#6 Deeptech Trends - Metaverse Marketing Trends 2023: How to Master Digital Growth and Dominate Your Niche
The best of Deeptech that will reshape the Future! (March 2023)
Metaverse Marketing Trends 2023: How to Master Digital Growth and Dominate Your Niche
By Karol Djanashvili, Deeptech Expert
Marketing in the metaverse is a cutting-edge strategy that is gaining traction among businesses seeking to expand their reach and engage with new audiences. The metaverse is a virtual world created by the convergence of augmented and virtual reality, building a fully immersive experience for users.
One example of a company that has successfully implemented a metaverse marketing strategy is Nike. In 2021, Nike launched a virtual store in the metaverse, allowing users to shop for virtual versions of Nike products in a virtual environment. This allowed Nike to reach a younger audience and engage with users in a new and innovative way.
Now, with the metaverse, businesses can start creating brand experiences that are engaging, interactive, and memorable, leading to increased brand loyalty and customer engagement. In this article we deep dive into the latest marketing trends in the metaverse and how are companies leveraging them to create immersive and engaging experiences for their audiences?
🔥INCREASED ADOPTION OF METAVERSE PLATFORMS
With more companies exploring the potential of the metaverse, we can expect to see an increase in the number of platforms and technologies available for metaverse marketing. Here are some of the most popular platforms and technologies currently available:
Second Life: Second Life is one of the oldest virtual worlds and still has a dedicated user base. Businesses can create branded environments and experiences within the platform to engage with users.
VRChat: VRChat is a social VR platform that allows users to create and customize avatars and explore a variety of virtual worlds. Brands can create branded virtual experiences within the platform, such as pop-up stores or product launches.
Decentraland: Decentraland is a blockchain-based virtual world that is entirely user-owned and operated. Brands can create virtual experiences and environments within the platform to promote their products and services. Decentraland also allows for secure ownership of digital assets, which could be used for in-game advertising or as part of a broader marketing campaign.
Roblox: While primarily a gaming platform, Roblox also includes social features that allow users to interact with each other and customize their avatars. Brands can create branded games within the platform or sponsor virtual events.
Fortnite: Fortnite is another gaming platform that has a large and dedicated user base. Brands can sponsor virtual events within the platform or create custom skins or other virtual items for users to use.
Facebook Horizon: Facebook Horizon is a social VR platform that is currently in beta testing. It allows users to create and customize their own virtual spaces and interact with other users in a fully immersive environment. Businesses could potentially create branded virtual spaces or host virtual events within the platform.
🌝PERSONALISED METAVERSE EXPERIENCES
As companies seek to engage with users on a deeper level, we can expect to see more personalized metaverse experiences that are tailored to individual users' preferences and interests. Here are some examples of the kinds of personalised experiences we can expect to see:
Custom avatars: Users will be able to create and customize their own avatars to represent themselves within the metaverse. Avatars can be tailored to match the user's preferences, personality, and style.
Personalized environments: Users can create and customize their own virtual environments within the metaverse, including homes, offices, and other spaces. These spaces can be personalized with furniture, decorations, and other elements that reflect the user's tastes and preferences.
Virtual events: Users can attend virtual events within the metaverse, including concerts, conferences, and other gatherings. These events can be tailored to the user's interests and preferences, providing a more personalized and immersive experience.
Product recommendations: As users engage with branded content within the metaverse, algorithms can be used to make personalized product recommendations based on the user's preferences and previous interactions.
Customised advertising: Advertising within the metaverse can be tailored to the user's preferences and interests, providing a more personalized and engaging experience. For example, a user may see ads for products that are relevant to their interests and preferences.
Social connections: The metaverse can facilitate new social connections between users who share similar interests and preferences. Users can join groups, attend events, and engage with others in ways that are tailored to their individual needs and preferences.
Multisensory virtual experiences: we can also expect new developments in accessories that take the immersive experience to the next level. For instance, on top of your VR headset, users might be able to go on a metaverse date wearing a haptic glove to feel the warmth when your date holds your hand. Several startups, like OVR Technology, are even experimenting with technology that allows virtual experiences to be enhanced with smells.
👓AUGMENTED REALITY (AR) INTEGRATION
The integration of AR technology with the metaverse is an emerging trend that could significantly impact metaverse marketing. By overlaying virtual objects onto the real world, businesses can create more immersive and interactive experiences for users. Here are some examples of AR integration in the metaverse marketing world:
Virtual try-on: Businesses can use AR to allow users to try on virtual versions of their products, such as clothing or accessories. Users can see how the products would look on them in real-time, allowing them to make more informed purchasing decisions.
Interactive product packaging: Businesses can use AR to create interactive product packaging that engages users and provides them with additional information about the product. For example, a user could scan the packaging of a food product and see a virtual recipe come to life.
In-store experiences: Businesses can use AR to create interactive in-store experiences that engage customers and provide them with a more immersive shopping experience. For example, a user could use their smartphone to scan a product in-store and see a virtual demonstration of how it works.
Gamification: Businesses can use AR to create gamified experiences that engage users and encourage them to interact with their brand. For example, a business could create an AR scavenger hunt that leads users to different virtual locations within the metaverse.
Interactive advertising: Businesses can use AR to create interactive advertising experiences that engage users and provide them with a more immersive experience. For example, a business could create an AR billboard that users can interact with using their smartphone.
🧑INFLUENCER MARKETING IN THE METAVERSE
As more people spend time in the metaverse, we can expect to see the rise of influencer marketing in these virtual worlds. Businesses could partner with metaverse influencers to reach new audiences and increase brand awareness. Here are some examples about some tools and platforms influencers can use in order to become successful:
Virtual event platforms: Influencers can use virtual event platforms such as Sansar or VRChat to host virtual events and promote brands and products within the metaverse. These platforms offer a range of tools and features that allow influencers to create immersive and interactive experiences for their followers.
Social media platforms: Social media platforms such as TikTok, Instagram, and YouTube can be used by influencers to promote brands and products within the metaverse. By creating engaging and creative content, influencers can showcase their experiences within the metaverse and promote brands and products to their followers.
Virtual reality headsets: Virtual reality headsets such as the Oculus Quest or HTC Vive can be used by influencers to create more immersive and interactive experiences within the metaverse. By using a VR headset, influencers can provide their followers with a more realistic and engaging experience and promote brands and products in a more impactful way.
Augmented reality tools: Augmented reality tools such as Snapchat filters or Instagram filters can be used by influencers to promote brands and products within the metaverse. By using AR tools, influencers can create unique and interactive content that showcases their experiences within the metaverse and promotes brands and products in a more engaging way.
Collaborative tools: Collaborative tools such as Tilt Brush that can be used by influencers to collaborate with brands and create custom content within the metaverse. By working together, influencers and brands can create more engaging and impactful marketing campaigns that resonate with their followers.
Virtual goods marketplaces: Many virtual world platforms also have marketplaces where users can buy and sell virtual goods, such as clothing, accessories, and digital art. Some of the most popular marketplaces include Decentraland's Marketplace, OpenSea, The Sandbox, and Somnium Space which allow users to buy, sell, and trade virtual assets using cryptocurrencies and other digital payment methods.
🌐BLOCKCHAIN INTEGRATION
Blockchain technology is already being integrated into some metaverse platforms, and we can expect to see more widespread adoption in the coming years. This could lead to new opportunities for secure transactions and digital asset ownership in the metaverse allowing for more secure, transparent, and efficient transactions. Here are some examples of tools and resources for metaverse marketing that leverage blockchain integration:
NFT Marketplaces: Non-fungible tokens (NFTs) are unique digital assets that are stored on a blockchain, and can be bought, sold, and traded like traditional assets. NFT marketplaces, such as OpenSea and Nifty Gateway, allow creators and brands to sell unique virtual items and experiences, such as limited edition avatars, virtual real estate, and branded virtual goods.
Smart Contracts: Smart contracts are self-executing contracts with the terms of the agreement between buyer and seller being directly written into lines of code. In the metaverse, smart contracts can be used to facilitate secure and transparent transactions between buyers and sellers of virtual goods and experiences.
Cryptocurrency Payments: Many virtual world platforms now accept cryptocurrency payments, making it easier for users to buy and sell virtual goods and experiences. This allows for faster and more secure transactions, and reduces the need for third-party payment processors.
Blockchain-based Identity Verification: Blockchain technology can be used to create a secure and decentralized identity verification system, which can be used to prevent fraud and ensure the authenticity of virtual identities.
Decentralized Storage: Decentralized storage solutions, such as IPFS and Filecoin, can be used to securely store and distribute virtual content and experiences, without the need for centralized servers.
Overall, the metaverse offers a range of opportunities for businesses to engage with users in new and innovative ways. By creating immersive and interactive virtual experiences, businesses can potentially reach new audiences and increase brand awareness.
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