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The use of marketing in the metaverse has to be revolutionary as the customers' perceptions and expectations in the virtual world are changing.
Metaverse has spun the world around and created a more exciting, creative and profitable universe. Launching a product in such a world will give the brand a new face and feature appealing to consumers. However, establishing a brand in this world is not an easy task. Marketers will have to learn the language of marketing in Metaverse to succeed in the virtual world competition. They must create an entirely new content and marketing funnel for the Metaverse, keeping the virtual perspective in mind.
Before rewriting strategies for marketing in Metaverse, marketers need to know what they want to achieve. They can decide their purpose by answering the following questions:
Is my significant audience present on Metaverse?
Do I have to increase brand awareness in Metaverse?
Do I need to generate a specific sentiment value for the brand?
Do I want to earn brand loyalty from existing customers?
These guiding questions will help determine the purpose and build marketing strategies. Initially, marketers shouldn't focus on sales like in the physical world. Instead, they must focus on creating experiences that are unmatched and unforgettable.
There are plenty of platforms, including Meta's Horizon, Decentraland, Minecraft, and Roblox. Many established brands such as Gucci, Vans, Nike and others have already experimented with these platforms and succeeded. Marketers need to observe their audience to choose the right platform. For example, the above-mentioned Metaverse platforms are perfect for the Gen Z audience. Gucci drew 19.9 million visitors during the launch of its Metaverse version, which is excellent for brand activation and awareness. So marketers must choose a platform with a wide target audience and introduce their product there. The platform must also enable them to create a customized world for their customers.
Gucci Garden, NIKELAND, Vans World are some of the examples where the Metaverse has shown its wonders and capabilities. These brands created a parallel universe for their customers where they can create their virtual identities and meet new people. Such experiences leave a lasting impression on the customers' minds, and that's what marketers need to achieve. They should plan events, games, sponsorship, and virtual stores to attract customers and give them an enriching experience.
In addition, they must blur the boundaries between the virtual and physical worlds by validating virtual currencies in the physical world. For example, they can organize an event on Metaverse and distribute discount cards that can also be used to buy physical products. This will create a positive impression in customers' minds and attract them to the brand.
Marketers need innovation, imagination and creativity for marketing in Metaverse. Although this world still needs many factors to fall into place, it is already changing how brands communicate with customers. Metaverse is the future of marketing, and marketers need to speed up their game.
Naveen is the Founder and CEO of Allerin, a software solutions provider that delivers innovative and agile solutions that enable to automate, inspire and impress. He is a seasoned professional with more than 20 years of experience, with extensive experience in customizing open source products for cost optimizations of large scale IT deployment. He is currently working on Internet of Things solutions with Big Data Analytics. Naveen completed his programming qualifications in various Indian institutes.
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