NFTs, virtual clothes, and Zuckerberg’s Meta
Everyone in advertising is talking about the metaverse, but what it is and how companies might find their place in virtual worlds is still a bit of a mystery. However, it is one that marketers are desperate to crack.
Last year, Facebook changed its name to Meta, stating its intention to be a metaverse corporation, ushering in the metaverse from a hypefest to a hotspot. Gaming platforms such as Roblox and Decentraland have partnered with companies ranging from luxury fashion businesses to automobile manufacturers. Many prominent marketers have dabbled in NFTs. Even advertising agencies are looking to the metaverse to meet clients and train personnel.
In many situations, these trials have raised more issues than they have answered.
WHAT EXACTLY IS THE METAVERSE?
Many people have misconceptions about what the metaverse is and isn’t. The term “metaverse” is derived from science fiction: it was invented by Neal Stephenson in his 1992 novel “Snow Crash” to depict a virtual-reality-based internet environment. Nowadays, the term refers to a collection of digital worlds in which users can create content and interact with others as avatars, or digital copies of themselves. The metaverse also supports interoperability, which means that people and their assets (such as NFTs) can easily travel from one reality to the next.
However, it is vital to note that the metaverse is still in its early stages of development, and hence its parameters and possibilities—including those related to marketing—are still being determined by tech businesses, platforms, and AR/VR developers. For the time being, marketers should be aware that the metaverse is a convergence of extended reality (XR), gaming, social media, and cryptocurrency, and so provides a unique pathway to engage digitally savvy audiences in engaging ways.
WHAT ROLE DO NFTS PLAY IN THE METAVERSE?
Non-fungible tokens (NFTs) are digital ownership certificates that reside on a blockchain. Because blockchain technology will underpin the metaverse’s decentralised structure, NFTs are likely to play a significant role in the area, from serving as incentives in play-to-earn video games to establishing identity as social assets.
For brands, these tokens may be used to generate buzz through giveaways and encourage long-term engagement by providing special benefits to NFT holders. Many NFT releases, or “drops,” also include a philanthropic component, typically in the form of donating auction proceeds to a relevant charity. NFTs can also assist brands boost revenue depending on the size and interest in the drop.
HOW DO BRANDS GET INTO THE METAVERSE?
NFTs have served as an entry point for marketers into the metaverse, with companies ranging from Taco Bell to Crockpot attempting to create these tokens. Another possibility is to collaborate with platforms like as Roblox, Decentraland, and The Sandbox to create branded experiences.
A company, for example, might use Roblox to develop a world centred on a specific theme and then encourage people to inhabit its attractions, which can range from micro games to block parties to virtual stores. On Roblox, Nike built “Nikeland,” an entire universe dedicated to the footwear company, complete with dodgeball, building supplies, and a digital showroom. Chipotle and Hyundai, as well as a slew of fashion companies like as Ralph Lauren, Forever 21, and Gucci, built branded worlds on the platform.
More traditional types of advertising, such as event sponsorship, are another possible entry point into the metaverse. Artists such as Justin Bieber and Ariana Grande have held virtual concerts, attracting millions of viewers, while sports-themed video games such as horse racing and soccer have also accepted marketing in the metaverse.
Even agencies are getting in on the game by establishing offices in the metaverse, partially for public relations and partly as a real-world testing ground for staff. Decentraland has witnessed a number of these types of activations from agencies such as MediaHub, Media.Monks, and Droga5.
HOW CAN BRANDS USE METAVERSE TO SELL PRODUCTS?
The metaverse is primarily populated by younger, Gen Z viewers who are gaining purchasing power. Because many of these customers shop online, the metaverse is a crucial location for lower-funnel marketing. Shoppable experiences are entirely viable in metaverse platforms, such as virtual storefronts, which mix the convenience of an e-commerce platform with the interactivity of a video game. Furthermore, expect a surge in the appeal of metaverse-native products such as virtual cloth
WHY DO PEOPLE PAY REAL MONEY FOR VIRTUAL CLOTHES?
Owned assets in the metaverse, like in the real world, aid in the formation of identity and status. So, just as a customer may purchase a Gucci sweater in real life, she might purchase a digital equivalent for her 3D identity, or avatar, to wear in the metaverse. As a result, many fashion brands have opened boutiques on virtual platforms.
Furthermore, virtual things can be used to unlock special benefits that are otherwise unavailable to people who do not have them. A brand may occasionally provide early access to future platform drops or provide the consumer with a tangible version of the product. This is how marketers can leverage the metaverse to connect the real and digital worlds and create engagement that lasts beyond a single event.
IS META THE OWNER OF THE METAVERSE?
No, Meta does not have control over the metaverse. The confusion originates from Meta’s name, which was changed from Facebook, Inc. to Meta during the Facebook Connect conference in October. While Meta detailed its vision for the metaverse during that occasion, including its game-like Horizon platforms and virtual reality headgear, the name is simply an expression of the company’s interest and does not indicate control of the realm.
THEN WHO IS THE OWNER OF THE METAVERSE?
Because the metaverse is decentralised, no single entity owns it. To that aim, the metaverse is a Web 3.0 extension, a response to the current iteration of the internet (known as Web 2.0), which is dominated by walled gardens such as Meta. Users own their data in Web 3.0, producers control the material they create, and the metaverse allows people to roam freely across platforms and worlds. Nonetheless, some opponents have warned that if tech behemoths exert their control early on, the metaverse could mirror Web 2.0.
WHO ARE THE KEY PLAYERS IN THE SPACE?
Gary Vaynerchuk of VaynerMedia has become an NFT guru, having launched VaynerNFT as a part of his marketing firm shortly after launching a personal project last spring that garnered $20 million in its first few days. VaynerNFT has previously partnered with companies such as Anheuser-Busch and American Eagle to help them integrate digital tokens into their marketing initiatives.
OpenSea is the world’s largest NFT marketplace, where several brands have launched their collections. It is also a popular secondary trading site, extending the life of brands’ metaverse efforts. Another platform to be aware of is Dapper Labs, which has built a marketplace for the NBA called NBA Top Shot, with ambitions to create a similar site for the NFL.
Outside of NFTs, Roblox has emerged as a go-to platform for marketers constructing their own metaverse environments, particularly for Gen Z audiences interested in gaming. Decentraland and The Sandbox are two more growing metaverse platforms that have recently had branded casinos and substantial chunks of virtual real estate sold, respectively.
Finally, Meta will play an important role in the evolution of the metaverse. The corporation is the largest to declare a full-fledged vision for the space, and it wants to establish itself early in order to claim a significant piece.
DO YOU REQUIRE A VIRTUAL-REALITY HEADSET TO ENJOY THE METAVERSE?
The technology for accessing the metaverse is still being developed, and the tools required will differ from platform to platform. As of yet, Meta’s idea for the metaverse looks to be dependent on its Oculus headsets, whereas Roblox requires only a smartphone or desktop computer. Because NFTs and cryptocurrencies rely on more difficult-to-access blockchain technology, their deployment will have an impact on how the metaverse is experienced.
IS THE METAVERSE SAFE FOR BRAND PRIVACY AND CONSUMER DATA?
Risks occur in the absence of understanding, just as they do in every growing field. While more established platforms, such as Roblox, appear to pose less risk (though there is always the possibility of an outage), a dynamic market like NFTs has seen a variety of difficulties, ranging from fraud to hacking to discussion regarding their harmful influence on the environment. Furthermore, due to the cryptographic nature of blockchain technology, the metaverse will be a shelter for data privacy in an ideal world; whether or not this becomes a reality, however, is too early to tell.
As public policy begins to play a larger part in the building of the metaverse, questions of brand safety and privacy will be resolved. For the time being, marketers should tread carefully, experimenting with established platforms and NFT marketplaces to gain a sense for the space.
An In-Depth Look into Metaverse Marketing
Technology is rapidly evolving and changing. We are witnessing previously inconceivable innovations. For many people, one of these advances is the metaverse—a one-of-a-kind, immersive virtual environment that is swiftly taking over the internet. It may have initially appeared in science fiction films such as Ready Player One or The Matrix trilogy, but it is now more than fiction.
Metaverses are permeating the internet as virtual reality (VR) and augmented reality (AR) become more popular. In 2021, it is expected that around 85 million consumers would engage in at least one AR or VR experience per month. While the Metaverse isn’t exactly what science fiction has portrayed it to be, it is nonetheless producing inconceivable value as a new computing platform.
All of this points to the growing importance of metaverses right now.
Consumers appear to be catching on. On Google, the term “metaverse” yields 677,000 hits. Meanwhile, the hashtag #metaverse is widely used on Instagram, with over 60,000 posts, and is tweeted more than 500 times per hour on Twitter.
What are the ramifications for social media, public relations, and digital marketing? We take a deep dive into this virtual realm here.
Understanding the Metaverse
Today’s metaverse consists of a shared virtual space in which users are represented by virtual avatars. These virtual worlds continue to grow and bloom as a result of user decisions and interactions inside the environment.To that extent, it is similar to the real world in that it has no “end.” It’s basically a universe that keeps growing as more people join in.
It’s not just a simple virtual theme park with a centrally organised design, nor is it just a simple game designed solely for the delight of children. It’s also not a basic app that you can download from the app store and “play” whenever you want. Metaverses are virtual realms that combine the actual and virtual worlds.
If you’re having trouble wrapping your head around that, Matthew Ball has explained the key properties of metaverses.
Always on the move. Metaverses do not stop when you leave them, nor do they come to an end. They just keep going indefinitely.
Is present in real time. There is a chronology in the metaverse that correlates to real-world time.Individual agency exists for the players. Players can engage in multiple activities at the same time. One could simply stand in the corner while others interact with one another.
Universe that is self-contained and fully functional. The metaverse is a fully operational universe in which people can create, own, sell, and invest. Users can be acknowledged and rewarded for their efforts in the metaverse.
A variety of platforms are used. In the metaverse, different platforms can collaborate. In the case of video games, for example, you should be able to transfer goods from one game to another.
Content created by users. Metaverses are more than just virtual hangouts for users. Users can develop material that other users will like as well.
Marketing in the Metaverse
Digital marketers must keep up with the latest technical advancements. Understanding the metaverse and its full potential is an important component of this.What marketers must grasp is that the metaverse is not a passing fad; it appears to be here to stay and on its way to becoming the next big thing.
How can marketers adjust as the metaverse grows?
To begin, marketers must realise the value of millennials and Generation Z as a target audience.These generations are also avid consumers of particular types of metaverses, such as Roblox games and VR technologies. With that in mind, let’s look at how to market in the metaverse.
Parallel marketing in the metaverse within real-world marketing
Create marketing experiences that are related to real-world activities or that mimic what your brand already does in real life. In June, for example, AB InBev’s beer brand Stella Artois collaborated with Zed Run to create a Tamagotchi-like experience mingled with the Kentucky Derby. This was done because AB InBev’s Stella Artois is a huge supporter of sporting activities, particularly horse races. As a result, developing an online platform where non-fungible token (NFT) horses may be sold, raced, and bred appears to be a natural next step for them.
Immersive experience is key
In the metaverse, you can provide virtual advertising. Bidstack, a video game ad tech company, for example, switched from working off in real-world outdoor advertising to placing ads on virtual billboards.
You may, however, go beyond virtual billboards. Because metaverses are engaging and immersive in nature, it’s crucial to capitalise on this by providing the same immersive experience with your advertisements and marketing initiatives. Instead of simply posting ads, provide branded installations and events with which people can interact.
We’ve seen early adopters provide immersive experiences to their consumers, such as a Lil Nas X performance in Roblox, Gucci Garden experience visits, and Warner Bros.’ marketing agency of In the Heights with a virtual reproduction of the Washington Heights neighbourhood. Collaborations with the Roblox metaverse and other metaverses have recently led to the discovery of new revenue streams for brands.
Make collectibles available
People enjoy collecting stuff, and the metaverse provides yet another venue for them to do so. You can replicate the experience in the metaverse by providing assets or limited-edition items that they can only obtain in the metaverse.
The Collector’s Room, for example, is available in the Gucci Garden experience on Roblox. It enables consumers to amass a limited number of Gucci products in the metaverse. Gucci earned 286,000,000 Robux from the game’s initial sales of collector items.
Engage with existing communities
People are generally adverse to advertising. As brands attempt to enter the metaverse, it is critical that they do not irritate those who are already present. More than that, you’ll need these users’ approval because you’ll be marketing to them.
Remember that you can’t just jump on a new platform without thinking about the new format. Brands gain traction on Roblox, for example, when they collaborate with members of the Roblox developer community to create things and experiences. Similarly, when O2 hosted a Fortnite performance, they collaborated with producers who were already specialists on the Fortnite platform.
Consider this to be an influencer campaign. Because user-generated material is crucial, members of your community should be involved in the execution of your initiatives.
Marketers are living in an exciting moment. While there are guiding principles that can help marketers decide what kind of strategies and approaches to use, the metaverse is still a relatively young platform with plenty of potential for experimentation. Best practises have yet to be defined adequately, and paradigms have yet to be totally and comprehensively created. This provides lots of room for marketers to try to be unique and adventurous in their tactics.
Other Unique Metaverse Examples
- Dimension Studio generated $6.5 million in revenue from their experiments with metaverses for fashion labels. They created a virtual production setup in which a human may climb onto a platform, be scanned by 106 cameras, and be dumped into virtual worlds to test out clothing and other items. They are well recognised for their work on Balenciaga’s Autumn/Winter 2021 Afterworld game.
- Grand Theft Auto V, an open-world sandbox game, released dress variations resembling those worn by Hong Kong demonstrators. Protesters in Hong Kong were able to carry their fight in the real world into the metaverse, joining a growing number of artists who have been repurposing virtual worlds for political expression.
- Houzz, a home décor website, allows customers to create digital photo collections of their furniture and other home objects. Houzz makes money every time someone uses their service to buy something. They developed a 3D viewer in 2017 that allows users to view goods in 3D directly through a camera and graphically merges them into the user’s physical area.
- Google Maps demonstrated an augmented reality element of their walking instructions tool. This feature provides precise visual instructions and arrows to help users navigate their way to their goals. The user only needs to point their camera in the direction of the instructions they require, and the AR function will point them in the right path.
The Future Is in Metaverses
Many businesses are now investing in metaverses.They’re counting on it not only for fun, but for commercial and professional reasons as well.
For example, Facebook, the world’s largest social media network, sees itself as a metaverse firm in the future. Mark Zuckerberg is concentrating his efforts on creating social metaverses and investing in Oculus, Facebook’s AR and VR technology. In August 2021, Zuckerberg announced an Oculus work metaverse that allows users to collaborate, sit in a conference room, and interact as if they were in an office. This comes at an ideal time, as more and more offices are transitioning to work-from-home arrangements.
For example, Facebook, the world’s largest social media network, envisions itself in the future as a metaverse corporation. Mark Zuckerberg is focusing his efforts on establishing social metaverses and investing in Oculus, Facebook’s augmented reality and virtual reality technology. Zuckerberg introduced the Oculus work metaverse in August 2021, allowing users to collaborate, sit in a conference room, and interact as if they were in an office. This comes at an opportune time, as more and more offices are embracing work-from-home arrangements.
Furthermore, HTC is focusing on business-based VR technology rather than consumer-based VR technology. This is an indication that virtual reality technology is becoming more than just for entertainment.
If nothing else has persuaded you, perhaps this will: people are buying real estate in the metaverse, notably on Earth 2. That is a clear indication that technology is here to stay.
Challenges in the Metaverse
The metaverse promises a bright future for brands, but there are some obstacles to overcome along the road.
For one thing, while metaverses are becoming more popular, they still need more traction. Accessibility is a problem for metaverses due to their technological constraints. Not everyone has access to the technology required to experience the metaverse, such as high-end computers and VR lenses. This significantly reduces the potential market for brands and impedes mass marketing efforts.
Brands must likewise exercise caution when navigating metaverses. To avoid alienating players from the brand, seamless integration is critical. Because the technology is still in its early stages, marketers may struggle to find their correct position in the metaverse and may come out as overly blunt in their advertising. Plan your placements carefully and ensure that they feel natural and incorporated into the metaverse.
There are still a lot of misconceptions about metaverses. People frequently regard them as a simple children’s game. Because not everyone understands the benefits of metaverses, brands may risk being overlooked for their efforts to build a presence on these platforms.
In the metaverse, data privacy and security remain an issue. As technology advances, so does the need for more sophisticated security measures. This necessitates the development of new techniques of data privacy and protection when none previously existed. Personal verification, for example, may necessitate more data from users, hence increasing data privacy threats.
Finally, because metaverses are open to anyone, brands must exercise caution in preserving their image. The more control individuals have in a metaverse, the more likely it is that your brand will appear alongside dubious content. There’s also the possibility of your placements being destroyed or mistreated by users. This is why it’s critical to be consistent, thoughtful, and accurate with your marketing methods so that users feel comfortable sharing the virtual space with you and connecting with you there.
Finally, metaverses promise a bright future for computing and the internet. Furthermore, they provide lots of room for marketers and advertising to innovate. Despite these obstacles, the opportunity to be creative, immersive, and innovative triumphs.
How To Market In The Metaverse
There’s been a lot of debate about the metaverse since Facebook rebranded as Meta. The metaverse, which is greater than Facebook, is a fast growing movement that will influence all elements of culture, entertainment, and marketing.As a result, any business owner or marketer who advertises anything online should be aware of what’s going on in this dynamic industry.
What Is The Metaverse?
The metaverse is a relatively recent concept that is difficult to explain accurately. The term “metaverse” originally used in Snow Crash, a science fiction novel published in 1992. However, it has only been recently that it has been seriously regarded as the next phase of the internet. The fact that Facebook has rebranded as Meta demonstrates how popular this concept has become. However, it’s vital to remember that Facebook does not own the metaverse; it’s merely the largest firm involved thus far.
The term “metaverse” refers to highly immersive internet experiences such as virtual reality (VR), augmented reality (AR), and interactive video. It essentially takes the internet experience to the next level by constructing a full world in which people can mingle, conduct business, and enjoy immersive entertainment. The following are some of the most important aspects of the metaverse.
• Gaming: Gamers will feel right at home in the metaverse, since they are already eagerly adopting artificial worlds in which they take on avatars and engage in a variety of virtual activities.
• Virtual Property: The concept of owning virtual land may appear strange. Virtual land, on the other hand, has already sold for millions of dollars. The worth of a virtual property is proportional to its popularity and traffic. An example would be paying for a full-page advertisement in a prominent magazine or television show. You can start a store, host online events, or even rent out your virtual land to others if you own it.
• Non-fungible tokens (NFTs): A non-fungible token (NFT) is a digital asset that resides on the blockchain, such as a work of art, logo, photograph, game asset, or any other virtual token. While NFTs are still new and contentious, they have the advantage of having a unique identification number that cannot be replicated. NFTs are typically acquired with bitcoin and have the potential to be quite valuable.
Metaverse Marketing Possibilities
You may believe that the metaverse has nothing to do with you if you are not interested in areas such as bitcoin, gaming, or virtual reality. However, any major movement is going to have an impact on the worlds of business and marketing. The following are some ways that any business can profit by participating.
• Design your own NFT to increase brand exposure (for example, design an NFT with your logo) or to promote a product. It may appear difficult to develop your own NFT if you are unfamiliar with them. However, technology is fast evolving, and a simple Google search will lead you to websites that describe the process. Just as it is becoming easier for non-techies to make their own apps (or outsource the process), it is becoming easier for anyone to create NFTs.
• Keep an eye out for potential chances in Facebook’s Meta services. Although Facebook is currently in the early phases of its Meta transformation, you can bet that commerce and advertising will be included at some point. In the metaverse, you may be able to create Facebook Ads, develop your own virtual store, or organise events such as immersive conferences.
• Invest in virtual real estate. What are the benefits of owning virtual land? You can sell it or conduct events on it. It’s also an investment in the sense that, like physical real estate, you might be able to resell or rent it out.
• Consider ways to make your brand more gamified. Games will play an important role in the metaverse. Whether you’re a gamer or not, you can look at several ways to build up your own game. As with NFTs, it is now easier than ever to build games even if you are not a programmer. See how brands are utilising gamification for ideas. Nike, for example, built their own virtual environment, Reactland, to coincide with the launching of the React sneaker. You may not be able to build anything on the magnitude of a Nike, but you may still engage people by providing your own game.
The metaverse will offer several options for enterprises of all sizes and types to reach a larger audience. You won’t be able to learn everything all at once. It should reassure you that no one is truly an expert because the metaverse is still in its early stages, akin to the internet in the mid-1990s. Don’t, however, dismiss it as irrelevant or overly convoluted. Learn as much as you can at your own pace, while keeping an eye out for innovative ways to advertise your company.
Why Is the Metaverse the Next Big Thing in Marketing?
During the pandemic, one of the most significant new marketing platforms emerged: metaverse marketing. For those who are unfamiliar with the phrase, the metaverse is defined as an immersive, digital environment filled by virtual avatars that reflect genuine people. Are you still unsure what it means? Consider the popular video game Fortnight, a virtual reality game in which avatars compete against one another and attend events occurring in that specific metaverse. Every player in the game has their own avatar, and each player in real life has their own, individualised digital representation.
What characterizes a metaverse?
Though other businesses are developing and constructing metaverses, the gaming industry is the first to recognise and capitalise on the opportunity. And the brands that are early adopters in grasping the possibilities of metaverses will benefit the most.
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Why Are Brands Marketing in the Metaverse?
Marketers are flocking to the metaverse for a variety of reasons. It’s new, and quicker connections are finally available to handle expanding environments. But maybe the most essential reason is that marketers want to target and engage Millennials and Gen X with their products and technologies, and metaverses allow them to do so in novel ways. And based on the level of engagement brands are already receiving, it’s evident that this marketing tactic is effective and here to stay.
Because they are in the digital realm, the largest metaverses, such as Fortnight and Roblox, provide enormous brands with hitherto unreachable chances. Consider Vans. According to the Wall Street Journal, the skateboarding company has launched a virtual skatepark in Roblox that allows gamers to try new tricks and earn points to redeem in the virtual store to design their avatar.
The internet metaverse, according to Vans’ management team, is the finest way to create brand recognition among their main demographic of 13 to 35-year-olds. The business claims that their online park has received over 48 million visitors to date. That is the kind of interaction that larger brands with larger budgets may expect to see in the metaverse.
Gucci also joined the fray. According to The Verge, the premium company will issue an exclusive digital pair of sneakers called The Gucci Virtual 25 in March 2021 that “can be ‘worn’ in augmented reality (AR) or used in connected apps like Roblox and VRChat.” They retail for $12.99 on the platforms, which is a reasonable amount for a piece of luxury clothing, even if it is merely a virtual item. They were really brilliant, and they didn’t stop there.
Gucci launched the Gucci Garden on Roblox in May 2021 as a virtual experience to accompany the Gucci Garden Archetypes, a real-world project in Florence, Italy. People might “mingle with others exploring the room and can buy digital artefacts produced in conjunction with Roblox creator Rook Vanguard,” according to Vogue Business. These two collaborations show how brands can be considerably more creative in the digital space than in the actual world. Not to mention a considerably larger and more engaged audience.
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How Brands and Businesses Can Participate
New non-gaming metaverses are appearing increasingly frequently. In the metaverse, virtual conventions are increasingly taking place. Attendees can visit a number of booths without leaving the office or their home. When you bring the experience online, the size of the audience expands dramatically. Consider car shows and their potential reach in the metaverse. Put on some virtual reality goggles and “sit” in an automobile to view and experience it from the inside out. These kinds of activities can be done in a variety of ways.
Because branding, marketing, and advertising in the metaverse is so young, the costs to run a campaign are still quite minimal. It’s time to give it a shot if you’re a brand or business with an open mind and your target audience spends time on a metaverse. Keep in mind that traditional advertisements will not work – you must think imaginatively and use interaction as your primary KPI. Because this technology is new, the monitoring and tracking that we’ve come to expect from other marketing approaches isn’t currently in place, but it’s only a matter of time before the metrics catch up.
Remember to think big as you choose the best method to engage with the metaverse – whether it’s developing an in-house metaverse team or hiring an agency to help link and lead you through the process. Even the sky isn’t the limit in the metaverse.
The Ultimate Guide To The Metaverse’s Future Marketing
Marshmello’s Fortnite concert drew 10.7 million attendees in 2019.
In 2020, 45.8 million people tuned in to see Travis Scott in Fortnite. Furthermore, Travis’s personal YouTube channel views for the episode had surpassed 77 million. There are 12.3 million concurrent players.
The Gucci Dionysus, a logo-embellished bag with a characteristic tiger closure, was sold for $4,115, compared to its retail price of $3,400.
Afterworld: The Age of Tomorrow is a video game released by Balenciaga in which gamers enter a virtual Balenciaga store and experience Balenciaga’s autumn collection.
Everydays: the First 5000 Days, an NFT, was sold for $69.3 million.
That list grows longer by the day. The world is evolving at a faster rate than we anticipated.
There’s even an Earth 2.0 where you may purchase, trade, and own land!
VR revenues are predicted to reach 6.71 billion US dollars in 2022, more than doubling to 12.19 billion by 2024.
And if you’re wondering how many people play Roblox, the figure will reach 202 MILLION in April 2021.
Marketers have been waiting for consumer VR and AR technology to take off for years, and it is finally here.
As we adapt to new means of reaching consumers through virtual reality, augmented reality, and mixed reality, the future of marketing will be a crazy journey.
By putting them right in the midst of our message, these technologies will bring us closer to the consumer than ever before.
It will fundamentally alter the way we think about marketing. Let us now travel to a new world—the Metaverse.
What Is The Metaverse?
Do you know about Van Gogh’s immersive experience, in which you may physically interact with the paintings via augmented reality?
There are 360-degree displays and VR glasses that allow you to totally immerse yourself in those incredible paintings.
Consider that you don’t even have to leave your house to have this kind of experience. You don’t even have to get up from your comfy couch.
How? The Metaverse provided the link.
The term “metaverse” was created by combining the prefix “meta” (beyond) and the word “verse” (from “universe”). Neal Stephenson invented the word “metaverse” in his 1992 science fiction novel Snow Crash.
“The Metaverse is a fictitious version of the internet that supports persistent online 3-D virtual environments via traditional personal computing as well as virtual and augmented reality headsets.”
The Metaverse will be a location where individuals may access and engage through virtual or augmented reality.
People will be able to participate in social activities and entertainment like never before because to this technology.
The notions of presence, immersion, and interactivity underpin the Metaverse.
The Metaverse has been defined as a communal virtual shared place generated by the merging of virtually improved physical reality and physically persistent virtual space, which includes all virtual worlds, augmented reality, and the internet.
Characteristics Of The Metaverse
Take a look at the Metaverse’s qualities to gain a better understanding.
Persistent: The Metaverse is a fully immersive, communal experience. It will be a real-time parallel reality that never ceases.
In the Metaverse, users will interact with one another and with their digital surroundings in real time. Participants in the Metaverse will react to their virtual environment and to one another in the same way that they would in the physical world.
User-generated content: In Metaverse, people can produce their own material or enhance current content.
Efficient-Economy: The Metaverse will include fully operational economies based on non-fungible tokens, bitcoin, and other cryptocurrencies.
Decentralized Vs. Centralized Worlds
Let’s look at the decentralised and centralised world notions to get a better understanding of the Metaverse.
Assume you’re on a social media platform like Facebook or YouTube. It indicates that you are using a centralised system, in which a central authority controls the data.
For example, if you want to share a Facebook post with a friend, they will be aware that you are doing so, and the data will be authenticated and shared by Facebook.
That is, in a centralised environment, centralised platforms such as Facebook have power.
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What about a world that is decentralised?
With the advent of bitcoin in 2009, we were introduced to the concept of a decentralised world.
If you want to transmit bitcoin to a friend, you don’t have to go through the same steps that you would in a centralised system.
Blockchain is a distributed, unchangeable ledger that simplifies the recording of transactions and the tracking of assets in a corporate network.
You now understand the distinction between the decentralised and centralised worlds. So, how about the Metaverse? Is it in a decentralised or centralised environment?
The Metaverse can now be placed between these two universes.
Assume you are a Roblox user. When you buy something in Roblox, you cannot take it to another virtual location.
Because these virtual worlds have Metaverse properties, Roblox and Fortnite are still considered to be part of the Metaverse.
But don’t worry; we’re on the verge of a truly decentralised world.
Tokens that are fungible and non-fungible
At this point, we understand what blockchain and the decentralised world represent. What else should we become acquainted with?
Tokens. Tokens are pieces of data that are kept on the blockchain ledger.
Tokens will be used by consumers to interact with brands and each other in the Metaverse, therefore understanding them is critical.
Tokens are classified into two types: fungible and non-fungible.
A fungible item is one that can be swapped for another object of the same type.
A dollar bill, for example, is fungible because it may be traded for any other dollar note.
Digital goods, like as Bitcoin, are also fungible in the sense that they can be exchanged for one another.
Non-Fungible denotes that the digital asset is one-of-a-kind.
CryptoKitties, an Ethereum-based game, is a great illustration of this.
“Each cat is unique and completely yours; it cannot be duplicated, taken away, or destroyed.” As a result, an NFT is a Non-Fungible Token that is stored on the blockchain. To gain a better knowledge of metaverse marketing, it is necessary to be familiar with these terminologies.
Marketing In The Metaverse
How does digital marketing work in the Metaverse? “Metaverse Marketing” is the future of digital marketing.
Metaverse is a new marketing environment that functions similarly to the blockchain.
Because it is decentralised, there are no servers or administrators. It is a new marketing technique that enables you to connect with your consumer base in previously unimaginable ways.
Metaverse Marketing will alter your perspective on digital marketing.
Is Your Company Prepared for the Metaverse?
You’re reading this blog post because you want to learn more about the metaverse and metaverse marketing prospects.
And you’ve surely heard that Facebook CEO Mark Zuckerberg unveiled Meta, a new company brand that combines apps and technologies.
Change Brand Strategy: Meta’s focus will be on bringing the Metaverse to life and assisting people in connecting, finding communities, and growing enterprises.
However, as I indicated earlier in the post, Facebook is a centralised network that does not intend to be truly decentralised.
If they wish to be completely decentralised, they must change their centralised model.
However, as in the Fortnite example, the Metaverse is not always decentralised.
As a result, if you want a successful metaverse marketing plan, they would need to align their business models and aims with Metaverse.
Mindset Shift: Your organisation and its employees must adopt the belief that the Metaverse and virtual surroundings are locations for customer attention and commerce.
It isn’t something that will fade away.
This mentality enables these businesses to develop extremely relevant and long-term positions rather than short-term executions that provide less brand equity.
Hire Tech Hunters: Your brand should also have people that determine how to improve their sector and adopt new technology.
Then, via the use of immersive technology, these companies will determine the future.
Launch NFTs: The worldwide gaming sector is expected to be worth $61 billion in 2021.
By 2025, the market for in-game purchases is expected to be worth $74.4 billion. We spend a lot of money online as a society, and we value digital assets more than ever. (Recall the Gucci Bag example from earlier.)
In the Metaverse, there are non-fungible tokens that enable virtual asset ownership.As a result, brands may need to release NFT editions, such as NBA Top Shot, which allows you to collect and exchange legally licenced NBA and WNBA NFTs.
Make virtual shows / vStores: Your company may make virtual exhibits, showcases, events, and more. You can also collaborate with an existing virtual platform, such as Roblox or Coca-Cola.
In the Decentraland metaverse, they launched virtual wearable NFTs, including a wearable jacket. This was the first NFT collection from Coca-Cola.
Make 3D models: 3D models are critical for generating immersive content.
With the rise of virtual reality (VR), 3D models have become an indispensable tool for generating immersive interactive experiences.
As more sectors adopt VR as a standard, the demand for 3D models that can be used to construct these immersive settings will grow.
There are numerous approaches you can take to adapt your organisation and brand to the Metaverse.
And keep in mind that this is just the beginning; there will be additional ways to get in.
As a marketer, you must be prepared for the changes that will occur.
Advertising and The Metaverse
We are currently transitioning from digital advertising to metaverse marketing, similar to how we transitioned from television, radio, and banner advertising to social media, search engines, and others.
Text and supporting visuals are used by businesses in display advertising that we may discover on Google or other search engines nowadays.
However, as the market shifts, these visuals will become 3D, making the work a little more difficult.
Furthermore, VR and AR will be popular ways, necessitating considerably more imaginative labour than is currently required.
This, however, will provide digital marketers more leeway in how they advertise and sell things.
Search Engine Optimization and the Metaverse
With the rise of Metaverse, search engine optimization may undergo significant change.
Unfortunately, we don’t know what will happen to SEO.
Google may take a more immersive approach, offering a search engine where you may visit the website via VR.
Brands will need to rethink their three-dimensional tales, and marketers will need to embrace developing technology at a faster pace.
Social Media Marketing and The Metaverse
What will happen to social media in the Metaverse?
We may foresee social media platforms akin to Roblox or Fortnite, where you have a 3D avatar in AR and explore websites in the same way that you would visit game zones in a game.
The options are limitless.From the start to the last stage of the customer experience, AR and VR will have an influence.
Content Marketing and The Metaverse
Only 3% of the content on the internet is referred to as “interactive.”
This suggests that everything else on the internet—photos, movies, and so on—is passive. The graphics in interactive graphics alter in response to the user’s actions on them.
Exploration and discovery are enabled via interactive material, which is similar to metaverse features such as user-driven qualities.
Brand experiences that are linked to real-world activities or imitate what your brand currently does in real life can assist you in engaging customers.All marketers are still unfamiliar with the Metaverse, which allows for experimentation and novel techniques.
The Metaverse is the future of marketing. It is critical to begin preparing your brand’s road to Metaverse success as soon as possible.
A Metaverse is an intriguing environment in which people can construct.
In this tutorial, we’ve given you some pointers on how to use virtual reality to boost your marketing efforts.
We hope these were useful! If you’d want to learn more about the future of marketing, please let us know by liking or sharing:)