▷ Metaverse and Digital Marketing: How to Prepare?

Since Facebook announced its name change to Meta, the tech space has been filled with the term “metaverse.” How will this new virtual world fundamentally change the way humanity works? How will the metaverse affect marketing?

As virtual reality (VR) and augmented reality (AR) continue to emerge, the metaverse is penetrating the internet. It is estimated that around 85 million users will experience AR or VR at least once per month in 2021.

But what exactly is metaverse? Although the term was first coined in a science fiction book snow crash By Neal Stephenson in 1991, its new importance can be attributed to both changing Facebook’s “meta” brand as well as popular avatar-based games like It is an electronic game .

Science fiction writer Neal Stephenson coined the term “metaverse” in his book snow crash (1991), where he used it to refer to the computer-generated universe. Usually a file A highly immersive shared virtual world Where people come together to play games, socialize and work. It is also linked to the development of Web3.0, which some say will be the next chapter in the Internet’s existence — a blockchain-based chapter that, in theory, will democratize access and power and weaken its grip on the biggest tech companies.

But let’s keep it simple. The metaverse is a realistic, immersive and interactive virtual shared space through the use of Augmented Reality (AR) and Virtual Reality (VR). There can be multiple virtual worlds within the metaverse, where people can participate in a wide range of activities that result from a combination of the physical and the digital. Instead of staring at a screen as you do now, in the metaverse you will be able to be inside all of your online experiences, such as shopping, meeting friends and family, going to a concert, completing official documents, etc.

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

  • One of them is directly parallel to the Internet as we know it today
  • The other consists of multiple products that act as online spaces where people can interact in an immersive way.

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

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

The metaverse relies on people who spend a lot of time – and sometimes money – in virtual environments first. So it’s no surprise that early examples often focused on one thing: video games.

Roblox platform For example, it allows players to live in worlds created by other users, leaving the design to the community. They’ve also recently begun experimenting with interactive ads, which give marketers much more freedom from product placements or simply placing an ad at the level of a static video game. They create an embedded experience that changes as players move through games, giving ads a way to appear.

Hyundai also benefited. The automaker has created its own Roblox level where all cars are their own. He entered the metaverse in search of a younger base in his home grounds – the games – and aims to “nurture lasting relationships with fans”.

In May 2021, Gucci She also opened the Gucci Garden on Roblox, a virtual experience that complements an actual installation called Gucci Garden Archetypes, which was held in Florence, Italy. Vogue Business revealed that people can “mingle with others exploring space and purchase digital pieces created in collaboration with Roblox creator Rook Vanguard.”

With exposure to more than 43 million daily active users of Roblox, it’s easy to see why brands are storming the opportunity to stand out.

but that is not all. The metaverse offers another unique opportunity for digital marketers: a new way to collect data and understand user behavior. A survey showed that 65% of Generation Z consumers have spent money on a virtual item, such as a character mod or specialized gear, that is only present in the game.

Today, there are no forbidden limits for digital marketers. But whether it’s metaversa or not, marketers must design Interactive experiences That elicits engagement and thus the formation of real relationships.

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