A MARKETER'S GUIDE TO
The Metaverse
WHAT IS THE
Metaverse?
Seen as the fourth wave of computers,
following mainframe computing, personal computing
and mobile computing, the metaverse is the convergence
of two main ideas: “virtual reality and a digital second life”
IN OTHER WORDS:
A digital reality that combines aspects of social media, online gaming, extended reality and cryptocurrencies to allow users to interact virtually
THE METAVERSE:
Decades in the Making
Click for more info
1973
1992
1998
2003
2009
2009
2011
2012
2015
2015
2016
2018
2020
2021
Maze War is the
first publicly known gaming virtual world
Term "Metaverse"
is coined in the novel Snow Crash
B-money, the
first decentralized currency is proposed
Virtual environment, Second Life,
is created
First Bitcoin
is mined
Blockchain is invented to serve as a public transaction ledger for Bitcoin
Novel
introduces a virtual reality world
Ready Player One
"Colored Coins" the first NFT is created
Ethereum network
& blockchain launch
Decentraland
begins allocating land via proof of work algorithm
Augmented reality goes viral with Pokémon Go
Axie Infinity, an NFT virtual reality game, is introduced
Travis Scott & Marshmello headline massive online concert in Fortnite
The term "metaverse" gains popularity
when Facebook
rebrands to "Meta"
AND THE FUTURE IS PROMISING
“The metaverse is here, and it’s not only transforming how we see the world but how we participate in it –
from the factory floor to the meeting room."
-SATYA NADELLA,
CEO OF MICROSOFT
BEYOND THESE FUNCTIONAL APPLICATIONS,
The Metaverse Can Play a Key Role in Driving Positive Societal Impact
Elevating Identity
& Self-Expression
“…Imagine the ability to try on different “skins” and how that might help you hold onto more confidence in the metaverse. The goal is that it will translate back into their real life.”
VP: Growth,
Windward Consulting
- Nichole Kelly,
Fund-Raising
& Donations
Ukraine launches an
NFT ‘museum of war’
to help fund the fight against Russia
Empowering Access to the Digital World
Helping Africa Go Digital:
A Metaverse Startup
is Working with an
NGO to Expand Digital Infrastructure in Africa
Minimizing
Environment Impact
How a new generation
of NFTs plans to cut its carbon footprint
Brands are Already Establishing Their Metaverse Footprint
AS THEY LOOK TO DIVERSIFY THEIR MARKETING STRATEGY
Extended Reality
EX: VR / AR
Brands are using AR / VR to help consumers get a better sense of what products will look like on them or in their actual environment
EX: GAMING
Brands are creating virtual gaming experiences on platforms such as Roblox that often rewards consumers
for their gaming skills
Worlds
EX: NFTs
Many brands have created NFTs that consumers can purchase for
exclusive rights
Economies
Brands are creating virtual environments
/ spaces where consumers can interact & engage (in places
like Decentraland
and Sandbox)
Spaces
What Challenges & Opportunities do Marketers Face
AS THEY NAVIGATE THIS NEW WORLD?
CHALLENGE
Environmental impact
from bitcoin mining,
data storage, cloud gaming & other
energy intensive
digital behaviors.
Leverage virtual
spaces to cut back
on travel. Reduce the
environmental impact
from physical spaces.
consumer
experiences.
Educate consumers
and simplify
experiences to drive early adoption.
Complicated and
sometimes confusing
consumer safety.
Create experiences that promote DE&I. Tap into premium content from publishers that consumers trust.
Harassment, bullying,
hate speech, and other misbehavior impacting
Mental health
Create opportunities
to celebrate
individuality.
from overuse of
technology &
unrealistic, overly-
idealized or stylized
identity standards.
fatigue / skepticism
/ burnout.
Create purposeful,
unique experiences
only possible in
the Metaverse.
Consumer
AS BRANDS LEAN INTO THE METAVERSE,
There are Important Considerations for Building Your Strategy
01.
Evolve experiential marketing strategy
Interested in Exploring Any Metaverse Environments Brands Create
Millennials
38%
Gen Z
41%
02.
Very interested in Virtual Goods
Lean into unique aspects
of the metaverse
All Adults
25%
Millennials
33%
Gen Z
36%
03.
Of Gen-Zers who believe brands should sell in the metaverse:
Multi-channel across physical, digital & virtual
Agree people should be able to shop anywhere online
54%
Agree metaverse environments should be like online shopping malls
45%
04.
“We are going to optimize our strategy in the metaverse in general... It’s a new frontier to shake things up and take risks and push in new ways we haven’t seen before."
Test & learn early
- Jessie Lieberman,
Chipotle Vice President, Digital & Off-Premise
05.
Be creative with measuring success
of CMOs strongly agree/agree that the ability to measure a marketing channel's impact affects
the likelihood they will use that channel
89%
06.
Top Consumer Metaverse Concerns:
Prepare for ambiguity and risk
Misuse of
personal data
55%
Cyber-bullying / online abuse
44%
Personal
safety
39%
BACK TO TOP
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Source: Obsess, Dentsu, The Drum, The CMO Club, Morning Consult
OPPORTUNITY
THE VOICE OF NBCU
“We’re seeing the full impact of consumer convergence.
And even as behavior changes, whether you’re
talking mobile, social, or Metaverse—you still need
great content and IP for consumers to care.”
- LINDA YACCARINO
CHAIRMAN OF GLOBAL ADVERTISING & PARTNERSHIPS AT NBCU
“The Metaverse signals the
dawn of a new advertising era,
providing marketers with an exciting playground to reach audiences
through innovative and highly
engaging marketing activations.”
“The Metaverse has the potential
to transform how consumers,
brands and content creators
interact and communicate,
creating new experiences that
bridge the gap between the virtual
and physical worlds in ways we’re only beginning to understand and develop.”
- MICHAEL SCOGIN,
VP, STRATEGIC PARTNERSHIPS AT NBCU
- ITAMAR BENEDY,
CO-FOUNDER & CEO OF ANZU
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