Over the past year, our newsfeeds have been inundated with mentions of the metaverse, yet many people still remain unfamiliar with what the metaverse really is. At its most basic level, the metaverse is a collection of shared online spaces, experiences and assets that people can access via the internet, using virtual and augmented reality devices. The metaverse elevates the online experience by creating a virtual world where people can socialize, conduct business and experience immersive entertainment.
As hype
around the metaverse builds, marketers want to take advantage of its popularity
by successfully promoting brands and products in this alternative universe. To
do so successfully, I researched some tips from Influencer Marketing Hub. Here
are Influencer Marketing Hub’s top four tips:
1.
Extend
the physical world into the virtual world (think of the metaverse as a continuation
of reality). Marketers
should design campaigns and experiences that are in parallel, extending
seamlessly from one world to the next (i.e., the real world to the virtual world).
This will give the brand a cohesive, reachable and authentic feel.
a.
Example: Virtual stores. These stores are navigable,
branded spaces that are digital replicas of physical stores where mixed reality
purchases and interactions can be made. Charlotte Tilbury allows users to shop
their metaverse store, while also having the ability to invite friends to shop.
2.
Immersive
is key. Marketers
should look to host immersive branded events and experiences in the metaverse.
These experiences offer metaverse users the opportunity to interact with the
brand on a more personal level and to build a stronger relationship with the brand.
a.
Example: Travis Scott Concert on Fortnite.
3.
Make
collectives available.
The metaverse offers users the ability to collect and showcase a wide variety
of items (i.e., clothes, art, souvenirs, etc.). Brands can take advantage of this
by offering virtual assets (especially limited-edition items) for sale as part
of their product offering and/or virtual events.
a.
Example: Gucci Garden experience on Roblox
offers “The Collector’s Room” where it allows people to collect limited-edition
virtual Gucci items.
4. Engage with existing communities. The best way to penetrate the metaverse is through its pre-existing communities/members. To do this, brands should interact with and recruit community members to promote their brand via user-generated content. User generated content attracts more genuine interest in the brand than the more traditional ads.
Article of reference: https://influencermarketinghub.com/metaverse-marketing/
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