Metaverse Marketing: Changes and Opportunities for Brands

Metaverse Marketing: Changes and Opportunities for Brands

Vinicius Leandrini Magalhaes
Studio Yellow

Imagine a place where you can be whoever you want. Where you can explore a space larger than reality itself, but with all the comfort of your home. A place where you can invite friends and communicate with them in real-time on any subject.

You already know this place: it's called the Internet.

But what if we told you there was more? What if we told you that this virtual universe exists, and that companies have already started investing in the development of new platforms within it? Well, it's true! This place has been called "the Metaverse," and it will change the digital marketing industry as we know it.

It's no secret that, in the future, we will be living in a world where our physical and virtual lives are intertwined. From every angle, this is a trend that will undoubtedly be an inevitable part of our future. So, if you're not already thinking about the opportunities and innovations that will be possible when we all live in this new environment, we don't blame you. Who could have guessed there would be so much potential for digital marketing?

Surely, you've heard about the Metaverse, especially after Facebook changed its name to Meta, increasing enthusiasm on the subject.

It's called the Metaverse because it's a virtual universe that includes everything from online games to 3D online worlds where users can interact with each other and digital objects. The name comes from combining "meta" (beyond) and "universe" (the totality of everything that exists).

What you already know about this virtual universe is innovative, so just imagine the changes and opportunities that will be possible in this environment. In this article, stay informed about the great potential of the Metaverse for digital marketing and why companies are investing money in developing new platforms in this universe.



A virtual universe

We can define the Metaverse as a virtual, parallel universe connected to reality that we can access through digital devices. In this environment, composed of concepts of virtual reality and augmented reality, we have an immersive structure with sensory elements from the real world.

In materializing, remember Pokemon Go, and people engaged in capturing something they saw on their phones? The Metaverse proposes a deeper immersion, with smart glasses and other devices, more functionality for connecting individual behaviors from our reality.

For the business realm, this universe represents a new space, a new buying journey, and a new user experience. The relationship between brands and their audience will have a space with more immersive and hyper-contextualized possibilities.



How does marketing fit into this environment? The transition from physical to digital environments in marketing is not so distant. Billboards, printed materials, newspaper ads, and even physical stores have become digital pieces like ads, websites, and overall media.

In the Metaverse, it's time to enhance these pieces in a hyper-realistic and highly immersive environment. In it, the customer and purchase experience will be even more optimized. And, of course, the way of "doing marketing" will also undergo changes. For example, what is expected from branding in the Metaverse includes new possibilities and formats in online spaces, product sales, language, digital art—everything will need to be adapted to the new environment.

A new approach, a new way to consume, sell, communicate, and be found.

Why are brands migrating to the Metaverse?

Firstly, because we are witnessing the "death" of non-digitalized companies today. Especially with the pandemic, we saw that the physical environment does not sustain a company in the era of Millennials and Generation Y. But beyond that, the novelty, the future, and the engagement of companies in new technologies lead them to take a step forward.

Nike recently announced the launch of its own virtual world, inspired by the Metaverse, on the Roblox platform, targeting children, teenagers, and young users. The environment called "Nikeland" allows players to equip their avatars with Nike products in their digital version, in addition to interaction in free sports games.

Being meta illustrates the creative potential of brands in this new space, engaging the audience effectively, bringing experiences to another reality, and positioning their brand as innovative and courageous in entering a new context.


Where to start?

Creativity is the key! Just like one of the main tools in marketing, to migrate to this universe, it's important to think differently instead of just reproducing the real world. Understanding your consumer and how to enhance their experience in the Metaverse can be a differentiator and an opportunity.

Today, driven by curiosity, sensory experience, and novelty are steps toward future bets. And considering that we have already moved to the digital, "unlearning" traditional buying and selling methods, we can expect significant changes in our future processes.

These are our initial perspectives on marketing in the Metaverse, but we're always open to new possibilities that can be developed. We're attentive and creative not to miss any of them!

What do you think of all this, and how do you envision your company in this universe?