Metaverse, what future for marketing?

magazine
Alberto De Gaspari
31 January 2022

Metaverse. Sounds familiar, right?

We’ve all heard about the Metaverse recently thanks to the rebranding of Facebook, which became Meta.
But why did Facebook change its name? What is the idea behind this project?
The vision of Big Tech concerns the evolution of the user experience, the construction of a virtual world in which users can interact with each other and with the environment around them.
Users, through avatars that represent them, interact in this new world with other digital identities and live an immersive experience, also thanks to virtual reality.

We have already seen it in The Matrix, we see it today in the fantastic world of video games.
Fortnite and Minecraft are virtuous examples. The two video games were in fact the venue for online events and concerts in which millions of people participated, gathered in a virtual space.

But let’s take a step back, before understanding how marketing and brands fit into this new digital ecosystem, we must fully grasp its potential.
Let’s imagine the Metaverse as a large container, within which many worlds are contained. In these worlds we can buy land, sell a painting (NFT), carry out monetary transactions (cryptocurrencies), buy new clothes, all in an intangible but extremely real way.

If we open our gaze we will see an entire virtual economic system in rapid expansion.

Here then we begin to glimpse the practical applications: with the help of a virtual reality viewer we can recreate the working space, desk, keyboard and computer, interact with our colleagues remotely, be present with our avatar at an event from the other side of the world.

Finally, the time to ask yourself the fateful question has arrived.
What is the future of companies and marketing? How will the relationship with customers change?

Companies will undoubtedly have the ability to organize and manage virtual and three-dimensional spaces. The ways of experiencing online meetings and events will therefore change.
Let’s then think about critical situations for marketing such as the launch of a new product on the market. This can take place within an exclusive digital space, built specifically, offering participants a unique experience linked to the launch.

Another idea?
The creation and marketing of virtual objects will be a particularly thriving market. Thanks above all to the strong propensity for user customization in recent years.

Brands can therefore interact with consumers in a space that allows infinite possibilities for relationships, promotion and exchange.

We are facing the next generation of the Internet: new business models, a new virtual economy and new marketing models.
All, as always, in line with the absolute centrality of the user experience.

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