Jan 21, 2022 / by ebtadm / No Comments

One of the most interesting new platforms for marketing became very clear during the pandemic: metaverse. Digital marketers need to keep up with the latest technological developments and that involves understanding the metaverse and its possibilities.

But what is the metaverse exactly? Metaverse is an ecosystem that lets users interact as avatars and which operates as a digital environment. A metaverse is always active, exists in real time, players have individual agency, it’s a self-contained and fully functioning universe and contains user-generated content. These virtual worlds continue to evolve and grow based on user decisions and interactions within the space.

To that effect, it mirrors the real world in that it has no “end.” It’s just a universe that continues to expand as more and more users jump in.

There are a couple of reasons why brands are starting to use metaverses as their marketing platform.
For starters, because advertising and marketing in the metaverse are so new, prices for running a campaign are still low, which makes metaverse an appealing choice.
Metaverses offer brands a completely new opportunity for connecting with customers and advertising their products. They represent a lucrative option for brands that wish to target millennial and Gen Z audiences in a novel way.
One of the advantages of metaverse over the regular marketing channels is that it does not limit campaigns to the laws of physics. Previously unattainable opportunities can become reality because it’s in the digital world.

Some of the biggest metaverses today are Fortnite and Roblox. Their potential has already been noticed by several big brands. For example, skateboarding brand Vans launched a virtual skatepark in Roblox that allows players to try new tricks and also earn points to redeem at a virtual store to customize their avatars. This park has, as of 2021, seen more than 48 million visitors. Vans executive team states that the online metaverse is an ideal place to raise brand awareness among their target demographic of 13 to 35-year olds.

Gucci has also decided to use the opportunities that metaverses bring to their advantage. In March 2021 this luxury brand released an exclusive digital pair of sneakers named the Gucci Virtual 25, designed by Gucci creative director Alessandro Michele. These sneakers can be worn in augmented reality (AR) or used in partnered apps like Roblox and VRChat. You can buy them for just 12.99$ which is a pretty low price for a piece of luxury wear, even if it’s just a virtual item.

All of these projects show us how brands can be more creative in digital space and build much bigger audience engagement. The size of their audience can also increase exponentially due to moving the experience online. It appears that metaverse is not just a passing marketing trend: it’s here to stay and is making its way to become the next big thing in digital marketing. 

You will be able to hear more about the topic of digital marketing at our EBT Conference 23rd and 24th of June 2022.