Advertising in the metaverse will be more immersive, engaging and interactive, but there are some brands, especially those with physical products, that are unsure of how to be a part of it.
Ultimately, it comes down to engaging consumers where they play now; to travel into the metaverse alongside them. So, how do you do that?
The benefits of generating a metaverse strategy are not limited to the future. A strong strategy can drive efficiencies for your traditional linear marketing efforts today.
Digitizing your products
Creating digital twins of your products is where it begins. When automotive brands moved to a full CGI approach, instead of physically taking a car to a set and shooting it, they started to create virtual garages of their cars.
The result: Whenever they need to “shoot” a certain car, they simply drop the CGI model into a live action backplate, print image or social campaign. It’s the holy grail of reusable assets across all your marketing touch points with improved speed and efficacy.
For brands to be prepared to cater to the avatar economy, they must be thinking in terms of digitizing products to increase their presence in the metaverse.
This same principle can be applied to any product. Digitizing your products now is what drives efficiencies for your traditional linear marketing with virtual garaging—as well as prepare for the future. It’s not a wasted endeavor regardless of how the metaverse pans out.
Delivering virtual economies
One of the most interesting concepts surrounding the metaverse is the virtual economy, and that economy already exists. We’ve seen gaming economies evolve at a rapid pace with microtransactions and in-game purchases of novel items.
Developing a branded skin/clothing line for Fortnight as a retail brand, or sponsoring a gaming event can help brand perception and sentiment; plus it’s a way to align your brand with millennials, Gen Z and Gen A.
Engagement extends to the avatar economy, which will span across sectors from retail and food and beverage to wellness and healthcare. How will people dress themselves in the metaverse? Different outfits and inventory setups will be required for different needs. Will people want to embrace a different physical image in the virtual world and how will that look?
For brands to be prepared to cater to the avatar economy, they must be thinking in terms of digitizing products to increase their presence in the metaverse.
Entering where creators play
Creative production is the literal foundation of the metaverse. Without creators, it can’t exist. The content creators and the creator economy will be the cornerstone of the world building and advertising mechanics of the metaverse.
At Tag, we are helping brands produce more meaningful, interactive and engaging content by digitizing products to bridge the gap between the current and virtual world. This is the roadmap for brand success.
Just as brands must take their consumers on a journey from the real world to the virtual one, we must take brands on that journey also to enable their success.
