Over the past few years, the struggle has been real for developers, brands, and customers alike, as they grapple with bringing metaverse concepts to life and conveying their essence in a simple manner. The constant message has been clear: the technology is not the issue, but rather the execution and the narrative behind it.
For customers, the whole notion often resembled mere gamification, a distant futuristic dream that had to take a back seat to their immediate daily challenges. While rooted in gaming, the metaverse extends far beyond, encompassing elements from our real lives—activities, issues, and solutions.
While brands perceived the potential as an engaging avenue for communication, the “wow” factor remained elusive from the customer base. The hesitation to invest in the uncharted held them back.
Meanwhile, developers toiled to craft groundbreaking technology, particularly within the blockchain and VR domains. Despite their feats, they struggled to market their innovations in a language that resonated with customers, demonstrating how their technology could alleviate their pains.
So, how do we untangle this web of challenges?
Begin by laying the first brick.
In the present, VR technology not only enriches entertainment but also revolutionizes healthcare and education, delivering profound insights and understanding on a deeply immersive level. Imagine exploring the human body for study or journeying back in time—these experiences are not just conceivable but attainable.
AR, on the other hand, empowers us to visualize products before purchase, saving time, costs, and regrettable choices. While e-commerce and retail sectors have already embraced this, other industries can similarly benefit.
Are we addressing real-life problems with tangible solutions? Absolutely. Now expand the canvas, envisage an interconnected digital realm where work, personal matters, and entertainment seamlessly coexist—the metaverse.
As our immersion in content grows, so does the scope of the metaverse we shape. It’s all part of the same narrative. Allow me to distill it into simpler terms: the metaverse is a digital replica of our world, facilitating quicker, potentially more cost-effective solutions. It serves as a space for learning, experimentation, and informed decision-making.
So, what's the marketer's role in all of this?
The path ahead appears clear, but when you’re in the trenches, juggling KPIs, tight schedules, and budgets, and striving to forge fresh customer connections, the task can seem daunting.
Start small. The metaverse need not be erected overnight. Begin by integrating immersive content at the top of your marketing funnel—enthralling fun VFX videos or interactive AR/VR demos of your offerings. Craft a mini-game that showcases your upcoming product or solution. Options abound.
The recent surge in surrealist VFX videos across social media (take a look at Jacquemus, Isabel Marant, Viktoria Backhem and Maybelline campaigns) underlines users’ appetite for that “wow” factor and phygital experience. Visual Effects videos enhance real scenes with captivating visual flair.
Companies now have an opening to present something distinctive, elevating themselves from the abyss of UGC. Immersive content captivates audiences and carries higher credibility metrics than conventional productions.
Will it eat up all your marketing budget?
With the constant development of new technology and AI support, 3D modeling/AR/VR content and wearables are getting more affordable. The most expensive part is creativity and your ability to tell the story in a unique and valuable way to your customers.
And where does Blockchain fit into these metaverse and VR discussions?
Blockchain technology offers an extra layer of security and transparency within virtual realms, providing a safeguard for transactions and ensuring the privacy of users’ personal data.
In the domain of secure transactions, blockchain powers transactions for virtual goods and services via decentralized marketplaces, effectively eliminating fraudulent activities and fortifying overall safety. Another potential application lies in the realm of copyright, publisher, and distribution rights. This involves the management of the distribution and licensing of virtual reality content, assuring equitable compensation for content creators.
Moreover, blockchain technology clears the path for seamless interactions and content accessibility across a spectrum of VR platforms, thereby promoting interoperability.