How the Metaverse Will Change Digital Marketing
Marketing has long been a crucial tool for large-scale businesses. Over time, the marketing space has seen rapid innovation. From traditional marketing to digital marketing, he’s seen it all. However, with the dizzying speed with which the digital space is changing, embracing the latest versions of marketing is the obvious choice. The Metaverse, a virtual world, is touted as the next evolution in the digital marketing industry.
Simply put, the “metaverse” is a network of virtual worlds where people can interact with each other in a more real and visceral way than they currently do. Similar to a 3D version of Snapchat’s Bitmoji, it’s a shared virtual space where virtual avatars represent users.
Marketing in the Metaverse
It became the biggest buzzword in 2022 after Facebook CEO Mark Zuckerberg announced plans to rebrand Facebook as Meta. However, the term was originally introduced by Neal Stephenson in his 1992 science fiction novel, “Snow Crash”.
With the help of metaverses, the digital marketing space will take on a whole new look. This will allow businesses to connect with their customers in new and decentralized ways.
Companies looking to capitalize on this new technology need to develop relevant, engaging, and long-term positions within Metaverse. Undoubtedly Metaverse marketing is being touted as the next generation digital marketing as individuals will have real and 3D experience in the Metaverse. Thus, marketers are now taking the lead in coming up with effective marketing strategies to deliver realistic virtual experiences to their users.
According to a reportthe global metaverse market is expected to grow at a CAGR of 47.6%, from $100.27 billion in 2022 to $1,527.55 billion by 2029. After the outbreak of the COVID-19 pandemic, the sector saw higher than expected demand and the market showed a growth of 0.7% increase in 2020 compared to the previous year.
With tech giants like Facebook, Microsoft, and NVIDIA Corporation leaning towards Metaverse, it demonstrates a solid future scenario for the market. Similarly, major stakeholders provide users with virtual reality-based services and 3D immersive experience platforms.
Rising investment in blockchain-integrated virtual digital world experiences is expected to drive the growth of the global market. Widespread adoption of Metaverse in India, however, is still at least five years away.
How is Metaverse Disrupting the Digital Marketing Space?
As the future becomes more digital, traditional marketing tools such as TV and print ads will become obsolete over time and new, innovative digital marketing tools will take over.
Online games have seen a dramatic increase in revenue and demand post COVID-19. Thus, in-game advertising is gaining momentum among marketers. Additionally, with the non-fungible token (NFT) market making waves in the industry, it won’t be an overstatement to say that people are proactively buying digital assets. This has encouraged marketers to introduce collectibles in the form of avatars, artwork, music, property, etc., and promote their brand engagement and visibility.
With the world moving towards Web 3.0, it is only possible for gamers to focus on immersive experiences. Formulating strategies to deliver a realistic virtual experience has become the new mantra for marketers.
Metaverse digital marketing methods
Marketing Events: Individuals are already attending virtual events from the comfort of their homes. But with Metaverse, it will be even more realistic to interact with peers and colleagues.
social marketing: Platforms like Snapchat and TikTok offer AR experiences using various filters. And it won’t take long for them to take the giant leap and follow the same path as Facebook when it comes to the Metaverse.
Content marketing of the future: The wave of interactive content will matter the most in the world of Metaverse. In fact, it will be interesting to see the use of fireworks, the sounding of a horn, etc. to bring out the content.
Customer loyalty programs: In the metaverse, a VIP or premium membership program can help you make the member feel special in an emotional way, allowing companies to stand out from their competitors. They will be able to provide value that goes beyond price.
SEO and search metaverse: As SEO is constantly evolving, it will make sense to optimize for search in the Metaverse. As marketers have adapted to YouTube, Instagram, and other similar platforms, they will soon adapt to the methods of the metaverse as well.
Metaverse is considered the next big breakthrough in the evolution of the Internet. Experts around the world consider that the metaverse will be based on seven technologies: 5G communication, brain-computer interfaces, virtual reality, blockchain, cloud computing, digital twins and artificial intelligence.
Rapid and smooth global adoption of VR devices by small, medium, and large enterprises is driving the growth of the Metaverse market.
Likewise, the surge in investment in the e-commerce and retail sectors and the increase in offering virtual experiences of products to shoppers are also bolstering this market. As e-commerce sales are expected to grow a lot, metaverse technology will be rapidly adopted in this field.
The future of the metaverse
Especially for marketers and brands, the highly anticipated Metaverse is still a relatively new and novel idea. But many types of businesses can benefit from this technology, which allows them to try new ways to advertise and try new things without limits. A new era of marketing will begin when brands discover how to create new realities that they can share with their target audiences.
There is still time for brands to fully utilize the power of the metaverse for marketing, as we can see a picture taking shape with commerce in the virtual economy being conducted through cryptocurrency. As Metaverse offers its users an environment to learn, build, explore, share and buy, it will also enable brands to create new realities and usher in a new era of marketing.
The opinions expressed above are those of the author.
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