THE METAVERSE: the future of digital marketing?

METAVERSE: the future of digital marketing?

The metaverse is the current technological subject, these days especially thanks to Facebook become « Meta » (by reference to the metaverse). The metaverse: a completely virtual universe aspired to the fantasies of our favorite SF films. This will be a real place of virtual encounters and interactions for people, but also for brands. The metaverse will actually be an online virtual world, accessible to all. A new competition environment is entering the web, and many brands will seek to develop it. Why? Because digital is the sure future of marketing, and makes it easier to target the last generations, living with technology.

New marketing

Digital marketing strategies are at the centre of brand concerns. The choice is wide between strategies on social networks, emailing or SEM (marketing by search engine) and many others. This type of strategy is also essential for changing your business and reaching more and more targets, thanks to the various media and non-media communication tools currently available. The objectives are diverse: notoriety, increasing its turnover, expanding its market...

So what's the point of the metaverse in all this?

Our world today is invading us with various advertisements. Then imagine this world, the metaverse, similar to ours, but completely virtual. A new advertising playground! The possibilities will be increased, given the extent of the metaverse. According to Gartner, by 2026, 1 in 4 people will spend at least one hour a day in the metaverse.

It is then time for companies to prepare for this new technological era. The simple fact that applying current marketing strategies in the metaverse would lead to failure must be taken into account. Our purchasing and consumption behaviour will not be the same in reality and in the virtual. It is up to brands to adapt to their targets and this new space, which means a complete review of their communication strategy. This is the future of digital marketing: a renewal.

Neuromarketing can be used to optimize the virtual tour experience by identifying the elements that attract interest and commitment from visitors. For example, studies in neuromarketing have shown that consumers are more likely to remember the information presented in the form of stories rather than raw data. Thus, a virtual tour that tells a story through images and audio comments is more likely to attract interest and commitment from visitors.

Similarly, colours, sounds and movements can all have an impact on how the brain reacts to a virtual visit experience. By using neuromarketing knowledge, companies can design virtual tours that use these elements effectively to capture visitors' attention.

Reinventing marketing strategies

This renewal means that it will not be enough to reuse current digital marketing, but to reinvent it and adapt it to a new interface.

One can imagine, for example, that the principle of possession of advertising space within the metaverse will be possible. But these spaces could be infinite and potentially more accessible than our real spaces. This new type of virtual advertising should therefore be appropriated and appropriated more generally.

One can also think of the development of a new mode of social networking. Finish the phone networks, everything could happen in this other augmented reality! In any case, the totally immersive aspect of this world is to be taken into account in renewing its marketing strategy. Human behaviour is highly likely to change as well. In the form of avatars, we can walk freely and live a parallel life under the identity we wish. Behaviours related to our consumption habits will likely change. Companies will have to adapt to their targets and environment. And what says new environment, says new strategy.

The future of virtual tour

We can also easily ask ourselves the question: what will become of virtual visits, and what will be in the metaverse? What is certain is that the user experience will be increased. More than to discover a place in a virtual way on a screen, the user will be able to immerse themselves and stroll around. The metaverse represents the future of the virtual tour, which will become 100% immersive and increase the possibilities of a visit. One can imagine the development of this field which can flourish in the metaverse and of itself evolve considerably, given the extent of the possibilities that will be offered to it. A real immersion, where the term « 360 » It'll make sense. Virtual tour will become a type of visit that many prioritize for all these benefits.

Although the metaverse is the subject of the moment in the field of digital, it will take many years to be developed and many rumours. But if he is born, he promises to change our era and bring a new horizon to digital marketing.