Metaverse marketing is ready to take off

(Photo credit: Uriel Soberanes/Unsplash)

Mike DreyhurstWe are in the middle of a second chance at a second life. (Although this second life He never went.)

The first part of the coronavirus pandemic has made staying at home and living digitally a normal life for almost everyone. As augmented reality settles on our phones to become second nature and virtual reality devices become more acceptable, the future wants us to take it one step further – straight into the metaverse.

Thus, the metaverse is more than just a concept, embodying a set of experiences in immersive virtual reality worlds where people can interact and exist. Companies like Epic, the owners of Fortnite, have adopted the terminology to describe the worlds within their video games, and social media platforms like Meta are touting their plans to help create the future. It is clear that we are moving quickly on this front towards an unprecedented reality (or set of facts).

Where does this lead marketers?

How will marketers reach audiences in the Metaverse?

Virtual Influencers are already here, and metaverse is a natural fit for them.

The Influencer Marketing Factory Reports that the market for virtual influencers was $4.6 billion in 2018 and was expected to grow 25% annually through 2025. Lil Miquela, a character created with CGI, received some fame due to a kiss with a real person in Calvin Klein campaign. But it’s not the only time that matters default effectAnd and some of them Earn millions for its creators.

Yoox, the online luxury discount site that created virtual influencer Marguerite, is among the brands considering moving virtual influencers to the metaverse.

“Generation Z and millennials see no separation between the digital world and the physical world,” said Manuela Stripoli, the company’s chief communications officer. I told Vogue Business earlier this year.

The role of agencies in the Metaverse

In the early days of social media, advanced marketers became social media consultants. Large agencies have taken advantage of these opportunities to take advantage of the growing opportunity, and dedicated social media agencies have also emerged.

Weber Shanwick Hired Jeremy Bieber For helping her start a practice of social and digital media communications in 2006. Maggie Fox social media group So does Jim Tobin Turn on social media It became one of the first specialized agencies to provide social media consulting and services for brands.

We should expect to see the same for metaverses.

In fact, some specialized agencies have already emerged, and some large agencies are developing their own virtual practices and metaverses. Simply search Google for phrases like “Metaverse Agency” And “Metaverse ConsultantAndAnd you’ll see what I mean.

So, if you’re a brand that’s not quite sure about the metaverse, have agencies to help you get started — and help you decide when (or if) you’ll take these capabilities home.

Everything old is new again

In real or virtual life, marketers will always look for consumers. Wherever you see ads or come across in real life, you should expect the same in any virtual world.

Many of us are already used to trying Snapchat Lens for funny faces, and a lot of people are almost used to trying makeup now thanks to brands like MAC Cosmetics. Many companies also offer virtual and augmented experiences that go beyond the phone, As in the recent PepsiCo bus stop campaign.

You can’t even play some video games without it Watch an ad.

As we delve deeper into the metaverse, there are plenty of descriptive opportunities for marketing, such as on metaverse billboards.

While it is easy to get immersed in the revolutionary nature of these technologies, it is important to remember that the basics of ROI and KPIs are still present in these hypothetical opportunities. Smart marketers will thrive in any reality if they focus on connecting their needs with the needs of their audience to create valuable experiences.

Or, as Karen Boswell of VMLY & R Advertising Week put it recently, “To thrive, brands need to create safe, inclusive, human-led experiences.”

“As with any investment in quality experiences that meet a need, a return will follow,” she noted.

Mike Dreyhurst is Managing Editor at SmartBrief, where he writes this monthly column and helps organize the most important marketing news each day. Subscribe to our free newsletter to get his ideas straight to your inbox.

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