If you’ve been reading any marketing articles lately, or even watching the Super Bowl, then you’ve certainly heard of the “metaverse.” But, do you understand what it means?
If the answer is no, don’t worry – you aren’t alone. The metaverse can be confusing. It isn’t tangible and it isn’t just one thing. It’s a collection of technologies, identities, philosophies, and experiences that all level up into a digital sphere that in some way imitates real life. And consumers, especially digital natives, are quick to adopt AR/VR, social communities, and more.
What should brands do to market to their target audiences in the metaverse?
- Make digital experiences accessible and seamless
- Select metaverse-related trends that are best suited for your customers and your brand
- Drive innovation that’s focused on business outcomes
Making digital experiences accessible and seamless
There’s a reason why metaversal experiences are catching on: consumers are attracted to immersive environments. This is especially true when it comes to testing products, planning trips, and getting to know brands. Brands need to consider this as they explore their roadmap of digital development. Invest in ways to make your websites, social instances, and overall digital presence attractive for customers and drive affinity through positive virtual interactions.
Selecting metaverse trends that are best suited for marketing to your customers
Brands are chasing after an impossible dream if they try to dive all at once into every new trend within the digital universe. Throwing everything at the wall just to see what sticks is expensive, time consuming, and likely to confuse the consumer rather than drive them to your brand. Instead, it’s important to have a deeper understanding of your customer and identify what would actually increase brand value and improve customer loyalty. Maybe you don’t need a purchasable NFT or gamified shopping experience. It’s important to not be distracted by the novelty and instead focus on creating the best solutions for your brand and its customers.
Driving innovation that’s focused on business outcomes
Many brands are knee jerk reacting to what’s capturing headlines and straying away from an overarching media strategy. But, testing innovative ideas without the end business goal in mind, or simply out of fear of missing out, does not result in greater brand affinity or revenue. Innovation must be grounded in doing something new that will fulfill a need of the consumer in a way that either excites or delights them. That’s what builds word of mouth and keeps them coming back for more.
The metaverse is going to grow and evolve as emerging digital technologies are more widely adopted and get smarter through AI. Marketers need to stay up to date with these changes, while not losing sight of their business goals. Before diving head first into the latest metaverse marketing tactic, evaluate:
- Have you already optimized your current metaversal experiences?
- Will adopting this tactic benefit your customer?
- Will these time and monetary investments improve your business’s bottom line?
For more insights, view our webinar on-demand: The Metaverse, Crypto, & NFTs: What Marketers Need to Know.