Metaverse x Business: Technology From A Marketing PoV

The Metaverse is already a reality that different organizations have increasingly discussed and worked on. However, the subject seems distant when we look at it from a marketing point of view.

After all, are companies already implementing this innovation? Is it possible to benefit from it? As these are increasingly common questions, we brought some information about the concept and a discussion related to the corporate environment.

What Is The Metaverse?

After META – An organization that brings together Facebook, WhatsApp, and Instagram – announced in 2021 a billionaire investor in the creation of technology, the subject was on the agenda and became a fever among those passionate about innovation, even though the concept of Metaverse has existed since the decade from 90.

In general, the Metaverse can be understood as an extension of the physical world in the virtual environment. But why is there so much buzz about it? Because he promises to revolutionize the way we live and see the world in the not-so-distant future.

In practice, it is a shared online space that allows users to talk, walk and visualize themselves in a three-dimensional environment. That is everyday actions in a fully connected and digital environment.

This is made possible by the integration of various technologies, such as the internet of things (IoT), augmented reality (AR), virtual reality (VR), artificial intelligence (AI), 5G internet, as well as new models of work and interaction between people, as is the case with social networks. 

In Metaverse, the user can participate in the virtual world whenever he wants through accessories such as VR/AR glasses, online avatars, and digital lands. These can be invented spaces, purchased on specialized sites, or simulated in a physical environment. 

In Addition To Entertainment, How Is Metaverse Already Part Of Companies?

The concept of the Metaverse is an absolute daze for anyone passionate about technology. But how would it work in the natural, capitalist world of companies, businesses, and commerce? This is a recurring question in the industry.

Nowadays, several companies are making investments and creating a passage to the Metaverse, which makes the technology stronger and stronger in the market. 

However, according to Gartner, innovation will have a unique understanding or be limited to specific numbers by 2029. As predicted, it won’t be long before this happens. 

And with so much money involved, it is a fact that the Metaverse is a significant market trend, which goes against Digital Transformation and the new possibilities brought by technological resources. To make your implementation more precise, let’s look at some examples:

Creating Virtual Work Environments

Imagine having a remote team that manages to meet, work, and develop projects, among other activities, as if inside the same office. This is already becoming a reality within Metaverse, which aims to optimize the sensory and immersive experience further.

For this to be possible, employees would use unique VR and AR glasses, being transported to a collaborative virtual environment represented by avatars. 

The Facebook company, which created the concept, is already developing Horizon Workrooms, which simulates a virtual work environment and allows interaction between teams capable of gesturing and making different facial expressions.

Furthermore, today there are already video conferencing systems that allow participants to join online meetings with animated 3D avatars, as is the case with Microsoft Teams.

Marketing Strategies

Marketing will undoubtedly be one of the areas that will use the Metaverse the most in creating its campaigns. Taking advantage of the gaming segment, where it is necessary to create an avatar to participate, as is the case with Rob-lox and Fort nite, luxury brands have been betting on the concept.

This is the case, for example, of the Balenciaga brand, which created four virtual clothes to be used by Fort-nite avatars. 

Around here, Renter tested a virtual environment through Brenner Play. The brand launched a map within the same game that simulated a physical store. QR Codes were provided in the simulation, directing users to their e-commerce.

Another way to do Marketing in the Metaverse is with virtual influencers, such as Lu from retailer Magalu.  

Allies Of Multichannel Sales

In the e-commerce sector, the union between the physical and digital environments is also one of the big bets. Technology can allow the development of virtual store environments where consumers can try products and check important details before buying. 

Another possibility for e-commerce is to promote virtual tours, as the American retailer American Girl created a digital version of its physical store.

The Gucci brand also took bold and creative action, creating a version of a sneaker that only exists in the virtual world and can be used only in that environment. It works like a filter, appearing when you point the device’s camera at your feet, taking a picture of your shoes.

Also Read: How To Use Data Analysis For Marketing In Your Company?