Metaverse marketing the essential guide — SwiftERM

Understanding the Metaverse

  • Always active. Metaverses do not pause when you leave them, nor do they end. They just continue on indefinitely.
  • Exists in real time. The metaverse has a timeline that synchronizes with the real-world timing.
  • Players have individual agency. Players can be doing separate activities at the same time. One could just be standing still in the corner while others are interacting with each other.
  • Self-contained and fully functioning universe. The metaverse is a fully functioning universe that allows users to create, own, sell, and invest. Users can also be recognized and rewarded for the labor they put out in the metaverse.
  • Mix of different platforms. Different platforms can work together in the metaverse. For example, in the case of video games, you should be able to bring items from one game to another game.
  • User-generated content. Metaverses are more than just virtual spaces for users to hang out in. Users can create content that other users can also enjoy.
  • Marketing in the Metaverse
  • Digital marketers need to be kept up to speed with the latest technological developments. This includes understanding the metaverse and its full potential. What marketers need to understand is that metaverse is not just a trendy new thing; it seems like it is here to stay and is making its way to be the next big thing.
  • How can marketers adapt as this metaverse expands?
  • First, marketers need to keep in mind the value of millennials and Gen Zers as a target market. These generations are also avid users of some forms of metaverses, such as games like Roblox and technologies like VR. With that in mind, let’s explore how marketing can be done in the metaverse.
  • Parallel metaverse marketing within real-life marketing
  • Create marketing experiences that tie in with real-world experiences or parallel what your brand already does in real life. For example, the AB InBev’s beer brand Stella Artois worked with Zed Run in June to create a Tamagotchi-like experience crossed with the Kentucky Derby. They did this because AB InBev’s Stella Artois is big on sponsoring sporting events, in particular horse races. Hence, creating an online platform where non-fungible token (NFT) horses are traded, raced, and bred seems like a natural entry point for them.

Immersive experience is key

Make collectibles available

Engage with existing communities

Continuously experiment

Other Unique Metaverse Examples

  • Dimension Studio made $6.5 million in revenues as a result of their experimentation with metaverses for fashion brands. They established a virtual production set-up that allows a user to step onto a platform, be scanned by 106 cameras, and dropped into virtual worlds to test out garments and other items. They are most known for their work on Balenciaga’s Afterworld game for Autumn/Winter 2021.
  • Grand Theft Auto V, an open-world sandbox game, released clothing options that were similar to what the protesters in Hong Kong wore. Hong Kong protesters were able to take their battle in the real world into the metaverse, joining many artists who have been repurposing virtual worlds for political expression.
  • Home decor company Houzz allows consumers to create digital photo collections of their furniture and home items. Houzz earns each time someone purchases items through their service. In 2017, they added a 3D viewer that lets users view items in 3D directly through a camera and visually incorporates them into the user’s physical space.
  • Google Maps demoed an AR feature of their walking directions feature. This feature offers exact visual instructions and arrows that would make it easier for users to find their way to their destinations. The user simply needs to point their camera towards the direction with which they need instructions, and the AR feature will point them in the correct direction.

The Future Is in Metaverse

Challenges in the Metaverse

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