As brands look to the metaverse for marketing opportunities, there are some key considerations to keep in mind. The metaverse presents ways of engaging customers and providing unique experiences that can be tailored to a brand’s identity, mission, and values. By leveraging immersive technology, brands can create interactive, engaging, and memorable experiences for customers.
In this article, we’ll discuss various ways that marketing will change as these virtual worlds become more and more popular, and how brands can use the metaverse to reach their target audiences more effectively. Here are 7 ways brands can use the metaverse for marketing:
1. Participate In Virtual Events and Conferences
Virtual events are becoming increasingly popular, allowing brands to reach their target audiences without the need for physical travel. Brands can attend virtual events and conferences, allowing them to network with potential customers, partners, and influencers in the metaverse. These virtual events can even be translated to provide an international audience, allowing brands to expand their global reach.
Physical events are also limited to a certain number of attendees, while virtual events can accommodate an almost unlimited audience. This allows brands to reach a larger audience with their marketing efforts and increase their visibility in the metaverse. The display itself can also be adapted to the event, creating an immersive experience that resonates with customers.
2. Create Virtual Stores
Brands can create virtual stores or experiences to attract customers and provide them with a unique shopping experience. This could include virtual product demonstrations, 3D models of products, interactive customer service, and more. Brands can also use augmented reality (AR) to enhance the customer experience by providing an immersive view of their products in the metaverse.
When it comes to marketing psychology, the environment can play a big part. Brands can influence buying behavior by adjusting the scenery, lighting, and sound in the virtual store to create a more inviting atmosphere.
In one study, participants were shown to be more likely to buy French wines if French music was playing in the background. Now, imagine if all five senses could be simulated in a virtual environment that was tailored to suit the perfect shopping experience. Whether you are shopping for a green spring dress, a wedding dress, or even a sports car, the metaverse offers a wide range of possibilities for brands to engage customers.
The benefit of virtual stores is that they can be open 24/7 and customers can access them from anywhere in the world, allowing brands to reach a larger audience. As the metaverse continues to expand, more and more customers will begin to use these virtual stores, allowing brands to increase their sales.
3. Utilize Virtual Influencers
Virtual influencers are digital avatars that represent real-world people and brands. Brands can use these digital influencers to promote their products, engage with customers, and increase their visibility in the metaverse.
Virtual influencers can be used for a variety of marketing tactics, such as hosting virtual events, creating product promotions, or engaging with customers through social media posts. Brands can even create their own virtual influencers and use them as brand ambassadors to increase their reach and establish a presence in the metaverse.
@lilmiquela is a great example of a virtual influencer and how brands can use her to reach their target audiences. With $30 million in investments from leading investment firms, she has become one of the most influential virtual influencers. She’s even been featured in campaigns from some of the world’s biggest brands, such as Bella Hadid and Calvin Klein.
Virtual influencers are CGI creations that have become increasingly popular and are being used by brands to create engaging content. Brands can use them to reach a wider audience and provide an immersive experience that resonates with their customers. To adhere to one of the key aspects of influence, (Likeness), brands should ensure their virtual influencers are representative of their target audience.
Brands can even leverage virtual influencers at scale by ‘digital cloning’. A virtual influencer can be cloned to create multiple copies of the same virtual character. For example, if a professional mixed martial artist were to promote a fashion line, a virtual clone of the athlete could be created and used in a virtual game, allowing customers to interact with the avatar as they complete objectives and sell products.
Meanwhile, another clone could be giving inspirational talks at a conference. With the metaverse, the ability to monetize, advertise and scale the likeness of an influencer is enhanced. This can be an absolute game-changer for brands as customer engagement is taken to the next level.
4. Leverage Gamification
Gamification is another way for brands to engage with their customers in the metaverse. Brands can create virtual games that allow customers to interact with their products and services as they complete challenges or objectives. This provides an enjoyable experience for customers, which helps to build customer loyalty and increase brand visibility in the metaverse.
Brands can also leverage gamification for marketing campaigns, allowing them to reach a larger audience with their message. The games can be tailored to the target audience and feature engaging tasks that encourage customers to continue playing. This helps to increase brand awareness and visibility while also providing an immersive experience for customers.
Another example could be a travel agent who can create a treasure chest game in a virtual world to promote their services. Customers can explore the virtual world and complete various tasks, such as finding items or solving puzzles, to unlock rewards. This creates an interesting experience for customers while also promoting the travel agent’s services.
5. Design Unique Avatars
One of the reasons why customers buy is because of self-expression. People want to express their unique personalities and stand out from the crowd. Brands can use this to their advantage by creating custom avatars that customers can use to represent themselves in the metaverse.
Custom avatars can be used for a variety of purposes, such as promotional campaigns or product launches. They can also be used to engage with customers and create an immersive, personalized experience. For example, a fashion brand can offer customers the opportunity to design their own custom avatar that reflects their personal style.
NFTs and current in-game items are early versions of what’s possible when it comes to custom avatars. As the metaverse continues to evolve, brands will be able to design more complex avatars that customers can use to represent themselves in the metaverse. This will help to increase customer engagement and create a unique brand experience for customers.
6. Try Before You Buy
The metaverse provides an opportunity for brands to offer customers a “try before you buy” experience. Brands can create virtual stores or showrooms that allow customers to explore and interact with products in a virtual world. This helps to reduce the risk of purchase since customers have the chance to see how products look and feel in the metaverse before they make a purchase.
Brands can also offer virtual product demonstrations that allow customers to interact with products in the metaverse and get an idea of how they work. This provides a more immersive experience for customers that helps to increase customer engagement and loyalty.
For example, a furniture store can create a virtual showroom where customers can explore different furniture pieces and get an idea of how they look in their homes. Customers can also use virtual reality headsets and haptic feedback gloves to get a more realistic experience of how the furniture looks and feels before committing to a purchase.
7. Utilize User Generated Content
User-generated content (UGC) is content created by customers about a product or service. Brands can use this content to engage with customers in the metaverse and create a more immersive experience for them.
In the traditional world, brands can launch campaigns that encourage customers to share their experiences with the product or service. This helps to increase customer engagement and loyalty while also giving customers a chance to show off their creativity.
However, with the metaverse, brands can also enable customers to build their own virtual spaces using their digital assets. This helps to create a more immersive experience for customers while also allowing them to showcase their creativity.
For example, a gaming company can launch a campaign that allows customers to create their own virtual gaming world using the company’s digital assets. Customers can then invite friends to explore their virtual world and compete in online challenges.
UGC helps to create a more personalized experience for customers while also increasing customer engagement. It also helps with the development of the actual metaverse itself. Spatial.io is an excellent example of a platform that is unlocking this type of capability for the average user.
These are just some of the ways that brands can leverage the metaverse to engage with customers and create a more immersive experience. As the metaverse continues to evolve, more opportunities will arise for brands to create unique experiences for customers.
If you are interested in learning more about virtual worlds, check out this blog here: 25 Ways The Metaverse Will Change Society. From education to dating, the opportunities are endless in this rapidly evolving space. With fully immersive technologies being developed at a rapid pace, the metaverse will soon become an integral part of our lives.
The Future of Marketing Institute is also an excellent resource to learn more about how emerging technologies are transforming the marketing landscape.
Don’t believe that the metaverse has the potential to become a reality? Well, the ability to touch virtual objects is arriving in the metaverse soon with WeTac ‘skin’ device.