Marketing in the metaverse: An opportunity for innovation and experimentation.
- Imagining How The Metaverse Will Change Marketing.
- Top 10 Metaverse Marketing Agencies to Help Build Your Brand in the Metaverse.
Creating your own branded world in the metaverse is a great way to showcase your products or services, attract and engage your audience, and differentiate yourself from your competitors. However, it also requires a lot of creativity, technical skills, and strategic planning. Here are some steps you can follow to create your own branded world in the metaverse:
- Define your goals and audience. Before you start building your world, you need to have a clear idea of what you want to achieve and who you want to reach. What is the purpose of your world? What value does it offer to your audience? How does it align with your brand identity and values? Who are your target users and what are their needs, preferences, and behaviors?
- Choose your platform and tools. Depending on your goals and audience, you need to select the best platform and tools to create and host your world. There are many options available, such as Roblox, Fortnite Creative, Horizon Worlds, Decentraland, Sandbox, Somnium Space, and more. Each platform has its own features, advantages, limitations, and costs. You also need to consider the accessibility, usability, and scalability of your world across different devices and platforms.
- Design your world and assets. Once you have chosen your platform and tools, you can start designing your world and assets. You need to consider the aesthetics, functionality, interactivity, and narrative of your world. How does it look and feel? How does it work and behave? How does it communicate and interact with your users? How does it tell a story and create an experience? You can use existing assets from the platform or create your own using tools like Blender, Unity, Unreal Engine, or Photoshop.
- Test and launch your world. Before you launch your world to the public, you need to test it thoroughly for any bugs, errors, or issues. You can invite beta testers or use analytics tools to gather feedback and insights. You also need to ensure that your world complies with the platform’s policies and guidelines. Once you are ready, you can launch your world and promote it through various channels, such as social media, influencers, ads, or events.
- Maintain and update your world. Creating your own branded world in the metaverse is not a one-time project. It is an ongoing process that requires constant maintenance and updates. You need to monitor your world’s performance, user behavior, feedback, and trends. You also need to add new features, content, events, or challenges to keep your users engaged and interested.
According to Forbes(forbes.com), some of the top content marketing trends to stay on top of in 2022 are:
- A/B testing of website content to optimize conversion rates
- Podcasting to reach a large and engaged audience
- Marketing in the metaverse to create immersive and interactive experiences
- Video marketing to capture attention and boost engagement
- Shoppable links to enable direct purchases from social media platforms
- Building human connections through experiences and storytelling
- Leveraging data-backed insights from external sources to inform content strategy
- Brands turning individual content creators into ambassadors to increase trust and authenticity
These trends reflect the changing consumer behavior and preferences, as well as the technological innovations and opportunities in the digital space. Content marketing is a dynamic and evolving field that requires constant adaptation and experimentation.
Metaverse marketing is the process of creating and delivering content to consumers in the metaverse, which is a collective term for immersive and interactive digital environments that span the virtual and physical worlds. The metaverse is powered by a fully functioning virtual economy, often built on cryptocurrency and digital goods and assets, such as nonfungible tokens (NFTs). The metaverse also enables people to have virtual identities, presence, and agency, including peer-to-peer interactions, transactions, user-generated content, and world-building.
Metaverse marketing offers brands an opportunity to engage with consumers in innovative and experimental ways, while pushing internal capabilities and brand innovation in new directions. Some of the benefits of metaverse marketing are:
- Reaching a bigger and more diverse audience. The metaverse appeals to anyone regardless of their age, country, occupation, or gender. Especially, if you want to attract Gen-Z and millennials, who are the most active and influential users of the metaverse, you need to have a presence and a strategy in this space.
- Setting your digital footprint and reputation. The metaverse is an evolution of today’s internet, where brands can create immersive and memorable experiences for their consumers. By establishing your brand identity and values in the metaverse, you can build trust and loyalty with your audience.
- Welcoming the potential of revenue growth. The metaverse is powered by a virtual economy that allows brands to monetize their content and assets in various ways. For example, you can sell digital products or services, create shoppable links or ads, sponsor events or influencers, or collaborate with other brands or creators.
Some examples of brands that are doing well in metaverse marketing are:
- Nike, which has launched its own virtual world called NikeLand, where users can explore different zones inspired by Nike products and athletes, as well as buy NFTs and digital sneakers.
- Gucci, which has created a digital garden in Roblox, where users can interact with Gucci-themed items and avatars, as well as purchase limited-edition NFTs.
- Burberry, which has partnered with Mythical Games to launch its own branded NFT collection in Blankos Block Party, a multiplayer online game where users can create and customize their own worlds.
- Coca-Cola, which has hosted a virtual concert in Fortnite featuring rapper Travis Scott, attracting more than 12 million viewers.
- BMW, which has unveiled its concept car Vision M Next in a VR showroom powered by Unreal Engine, where users can explore the car’s features and design.
