Decoding Marketing 3.0: The Metaverse Wonderland

A new spin on the festival of colors, almost the true feel of Holi, passed on to the web in the best digital avatars, a digital pair of Gucci shoes, of course personally owned, and finally a digital beer, not tasted but definitely experienced. The marketing world is on the cusp of a new transformation that defines time – one that is as real as it is virtual. But, are marketers prepared, are brands equipped, are we ready?

Metaverse, an online 3D virtual universe that functions and behaves similarly to the real world, is the next big space that all brands big and small are flocking to. While some use it to host parties and experience events at the highest level, others have taken it a step further and used it as a platform to launch digital avatars of specially selected products in digital form.


Which avatar graces marketing in the metaverse?

The first snapshots of how things are metavers that have surfaced are promising indeed. The target audience in the young buyer develops an immediate taste for the flavors of augmented reality that the metaverse offers, thanks to their long acclimatization to video game experiences. The new buyer loves the freedom, appreciates the ease of accessing products and services from the comfort of home, and loves the limitlessness of the virtual world – these are all going to be Metaverse’s USPs.

This inherent expansion of the Metaverse cosmos leaves an empty playing field for brands to disrupt the market with innovative new ways to stand out, expand their reach to a much wider audience, and explore new and imaginative ways to buy and to sell.

It’s not that. With the addition of features that allow the user to experience realistic sensations of touching, smelling or even kissing through vibration and haptic detection, the Metaverse is sure to open doors to an immersive environment never imagined before, where not everything is physical, but really. After all, who doesn’t love the idea of ​​existing in a parallel universe!

Security and Privacy Issues

A new format that creates waves, a concept once attributed to the wildest imagination but now on the verge of becoming a reality. And like anything new, the Metaverse is always a deep ocean of potential and insight that must be explored, observed and understood before it can be claimed. The next obvious question remains: if the Metaverse is the most realistic imitation of the real world as we know it, what levels of governance will it require and/or what will governance look like? How will the concepts of safety and security be approached in the virtual real world of the metavers?

While we can find the answers to these fundamental questions in blockchain technology, its application to the current extent will be enough to make existence secure in the Metaverse or will it have to evolve and adapt to the Metaverse cosmos ? Data privacy is a major concern in the rapidly expanding digital macrocosm and one needs to see how it is safeguarded in the lesser-known world of the metavers.

Does marketing as we know it need to be recalibrated?

For each new game the rules are new. That makes it different and also relevant. A set of rules that align with the end goal, the aim of the game. The same will and should be true of the marketing ecosystem in the Metaverse.

Imagine you are in a shopping center, you enter the building and set foot in an aligned and organized place, made to serve the buyer/customer who enters it, marketing in the hyper integrated world of the metaverse may need a similar remodeling to fit well into the new environment.

In summary, while a fully developed metaverse is still a gamble that the world bets passionately on, its seedlings have taken on a very real form in the present. Promising a future that is not separate from our reality, but perhaps an extension of it. Obviously the Metaverse will change the way marketing is done, but the real impact and intensity is yet to be seen.


Disclaimer: The opinions expressed here are solely those of the author and in no way represent the views of exchange4media.com

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