What Chief Marketing Officers Need To Know About The Metaverse

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For more than 20 years, Chief Marketing Officers (CMOs) and their teams have shared brand messaging across traditional media channels including print, radio, television, and the Internet. Now, the Metaverse is here, albeit in a state of becoming. With the rise of new technology, consumers’ expectations for how they want to communicate for pleasure and business are changing. CMOs are looking to technology to deliver solutions that connect their teams and leads in worthwhile brand experiences, effectively leveraging the Metaverse as it evolves.

Using traditional digital communication channels, marketing teams have struggled with technology restricting interaction, primarily, to one-way content delivery and simple video communication. With these limitations, teams can’t control the brand experience. To market products and services effectively in digital environments, marketing teams must be able to create immersive, interactive experiences that provide a sense of connection, and a feeling of belonging. The Metaverse, with the right technology, allows teams to deliver real experiences that create lasting impressions and help drive revenue.

What is the Metaverse?

The current iteration of the Internet (Web 2) offers full-time access to the web through static corporate websites and various social media channels. It’s easy to contribute content across channels, but these channels control the content submitted and how it’s used. That’s going to change as Web 2 gives way to the next generation of the Internet, Web 3 and the Metaverse. As it evolves, the Metaverse will deliver decentralized commerce and more of a creator economy. With the Metaverse, everyone has access to and ownership of what they bring to the table.

More than digital spaces for distributing and consuming content, the Metaverse allows intentionally designed experiences. The Metaverse comprises evolving augmented and virtual reality, artificial intelligence, blockchain, and 5G networks coming together in 3D environments.

The emerging Metaverse is about people trying new things as early adopters. Functionality includes collaborative content and experiences created by multiple sources in individual, closed-system “miniverses”. The emerging Metaverse requires smart devices, siloed apps (meaning you can’t move from one to another) and uses a lot of current technology with another layer on top as new tools become available. Teams can connect naturally in customized, 3D digital spaces that mimic the physical world or an imagined world.

B2C and the emerging Metaverse

Initially, organizations are using the emerging Metaverse for lead generation (e.g., commonly for one-time events, similar to the way we use social media) or as destinations (similar to the way we use traditional websites). Already used for entertainment and shopping, consider the following:

• 12 million people attended Travis Scott’s 2020 concert in Fornite
• 1 million visitors and $286,000,000 from initial sales through the Gucci Garden hosted in Roblox
• An augmented reality app (with an NFT hunt) for Coachella’s 2022 festival built with Niantic
• Metaverse Fashion Week had more than a runway. The event, hosted by Decentraland, included panel discussions, modeling workshops, interviews, and mini-games. Decentraland opened fashion week to everyone. Virtual designs from multiple brands, including Estée Lauder, Jacob & Co, and Dolce & Gabbana, reached new audiences.
• Since opening Nikeland in 2021, Nike claims 7 million people have visited the store, hosted in Roblox. In Nikeland, people can try on virtual products (including using their phone’s accelerometers to boost their avatars) and play games.
• The JP Morgan Onyx lounge is a two-story office where visitors to Decentraland can learn about JP Morgan blockchain offerings. In the lounge, presumably in the future, clients could talk to JP Morgan team members about how to enter the crypto market.
• Adidas, Atari, and Snoop Dogg all have collaborations in Sandbox. Snoop Dogg created the Snoopverse where players can explore using custom avatars.
• Wendy’s collaborated with creators in Meta Horizon Worlds to launch Wendyverse™ – starting with a restaurant. Players in the Wendyverse™ can win real food at Wendy’s restaurants.

B2B and the emerging Metaverse

Using the right technology, marketing teams can control the brand experience. Now, teams have the flexibility required to make the right first impressions and fuel deeper connections. With unique spaces, different teams and departments can work together to increase brand awareness, bring products to market, turn leads into customers, and build lasting partnerships.

Sample use cases include:

• Product launch events
• Lead qualifying educational events
• Fan/customer experience events
• Client appreciation events
• Internal team, inter-departmental collaboration

For example, multinational lifestyle brand known for its beauty products, Sephora hosted it’s 2022 First-Half Media Session/Press Day in the Metaverse with Allseated. Sephora showcased new products and brands for media, influencers, press, and makeup artists in a 10-day metaverse experience hosted through Allseated’s Meetaverse, which delivers B2B corporate metaverse solutions.

Meetaverse, an intentional experience design platform, allows marketing teams to implement their marketing strategies digitally, mimicking a customer journey in a physical space. Meetaverse serves as a trust accelerator (much like a trade show). Having everything in one place the way you want it, means a faster, more streamlined journey for your leads and marketing team.

Meetaverse for marketing teams

Through your own corporate metaverse powered by Meetaverse, grow your brand. Navigate, communicate and collaborate in fully customized, immersive brand experiences that make lasting impressions, fuel deeper connections, and measure your impact. In Meetaverse, team members can attend a meeting with the marketing team, then see an internal product demo and later participate in a lead qualifying educational event. They can check in at the open door of a team member, manager, director, or CEO. Meetaverse supports Metaverse-based digital-first and hybrid office setups, encouraging spontaneous, organic interaction. Put the emerging Meetaverse to work for your organization today with Meetaverse.

FAQs:

How are organizations using the Metaverse for B2C?

Initially, organizations are using the emerging Metaverse for lead generation (e.g., commonly for one-time events, similar to the way we use social media) or as destinations (similar to the way we use traditional websites).

How are organizations using the Metaverse for B2B?

Using the right Metaverse technology, marketing teams can control the brand experience, Teams can make the right first impressions and fuel deeper connections in unique spaces with leads and customers. Different teams and departments can work together to increase brand awareness, bring products to market, turn leads into customers, and build lasting partnerships.

How is the Metaverse related to Meetaverse?

Allseated’s Meetaverse delivers B2B corporate metaverse solutions. Meetaverse, an intentional experience design platform, allows marketing teams to implement their marketing strategies digitally, mimicking a customer journey in a physical space.

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