Metaverse Marketing: Strategies and Examples
Metaverse Marketing: You've probably heard of the Metaverse. However, it's still something new that it's easy to get lost and wonder what the fuss is all about.
That is why today, we will briefly explain what it is and how you can use it in your digital marketing strategies. In addition, you will find many examples for inspiration.
What Is The Metaverse?
The speed of technology development seems to have increased dramatically in recent decades, especially compared to previous centuries.
However, many experts pointed out that the pace of technology development is not higher than before. The difference lies in how we interact with technology in our daily lives.
We carry phones with us wherever we go; we use them for all aspects of our lives: work, love, health, politics, and hobbies. The Internet has become more than just a tool that we use, it is an entire universe, and the boundaries separating it from "reality" are more blurred than ever.
That's why people now call the Internet "the metaverse." It may sound like something out of a sci-fi movie, and in fact, Wikipedia still defines it as a "fictional world". But, as we all know, science fiction frequently foreshadows the future, and we are already living in that future.
The convergence of artificial intelligence (AI), edge cloud processing, and 5G has enabled augmented reality (AR) and virtual reality (VR) to mature. Participation in this experience is now more accessible and cheaper, and this is what we have called the Metaverse.
Although Mark Zuckerberg made the word "metaverse" popular last year by changing the company's name, the Metaverse is undoubtedly bigger than Facebook.
What's more, it's essential to keep in mind that these connected digital worlds still need some work: child safety and safe spaces for minorities.
Metaverse And SEO
Now that you know what the Metaverse is, it's time to use it in your digital world. Marketing strategy.
As we have repeatedly mentioned in this blog, keywords are integral to SEO (search engine automation). Facebook understood the purpose by adding "meta" to its company name. Every time you need information about this world, they appear first in the search results.
But of course, apart from keywords, there are other ways to optimize SEO for the Metaverse.
Use Augmented Reality: Let People Try Your Product Virtually
VinFast E-Scooter did a fantastic job on TikTok, where users could "virtually" test their products using a signature effect. We have made a post explaining the benefits of using this TikTok feature.
Use Snapchat
Snapchat, like TikTok, is very popular among young people. The app has many tools to help brands engage users:
Free lens designer. It offers an easy and fast way for anyone to create eye-catching professional AR lenses in minutes, either from templates with a pre-selected combination of 3D assets or from scratch.
Check out what Prada is doing for inspiration. Users can use the hands-free fitting to see how different Prada wallets will look on them. Inside the post, they will also see the option to buy this wallet at the moment!
Glasses: The New Generation. Last year, Snapchat introduced glasses that bring augmented reality to life. Creators can visit this page and get their points to take over the world. Share your point of view with #SnapSpectacles, and Snapchat will showcase your content.
Issue NFTs
Dolce & Gabbana presented the 9-piece NFT collection during Venice Fashion Week. Purchasers of each NFT also received physical versions of the items and exclusive access to D&G events.
Playboy did the same with 11,953 unique NFT-shaped bunny characters that sold out in three minutes. Each NFT had special perks such as Playboy Club membership and other exclusive benefits.
Establish Yourself In The Metaverse: Showcase Your Products In The Metaverse
Last month, the fashion industry simulated New York Fashion Week on Decentraland, a decentralized virtual reality platform. Fashion Week offers an immersive shopping experience where when shopping for virtual clothes on Decentraland; you also see a physical twin delivered to your actual wardrobe.
But it's not just clothes that are sold in the Metaverse.
Incredibly, McDonald's will offer you a virtual restaurant in the Metaverse. The idea is that users who hang out in the Metaverse and get hungry can order food without putting down their headsets.
Your order will arrive at your door a little later.
Organize An Event In Virtual Reality
You can also host a VR event in the Metaverse. At the moment, the best platforms for this are Horizon (a Meta product) or AltspaceVR (owned by Microsoft).
Create Your Office Space In The Metaverse
More recently, Gorilla Web Tactics has become the law firm's pioneering marketing agency in the Metaverse. They help find law firms, for example, by placing ads in the Metaverse.
This tactic allows them to increase digital visibility and traffic for law firms worldwide.
Similarly, JP Morgan, a banking brand, opened a lounge area in Decentraland.
Monthly active user base?
About 300,000 people and 18,000 users per day.
Think Back To Your Old Workout
You don't have to go crazy trying to figure out exactly how to optimize the Metaverse for search engines. At least if you're already following Google's guidelines.
If you've been following our posts on UX Signals and Core Web Vitals, you're probably thinking:
- Fast content loading.
- Safe environments.
- Site's map.
- Quality content.
All of these things will remain important because there is a chance that search engines will evolve to provide their Metaverse experience.
Moreover, remember that objects in video and metaverse spaces can still be mislabeled, so schema markup is relevant. How exactly to do this is still up for debate, but some people point to structured data markup similar to the 3DModel schema.
You can always test your final creation using the Schema Markup Validator.
Visual Analytics
Since the Metaverse is all about immersive environments, you need to focus on collecting visual analytics. This means rethinking your strategies based on the recorded eye movement.
Image Optimization
This part is a must with more images and videos and less text. Keywords are likely to be more appropriate here, where you can use them in your alt text indexing.
For The Future:
Snapchat will continue to take steps towards the Metaverse. Vogue Business said there would be "a new 'shop' page where Snapchatters can browse and buy. A tool called 'Screenshot' allows users to scan real clothes or upload an image to generate shopping recommendations from integrated catalogues."
Meanwhile, Apple Glasses, which have been talked about for over three years, look like we'll see them in real life soon. There is not much official information, but many rumours have leaked out. And it has been speculated that Apple has plans for third-party eyewear apps and will have a dedicated app store.
Finally, we have come a long way, but much more is to come. In the distant future, we may provide a complete sensory experience for the consumer, including visual and voice searches and touch searches.
Mark himself tried some tactile experiments late last year with gloves that allow you to sense objects in the Metaverse!
As for NFTs, experts explain that they will change the way we live, work and play. There will be not only works of art but also land documents, birth certificates, ticket stubs, medical records, educational certificates and much more.
Keep In Mind
The Metaverse, like everything else, has its pros and cons. Meta and other big tech companies will do their best to convince you that this is heaven.
However, not everyone will like it. And this is important to remember when considering your target audience.
Moreover, while Metaverse is touted as a cost-effective platform, virtual reality requires a budget that not all companies can afford. Just look at which brands are the first to dive into this world.
You need more technology, a new team, a new vision and a new approach.
The Metaverse is cool, but before jumping straight into it, make sure it's the best option for you.
Final Words
The Metaverse doesn't exist yet. This new phase of the Internet is just beginning. But it's fascinating, and I hope some of what we've talked about today has helped you understand it.
Are your digital marketing strategies already considering the Metaverse?
Answer me in the comments!
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