The metaverse is the next channel for marketing
Excerpts from AdAge
The next big revolution in computing is the metaverse. The future of the internet will bring together the physical world with new technologies. These technologies are just beginning to change the way people interact, shop, and do other activities every day.
Isabel Perry, director technology at Byte, part of Dept, noted that "Metaverses are jam packed with innovative marketing potential (ranging from live shopping to virtual shops, fashion shows and product launches, content production), enhanced social, pimping up of Zoom calls, NFTs paving way for real economies." This hybrid digital/physical world has many possibilities. Forward-thinking brands need to be involved.
The metaverse is the next channel for marketing
The metaverse is a shift beyond traditional advertising towards creating brand experiences that are more exciting and engaging than digital advertising.
Traditional offline and online advertising methods like large billboards, flagship shops and large billboards are disappearing. New innovations are attracting every age group, including the very young and the very old. These include contextual targeted ads to Instagram influencers, as well as platforms like Twitch, TikTok Fortnite, Roblox, and Fortnite.
The phrase "real life" has a new meaning for those who want to establish a relationship with today's new generation of consumers. It is not enough to be digital. You need it to be meaningful, interesting, and immersive. This is exactly what the metaverse will do for brands in the future.
Balenciaga, for example, launched Afterworld, a dystopian video game that showcased its futuristic clothing. Fortnite, a game between players that is played by millions of people in the Gen Z age, partnered with Nike to promote their new Jordan sneakers. Travis Scott was also a part of the team and performed a virtual gig for more than 10 million. Louis Vuitton was also involved in the League of Legends, a popular esports game.
Nike created virtual stores for the Air Max 720 by calling out physical lines on shopping streets with: "so 2k18." ComplexLand also recently made a unique take on the metaverse, creating a shoppable, free-form virtual world. Non-traditional games such as Axie Infinity also take these virtual worlds and combine them with real-world economics. This allows many people to rely on it as their main source of income.
The new technologies provide a boost
The hardware is getting smaller, faster and smarter. Fast, reliable connectivity is now available almost everywhere thanks to 5G. Computer vision in the metaverse is getting more intelligent. It allows for visual and audible assistance. This all contributes to immersion, which makes the transfer of knowledge and experience more satisfying and human.
Paul Doyle, Epic Games' director of product management, said it best: "Just as the internet and mobile technology were major transformative technologies and major technical ages. Now we're about hit a virtual age." It's going to happen.
Businesses that want to be first for their customers will find this essential. The metaverse is quickly becoming the center of all this activity.
Click here to see the complete AdAge article
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