The Metaverse, the virtual reality world imagined by Neal Stephenson in his 1992 novel Snow Crash, is expected to arrive by 2022, according to most experts on VR technology. This may not happen exactly on time or exactly as predicted, but it will come about eventually, making real the virtual worlds Stephenson described in his novel, and also making real many of the other predictions made in that book as well (such as the idea of physical advertising within virtual environments). Here’s what marketing in the metaverse looks like.
1. What is the metaverse?
[The metaverse] is a collective virtual shared space, created by the convergence of virtually enhanced physical reality and physically persistent virtual space, including the sum of all virtual worlds, augmented reality, and the internet. -Virtual Reality Glossary, Intel (2014) In 2012, I proposed that we are living in something called ‘the proto-metaverse’… While we may not yet have a fully realized metaverse, there’s no doubt that our world is beginning to change in substantial ways.
2. Things to know about advertising in the metaverse
By 2022, business-to-consumer advertising will be common in real life, with virtual billboards already popping up in airports and malls. Advertisers won’t need to use billboards, however—virtual storefronts will be commonplace by then. Virtual storefronts are a mix of two mediums: e-commerce and traditional advertising. On one hand, consumers can purchase products directly from a virtual storefront—just like online shopping on sites like Amazon or Alibaba.
3. How you can be a good marketer in the metaverse
Just like in real life, being a good marketer in a digital space requires you to pay attention to trends. Think about what’s going on right now with virtual reality, augmented reality and artificial intelligence. How do these technologies impact marketing? How will they do so in 2022? Marketers need to be aware of these trends so they can build marketing strategies that take advantage of both present and future opportunities.
4. Marketers of the future will have to understand artificial intelligence
To market effectively in 2022, you’ll need to understand artificial intelligence (AI). AI is a branch of computer science that focuses on creating intelligent machines. It has been used in robotics and data mining for years but only recently has it been introduced into marketing. AI uses machine learning algorithms and complex automation processes to complete tasks at a speed and level of accuracy never before seen by humans. We are going to see an explosion of products using AI in business and technology, including marketing.
5. The influence of augmented reality on marketing
In 2022, augmented reality will be ubiquitous. This means that your customers will interact with you within an augmented-reality experience—and then share it across social media, making their interactions with your brand a virtual experience. What does marketing in an augmented-reality space look like? It’s unlike anything we’ve ever seen.
6. Why content marketing will play an important role in marketing in the metaverse
Content marketing has been identified as a key component to any successful campaign. It’s a vital part of SEO strategy, and it’s here to stay in the metaverse. Why you need content marketing: To be successful in 2022, businesses will need to create relevant content that their audiences want to consume. How you need content marketing: You can easily set up your own content campaigns with a variety of different tools. You can hire freelance writers, get advice from experts, or use automated tools for scheduling posts on social media and link building (like outreach services and infographics). As more people move into virtual spaces—and more businesses become fully virtual—content will play an even bigger role than it does today.
Conclusion: How virtual and augmented reality companies will interact with customers in 10 years
As we move into a world where augmented reality and virtual reality are commonplace, brands will have to adjust their marketing strategies accordingly. You can’t give customers a bland, half-baked VR or AR experience and expect them to be completely satisfied. Companies that have adopted their technologies in a meaningful way will emerge as winners, while those that simply released products without putting thought into how they could connect with consumers in a whole new dimension will fall by the wayside.