How brands can use the metaverse before it’s too late
Similarly, to how social media revolutionised the online marketing landscape, the metaverse is about to do the same. It is imperative that marketing and communications brands pay close attention to the metaverse as it is indeed the next frontier for online interaction. Think about it like this, if brands had not made the shift to online marketing when social media became apparent, they would have been left behind and disregarded. Consumers would have forgotten about them and focussed on the brands that were engaging with them on social media platforms that they use every day. Ultimately, the metaverse is about to do the same and restructure online marketing forever, therefore if brands do not adapt to this, they will become irrelevant.
Begin by experimenting
The first most crucial mistake that brands have made when entering the metaverse is when they have rushed into launching projects without investing the required time and resources to ensure a seamless experience. An example of this is when Pokémon launched Pixelmon $9K NFT’s, which was poorly constructed and as a result became, “an instant meme.”
An effective starting point for brands to enter the metaverse successfully, is to experiment and experience it themselves. Develop a fake brand or private user to explore the metaverse and all it has to offer. This gives brands the opportunity to play around allowing them to understand the platform and figure out exactly how they will utilise it for their own brand. This reduces risk in committing and investing in something without properly understanding it for what it is.
Personalisation through Digital Gaming
The importance for delivering personal brand messages to a targeted audience has never been more important due to the competitive nature of the industry. Customers are looking for new experiences such as fantasy and play and the metaverse offers this exactly, allowing for brands to successfully deliver these expectations to their customers.
One of the most basic methods in getting started to produce engaging experiences for customers is to take advantage of gaming. Digital gaming offers realised, immersive and interactive experiences. Many brands have partnered up with established video game developers to create interactive experiences. Nike for instance, collaborated with Roblox to create Nikeland where users can engage with their friends in games such a dodgeball. Other brands have even established their own video games within the metaverse where players can take part in their own adventures, mustering together digital collectibles in the same way people earn points in standalone frames. The difference is that the accumulation of these collectibles can be worth legitimate money.
Companies that are entering the metaverse should most definitely invest in either creating or collaborating with game makers to form memorable experiences for customers. When
reflecting on a positive and memorable and experience like this, customers are more willing to come back to a company and shop their product or services as well as recommend them to friends and family, creating increased brand recognition.
Since the beginning of the pandemic, virtual events have become increasingly more popular. Virtual events in the metaverse allow for creating engaging and immersive virtual experiences. From concerts to networking events and conferences, the opportunities are endless. Brands should organise networking events in the metaverse and utilise their social media platforms to promote and encourage customers to take part. This is an effective way in getting your current audience to navigate towards the metaverse and see what your brand has to offer on the platform.
For brands to successfully create a positive and engaging presence within the metaverse they should collaborate, experience and promote themselves effectively. It is not new news that developing personal relationships with customers is important, but it is imperative to withhold them to. If brands want to continue to obtain meaningful relationships with customers, they need to be continuously developing and keeping up to date with the newest and most engaging trends. If not, customers will fail to recognise you and your brand identity will be lost.