The recent buzz around the Metaverse is an exciting conversation for technologists and marketers alike. However, for those of us that may not be as savvy with new technology, it’s easy to feel overwhelmed. You start to think, “What even is the metaverse? Who put Mark Zuckerberg in charge? How do I stay smart about joining the movement?”
If this sounds like you, fear not. NEXT/NOW is an expert in bringing new-age activations to companies unfamiliar with the technology. Helping these companies enter the new age smoothly and painlessly has been our expertise for over 10 years. For us, the Metaverse is simply a new term for something we have been doing since the start of our company! And as such, we feel qualified to give advice on the matter.
Here are our 5 key insights we feel marketers need to know as the world enters the Metaverse:
1. There’s more to the Metaverse than just VR.
When most people think of the Metaverse, they only imagine it as defined by Facebook and Meta; the whole world in Oculus headsets, building cities and avatars in an all-virtual space. But the true Metaverse includes far more than just VR.
1Just recently, Niantic CEO John Hanke told Wired that “AR is where the real Metaverse is going to happen.” 2Prior to that, one of LinkedIn’s biggest metaverse personalities, Cathy Hackl, talked about the Metaverse as something that also includes immersive gaming worlds such as Fortnite, Roblox, and Minecraft. We would take it one step further and argue that the Metaverse is simply a term for any form of digitally immersive technology. AR, VR, NFTs, immersion rooms, interactive and WebGL websites, XR video, MR spaces, Multi-touch surfaces, you name it! If it combines your physical experience with the virtual world, it’s a part of the Metaverse.
This much broader definition makes our opportunities as marketers more obvious. Most of us don’t even own a VR headset, so unless your company is also at the cutting-edge it probably doesn’t make sense to advertise there. Instead of buying land in VR, consider integrating digital technology into the physical spaces in which you already hold a presence: trade shows, festivals, social media, etc. This is the true key to pinning our Metaverse audience!
2. Group target audiences by interest.
Grouping target audiences by age, while still beneficial in certain scenarios, is becoming increasingly less effective, especially when considering the younger generations. Because social interactions are structured by interest online and in social media, Millennials and Gen-Zers tend to be more closely linked in this way rather than on their peers’ age. Additionally, technology is advancing faster than ever and not everyone has the same comfort level with early adoption. When you consider these two factors together in context with the Metaverse, you realize that not only is it better for your campaign to define your audience by interest, but it’s actually easier.
While an interest in fashion might not inherently tell you whether someone wants to use AR, it can tell you that the person likes to be viewed as trendy. As such, they are likely to have the latest and greatest phone and may be somewhat of an early adopter. Suddenly, they have become the perfect candidate for a WebAR campaign!
3. Keep an open mind during development.
If there is a space with more buzzwords than immersive technology, we’ve never heard of it! Our space is, unfortunately, full of empty terms and confusing rhetoric which makes it difficult to really understand what really works and what doesn’t. Keep an open mind and try to be willing to consider alternative technologies when discussing your metaverse strategy. There may be solutions you haven’t even heard of that will work better for you.
Many of these technologies tend to be more difficult for us to grasp visually as well. Don’t be afraid to ask questions, and trust in your creative team to be delivering you content that will thrive once it is put in context.
4. Be reasonable about the budget.
Technology is expensive. Make sure you understand ahead of time what your budget will be and ask what is possible from there. It’s also important to understand what makes a certain project more expensive than another. Many times people believe that the technology itself dictates the cost of a campaign, but very often it is the artwork and the level of 3D detail that goes into it that makes the biggest difference.
If you are working with a smaller budget, try and come up with ideas that utilize assets you may already have. There is always a way to make it work, so long as you are realistic with yourself and with the project outcomes. Ask us if we have any ideas as to how we could simplify an original concept so that it can fit within the budget constraints.
5. Let us do the hard work!
Ready to step even further into the future? Just give us a call! As a full-suite service provider, we are able to take you through the entire process, start to finish! Our in-house team includes seasoned specialists– from programmers to experience designers, and our strategy team dives deep into your brand in order to curate opportunities to make sure the cutting-edge services align with your goals.
Feel free to shoot us a message at https://nextnowagency.com/contact-us/, send us an email via firstname.lastname@example.org, or give us a call at 312.945.6222 and we’d love to discuss new ideas with you!1 https://www.wired.com/story/john-hanke-niantic-augmented-reality-real-metaverse/