Unless you’ve been living under a rock you’ll have heard of the Metaverse by now. It’s the next big thing. For the uninitiated, the metaverse is an immersive, digital environment with avatars representing actual people.
A metaverse is an always active real-time landscape where players can generate their own content and are free to do essentially whatever they want. Other industries are creating and building metaverses but right now the gaming industry is at the forefront.
But wait, what does this have to do with marketing?
There are plenty of reasons why marketers are heading to the metaverse in droves. It’s a new environment that is growing exponentially and provides new and exciting opportunities. The younger generations, millennials and Gen Z in particular, are the key metaverse demographics and the metaverse allows all-new ways to reach and interact with these audiences.
The biggest metaverse, such as Fortnite and Roblox offers brands never before seen opportunities in the digital world, and companies are jumping at the chance. From The Gucci Garden on Roblox and a new Star Wars trailer on Fortnite, the opportunity for exciting and immersive marketing is here.
Gucci Garden for example was a virtual experience to complement their real-world installation in Florence, Italy. The experience allowed for players to interact with other players exploring the virtual space and purchasing digital items that can be worn in AR (augmented reality) and online through their virtual character.
How to Get Involved
The key to metaverse marketing is creativity. As new non-gaming focussed metaverses pop up opportunities are too. Virtual conventions are already taking place without anyone needing to leave their home and travel to the event.
Because the metaverse is still fairly new the prices to run a campaign are still fairly low. If you’re a business with an open mind there is a massive opportunity for you to seize. Just remember, traditional advertising isn’t going to work, creating a digital world, product or space will be the key and keeping it engaging is vital.
Since the technology is new metrics haven’t quite caught up so it can be difficult to track how effective the strategy is, but it’s only a matter of time.
In the metaverse, the sky is no longer the limit. As long as you are creative enough you can create an incredible campaign and reach audiences in a never before seen way.