Marketing In The Metaverse: What Strategies Will Be Effective In This New Virtual Universe?

To know the changes that will be implemented shortly in marketing and advertising, we must answer the following question:

What is the Metaverse?

"Beyond the universe", refers to the barriers of space and time.

The metaverse is a virtual world in which many of the big corporations like Facebook or Google are investing. It includes elements that transcend physical reality to create a completely virtual environment, through which the activities of ordinary life can also be carried out.

It is an alternate universe to which we will connect using a series of devices that will make us think that we are really inside it. We can also interact with all the elements that compose it.

To get closer to the concept, let's think about virtual reality glasses and how they allow us to penetrate another reality and relate to the objects that constitute it.

Therefore, we must know that virtual worlds are not a new issue, since many of them already exist. An example is fantasy video games in which we participate through an avatar.

The difference between the well-known virtual reality and the Metaverse is that it will be much more immersive. In other words, there will not only be glasses but sensors that will record our physical movements and allow us to better interact with the virtual environment.

Those who enter the Metaverse will be able to interact with each other and with objects in three dimensions, as well as explore their creativity through:

• virtual reality, a technology that replicates an environment, real or imagined, and simulates the physical presence of a user in this environment
• augmented reality, the integration of digital information with the user's environment

Virtual reality comes to revolutionize the marketing style, creating immersive experiences for customers.

Many of the big brands are already creating their virtual reality online stores, where customers can try the product without even leaving their homes.

Thus, this type of marketing provides customers with an interactive experience that allows them to explore products before buying them through:

• virtual objects
• animations
• demos

Definitely, in a short time, we will witness a transformation of marketing and traditional advertising for more immersive elements.

The first thing we must clarify is that the Metaverse will change the ways of doing marketing. There will not be a target audience in it, but visitors of all tastes, needs, and preferences.

Let's see some of the Marketing strategies that will succeed in this new virtual universe:

• Virtual reality marketing

Virtual reality is a way to interact with the public innovatively, and thus engage more people with the brand.

Virtual reality marketing will succeed in the Metaverse because it will enable real-time interactions with products and vendors. The customer will be able to attend product demonstrations, 360-degree videos, and virtual tours.

• Videomarketing

The video is already one of the megatrends of marketing, due to the originality and creativity that it brings, fundamentally in the social media marketing environment.

That is why it will continue to be effective in the Metaverse, always linked to virtual reality to deliver new and original advertising to users.

• eCommerce and constant sale

eCommerce will grow with the Metaverse and the opportunities that an immersive and close experience to products and services will provide, so brands must take great care in their strategy to offer better experiences.

• Community marketing

The feeling of community is the basis of the Metaverse, allowing everyone to participate in new experiences and enjoy their purchases.

After the considerable increase in online sales after the pandemic, the Metaverse brings an improved virtual shopping experience solution that aims to satisfy all users.

• Visual Positioning

Visual searches will be the new SEO. Google Lens is a current example of how augmented reality is beginning to be introduced in those daily searches that we do when we have a question.

• Promotional codes

Promotional actions will continue to be useful in the Metaverse. Experts predict that promotional codes redeemable in the real world and vice versa may begin to prevail, that is, generated physically and redeemable on the platform.

• Influencer marketing

Many experts point out that there are already companies managing the relationship of brands in the Metaverse with digital influencers who will have their avatars at the service of the needs of these brands. Therefore, Influencer Marketing will have its place in the Metaverse.