Marketing in the Metaverse: An Opportunity for Brands

One of the most pressing issues of the moment is the metaverse, that concept that seeks total digital immersion through a universe connected to the internet. Beyond the change of Facebook, it is a term that goes far beyond Zuckerberg and company, since large companies are betting on this alternative reality.

There are three main components to the evolution of the metaverse: the speed at which technology changes, changes in social behaviors, and trends related to this world.

For this reason, the metaverse is changing the rules of content marketing since large companies are betting this way, for example, Microsoft Teams or Nike to attract potential customers.

What is the Metaverse?

Marketing professionals have offered two definitions, one more complex and the other simpler.

One of them is this:

“Metaverse is a three-dimensional and connected representation of the internet. A persistent, social virtual reality world, in which consumers are able to jump between different virtual experiences or between the virtual and real representation of the physical world. A world powered by a virtual economy with jobs and the same financial rules and mechanics that govern today’s economies. “

On the other hand, this is the easiest concept:

“Any virtual space where people meet to play games, attend events, access information, acquire goods, work or simply meet other people by using Artificial intelligence.”

How Does it Influence Digital Marketing?

The pandemic accelerated many things in our world and marketing digital is not exempt from this. When the physical doors closed, the digital windows were flung open to welcome hundreds of billions of uncontrolled, depressed, and hungry humans to escape confinement.

This caused multiple technologies to accelerate their development, converging in many ways to build a parallel reality in which more and more individuals are present, with broad expectations that products, brands and services will have the opportunity to fulfill. Let’s just take one thing into account, the first to arrive will have a privileged position that those who arrive later will hardly be able to occupy.

Can you imagine a city with a brand presence on all its walls, buildings or even in its activities? What would Nike look like or Ferrari? Well, this will soon be a reality thanks to virtual reality. The Metaverse will allow the construction of these alternate realities that will be dressed entirely with the colors and experiences of a product or service. All this was created in detail so that its fans and consumers want to be part of it. It’s time to start creating yours!

But what about each of us? How will we see each other in there? The creation of our marketing digital counterparts will benefit from tools such as the MetaHuman Creator App, which is part of Epic’s Unreal Engine 5 graphic development engine (yes, the same ones that created Fortnite). With this, your imagination is the limit. You can create and modify your appearance whenever you want. This is sure to fulfill the fantasies of more than one.

How Does it Help Brands to Grow?

There is no doubt that the Metaverse will help brands to grow, in fact, the music industry is experiencing a positive change because it is no secret that this part of entertainment and art has been suffering constant ups and downs in recent years. However, the metaverse can bring you fresh air.

The concerts of Travis Scott and Ariana Grande in Fortnite are well known. Or going further, do you know Hatsune Miku? In real-life it would be impossible to meet her since she is a virtual singer which uses Artificial intelligence (in Japan they are called Idols). Let me tell you that she fills stadiums and she has millions of fans around the world. This is undoubtedly a trend that we will see increase little by little. If you can’t afford a singer for your brands campaign, it does not matter, you can create one to attract potential customers.

What will Happen to SEO in the Metaverse?

Hopefully at this point in the post we have more notions about how the metaverse affects us, I say it, above all, because now there is bad news.

Not even Kevin Indig (SEO specialist) himself, according to his article about it, knows the impact that metaverses will have on SEO or PAID.

Shedding a bit of light, Cathy Hackl (Chief Metaverse Officer) emphasizes that written or voice searches may no longer be the first resource for finding information about something. What will happen to SEO?

Visual Positioning

According to their research, the most immediate turn in interaction will be towards visual searches. Google Lens is a current example of how augmented reality is beginning to enter our daily lives. Cathy gives the example of the functionality of Lens to search for similar products: Capture a shirt with Google Lens so that it immediately offers you several websites where you can buy the same one with a couple of clicks.

The expert predicts that brands that are now betting on a visual strategy will be used to position themselves organically and grow. Much cheaper than continuing to pay in paid where the costs are increasing on all weight platforms.

So that we do not miss a detail in this regard, Semrush released a visual search guide in 2020 with guidelines to follow good practices: structured data, alts, file names, etc. Also in the Google guide of good practices for eCommerce, it is indicated how we should upload our products to the Google Merchand Center, and follow the recommended practices for Google images in order to position in Lens.

Final Words

We think the Metaverse is almost as exciting as it is complex. And although the Metaverse itself does not yet exist, nor does it have a standardized definition; it is clearly “under construction.” Large brands and decentralized projects are advancing through games, digital twins, and other formulas.

Today, we can do marketing in the virtual worlds that make up the nascent Metaverse. We have seen the formats: product placement, billboards, sponsorships and personalized experiences. Depending on our case, perhaps it is time to stop thinking about photos and videos and start researching how to create 3D models of our products that are deployable in the metaverse. Or, we simply should mount our first Metaverse workshop in the company.

Team / 327 Digital Marketing

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