Digital Smiles
The metaverse talk of the last year has sparked marketers' imaginations to explore how they can engage customers in the digital and virtual future. Big brands like Samsung, Under Armour and Walmart have already rolled out multi-pronged, long-term engagements. In the year ahead, marketers will focus more on VR and AR experiences, and will likely avoid NFT activations tied up with cryptocurrency value. Instead, they will look at how to use these technologies to enhance loyalties and rewards currencies, as well as create digital tokens which can provide discounts without getting confused with investments in cryptocurrency. Additionally, marketers will look to tap into gaming influencers and the vibrant gaming ecosphere. By focusing on these strategies, marketers can use virtual worlds and augmented reality experiences to reach customers in fresh and immersive ways.
The “return to marketing basics” means that marketers will stick to long-running loyalty and data strategies that can be enhanced with the new technology. NFTs can be used to selectively disclose customer interests and intentions to a marketer, instead of collecting permission. Additionally, web3 users can acquire an NFT that unlocks certain privileges, similar to traditional rewards programs. This NFT is supported by a decentralized blockchain ledger, and the data related to the customer’s engagement is not a private asset that a company or third party retains, but is on the blockchain.
As brands become bolder and the space matures, they will learn more about how users interact in this new environment. They will discover more about the social cues that allow for complex interactions and how that can scale beyond video conferencing. Furthermore, a robust ecosystem of varied social environments will be an exciting exploration for companies in the metaverse.
Finally, marketers will look to tap into gaming influencers and the thriving gaming community. Non-gaming brands will follow in the footsteps of companies such as Samsung, Red Bull, and Hershey who already have partnerships with gaming streamers, to create a surplus of collaborations.
In conclusion, the metaverse and virtual worlds are new for consumers and marketers alike. Marketers will focus on VR and AR experiences, and, will use NFTs as part of their loyalty and reward programs. They will learn more about social cues and interactions and discover the possibilities of a robust ecosystem of varied social environments. Additionally, brands will partner with gaming influencers to tap into the vibrant gaming ecosphere. By focusing on these strategies, marketers can use virtual worlds and augmented reality experiences to reach customers in fresh and immersive ways.
Originally reported by Martech: https://martech.org/2023-predictions-how-marketers-will-approach-web3-virtual-experiences-and-gaming-this-year/
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