Facebook rebranded to ‘Meta’ and announced that the metaverse would be its new focus moving forward, with Mark Zuckerberg stating his intention to build a metaverse that would become ‘the next internet’.

As marketers, we of course began to speculate about what digital marketing would look like in a new virtual world.

Although the concept of the metaverse may still feel mysterious to some, more and more brands are seeing the opportunity that the metaverse presents to connect with audiences in ways that were never possible before and provide exciting and memorable brand experiences.

From the memes about Mark Zuckerberg’s avatar to NFTs and virtual concerts, it feels like the metaverse is the internet’s favorite buzzword right now. But what is the metaverse exactly? And what does it have to do with digital marketing? 

In this blog, HELLO WORLD LABEL will be providing the run-down on metaverse technology, separating fact from fiction, and explaining what the metaverse means for your digital marketing strategy.

What Is the Metaverse?

Put simply, the metaverse is an online digital world in which users can immerse themselves using virtual reality (VR) or augmented reality (AR). In the metaverse, users create avatars that move through a 3D world where they can interact with others and the environment around them.

The concept of a metaverse is not new, and the term was actually coined in the world of science fiction 30 years ago. The eerily accurate novel described the metaverse as a parallel online world, which could be accessed by VR headset-wearing users.

Facebook (now Meta) described the metaverse as a set of virtual spaces where you can create and explore with other people who aren’t in the same physical space as you. You’ll be able to hang out with friends, work, play, learn, shop, create, and more.”

When we talk about the metaverse today, the most tangible examples are platforms such as Roblox, Minecraft, and Fortnite that use virtual reality to create increasingly sophisticated online worlds.

What Is Metaverse Marketing?

Marketers always strive to be up to date with the latest technological advancements, so it’s no wonder that the prospect of metaverse marketing has become a hot topic in the digital marketing world.

As the line between the real and virtual world is increasingly blurred, the metaverse is set to become a place where people spend more of their time, experience brands and even buy virtual products.

Brands are turning their digital marketing strategy towards the metaverse to stay relevant to a millennial or Gen Z audience, who are considered to be the most enthusiastic adopters of the metaverse.

Gen Z consumers spend twice as much time socially interacting in the metaverse as they do in real life. Although many users may be young, their influence and purchasing power are only set to grow over time.

Examples of Metaverse Marketing Strategies

Create Virtual Experiences

Shoe and skateboard brand Vans collaborated with Roblox to create a virtual skate park where users could practice their virtual skateboarding skills, as well as buy Vans products.

Offer In-World Purchases

Luxury fashion retailer Balenciaga has partnered with Fortnite to design virtual clothing and accessories that users can purchase for their avatars.

Host Virtual Events

Virtual events and concerts that bring fans together with stars from the comfort of their own homes have become increasingly popular in the metaverse: over 33 million people saw Lil Nas X’s virtual concert on Roblox.

HELLO WORLD LABEL is a full-service digital marketing agency based in Dubai. Our  team of digital marketing experts can help you to understand how to leverage the latest digital marketing trends and what they mean for your business.

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