We are in the middle of a new chance at another life. (Although this second Life never left.)
The first part of the coronavirus pandemic made staying home and living a digital everyday life for almost everyone. As augmented reality sets in on our phones to become a different nature, and virtual reality hardware becomes more accepted, the future wants us to take another step – right into the metaverse.
Metaverset is therefore much more a concept that embodies a set of experiences in immersive virtual reality worlds where people can interact and exist. Companies like Epic, owners of Fortnite, have adopted the terminology to describe the worlds inside their video games, and social media platforms like Meta are announcing their plans to help create the future. It is clear that we are moving rapidly on this front towards an unprecedented reality (or a set of realities).
Where do these marketers go?
How will marketers reach their target audiences in the metaverse?
Virtual influencers are here already, and the meta-verse naturally suits them.
that Influencer Marketing Factory Reports that the market for virtual influencers reached $ 4.6 billion in 2018 and was expected to grow 25% per year until 2025. Lil Miquela, a character created using CGI, gained some fame for a kiss with a real person in a Calvin Klein campaign. But she’s not the only big time virtual influencer, and some of them are earn millions for their creators.
Yoox, an online luxury discount site that created virtual influencer Marguerite, is among the brands considering moving their virtual influencers into the meta-verse.
“Gen Z and Millennials do not see a separation between the digital world and the physical world,” said Manuela Strippoli, the company’s communications director. told Vogue Business earlier this year.
The role of agencies in the meta-verse
In the early days of social media, advanced marketers became social media consultants. Large agencies have seized them to take advantage of the growing opportunity, and dedicated social media agencies have also emerged.
Weber Shanwick hired Jeremy Pepper to help her start her communication practice on social and digital media in 2006. Maggie Fox’s group on social media as well as Jim Tobins Turn on social media became one of the first specialized agencies to offer social media consulting and services to brands.
We should expect to see the same for Metaverse.
In fact, some specialized agencies have already emerged, and some large agencies are developing their virtual practices and metavers. Just do a Google search for phrases like “metaverse agency“and”metaverse consultant,”And you will see what I mean.
So if you’re a brand that is not too sure of the meta-verse, you have agencies to help you get started – and help you decide when (or if) you want to take those options internally.
Everything old is new again
In real or virtual life, marketers will always look for consumers. Wherever you see or encounter commercials in real life, you should expect the same thing in any virtual world.
Snapchat Lens has already accustomed many of us to trying on funny faces, and many people are used to trying on makeup almost now thanks to brands like MAC Cosmetics. Many companies also offer virtual and extended experiences in addition to the phone, as in this recent PepsiCo bus stop campaign.
You can not even play some video games without see an ad.
As we dive deeper into the meta-verse, there are plenty of meta-opportunities for marketing, as on metaverse billboards.
While it is easy to get carried away by the revolutionary nature of these technologies, it is important to remember that the basics of ROI and KPIs are still present in these virtual possibilities. Smart marketers will thrive in any reality if they focus on aligning their needs with their audience’s needs to create valuable experiences.
Or, as Karen Boswell of VMLY & R Advertising Week recently put it: “To thrive, brands need to create experiences that are safe, inclusive and human-driven.”
“As with any investment in good experiences that meets a need,” she noted, “the return will follow.”
Mike Driehorst is the Managing Editor at SmartBrief, where he writes this monthly column and helps cure the most important marketing news every day. Sign up for our free newsletter to get his ideas straight into your inbox.