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Last year’s Metaverse Talk unleashed the creativity of marketers to imagine how they will engage with customers in a digital and virtualized future. Over the next year, many of these ideas will become viable, depending on the maturity of the platform and how much time marketers are willing to spend on serving customers where they are.
It’s not just a story. Leading brands such as Samsung, Under Armor, and Walmart are developing multifaceted, long-term initiatives with virtual worlds and goods. Metaverse-related activations are in or under consideration in about half of marketers’ immediate plans.
Here’s what some of these plans will look like over the next year.
Back to marketing basics
Virtual worlds and augmented reality experiences have the potential to reach customers in fresh and immersive ways. The marketer focuses on his VR and his AR experiences, and may put on hold his NFT activation tied to cryptocurrency value following the recent cryptocurrency crash.
“I think there are certainly plausible checks on the crypto side of the metaverse,” said Andrew Frank, vice president and prominent analyst at Gartner. “Marketing organizations will become more hands-on and realistic about the value of these technologies. increase.”
This “return to marketing basics” means marketers stick to long-term loyalty and data strategies that can be enhanced with new technology. For example, NFTs and other digital tokens can offer coupon-like discounts without being confused with cryptocurrency investments.
“You can have [brand] Advocacy should be done without getting involved in the whole value of cryptocurrencies as an investment vehicle,” Frank said.
“Another application of NFTs is the idea of being able to selectively disclose your interests and intentions to marketers,” added Frank. “Instead of collecting permissions, you can use [blockchain-based] A loyalty card to express interest in a product or general taste. ”
NFTs in Loyalty Programs
“The recent collapse of FTX has caused a lot of uncertainty and fear within the crypto/NFT market, but despite this situation, there is still a lot of interest in starting web3 activations from brands. There’s a lot of interest,” said Laura Connell, Consumer Trends Manager for Consumers. Insights and analytics company GWI. “Because of the Metaverse’s focus on community, brands will find many new ways for consumers to digitally interact with themselves and each other.”
For example, web3 users can get NFTs that unlock certain privileges, similar to traditional reward programs. NFTs are backed by a decentralized blockchain ledger, so data related to customer engagements are not personal assets held by companies or third parties. It’s on the blockchain, not the corporate database.
“By incorporating these digital activations into their loyalty and rewards programs, we can expect brands to engage more with NFTs,” said Connell. “As already seen at Nike, Swoosh and Starbucks, rewarding dedicated community members is a new era for brands in his marketing and customer retention.”
“Within web3, we see NFT as a brand loyalty program that allows us to identify and curate a tighter group of consumers than ever before,” she said.
Discovery of social cues and interactions
Virtual worlds and tokens are new to both consumers and marketers. As brands get bolder and spaces mature, they will learn more about how users interact in this new environment.
“We’re starting to watch the ‘Metaverse’ Alex Howland, president and co-founder of virtual world platform Virbela, said: “These innovators will discover even more about social queues that enable complex interactions and how video conferencing extends well beyond what it accommodates.”
“A robust ecosystem of diverse social environments will be an exciting exploration for companies in the 2023 metaverse,” said Sheldon Brown, co-founder and vice president of product design and innovation at Virbella. says. “[These environments are] Reflect the way you move between real-world environments, highlighting aspects of yourself in different ways and in different situations. ”
The rise of gaming influencers
As gaming marketers already know, the gaming ecosphere has its own rising star. Look for more brands to join these thriving communities in the year ahead.
“[This] Alexander Frolov, co-founder and CEO of influencer marketing platform HypeAuditor, said: “A gamer’s main platform may be Twitch or similar streaming services, but they often have followers on other social media platforms such as Instagram and YouTube. Even are some of the brands that have already partnered with Twitch’s most followed game streamer, Ninja, and we expect a plethora of non-gaming brands to follow suit.”
Digging In: PepsiCo’s Gaming and Esports Strategy
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About the author
Chris Wood brings over 15 years of reporting experience as a B2B editor and journalist. At DMN, where he served as associate editor, he provided his original analysis of the landscape of evolving marketing technology. He interviewed technology and policy leaders, from his CEO of Canva, Melanie Perkins, to former Cisco CEO John Chambers, to Vivek Kundra, the country’s first federal CIO appointed by Barack Obama. I went. He is particularly interested in how new technologies such as voice and blockchain are disrupting the world of marketing as we know it. In 2019, he moderated a panel on “Innovation Theater” at Fintech He Inn in Vilnius. In addition to industry marketing focused reports such as Robotics Trends, Modern Brewery Age and AdNation News, Wood has also contributed to KIRKUS and contributed fiction, criticism and poetry to several leading book blogs. doing. He studied English at Fairfield College and was born in Springfield, Massachusetts. he lives in new york
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