The 7 Point Plan for Marketing in the Metaverse: Point 4 - Giving is Better than Receiving
Here’s the fourth element of our 7 Point Plan for Marketing in the Metaverse - Giving is Better than Receiving. Before we open this one up, here’s a recap on the first three points of our strategic framework for Metaverse brand activity and marketing…
1. Have a Plan. Don't dive into the Metaverse without proper planning. It's 'just' another marketing channel so treat it accordingly.
2. Design in an Output, not an Input. Just because you can build a skyscraper doesn't mean you should. Design and build should be an element of an overall strategy, not the driving focal point.
3. Integrate. Don't think you have to reinvent the wheel with Metaverse marketing. An excellent approach is to augment and integrate real-world marketing initiatives into the Metaverse.
In the ever-evolving landscape of digital marketing, there was a time when having a website was deemed sufficient. The prevailing belief was that visitors would instinctively find the site, effortlessly navigate through its pages, locate the exact products they desired, and proceed to purchase without any friction, encouragement, or advertising. However, we have come to recognise that this idealistic notion falls short of reality. The path to online success requires a more proactive and strategic approach.
Virtual worlds, with their immersive environments and collaborative nature, transcend the concept of opening a virtual store as a mere replica of its real-world counterpart, complete with product replicas neatly arranged on virtual shelves. Instead, they provide a canvas for interaction, engagement, and the potential to nurture and forge synchronous customer relationships.
It is crucial to understand that virtual worlds are not solely platforms for lead generation or harvesting prospect contact data. While these objectives can be pursued within the Metaverse and should always be considered, they should emerge as outcomes from the dynamic activities that characterise the metaverse.
The true essence of the Metaverse lies in its capacity to foster engagement, facilitate interaction, and cultivate intimate relationships with brand followers, customers, and prospects.
As astute marketeers, we must scrutinise our products and services with a discerning eye, seeking innovative and creative avenues to bring our brands to life inside virtual platforms. This intentional pursuit enables us to bring Metaverse residents closer to our brands, creating heightened receptiveness and a sense of affinity.
A powerful strategy lies in imbuing our brands and products with an intriguing quality or an enhanced functionality that surpasses their real-world counterparts. By making our virtual offerings "do something" interesting or unique, we can effectively draw people closer to our brand within the virtual world. Here are some examples:
Decorative Virtual Goods: Give away avatar clothing or accessories. These could be limited editions or completely new creations made specifically for the Metaverse.
Access-Driven Virtual Goods: Give users tickets or passes to gated or special event areas of your Metaverse venue.
Functional Virtual Goods: Create products with a utility that enhances the user experience. A power-up or a special power for example.
Moreover, these virtual products should be actively promoted and strategically given away to residents, either through complimentary distribution or at a nominal cost.
By allowing residents to take possession of these virtual items, customise them, proudly display them, and traverse the Metaverse with them, we create an experience akin to product sampling in the physical realm.
Let us remember that virtual worlds are simply another channel, and traditional marketing mechanics can be seamlessly adapted to thrive within this domain.
By offering something of value to residents instead of passively expecting their interaction with our brand, we tactically dilute the commercial aspect, fostering a more organic and authentic connection.
This approach not only demonstrates our commitment to enhancing their metaverse experience but also serves as a catalyst for active engagement with our products and services.
By implementing this strategic objective with meticulous attention to detail, we pave the way for potential viral activity to emerge, transcending the virtual realm and in-turn even transmitting back into the real world.
Ultimately, this synergy between the virtual and physical realms can be harnessed to amplify brand advocacy and establish a lasting impact on a target audience.
In conclusion, within the Metaverse marketing landscape, it is imperative to recognise that a shop front alone falls short of meeting the demands of the contemporary Metaverse consumer.
By embracing the unique opportunities presented by virtual worlds, crafting engaging experiences, actively distributing virtual products with value and utility, and fostering meaningful interactions, brands can position themselves as pioneers in the Metaverse, achieving brand-new levels of customer resonance and brand impact.