▷ Metaverse and Digital Marketing: How to Prepare?
Since Facebook announced its name change to Meta, the term “Metaverse” has been trending in the tech world. How will this new virtual world fundamentally change the way humanity works? How will the Metaverse impact marketing?
With the continued rise of virtual reality (VR) and augmented reality (AR), the metaverse is invading 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 the science fiction book snow crash by Neal Stephenson in 1991, its new relevance can be attributed to both change of Facebook’s “meta” brand, as well as popular avatar-based games such as Fourteen days .
Science fiction author Neal Stephenson coined the term “metaverse” in his book. snow crash (1991) used to refer to a computer generated universe. It’s usually a highly immersive shared virtual world where people come together to play games, socialize and work. It’s also linked to the development of Web 3.0, which some say will be the next chapter in the existence of the Internet – a chapter built on blockchains that, in theory, will democratize access and power and influence of the greatest Technology companies will weaken.
But let’s keep it simple. A Metaverse is a hyper-realistic, immersive, and interactive shared virtual space through the use of Augmented Reality (AR) and Virtual Reality (VR). Within a metaverse there can be multiple virtual worlds in which people can engage in a variety of activities that are the result of a mix of physical and digital. Instead of staring at a screen like before, a metaverse lets you track all your online experiences, e.g. B. shopping, meeting friends and family, going to a concert, filling in official documents, etc.
From another angle, it is possible to describe the metaverse in two ways.
- One is a direct 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 (capital “M”) is the Internet; Metaverses (lowercase “m”) are platforms developed by Facebook, Microsoft, Nvidia and Co. that provide context and provide specialized products required for specific use cases.
With this in mind, many brands and marketers are beginning to see the same potential behind the metaverse, and that potential has revitalized the marketing industry.
The metaverse is based on the fact that people initially spend a lot of time – and sometimes money – in virtual environments. So it’s not surprising that early examples tend to focus on one thing: video games.
The Roblox platform , for example, allows players to inhabit worlds created by other users and leave the design to the community. They’ve also recently started experimenting with interactive ads, which give marketers much more freedom than product placement or simply placing an ad at the static video game level. They create a combined experience that changes as players move through games and give ads a chance to come to life.
Hyundai also benefited. The automaker created its own Roblox level where all the cars belong to it. He entered the Metaverse to seek a younger base in his homeland – the games – and aims to “forge lasting relationships with fans”.
in May 2021, Gucci also opened the Gucci Garden on Roblox, a virtual experience to complement a real-world installation called Gucci Garden Archetypes that took place in Florence, Italy. Vogue Business revealed that people could “meet with others to explore space and buy digital pieces created in collaboration with Roblox creator Rook Vanguard.”
With more than 43 million daily active Roblox users, it’s easy to see why brands jump at the chance to differentiate.
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 have spent money on a virtual item, such as a smartphone. B. a character mod or special equipment that is only available in the game.
Nowadays, digital marketers are not forbidden by any border. But metaverse or not, marketers have to design interactive experiences that inspire commitment and thus forge authentic relationships.