| |OCTOBER 202319Two technologies that are enabling the metaverse right now are Virtual Reality (VR) in the form of headsets, and Augmented Reality (AR) in the form of less intrusive glasses and even smartphone cameras. In this way, the metaverse connects to and includes physical spaces in a way traditional digital mediums have yet to.Metaverse in IndiaWhile India has the lowest data rates in the world, the highest internet penetration, and a fully functional Metaverse with its own cryptocurrency, the ability to use NFT, multiplayer gaming, online shopping, and other services is still some ways off. More than just a fast internet connection is necessary to fully immerse oneself in the virtual world. High-tech hardware, such as a virtual reality headset, is also required to interact naturally within a virtual, three-dimensional world. To reach the level of technological development required to seamlessly enjoy a virtual experience in the metaverse, a number of technical obstacles must be overcome.It will still be a few years before metaverse is fully integrated into mainstream culture. For Western nations, which are at the forefront of hardware technology, a safe estimate of at least two years can be calculated. Users can interact with the metaverse with VR headsets like the Facebook-developed Oculus Quest 2, which costs upwards of $300, but there is still much ground to cover. However, it has at least another five years before it becomes widely used in India.Metaverse for marketingThe creation of always-on, immersive 3D spaces for people to engage is a significant opportunity for brands to engage with their audiences. Companies can build games, experiences, and communities that extend from the virtual to the physical world, creating deeper brand affiliation and opportunities to integrate into customers' lives.The metaverse is a perfect opportunity for users to generate their own content. Not only does this allow for more identification with brands through closer personal interactions, it enables brand ambassadors to emerge as influencers. Given that influencer marketing has increased by 50percent over the last 5 years, this is an area of marketing that should not be neglected.However, there are risks involved. One challenge faced by organizations looking to use the metaverse is that the bar is extremely high, and the balance between immersive experience and native advertising is a tough one to walk. If the technology is used incorrectly, not only will the marketing campaign around it fail, but users will go away feeling as though they wasted their time with your organization. Additionally, basic rules, policies, and enforcement best practices need to be created for everything from user safety and customer experience to data privacy and IP management. The metaverse happens in real time, and poor customer experiences here can reflect poorly on a brand and be as costly as those that occur in the real world.That said, here are four examples of successful metaverse marketing efforts from global brands:To reach the level of technological development required to seamlessly enjoy a virtual experience in the metaverse, a number of technical obstacles must be overcomeSamsung 837XNikelandMcDonald's Hall of ZodiacsIkea Place
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