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Is your Business Ready for the Metaverse and Web 3.0?

April 29, 2022
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Catherine Op de Beeck
Content Strategy

Imagine accessing a virtual universe where you can create an entire world, bringing your physical world experiences with you.

First, let’s get clear on what it is we’re talking about.

Say Metaverse?

Depending on the source, there are many definitions and opinions of the Metaverse.

Oxford Dictionary defines it as “a virtual-reality space in which users can interact with a computer-generated environment and other users.”

Mark Zuckerberg said at Connect 2021 that the metaverse is “a virtual reality construct intended to supplant the internet, merge virtual life with real-life and create endless new playgrounds for everyone — you’re going to able to do almost anything you can imagine.”

How Are Brands Entering The Metaverse?

Just like the internet, industry insiders are predicting the metaverse will become a necessity for all brands. It seems that VR and AR are the new digital marketing.

Brands are building Vstores or virtual showrooms designed to allow customers to take a tour, interact with a space or interact with 3D products such as cars, jewelry, or any digital asset.

Virtual try-on will enable customers to tap into augmented reality, try on glasses or makeup, and visualize furniture and other products in their homes. Innovative marketers are taking concerts, art festivals, and sporting events and transferring them into digital experiences.

Avatars need a fashion budget.

Selling digital versions of products in virtual reality is becoming a new revenue opportunity. Gucci, Nike, and Dior all offer digital goods that allow personalizing and customizing avatars, whether handbags, shoes, hats, or sunglasses, as avatars now need a wardrobe change based on events, seasons, and moods.

Going direct to the avatar (D2A) is the business model where brands are selling directly to digital identities.

Designing, creating, and selling in a digital world means no shipping or supply chain issues. Individuals can explore identities with their digital self.

Brands hit play, game on. It’s meta branding.

Sponsoring events in the physical world has proven ROI, and this traditional marketing practice is easily transferred to the metaverse.

Adding more creativity to the competition is gamifying commerce.

For example, Louis Vuitton created a video game to reach a younger audience and gamified with branded NFT collectibles.

Nike uses 3D technology to let consumers build/design their products and gain valuable intelligence by allowing fans to build their shoes.

Virtual pop-ups allow engagement at a distance.

Leveraging virtual worlds and brand placement creates a creative and customizable opportunity, especially in post-pandemic times. One collaboration curating fashion, lifestyle, and art included Coach, Disney and Keith Haring.

The three made a virtual pop-up for visitors to discover and shop for special edition physical and digital gifts.

The digital shop showcased items to buy such as Mickey’s ears, shearling jackets, totes, and sweatshirts printed with Haring’s signature artwork, as well as AR filters and a bespoke Spotify playlist. Taking about mixed realities and experiences.

SEO and the Metaverse?

Just like marketers transitioned into optimizing to get found in search engines like Google, YouTube and Bing, it’s time to start analyzing how to get found in the metaverse. Brands can achieve this by staking their claim in a world, community, or platform that matches your audience.

Will search engines be the gateway to getting found in the metaverse? Having the keyword “metaverse” in a brand name, product or headline is helpful for getting found in search and social channels by those seeking that type of interaction.

Metaverse Agency, Strategy, and Commerce

More brands will enter the Web3 space and launch NFTs that provide actual utility and focus on community.

“You will also see more brands creating and operating their virtual worlds and looking toward the future of metaverse commerce."

“Every brand will need a metaverse strategy,  and you will see brands signing agreements for new up-and-coming players as their metaverse agency of record."  “Professionals will need to uplevel their skills, too, to lead and manage new metaverse initiatives within the organization.”

“Brands will need to rethink their narratives in three dimensions and that marketers will need to embrace emerging technology at a faster speed. In the metaverse, everyone is a world builder, including brands.”

And what about your Metaverse Content Strategy?

Using AR for trying on shoes, training someone how to do CPR, or sharing tips for applying cosmetics are all examples of how a brand’s content strategy can impact search results.

So, now what? How can I prepare?

  • Start creating content using AR. For inspiration check out the book cover promotion using augmented reality.
  • Host or attend an event in VR on platforms such as AltSpace VR or Facebook Horizon.
  • Partner with creators and influencers who are already in the space to get a boost forward.
  • Create PR content using AR as a way to stand out when pitching stories direct to an audience or to journalists.
  • Set up Google Alerts to follow “metaverse” in the news to start educating yourself and see how your brand can fit into the narrative.
  • Start interacting and following the journalists, reporters, and analysts who are covering AR/VR and the metaverse.

Conclusion?

The opportunity for marketers and brands to leverage NFTs and the metaverse is at a groundswell state. Technology is moving at lightning speed, rapid change is happening every day, and consumers are more adaptable than ever.

Future-proof your marketing or get left in the digital dust!

Oh, and in the Metaverse World ... I wear Nike. ;-)

Source: searchenginejournal.com

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