What the Metaverse Means for the Future of Marketing

The metaverse is all about bringing customer experience to the forefront of marketing in a whole new way. The pandemic gave way to a boom in virtual shopping methodologies, and the response of the consumer market speaks well to the future possibilities of marketing in the metaverse. Consumers want interaction. They want to learn, feel and understand products and services before they purchase. The metaverse could allow consumers to research and experience products before the point of purchase in a way that has never existed before. Savvy marketing teams looking ahead at new, innovative ways to acquire and engage customers will embrace the metaverse and all it has to offer.
 

While the concept of the metaverse can seem a bit overwhelming, the outcome of implementing streamlined universal digital identities for users across platforms and software can be beneficial for both users and marketers in a number of ways. The transition to first- and zero-party data collection and implementation of ever-changing data privacy laws are beginning to take hold of modern marketing strategies. Fortunately, the metaverse can help unify fragmented data to build user profiles that enable marketers to continue to reach their customers, even with these changes in place.

Additionally, marketing teams are now beginning to explore the full capabilities of the metaverse and how it can revolutionize the way that they can engage consumers, enable new levels of interactivity, and provide an immersive experience of their brand and offerings. Let’s explore the different user experience based elements of the metaverse and what they mean for the future of marketing.

Increasing Engagement in New Ways

Marketing is all about how consumers perceive and interact with your brand and products. The metaverse opens the door to new immersive types of engagement. As we have seen with the ever-growing popularity of video, live streams, augmented reality (AR), and virtual reality (VR) in marketing strategies over the past two years, consumers want more engaging interaction with brands. The immersive consumer experience promised by the metaverse will allow modern consumers to engage virtually with brands in ways they never have before.  
Marketing teams will be able to take the basic elements of leveraging digital marketing materials and messaging to engage consumers via visual and auditory senses and expand that reach to all of the senses. In other words, marketers could leverage VR technology to develop an immersive brand experience within the expansive landscape of the metaverse. Ideally, this would allow consumers to gain a deeper understanding of the brand and its offerings by enabling interactions and experiences with products and services similar to a real-life setting.
Taking this a step further, personalization strategies can be leveraged across these immersive user experiences. Utilizing first- and zero-party user data to build modern holistic consumer profiles, marketing teams could develop hyper-personalized virtual experiences for their target consumers. This takes the omnichannel marketing strategies of today and levels them up exponentially.

Creating a personalized virtual user experience for each of your consumer bases will provide an opportunity for customers to engage with products that truly interest them, based on their personal preferences, whenever and wherever they need them. Essentially, the metaverse could enable consumers to experience curated, realistic shopping experiences tailored to their unique set of wants, needs, and interests without ever stepping foot outside of their front door. 

Customization & Building for Diversity

When it comes to the metaverse, long-term goals for marketing teams will include developing engaging experiences and building a real community based around the diversity of their consumers. Engagement and inclusion will be the name of the game. The metaverse will allow marketing teams to develop deeply engaging experiences across their owned virtual corners of the user experience.  

The promise of the metaverse suggests the eventual integration of social media user data across the immersive virtual world to allow marketing teams to develop and deliver highly personalized messages and experiences to users across a 3D landscape. Marketing teams will have more opportunities to build across the diversity of their consumer bases. In other words, marketers can leverage hyper-personalization strategies to customize immersive experiences for a wide range of diverse customers, maximizing inclusion for their brand and increasing engagement across a larger span of consumers.  

 

The promise of the metaverse suggests the eventual integration of social media user data across the immersive virtual world to allow marketing teams to develop and deliver highly personalized messages and experiences to users across a 3D landscape. Marketing teams will have more opportunities to build across the diversity of their consumer bases. In other words, marketers can leverage hyper-personalization strategies to customize immersive experiences for a wide range of diverse customers, maximizing inclusion for their brand and increasing engagement across a larger span of consumers.  

Diversity and inclusion have been top of mind for many marketing teams, with the majority working to adapt their strategies to allow for diversity and representative content through the development of user generated content. The metaverse will allow brands to take this to a whole new level, embracing diversity in a holistic way to appeal on a personal and relatable level with a wide range of customer types. Couple this with the integration of first- and zero-party data collection strategies and context-based engagement across brand audiences, and you have a solid recipe for success. 

Appealing to Younger Generations

Millennials and Gen Z are the most agile of the generations as they have grown up adapting to ever-evolving technologies. It is no wonder they are often the first to embrace new technologies, especially those that simplify their lives. VR and AR are already being embraced heavily by Millennials and Gen Z, and marketing teams are taking note. The integration of VR into current shopping experiences is gaining popularity, including: 
As we step deeper into the metaverse, we see these generations embrace the idea of the digital avatar. Digital avatars are the conduit for users to roam freely through the virtual worlds of the metaverse. Virtual avatars are rapidly gaining traction within the gaming industry, especially among young gaming communities. Gaming brands are transitioning their platforms into immersive worlds that enable virtual communities of digital avatars to blossom. 
Image via Venture Beat
These virtual evolutions create a whole new opportunity for brands to develop products that are centralized around avatars. Luxury brands like Louis Vuitton and Gucci have begun marketing and selling virtual accessories for digital avatars within the metaverse as well as other avatar-based virtual platforms like Roblox. Millennial and Gen Z users will be the early adopters of these new virtual trends, but as history shows, Gen X and Baby Boomers are apt to follow suit in terms of adaptation.

Adding Another Layer to Social Commerce

The rapid growth of social commerce over the past two years is largely due to the increasing utilization of social apps during the pandemic. Marketing teams quickly pivoted their strategies to include social commerce and enable consumer shopping across their social feeds. Gen Z consumers are primarily responsible for normalizing the evolution of social commerce due to their generation’s comfort level online and high expectations of brand excellence to genuinely connect with followers. 
 
We are currently experiencing the golden age of social commerce, with marketing teams pivoting away from old marketing practices and prioritizing new strategies to adapt to the rise of social commerce. More than ever before, teams are striving to achieve successful consumer experiences and increased engagement across their omnichannel strategies. But what will that look like as marketing methodologies evolve to include the vast virtual landscape that is the metaverse?
 
If we look at the social commerce trends over the past two years we can predict that the social commerce features we see across the popular channels of today will expand out into the virtual experience-based world. Savvy brands will continue to build their strategies, curating shoppable content across their omnichannel platforms and centralizing those strategies around optimizing user experience with their brand, both inside and outside of the metaverse.
Image via USA Today
If the metaverse world becomes a mirror of the natural world, virtual identities and digital avatars will become a representation of their physical counterparts, and users will want to style them with the latest and greatest trends. We are beginning to see early adaptations of this across gaming platforms that are avatar-based, like Roblox who collaborated with Vans to develop a hub within their platform where users could purchase virtual shoes, clothing, and skate accessories for their Roblox avatars, aptly named “Vans World”. This could mean big business for retailers and create a whole new category of virtual avatar based social commerce that marketing teams could dive into, with special attention put on early adopters like Millennials and Gen Z.

In Conclusion

If the metaverse concept becomes commonplace technology, marketing teams will need to adapt their strategies to include a host of capabilities a user experience based virtual universe has to offer. Looking at the current consumer trends for engagement and the rising popularity of AR and VR across social commerce and video platforms provides a glimpse of where we may be headed. Marketers who are looking to prepare for the metaverse should begin to explore these elements and start planning for the expansion of their virtual brands into an immersive landscape where personalization and inclusion will reign supreme.
Facebook
Twitter
LinkedIn

You may also like...

Subscribe to Our Blog

Subscribe to receive an email when we publish new content!

    Ready To Empower Your Business?

    We can help you future-ready your business with customized, innovative solutions designed to foster sustainable growth.

    Let’s Talk
    Meto

    Meto

    Meto is a tech-based nonprofit intent on making access to quality higher education a reality for all students. We have a special focus on creating scholarships for low-income students.


    In 2018, Meto was founded to connect African students with university opportunities. Along the way, we have learned that all students can benefit from our innovative model, wherein universities make the first move and invite good-fit students to apply. So, in 2023, we opened our platform to students across the globe.

    website: https://meto-intl.org/

              Nikhil Badlani Foundation

              The Mission of the Nikhil Badlani Foundation (the “Foundation”) is to enhance the lives of underserved children in West Orange, NJ and neighboring communities through music lessons, scholarships, and traffic safety education for all.

              Since the Foundation was established in 2011, Theorem has consistently been an annual sponsor of and team participant in the STOP for Nikhil 5K Run/3K Walk. This event intends to raise traffic safety awareness and to serve as a way to remembervbgfc ≈ and honor those who have been killed or seriously injured in traffic accidents. We recognize the importance of raising awareness and road safety amongst teenagers and parents alike, especially in the local communities of our Chatham, New Jersey office. Learn more about the Nikhil Badlani Foundation at nikhilbadlanifoundation.org

              Diversity and Inclusion

              Theorem actively aids in the ongoing fight against systemic racism and discrimination, realizing the importance of ongoing discussions surrounding diversity and inclusion.

              By contributing to organizations such as Black Girls Code and the Anti-Racism fund, we aim to be a fundamental supporter of diversity in the workplace and beyond. These organizations specifically speak to Theorem’s role as a leading voice in the technology innovation space and we avidly support their missions. The vision of Black Girls Code is to empower girls of color, ages 7-17 to become innovators in STEM fields and encourages them to be the builders of their own futures. The Anti-Racism Fund serves as a response to the inequities experienced by the African-American community. It provides monetary support to a dynamic portfolio of curated organizations as a way to inject and enable social change.

              Feeding America

              Feeding America is the largest charity working to end hunger in the United States. By partnering with local food banks, food pantries and other community food programs, Feeding America looks to advance change across the country and ensure equitable access to nutritious food.

              As a long-standing contributor and sponsor of Feeding America, we deeply believe in their vision of an America without hunger. The need for and importance of organizations like Feeding America has has become more and more prevalent as communities face more hardships as a result of the pandemic and the current economy. Theorem is dedicated to its continued contributions to Feeding America to do our part to empower and strengthen our communities. Learn more about Feeding America at www.feedingamerica.org

              Grameen America

              Grameen America is dedicated to helping entrepreneurial women who live in poverty build businesses to enable financial stability mobility.

              Since their founding in the United States in 2008, Theorem has supported Grameen America’s mission, which seeks to build upon the legacy of Presidential Medal of Freedom, Congressional Gold Medal and Nobel Peace Prize winner Muhammad Yunus. Through financial contributions and event participation, Theorem has contributed to Grameen America’s cause. As an immigrant entrepreneur himself, our CEO Jay Kulkarni is especially eager to support the organization’s mission of aiding underserved communities. Learn more about Grameen America at www.grameenamerica.org

              Vision Spring

              VisionSpring is making the wonder of clear vision possible for all by helping provide affordable and quality eyeglasses to those in need. For many, lack of access to affordable eyeglasses leads to loss of employment or less educational opportunities.

              VisionSpring partners with organizations who join them in their mission of supporting livelihood initiatives, enhancing potential for all. Learn more about Vision Spring at https://visionspring.org Theorem has consistently partnered with VisionSpring to organize free events, such as eye check-ups, across multiple villages in the Mysuru, India region, impacting over 3,000 rural residents. We stand with VisionSpring in their mission to increase accessibility to quality eyewear and eye care.

              Covenant House

              Covenant House provides housing and supportive services to youth facing homelessness, helping young people transform their lives.

              For more than 5+ years, Theorem has supported Covenant House with corporate sponsorships, leading career-building workshops at their Newark, NJ shelter facility and participation in the organization’s fund raising Sleep Outs. Covenant House utilizes these Sleep Outs to raise funds and help shine a light on the injustice of youth homelessness, inspiring communities to step up and protect the vulnerable. We are proud to support Covenant House’s programs, which are designed to empower young people to overcome and rise above adversity, today and in the future. Learn more about Covenant House at www.covenanthouse.org

              Contract Type

              |

              Location

              Job Title

              Contract Type

              |

              Location

              Job Title

              Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.

              Apply Now