The Metaverse isn’t just a phrase, it’s a brand experience – Marketeer

By Bruno Oliveira, Director of the Digital Hub at Sumol + Compal and professor at IADE – Faculty of Design, Technology and Communication of the European University

Since Mark Zuckerberg introduced Meta, companies and organizations have begun to take a look at the Metaverse otherwise and extra aggressively.

But what’s the metaverse?

For me, one of the best definition comes from Matthew Ball, who lately revealed the guide “THE METAVERSE”: “It is a steady and interconnected 3D world that can finally turn into the gateway to many on-line experiences, and the inspiration of the bodily world.”

Metaverse is the evolution of what occurs with followers of the style, mixing the true world with the bodily, the suitable interplay must really feel like a particular person, it must be in actual time, to be Person to Person the place the brand wants to verify what occurs. the true world. In Portugal, there are already good examples, such because the story of the drink that’s current in the preferred sport on the earth – Grand Theft Auto Online – and that when the avatar drinks within the sport, he loses his nervousness. , in good concord with the sensation of freshness and rest that characterizes the brand.

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Metaverse brings new dimensions of interplay, if we now have a smartphone in hand we will work together with the brand by digital actuality, we will play Roblox and construct my world or go to NikeLand, create my avatar in Fortnite and purchase skins from Balenciaga, or on the border, we will to lease my very own land in decentralizedland.

At its core, Metaverse will contact on 3 details:

1) Identity – individuals will create a distinctive id, their avatar, the place the “regular” idea doesn’t work, we will be something we would like, our “private profile image” (PFP) is to create a distinctive id within the metaverse, create machine entry, enable actual customization , that’s, the emergence of B2A, Business into an avatar.

2) Location – the idea of area is a change in time, we will drive at 300 km / hour, journey around the globe in 10 minutes, however essentially the most wonderful factor is that we will create our world or our retailer, taking the true world in actual time. , for instance, we will take our acquainted furnishings (stools, fridges, towel racks) into the true world to create a connection between the 2 worlds.

This yr, Sumol Summer Fest gave followers the chance, final week, at a particular live performance in GTA, to have the ability to dance with their avatar within the VIP space of ​​the competition to the sound of DJ Riot. The identical occasion can come to life a week later within the festivities.

My opinion is that manufacturers ought to enter the place their viewers is, as a result of in the event that they create a new world, they should put money into constructing and promoting their occasions. It’s like software program, there is no purpose to launch one thing new if it’s not even higher than what’s already there.

3) Making cash for the producer and the brand – within the metaverse, that is the place the true cope with their followers takes place, so manufacturers should create alternatives for customers to attach with the brand, to have the ability to create distinctive items, personalised areas. and even create a marketplace for particular merchandise created between followers and types, the place creators can earn cash or open entry to the world.

In addition, manufacturers ought to improve the monetization potential of the metaverse (trend manufacturers promote skins inside Fortnite, making a revenue with out the necessity to produce and inventory).

NFTs will enable software program corporations to arrange lifetime licenses, the place the customer at any time can resell and the corporate continues to obtain funds for every transaction.

The largest benefit might be that I can purchase one thing solely within the metaverse after which be capable of change it within the universe (for instance by nft).

Simply put, era Z was born into a digital setting, the place the liberty to create, co-create and join is a part of their DNA. There is now not a separation between offline and on-line environments, growing the significance of manufacturers which have actions in each universities. Therefore, it will be significant for manufacturers to adapt to those adjustments and be current in several areas of affect, however watch out not solely to comply with the brand new buzzword, but in addition to advertise their digital technique by particular occasions with the brand.


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