How the Metaverse will change online marketing as we know it
In my last article, I already went into what the Metaverse is and who is building it. Now I’d like to give some insight into how this development could affect work around content in the future and what benefits the Metaverse could offer people.
How will the Metaverse affect (Content-) Marketing?
As people who work with and around content, we naturally want to be where the users are. We need to get familiar with what users need by experiencing it ourselves before we can provide the optimal solutions.
A new channel means new content creation opportunities, new challenges, new tools, and new ways to reach people.
The metaverse could become THE next marketing channel. Brands should prepare to prepare and quickly adapt their messages in three dimensions.
The metaverse is creating entirely new ways to design content, produce content, and reach people. Our messages will become more immersive. Users will no longer just see ads but will be able to have interactive experiences. For brands in general, this means that users can be addressed in a personalized way.
One example of interactive experiences within the metaverse is concerts within an online lobby, such as in Fortnite. DJ Marshmello performed in front of an incredible 11 million viewers as a result.
Nike and the Jordan Brand have also had avatars put on their clothes and shoes, bringing the brands into the digital world.
Balenciaga has already held virtual fashion shows and Gucci has created digital-only products. Street art in the real world can be brought into the digital world to interact with it and see the art from a whole new perspective.
In the future, brands may opt to launch new collections virtually first and use this as a testing platform before they decide what to physically manufacture and sell. — Emma Chiu (Global director at Wunderman Thompson Intelligence)
Read up on how brands can use the metaverse in these interesting articles:
The Metaverse as a teleportation device
In his presentation, Facebook’s CEO Mark Zuckerberg said that individual creators, artists, and users, in general, will have enormous opportunities through the Metaverse.
By switching through virtual 3D worlds as fast as the blink of an eye, the Metaverse could work as a kind of teleportation machine.
People who live away from city centers or are limited in educational opportunities will be helped tremendously by this.
This could potentially open up a whole new target group.
Beam me up, Scotty!
What marketers can do right now to be ready for the Metaverse
7 tips on how to use AR and VR to boost your content marketing strategy:
- Your community is key. Be active, interact and give your users what they want.
- Think longterm. What could be KPIs to measure your success in the metaverse?
- Do regular research on metaverse and always think about how your brand can leverage this new technology
- Storytelling is still king. Create your stories using AR to break new ground and engage your users innovatively
- Build content by using AR. Examples: IKEA Showroom, Diesel ‘Only the brave’ campaign,
- Organize or visit events in Virtual Reality on platforms like Facebook Horizon.
- Work with influencers, brands, or creatives to share ideas and gain expertise.
AR and VR are extraordinarily advanced and in their infancy at the same time. There are a whole lot of opportunities available right now and just as many that are yet to come.
With foresight and a smart strategy, getting started in the metaverse will be a win for users and marketers as well.
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