Advertising & Marketing

The same tried and true best practices apply when marketing to the Metaverse as with other traditional channels.

• Test and Learn: Brands should continue to be in a test-and-learn mode in the virtual world which requires intellectual curiosity. It is the next iteration of how the fan community uses the internet to connect, communicate and transact.
• Know Your Audience: The audiences most likely to interact with the metaverse across its virtual platforms are the younger generations; Millennials and Gen-Z.
• Watch the Competition: It’s the new channel where everybody is getting in the game. You don’t want to be left behind.
• Digitize Existing Campaigns: By repurposing your existing marketing campaigns that were successful and digitalizing them to work in the metaverse, brand engagement will likely increase.
• Create a Continuous Brand Experience: Applying the right tools and features can help to provide an immersive, but consistent user experience across all of your channels. If the marketing of a brand interrupts this, you run the risk of the consumer losing focus of their virtual experience and the brand message.
• Partner with In-Platform Creators: Agencies should continue doing what they do best and adapt by partnering with Metaverse creators and developers to connect their brands relationships to this virtual channel comfortably.
• Accelerate Brand Purpose: Look for applications in the virtual worlds to accelerate your brand purpose or long-range goals such as charity or sustainability.
• Offer Premiums: Offer assets, NFTs, or limited-edition items that they can only collect in the metaverse.

Being able to move from real to virtual worlds seamlessly is exciting. Creating experiences at any point in the customer journey, from acquisition, to engagement, to transaction, to customer support, has the potential to be both spectacular and longer lasting than before.

The doors of the Metaverse are accessible to anyone interested, through the various platforms that have contributed to its start. Through the advertising platforms, virtual reality can be linked to a fantasy video game or to never-before-seen worlds. On these advertising platforms you can create an avatar and interact with other users – have a coffee, go for a walk, see a concert, attend a fashion show or an art exhibition.

Some of the platforms can just be accessed via web browser, thus offering a limited immersive experience, while others let you access the virtual worlds via mobile and AR/VR wearable devices.

While a gaming platform can combine multiplayer dynamics with the ability for users to create content, a blockchain-based platform may go much further, allowing participants to own property, and start a business venture. The Metaverse leverages on the blockchain technology to create ways to monetize the experience, similar to the real world, though a virtual one.

With avatar journey analytics, brands can deliver what their customers need or want with automated actions delivered through the Metaverse. Comprehensive AI and automation analytics tools will result in an efficient increase in revenue and stronger customer experiences throughout the brand’s real and virtual worlds.

Marketers can determine an avatar’s need, draw it toward the brand’s metaverse platform, and watch where they engage. Then they can determine the next best action for each customer’s avatar based on what stage they are in.