7 Predictions for Metaverse Immersive Marketing

According to the first principles, the biggest meta-fact in the metaverse is to meet unlimited demand with unlimited supply. Amid the growing gap between supply and demand, and with the gradual changes in production and consumption, what new levers and traffic hubs will appear before marketers?

1. NFT becomes a powerful tool to break the circle, and users DIY virtual goods

At present, virtual goods are still in the curiosity stage in the market. It has three major usage scenarios. What has been realized is the combination of goods and NFT to create digital collections.

As a digital IP with confirmed ownership and investment value, NFT opens a window for the transition of value from the physical world to the virtual world. Current marketing methods include selling limited edition NFT products, creating product peripherals combining sensory experiences, creating artist co-branded products, and so on.

You will find that brand NFT is not only the brand’s digital asset, but also a digital collection in the hands of users and even an investment tool. Users of digital collections are undoubtedly hardcore fans. How to express your love for Jay Chou? Just simply buy his NFT. In the future, NFT may become the first choice for fans to chase stars, artists, and brands.

For brands, NFT may become a multifunctional, fan-attracting sub-IP, which can be used to invest with users, and collaborate with unlimited tracks such as art, games, music, identity authentication, etc., to bring users closer and expand users from all circles.

In addition to the scarce darling NFT, in the future, the most common mass application scenario for virtual goods will be to try, experience and order in the metaverse and receive the goods offline. Furthermore, in the creator ecosystem of the Metaverse, users can use a variety of AI tools to modify and design their favorite virtual products , such as using VR to design a 3D model of sneakers, changing the color and special effects of the shoes, and then having the merchant customize the same shoes and deliver them to the user.

2. Virtual humans fade out of sight, and world-class IPs support the traffic ceiling

The virtual humans that are currently being snapped up by brands will be ignored in the metaverse. Just imagine, once everyone enters the metaverse, the virtual IP becomes an NPC. Would you worship and imitate an NPC? Real-person IP will inevitably replace virtual-person IP. At the same time, diversified IP will rise and carry the banner of traffic in the metaverse.

With the globalization of the metaverse virtual space, in addition to the current world-renowned Olympic Games, there will be more and more world-class IPs with unprecedented numbers of fans. They may not necessarily be stars, but entrepreneurs, scientists or a drama.

In the three-dimensional and immersive content ecology of the metaverse, character IP will become a walking grass-planting machine with greater influence, film and television IP will be perfectly integrated into products to trigger purchases, and users can place orders with one click anytime and anywhere. There are more and more "microphones that can attract the whole world", which will be conducive to the competition and creation of global brands.

It is worth mentioning that among all IPs, cultural and creative IP is an invisible gold mine that transcends time and space, and more IPs in subdivided fields will be snatched up and divided . In the metaverse, time can be dragged like a video progress bar, and you can roam through any historical dynasty. Brands can combine ancient culture to create cultural and creative products and services to give the brand connotation.

3. Algorithm jump recommendation, brand mutual diversion

"The fried chicken you just bought was freshly made this morning. It would go even better with some beer!"

Don't get me wrong, this is not a sales pitch from the waiter, but a friendly reminder you see through augmented reality when you shop in the supermarket. The AI ​​algorithm will provide you with shopping recommendations, thus achieving the goal of directing traffic from one category to another or another brand.

In the metaverse where everything is deeply interconnected, brands will achieve deep win-win results through all cooperation. In fact, brand co-branding has now become the most cost-effective and most favored marketing method by brands. In the Metaverse, only a brand alliance with an open mind can extend the value chain of the Metaverse and fully unleash productivity. All brands will play together to create better services and newer experiences for users.

4. Online information flow ads disappear, and offline AR ads are different for different people

When users can manually select ad-free mode, non-interest push mode, non-local mode..., can brands still advertise online? In the metaverse, decentralization will transfer the ownership and usage rights of data from the platform back to the users themselves.

In addition to the interruption of data clues, in the metaverse, the true identity behind the virtual person is also difficult to discern. The Linglong girl in the metaverse may be a strong man in reality, and it is impossible to push advertisements accurately. It can be predicted that the glorious era of information flow advertising will come to an end. On the other hand, advertising in the physical world will show its advantages.

In the metaverse, any physical layer will be superimposed with an information layer. Using AR augmented reality, the screen sensors of outdoor advertising will sense the clothes, shoes and bags on each person, and through AI intelligence, the recommended information of related products will be made into an attractive immersive story, which will be displayed on the big screen in the form of thousands of faces for thousands of people.

5. Brand space changes in various ways, and users participate in various ways

A brand that can’t handle social interaction well is not a good game center. In the three-dimensional world of the metaverse, enterprises will become art exhibition halls, game halls, media platforms, and social venues.

From the industrial age, the Internet age to the metaverse, enterprises will shift from production and services to creativity. This creativity will focus on content because the metaverse, as a digital world, is entirely built on content.

In the metaverse, brand is content, and brand content is co-created by users. If a brand tells a good and attractive story, it will attract many users to participate in the story setting and then immerse themselves in the story content. Through easy-to-use AI tools, users can also convert brand content into any form, such as a movie, song, novel, game or even a painting, and enhance the effect with mixed reality.

It can be imagined that brands will have their own exclusive digital space in the metaverse, and user reviews will be classified and suspended in a corner of the space, making it easier for users to identify and purchase. Don’t worry, with blockchain technology, every user message is authentic and there will be no more fake offline products. In addition, brands can also hold press conferences, art exhibitions, and charity marketing in their own spaces to communicate and interact with users in a more immersive and diverse way.

6. Fast service + slow experience, good brands create endorphins

A good brand will bring users endorphins of lasting happiness rather than dopamine of momentary passion. From now on to the future, the brand's entertainment transformation will not stop.

In the brand's digital space, that is, the metaverse, users can satisfy their self-realization needs through immersive creation according to their own preferences . Brands can turn the production process into an interesting game to engage users in participation, recording and socializing. By connecting products with users' lives, a valuable and sticky vertical platform can be created. For example, a shoe brand can create a running arena space where users can record their running data and compete with friends. With AR augmented reality guidance, you can also start a treasure hunt game mode when shopping in offline shopping malls to enrich the experience.

The current situation of contemporary consumers: they say they want to speed up, but they actually want to slow down. The speed brought by technology is meant to allow people to slow down. Entering the metaverse can be fast, but happiness comes from slow living. For example, a cake brand organizes people to bake in the virtual world and delivers the same cakes offline, allowing users to enjoy a slow life and the healing aroma of cereals without leaving their homes.

7. Small brands are booming, while big brands are operating

Are you too lazy to travel because of these? The same commercial streets are found all over the country, selling the same brand-name clothing and snacks. From the industrial age to the Internet age, our business society has experienced low-level diversity to high-level singularity, and the creator economy of the metaverse will achieve high-level diversity.

From the Internet to the metaverse, we will move from an era where everyone has their own media to an era where everyone has their own brand. Everyone has their own space in the Metaverse and can freely turn it into a creative shop. In the metaverse, any creation will generate value, because the demand is diverse enough, small brands will flourish, and everyone will consume and produce.

So the question is, will big brands disappear? There is no need to worry about this because people need to present themselves with consensus brand labels. In the metaverse, big brands will grow in a diversified way, but the growth model will change. When the business operation model shifts to the gig model and the DAU model, and when the production model shifts to user co-creation, the brand, as a commercial IP created and loved by users, will also rely on the users who support it to achieve self-growth - crowdfunding decision-making and management, and enterprises will gradually step down.

After all, the best product innovation is created by users, and the best user operation is operated by users.

8. Conclusion

The infinite connections of the Metaverse will create infinite possibilities for both consumers and brands. As capital and technology continue to flow into the three-dimensional metaverse, business models will be reshaped and traffic highlands will be reshuffled. In the face of great changes, the first principles that transcend the times will lead brand marketing through the fog - all industries are service industries, and all industries are creative industries.

Author: Metaverse Girl

Source: Metaverse Girls