THE TERM “METAVERSE” is often associated with virtual reality. But metaverse is more than VR. It’s the sum of all virtual worlds, augmented reality, and mixed reality. It’s an online, interactive world you can create and share. Emerging experts have described the Metaverse as a “complete computer-generated environment which can be explored and interacted with by one or more people simultaneously.”
The Metaverse has yet to be defined with complete clarity. If you have recently heard the phrase, you have probably also heard multiple explanations and perceptions. The primary function of a metaverse is to facilitate virtual communication between individuals, each of whom are capable of navigating it independently. This freedom of movement and choice reveals new opportunities for technology users to control the experience.
The term “metaverse” was first used by Neal Stephenson in his science fiction novel The Diamond Age. It is the digital, 3D analog of the word “universe.” The idea of metaverses has been around for decades. Of late, it has seen a surge of interest thanks to advances in:
1) Virtual Reality (VR) – VR enables you to explore digital environments as if you were there.
2) Augmented Reality (AR) – AR layers graphical information over your physical environment.
3) Mixed Reality (MR) – MR combines VR and AR for an immersive experience.
“Metaverse marketing” may be a new term, but with consumers and business owners becoming more comfortable with digital marketing, you can expect them to adopt this unique experience at a rapid pace. In fact, businesses and organizations are already using the Metaverse to connect with their audience in new ways. Sony recently created a digital world for people to explore, partake in activities, and communicate. One of the most popular uses of the Metaverse is real estate. Potential homebuyers can tour homes that are not available yet, or check out an apartment complex before they commit. It has also been used for education, helping students learn about geography or biology without leaving their desks.
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Metaverse marketing has had a significant influence on business-to-business relationships as well. Businesses are using the Metaverse as a way to field customer service inquiries, test products, or give employees an inside look at what it’s like to work there. It’s too soon to tell what specific applications will be most successful, but one thing is sure: the future of marketing will include VR and other technologies within the Metaverse and create opportunities to reach your audience in new and exciting ways.
For practical applications of Metaverse marketing, you need to understand the unique use cases the Metaverse offers, like:
1) Accessibility: Many of your future customers will view the Metaverse as the most convenient way to access your products and services.
2) Bringing Your Product To Life: Using 3D modeling or CGI to create realistic renderings of your products for potential customers.
3) Interactive shopping: After the explosive success of online sales, v-commerce will become the new way consumers start exploring product purchases.
4) Virtual Travel: With Metaverse marketing, transportation is possible. Users can click a button, enter a portal, and be transported, magically, to another place. Imagination is the driving force.
The rule book for metaverse marketing hasn’t been written yet. As a society, the transition we’re facing is an unprecedented opportunity for business owners at all stages. Previously, by the time local businesses discovered digital and omnichannel marketing strategies, they were already solidly established by enterprise-level companies. Small businesses were left chasing these larger companies with little success. The Metaverse is a reset for us all … Imagine the amount of data you will be able to access to learn about your audience or letting a customer try your product or service virtually before they buy it.
The Metaverse is a natural evolution of how we have developed technologically as a society and will undoubtedly influence the way people communicate, interact, and do business in years to come… After all, evolution is hard to stop.
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