Analyze what similar organizations are currently doing in marketing in the metaverse and what is not going well here. There are already good use cases available in almost every industry. Often companies blog about their experiences on their own website.
Analyze the target audience(s) you want to reach in the metaverse. How far along are they in their own metaverse journey? Are they metaverse native, or are they just learning to put on VR goggles? Or not yet? What kind of interest do they have in virtual activities? Why would they come at all?
Should there be a link to something in the physical world? What possible impact does virtual marketing have on physical actions, products and services?
Not to start from scratch… See if you can embed a metaverse marketing campaign in an existing, physical marketing campaign. For example, if you sell clothing, create virtual versions that email list of australia you can give away or sell. Are you organizing a launch event? Then also try to offer a virtual version (and I mean really 3D, not Zoom / Teams!), with additional possibilities.
However, do not copy the existing marketing KPIs 1:1 from the existing, physical actions. You are really operating in a completely different playing field, with different channels, expectations and possibilities.
Take a look at the story you want to tell. What works on video and in a podcast needs to be told in three dimensions in the metaverse. Can you do that?
It is and will remain completely uncharted territory for most organizations, so in the beginning, take a rapid, continuous test & learn approach. Learn from the numbers and reactions each week as you experiment, to adjust possible actions on the fly. Technology is changing rapidly, so your metaverse marketing plan should truly be a rolling strategy.
Crowdsource ideas! Don't just start from those brainfarts that you or a consultant come up with, but also throw the question open within the entire internal organization or even your community. Car manufacturer BMW does this for example with its Metaverse Supplierton .
Unfortunately also metaverse abuse
The metaverse offers marketers unprecedented opportunities to reach their audiences in completely new ways. Unfortunately, there are still plenty of challenges. Not only are there still many hurdles to overcome on the path to mass adoption, criminals are always super innovative (and often the first to adopt new technologies like email and Bitcoin) and are now also carrying out all sorts of crimes in the metaverse.
Also the abuse of user data is a big concern for most users . Unfortunately only 1.3% of the metaverses are really web3.0, the rest are still web2.0 based.
But just as the early days of social media weren’t perfect, you can’t expect the metaverse to be perfect from the start. We don’t know exactly what the metaverse will look like, but I’m convinced it will drastically change the way businesses interact with their customers. It’s better to start thinking about that today than tomorrow.