Oculus VR headsets have been around for about a decade. They’ve been used in tourism conferences, for example, to give attendees a three-dimensional taste of a city or country. But augmented reality (AR) and virtual reality (VR) tech have been steadily developing over the years. Within the next decade or so, we’ll be immersing ourselves in an entirely digital and interactive realm, the metaverse. How could this new sphere affect the future of digital marketing campaigns and the work that you do?
What’s Currently Happening With Virtual Reality and Digital Marketing?
Gaming brands and companies such as Fortnite and Roblox are natural early movers in this space. They enable users, most of whom are members of Gen Z, to create virtual assets and socialize via avatars.
Decentraland is another virtual platform owned by users who transact with the blockchain currency, Ethereum. Users build and monetize appealing virtual entities and destinations, and it’s a burgeoning social commerce society with hundreds of thousands of registered users.
Brands like Chipotle, Verizon, Nike, Lil Nas X, and Vans are partnering with Fortnite and Roblox and getting in on the VR action. High-end luxury brands like Gucci are already experimenting with branded experiences, virtual sponsorships, products, and dressing rooms. These moves expand brand recognition among the younger demographics Facebook’s Meta is obsessed with.
And yes, non-fungible tokens (NFTs) are in the mix, and influencers too.
What Might the Future Look Like?
Sure, there’ll be fun and recreation. But metaverse simulations are set to change everything from education and HR to manufacturing processes. Of course, retail will transform too.
Augmented reality can be a gamechanger for in-store experiences, providing as much info as a consumer needs to decide and purchase. Virtual pop-ups will be par for the course. And out-of-home advertising will include billboards in metaverse locations suggested by digital marketing analytics. This is a planet where event marketing at a live Quidditch match, for example, is possible. You’ll still probably have to focus on SEO, with users using voice search to find what they need.
Imagine the potential and scope for B2B and B2C digital marketing and every stage in the customer journey. Only an inability to tell a compelling story can limit you.
The Bottom Line
Marketing teams are starting to make sense of this growing futuristic universe, and a once-nebulous concept is becoming less abstract. Big brands with marketing dollars to spare are already throwing money towards initial forays. And it’s only a matter of time before smaller companies figure out what the metaverse can do for their growth and longevity.
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