How Will the Metaverse Transform Digital Marketing?

A businessman in VR goggles in his office
25 July, 2022
Industry Insights
5 min read.

Facebook owner and potential ‘Illuminati alien lizardman’ Mark Zuckerberg both surprised and confused the world last year when he announced that his company was to be rebranded as “Meta”. Perhaps even more surprising was that he also revealed that Meta was developing a new virtual realm known as the “Metaverse.”


In simple terms, the metaverse is an online augmented reality in which real people can live as avatars in a digital world. The aim is that in a few years, the Metaverse and other virtual reality platforms will become the norm for social and business interactions.


But what does that mean for marketing? Read on for the insights of an expert within a leading marketing agency!


What is the Metaverse?


The Metaverse is a blend of augmented reality (AR) and virtual reality (VR) technology, which together creates a digital world in which people can explore, conduct business, and socialise.


The aim of the Metaverse is to change the way we view and use technology. The Metaverse aims to be a hub of social interaction and business, which could affect everyone of a working age depending on how quickly this technology is adopted.


Sceptics don’t see a complete overhaul of business practices happening any time soon, and instead think that the Metaverse could be a tool used in tandem with standard business practices. For example, you might use it for the occasional meeting or for presentations that require interactivity.


Each individual user will have their own avatar and freely walk around a generated world. Exactly what the Metaverse will look like is a mystery, but using what has officially been released, it could entirely depend on where you choose to go.


Some parts of the Metaverse may be designed to look like a busy city centre, while others might look like tropical islands, the countryside, or a fantasy world. Truth be told, each area in the Metaverse will probably look completely different depending on the developers’ ideas.


What we do know is that some companies and wealthy individuals have already purchased plots of “land” and “real estate” within the metaverse, which they will likely be able to customise according to their vision.


This means you might spot recognisable companies with branded structures or advertisements during your stay within this virtual reality, just like the real world.


What does that mean for marketing?


As a leading digital marketing company in Birmingham, we are used to working in a fast-paced and ever-evolving industry. Should the Metaverse be as popular as those developing it hope, we could see a drastic change in the way online marketing is conducted.


Since the Metaverse is an explorable and interactive virtual world, it is likely that the marketing utilised there will need to reflect that. You may see billboards and posters much like the real world, but you will also probably experience new forms of interactive marketing.


For example, the very foundation of the Metaverse is virtual reality. VR technology is already being used to create more interactive, immersive, and physically challenging video games, such as Beat Saber or Superhot.


This means that companies and brands could commission short, interactive games that you could play within the wider Metaverse that promote their products.


You will also be able to create assets within the world that people can watch, use, or interact with that could promote your product. These could include menus, puzzles, pictures, or whole spaces within the Metaverse for users to explore.


And, with plots of virtual land going to the highest bidder, you might see branded buildings, like skyscrapers or shops, in which you can engage with their products or services. These might include full game rooms, mock-ups of the inside of their shops, and more. In many ways, the possibilities truly are endless.


Which businesses could win with the move to Meta marketing?


Marketing is not as simple as putting a few adverts out on social media. The businesses that will benefit from a move to Meta marketing are those that innovate and adapt the fastest.


The interactivity of the Metaverse is one of its key selling points, meaning that the companies who utilise those points first will likely be the initial winners. Producing some kind of game or story that the user can play and interact with could be the first step in winning over the Metaverse audience.


Some companies have tried to make games in the past. Two examples that come to mind are Sneak King, a game from Burger King in which you quietly feed random members of the public Whoppers, and the KFC dating simulator (no, I’m not joking), I Love You, Colonel Sanders!


While these are on the extreme end of interactivity, it is ingenuity and daringness like this which could be key in Metaverse marketing. If a VR experience releases inside the Metaverse early on in its lifetime, that is likely to be picked up by new users to the platform, news sites, internet personalities, and more.


But it isn’t just games that can utilise this VR technology to get ahead of the competition; businesses could offer experiences or virtual tours of their work sites. For example, a brewery could faithfully reproduce the inside of their building and have virtual guests take a tour without impacting the workflow and hygiene of the original site.


Perhaps businesses working in skyscrapers could reproduce their office space and the view they have of the city around them. Maybe travel agencies could give teaser experiences for customers looking at travelling around the world, by letting them visit certain tourist destinations from the comfort of their home.


Once the technology has been ironed out, and costs are accessible for a wide range of users, any company willing to create something new and exciting could win big. If they offered something unique in a VR space that is accessible only by purchasing their product and receiving a code, for example, then they could increase sales as a result.


Metaverse marketing still needs time to develop


Regardless of what we speculate, the reality is that the Metaverse still needs time to develop, and marketing within that space will naturally evolve on its own.


It’s impossible to predict exactly what will transpire, as every company with have their own approaches and ideas on what they think will work, and what won’t.


We believe that the interactivity aspect of the Metaverse is what should be utilised first. Our expertise as a leading digital agency in the West Midlands gives us a good idea of what will be effective, even if the Metaverse hasn’t yet taken shape.


Talk to the experts


Our knowledge can help your business achieve its goals. Though we are a digital marketing agency in Sutton Coldfield, we have helped businesses throughout the UK grow their customer base and increase revenue.


We can handle all your business marketing needs, from website design and development to SEO strategies, social media management, and content production.


If you’d like to benefit from our expertise, or you’d like to find out more about what we do, get in touch today by emailing info@edge-creative.com or calling the office on 0121 355 8092.

ABOUT THE AUTHOR

Jamie Burtenshaw

Content Creator

Jamie joined the team in April 2022 with a love of language, technology, and the written word. Having spent some time as a language teacher in Japan and as a copywriter in financial marketing, Jamie is excited to further his writing career as a content creator at EDGE Creative.

Jamie is passionate about learning and personal development, which led him to create a YouTube series helping Japanese speakers learn English. When he isn’t tapping away on his laptop at work, Jamie is instead tapping away on his gaming PC at home, enjoying a cup of tea in Birmingham city centre, or watching Brighton and Hove Albion lose football matches.