{"id":9044,"date":"2023-01-12T11:06:00","date_gmt":"2023-01-12T11:06:00","guid":{"rendered":"https:\/\/zenmedia.com\/?p=9044"},"modified":"2023-05-15T06:26:48","modified_gmt":"2023-05-15T06:26:48","slug":"metaverse-marketing","status":"publish","type":"post","link":"https:\/\/zenmedia.com\/blog\/metaverse-marketing\/","title":{"rendered":"Metaverse Marketing: A Brave New (Virtual) World"},"content":{"rendered":"\n<p>The word \u201cmetaverse\u201d has found itself in the vernacular of marketers and consumers around the world.<\/p>\n\n\n\n<p>While most are familiar with Facebook\u2019s rebrand to Meta, the term metaverse was actually <a href=\"https:\/\/www.cnbc.com\/2021\/11\/03\/how-the-1992-sci-fi-novel-snow-crash-predicted-facebooks-metaverse.html\">coined 30 years ago<\/a> by author Neal Stephenson in his 1992 science fiction novel, \u201cSnow Crash.\u201d Some elements of Stephenson\u2019s metaverse already exist\u2014like virtual reality (VR) headsets and virtual avatars that allow people to interact with the virtual world in a way that mimics real life. But just how blurry the line between reality and fantasy will become is yet to be determined.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-style-default\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"442\" src=\"https:\/\/zenmedia.com\/wp-content\/uploads\/2022\/05\/2-Metaverse-1024x442.jpg\" alt=\"everything to know about metaverse marketing\" class=\"wp-image-9045\" srcset=\"https:\/\/zenmedia.com\/wp-content\/uploads\/2022\/05\/2-Metaverse-1024x442.jpg 1024w, https:\/\/zenmedia.com\/wp-content\/uploads\/2022\/05\/2-Metaverse-300x129.jpg 300w, https:\/\/zenmedia.com\/wp-content\/uploads\/2022\/05\/2-Metaverse-768x331.jpg 768w, https:\/\/zenmedia.com\/wp-content\/uploads\/2022\/05\/2-Metaverse-705x304.jpg 705w, https:\/\/zenmedia.com\/wp-content\/uploads\/2022\/05\/2-Metaverse.jpg 1410w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>The metaverse is still in an infantile stage, but it has had a fascinating development thus far. While many of us anticipated a completely virtual world accessed through VR, our CEO and founder Shama Hyder thinks of the metaverse as more than just a singular place or a collection of virtual shops.&nbsp;<\/p>\n\n\n\n<p>\u201cI think it&#8217;s a time in history where our digital identities and our digital presence takes on more and more meaning than even our physical presence,\u201d she explains. <\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"The Truth About The Metaverse And What It Really Means\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/x87HbJrMpf0?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>Set up by the pandemic unleashing digital acceleration like never before, the era of the metaverse is certainly a brave new virtual world. But what exactly does that mean for marketing and B2Bs?\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Metaverse: The Future of the Internet<\/h2>\n\n\n\n<p><a href=\"https:\/\/www.statista.com\/statistics\/1290435\/united-states-adults-views-of-metaverse\/\">Twenty-six percent <\/a>of Americans\u2014Mark Zuckerberg included\u2014believe the metaverse to be the future of the internet, allowing people to interact with one another, browse the web, play games, watch films, and eventually make purchases\u2014both virtual and physical.&nbsp;<\/p>\n\n\n\n<p>Brands like Chipotle, McDonald\u2019s, and Wendy\u2019s are already experimenting in the metaverse. An early adopter, Chipotle launched a virtual restaurant in the metaverse for Halloween 2021. Visitors could deck out their avatars in Chipotle-themed costumes, navigate the Boorito Maze, and receive codes for free burritos to be redeemed in physical restaurants.&nbsp;<\/p>\n\n\n\n<p>Similarly, the skate-shoe company, Vans, launched a virtual skatepark where players can show off their virtual tricks and earn points to redeem in the virtual store to customize their avatar. According to Forbes, Vans reported <a href=\"https:\/\/www.wsj.com\/articles\/brands-no-longer-see-metaverse-like-worlds-as-abstract-gimmicks-11638190802\">48 million user visits<\/a> as of December 2021, which is a huge opportunity to build brand awareness and loyalty.<\/p>\n\n\n\n<p><strong><em>Related post:<\/em><\/strong><em> <\/em><a href=\"https:\/\/zenmedia.com\/blog\/how-to-build-brand-trust\/\"><em>Here\u2019s How to Build Trust In Your Brand in 2022<\/em><\/a><\/p>\n\n\n\n<p>It\u2019s important to note that the experiences created by Chipotle, Vans, and more are separate and apart from one another. The word \u201cmetaverse\u201d may imply one connected, interwoven universe, but each entity actually owns the access, membership, and monetization rights to the virtual world it creates. This means that business and technical specifications will vary widely as the metaverse continues to evolve into a more immersive landscape than we\u2019ve experienced before.<\/p>\n\n\n\n<p>In addition to the extreme variety in the metaverse and the newness of the concept of itself, there\u2019s no clear adoption in the B2B space\u2014or even with the general public. Still, only 26% of Americans believe the metaverse is the future of the internet, so most people have yet to be convinced to buy in.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-style-default\"><img decoding=\"async\" width=\"1024\" height=\"442\" src=\"https:\/\/zenmedia.com\/wp-content\/uploads\/2022\/05\/3-1024x442.jpg\" alt=\"brands marketing in the metaverse\" class=\"wp-image-9046\" srcset=\"https:\/\/zenmedia.com\/wp-content\/uploads\/2022\/05\/3-1024x442.jpg 1024w, https:\/\/zenmedia.com\/wp-content\/uploads\/2022\/05\/3-300x129.jpg 300w, https:\/\/zenmedia.com\/wp-content\/uploads\/2022\/05\/3-768x331.jpg 768w, https:\/\/zenmedia.com\/wp-content\/uploads\/2022\/05\/3-705x304.jpg 705w, https:\/\/zenmedia.com\/wp-content\/uploads\/2022\/05\/3.jpg 1410w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">How the Metaverse Changes Digital Marketing<\/h2>\n\n\n\n<p>On the whole, the pandemic accelerated our behavior as a society. We thrust ourselves into a 24\/7 virtual world chock full of immediate gratification. And the metaverse aims to capitalize on that. History teaches us that when change is brought about by major events in our timeline, things don\u2019t always go back to the way they were.&nbsp;<\/p>\n\n\n\n<p>I mean, we all regularly say things like \u201cpre-pandemic\u201d and \u201cpost-pandemic\u201d now. We\u2019ve adapted to our \u201cnew normal.\u201d And this has happened before. In World War II, women went into the workplace, and even though the war ended and men came back, many women stayed in the workplace. That was the beginning of modern women in the workplace. Similarly, 9\/11 brought up the \u201ctemporary\u201d TSA regulations. Although we were all told \u201cthings will go back to normal,\u201d we know now\u2014more than 20 years later\u2014that those security measures are here to stay.&nbsp;<\/p>\n\n\n\n<p>So what does that have to do with the metaverse? If we view the metaverse more as the acceleration of the importance of our digital presence and less as another platform or strategy we need to develop, it changes our mindset.&nbsp;<\/p>\n\n\n\n<p>What does prioritizing your digital identity look like for your brand? And since consumers each have their own digital identity, how do marketers and brands respect the information around those identities?&nbsp;<\/p>\n\n\n\n<p>The metaverse is meant to let consumers take control of their experience\u2014a process of discovery not often found in traditional <a href=\"https:\/\/zenmedia.com\/blog\/step-by-step-guide-b2b-marketing\/\">B2B marketing<\/a>. But that level of engagement requires brands to know quite a bit about their consumer. It will no longer suffice to have data that\u2019s representative of the many; consumers in the metaverse will expect individualized attention, so brands need to know each individual consumer\u2019s preferences. With that said, it\u2019s a good thing that the metaverse\u2014as the prioritization of our digital identities\u2014will provide more data than ever before about user experience and preferences, especially now that we are looking at a <a href=\"https:\/\/zenmedia.com\/blog\/cookieless-b2b-marketing\/\">cookieless future<\/a> where first-party data is a necessity.\u00a0<\/p>\n\n\n\n<p>But the idea of operating entirely in VR, building a whole new world to participate in is still a little sci-fi. Think of the metaverse as yet another media to communicate to our consumers through, and that\u2019s really what matters in digital marketing, right? That is what drives our decisions: our consumers. So, if your consumers aren\u2019t early adopters throwing themselves into VR for hours at a time\u2014which <a href=\"https:\/\/zenmedia.com\/blog\/reinventing-b2b-buyer-persona\/\">B2B buyers<\/a> are presently not\u2014then throwing your entire budget at it isn\u2019t a good idea.\u00a0<\/p>\n\n\n\n<p>Will the metaverse have a vast impact on the marketing industry and how we do business? Sure, that\u2019s likely. But is it happening tomorrow? This year? Next year? According to <a href=\"https:\/\/www.forrester.com\/predictions\/predictions-2023\/\">Forrester\u2019s research<\/a>, it won\u2019t likely happen in 2023.<\/p>\n\n\n\n<p>What marketers need to focus on is the data they collect. Understanding individual customer journeys by monitoring KPIs at various touchpoints will allow you to identify consumers exhibiting predictive behaviors. If there is a pattern emerging, marketers can be prepared to guide consumers through their journey in a personal way while still collecting data to understand each individual\u2019s personal habits and preferences.&nbsp;<\/p>\n\n\n\n<p>And if the virtual world overtakes us and we only operate in a singular metaverse as avatars? Then that skillset and data are still pretty useful.&nbsp;<\/p>\n\n\n\n<p><strong><em>Related post:<\/em><\/strong><em> <\/em><a href=\"https:\/\/zenmedia.com\/blog\/what-is-the-customer-buying-journey\/\"><em>What is the Customer Buying Journey?<\/em><\/a><\/p>\n\n\n\n<p>Using comprehensive analytics, developing and listening to your brand\u2019s user community, and engaging with users on an individual level will be the keys to the kingdom of the future of digital marketing, including the metaverse as it develops.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">B2Bs and Metaverse Marketing<\/h2>\n\n\n\n<p><a href=\"https:\/\/zenmedia.com\/blog\/digital-marketing-plan\/\">Digital marketing<\/a> is continually evolving. But there is one constant: Establishing a long-term connection with your audience is key in the digital world\u2014sometimes even more so than the physical one.&nbsp;<\/p>\n\n\n\n<p>Before venturing into the metaverse, you need to understand a few things. First and foremost, know if it fits your audience. If you\u2019re aiming for a young demographic, then placing a heavy focus on the virtual world may make sense for you. Understanding the preferences of your audience\u2014how they think and feel about virtual connection\u2014will be imperative in making the decision to dive into the metaverse or not.&nbsp;<\/p>\n\n\n\n<p>Similar to <a href=\"https:\/\/zenmedia.com\/blog\/why-social-media-matters-for-b2b\/\">B2B social media marketing<\/a>, marketers will need to study the brand\u2019s competitors and determine where their brand can enter the relevant conversations happening in the metaverse. Think of it like scanning hashtags for what is trending.&nbsp;<\/p>\n\n\n\n<p><strong><em>Related post:<\/em><\/strong><em> <\/em><a href=\"https:\/\/zenmedia.com\/blog\/how-to-hashtag-like-a-pro\/\"><em>How To Hashtag Like A Pro<\/em><\/a><\/p>\n\n\n\n<p>\u201cEntering the conversation\u201d can mean a variety of things depending on the brand and its goals. Perhaps sponsoring events\u2014like a virtual concert or gaming tournament\u2014would excite fans of the brand. Or maybe the target audience is employees, and employers can build virtual offices for remote employees to work together.&nbsp;<\/p>\n\n\n\n<p>But more simply, engaging in the beginnings of metaverse marketing for B2Bs simply means being tuned into your and your consumers\u2019 digital identities. How do they interplay with one another? Is it a dynamic, engaging, and individualized journey? Because that is what \u201cmetaverse marketing\u201d really means for B2Bs. It\u2019s not about diving entirely into VR, but prioritizing digital-first experiences that respect an individual&#8217;s digital identity and privacy.&nbsp;<\/p>\n\n\n\n<p>The metaverse may not be quite as all-encompassing as we imagined it would be\u2014yet, but there are certainly merits to preparing your brand so that when the metaverse of the future becomes a reality, your brand will already hold a strong digital identity.&nbsp;<\/p>\n\n\n\n<p>Need help navigating metaverse marketing or your brand\u2019s digital identity? <a href=\"https:\/\/zenmedia.com\/contact-us\/\">Let\u2019s talk<\/a>.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The word \u201cmetaverse\u201d has found itself in the vernacular of marketers and consumers around the world. Learn how to navigate metaverse marketing for your brand\u2019s digital identity.<\/p>\n","protected":false},"author":10,"featured_media":9048,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_eb_attr":"","content-type":"","footnotes":""},"categories":[696],"tags":[369,59,68],"class_list":["post-9044","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","tag-digital-marketing-strategy","tag-online-marketing","tag-social-media-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Metaverse Marketing: A Brave New (Virtual) World - Zen Media<\/title>\n<meta name=\"description\" content=\"The word \u201cmetaverse\u201d has found itself in the vernacular of marketers. Learn how to navigate metaverse marketing for your brand here.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/zenmedia.com\/blog\/metaverse-marketing\/\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Megan Noorman\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":[\"Article\",\"BlogPosting\"],\"@id\":\"https:\/\/zenmedia.com\/blog\/metaverse-marketing\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/zenmedia.com\/blog\/metaverse-marketing\/\"},\"author\":{\"name\":\"Megan Noorman\",\"@id\":\"https:\/\/zenmedia.com\/#\/schema\/person\/8d48b7b7143140c5835392df22822078\"},\"headline\":\"Metaverse Marketing: A Brave New (Virtual) World\",\"datePublished\":\"2023-01-12T11:06:00+00:00\",\"dateModified\":\"2023-05-15T06:26:48+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/zenmedia.com\/blog\/metaverse-marketing\/\"},\"wordCount\":1477,\"publisher\":{\"@id\":\"https:\/\/zenmedia.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/zenmedia.com\/blog\/metaverse-marketing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/zenmedia.com\/wp-content\/uploads\/2022\/05\/1-Header3.jpg\",\"keywords\":[\"Digital Marketing Strategy\",\"Online Marketing\",\"Social Media Marketing\"],\"articleSection\":[\"Digital Marketing\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/zenmedia.com\/blog\/metaverse-marketing\/\",\"url\":\"https:\/\/zenmedia.com\/blog\/metaverse-marketing\/\",\"name\":\"Metaverse Marketing: A Brave New (Virtual) World - Zen Media\",\"isPartOf\":{\"@id\":\"https:\/\/zenmedia.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/zenmedia.com\/blog\/metaverse-marketing\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/zenmedia.com\/blog\/metaverse-marketing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/zenmedia.com\/wp-content\/uploads\/2022\/05\/1-Header3.jpg\",\"datePublished\":\"2023-01-12T11:06:00+00:00\",\"dateModified\":\"2023-05-15T06:26:48+00:00\",\"description\":\"The word \u201cmetaverse\u201d has found itself in the vernacular of marketers. 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