At the end of October 2021, Facebook announced its name change to Meta. Its objective was to clarify the company's priorities: the Metaverse, a world of virtual reality. The concept is not new; it was invented in 1991 by Neal Stephenson in his science fiction book Snow Crash. However, Zuckerberg's move has put the issue on everyone's lips, especially as the impact of the Metaverse in digital marketing could be where the future of brands lies.

Metaverse refers to a digital ecosystem in which users can interact as avatars. Although it is a virtual environment, it has certain "real" aspects, such as individualized identities or currencies. With the growing interest in this world, a new era of digital marketing is on the horizon. Everything indicates that immersive user experiences will replace traditional transactional advertising.

Consumers crave experiences, and the digital marketing metaverse delivers them.

Buyers have long ceased to be passive recipients of advertising. No one stays in front of the television to watch brand advertisements anymore, and in addition, they avoid them at all costs. Hence the rise of streaming platforms. But people are also getting tired of the static and video ads that abound on the web and social media.

Buyers no longer sit back and are marketed to. They are looking for rich, interactive, and immersive experiences. The Metaverse achieves this goal because it replaces the flat, two-dimensional world of the web with a 3D, and in some cases even 4D, experience that feels much more like real life.

Brands are flocking to the Metaverse because the types of experiences they can create are virtually limitless. This virtual environment merges online life with the physical world to impact the way people work, learn, communicate, play, socialize and shop. For this reason, the Metaverse in digital marketing would also be a great instrument to extend the digital presence of a brand.

Unsurprisingly, more and more companies are getting into it. Sure, some will stumble and fail in their attempts, but the potential of the Metaverse for digital marketing is too great to ignore. In fact, in 2021, hiring for jobs related to this virtual environment jumped over 400%, which happened even before Facebook's announcement.

The convergence between the natural world and the digital world will redefine e-commerce.

Marketing for e-commerce could change drastically with the adoption of the Metaverse. Since the introduction of technology to acquire online, there has been a divide between the natural world and the digital world, mainly because of the features offered by each.

Buying from traditional brick-and-mortar stores allows shoppers to touch or try the products before buying them. When this is done in online stores, there is no such possibility. However, there are advantages such as convenience, speed, and unprecedented access to many establishments.

 The Metaverse brings these two worlds together. For example, with technologies like virtual reality headsets, people can try on items. And with the use of augmented reality, you can see what specific pieces of furniture would look like in your living room.

In the coming years, e-commerce in the Metaverse is expected to accelerate. Certain technologies are adopted, and others are created; other features will merge online and offline shopping.

How do brands use the Metaverse in their digital marketing?

Bigger metaverses like Fortnite and Roblox provide brands with previously inaccessible opportunities. The Wall Street Journal recently reported that Vans launched a virtual skatepark on Roblox that lets players try out new tricks and earn points to redeem in the virtual store to customize their avatars.

According to its leadership team, the Metaverse is the best place to build brand awareness with its core demographic (13-35). The company reveals that its online park has received more than 48 million visitors. The kind of engagement that brands with larger budgets can see in the Metaverse.

This company was not the only one to bet on these environments as a digital marketing strategy. Here are some of those who also want to enjoy the virtual world:

Hyundai

In October 2021, Hyundai Motor Company launched Mobility Adventure. It is a metaverse space in Roblox in which the brand presents its current and future products. It allows users to experience and experience Hyundai's mobility offerings and customize their avatars.

Warner Bros Entertainment

This famous Hollywood studio hosted a virtual party on Roblox to promote the summer movie "In the Heights." Visitors could hang out outside the film's central gathering tent, contribute to the murals, watch behind-the-scenes videos and interviews, etc.

Balenciaga

This fashion house has partnered with Epic Games to bring high fashion skins into Fortnite. Four were created, including branded accessories like a designer pickaxe and a chic backpack. A Balenciaga-themed hub was developed into the game, and a real-world clothing line was also offered.

At Wendy's

Fortnite has announced a food battle event between Team Pizza and Team Burger. Wendy's has decided to participate extraordinarily in promoting its hamburgers. The fast-food chain has gotten creatively into the game with an organic meta-campaign called "Keeping Fortnite Fresh." It aimed to raise awareness of the disadvantages of eating frozen meat.

So, instead of joining one of the teams, Wendy's avatar headed to the Team Burger restaurants. Once there, he located the freezers where the meat was stored and ruthlessly destroyed them. He did this for hours and promoted the mission on Twitter, inviting other players to do the same, which he did.

As you can see, the Metaverse impacts digital marketing in several ways. Your company can also take advantage of this virtual world to position itself in its sector and the minds of consumers. Remember that, as with any emerging marketing channel, the brands that get there first are best SEO to take advantage of it once the channel matures.

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