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Metaverse and experiential marketing: seven strategies that brands should not lose sight of

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Only a few months have passed since Mark Zuckerberg announced the creation of his metaverse, but the conversation around this new concept continues to grow. Some studies suggest that 70% of brands will have a presence in the metaverse in one way or another in 5 years, which would mean a revolution in the field of marketing and advertising.

To understand how brands can take advantage of these opportunities, a good example is Nikeland: the immersive experience that Nike created on the Roblox platform in 2021. The brand offered an immersive digital experience with virtual items capable of enriching it; in addition, users could create their own minigames.

This metaverse connected the digital environment with real life by promoting physical movement, collected through hardware to complete the virtual experience. On the other hand, it offered a new consumption model: D2A (Direct-to-Avatar) with a digital showroom with Nike products for your avatar.

The metaverse at the service of marketing

In this context and in order to guide both brands and consumers, /Boost, a unit specializing in strategy and digital marketing of the technology consulting firm Stratesys, has drawn up a list of applications from the metaverse to experiential marketing that are already possible and measurable . In fact, they have already started working on them together with their clients. These are the apps /Boost bets on :

Real-time event upgrade: Brands can give a physical event a digital dimension, whether it is to enjoy a live performance by a musician who is actually remote or to purchase a digital product at art exhibitions linked to the event. There are plenty of examples.
Positioning strategies: Visual search is a content search modality in which images are used as inputs instead of texts. Thus, a user can upload a photo, screenshot or any generic image to a visual search engine to find related content.

Promotional actions: According to /Boost, the use of redeemable promotional codes in the real world and vice versa can be a good promotional strategy.

Content marketing: Development of specific actions linked to new virtual content and its consumption by different types of users.

Marketing of ‘influencers’: There are already companies managing the relationship of brands in the metaverse with digital influencers. These personalities will have their “virtual twin” at the service of the needs of these brands. When there is a significant audience, this will be a common pattern.
‘Ad hoc’ campaigns: Algorithms will play a key role in drawing advertising in the metaverse, which will be tailored to each user. But, initially, the appearance of advertising and banners integrated into the experience will be the norm.

D-commerce strategies (decentralized commerce): The metaverse will predictably be a new scenario for d-commerce. Users will be able to purchase services and products directly on the immersive platform without the need to be redirected to a regular purchase platform.

Zahira Tomasi, Associate Director of Creative Strategy at /Boost, explains: “At the moment, at /Boost by Stratesys, we feel more comfortable exploring the development of experiences in controlled environments and projects, where we do not face the fringes that still exist. . remain at the level of legislation (application of blockchain, NFTs, privacy, data mining, etc.), and taking advantage of partnership models with developers who have been designing digital interaction platforms and environments for some time”.

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