say the metaverse (capital letter “M”) is the Internet; Metaverse (short for “M”) are platforms developed by Facebook, Microsoft, Nvidia and co that provide context and specialized products needed for specific use cases.

With this in mind, many brands and marketers alike are starting to see the potential behind the metaverse and that potential has revitalized the marketing industry.

The metaverse is that people spend a lot of time – and, sometimes, money – in virtual environments first. It’s no surprise, then, that early examples often didn’t focus on one thing: video games.

roblox platform , for example, allows players to live in worlds created by other users, leaving the design to the community. They’ve also recently begun to experiment with interactive ads, which give marketers a lot more freedom than when advertising at the level of product placement or static video games. They create a blended experience that gives the commercials a way to come to life as players progress through the game.

Hyundai Took advantage too. The automaker has created its own Roblox level where all the cars are their own. They have entered the metaverse to seek a youth base on their own turf – the game – and aim to “nurture lasting relationships with fans”.

In May 2021, gucci Gucci Gardens on Roblox also opened, a virtual experience to complement a real-world setting called Gucci Garden Archetypes, which took place in Florence, Italy. Vogue Business revealed that people can “meet with others exploring space and buy digital pieces created in collaboration with the creator of Roblox Rook Vanguard.”

With Roblox exposed to over 43 million daily active users, it’s easy to see why brands are leaping at the opportunity to stand out.

but that’s not all. The Metaverse offers another unique opportunity for digital marketers: a new way to collect data and understand user behavior. A survey shows that 65% of Gen Z consumers spend money on a virtual item, such as a character modification or special gear, that only exists in-game.

Today, there are no limits for digital marketers. But Metaverse or Not, Marketers Should Design interactive experience Those that generate commitment and thus create authentic relationships.

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