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The introduction of the metaverse is not the unveiling of a magical portal. It is not a communication game-changer like blockchain technology; It’s not even a new protocol, because it brings together the innovations we’re already seeing day in and day out.
So should brand leaders pay attention to the metaverse? definitely.
Primarily, the metaverse represents change from a sensory and participatory perspective. The opportunity lies in the ability to enrich the online experience and enhance it with digital capabilities such as navigation, imagery, directional audio or touch simulation. With the potential for a highly optimized customer engagement channel, here are three steps brands can take to improve the metaverse.
1. Technology Harness
Products traditionally thought to be too personal to be purchased online have gained traction through the use of AR and VR. For example, creating virtual storefronts on Snapchat allowed customers to enter a store virtually, browse products, and even try on shoes. Leveraging existing technologies with a heavy focus on new innovations allows brands to harness the power of existing platforms, such as AR and VR, while unlocking a rich customer experience within the metaverse. Ray-Ban is an example of a brand taking this step, building on existing AR capabilities that allow consumers to experiment with glasses or create smart glasses designed to interact in the metaverse.
Innovation is especially critical in today’s digital landscape, where consumers judge any online experience against the major players in the field. No matter the size of the business, the digital experience must meet or exceed the expectations of customers accustomed to Amazon’s speed and service. The same is true across industries. For example, a streaming service wouldn’t go on without the speed, ease of use, and performances that a generation of Netflix viewers have come to expect. Big platforms set high standards for everyone, across the board.
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2. Meet consumers wherever they are
Although the metaverse will provide enhanced experiences through environmental connectivity, the major platforms operating within it will continue to create their own individual engagement channels. In the way that Facebook already offers interactive shopping on Instagram — complete with digital in-app storefronts, product tags, and checkout options — Amazon can design a virtual shopping mall environment where consumers can walk, browse, choose and order products to be delivered to their doorstep. Five Guys can create a virtual restaurant where customers can check the menu, talk to a customer service avatar, and order food through DoorDash or UberEats. The possibilities are endless.
All of this means that consumers in the metaverse will be more distracted than ever and still expect instant satisfaction. The days of using engagement channels to drive traffic to an e-commerce site are long gone. Regardless of the channel, today’s online customer wants to learn about a product, swipe to buy it and have it delivered within 24 hours. Brands need to adapt to focus on nurturing those opportunities.
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3. Create an infinite number of assets
Advertising is attention grabbing. With consumer touchpoints traversing every imaginable channel and on every available device, this interest is more fragmented than ever; Not only do brands need to know each platform inside and out, but they need to produce what looks like an infinite number of assets to successfully nurture each one. Add to that the customer’s expectation of first-class experiences regardless of format or network, and digital impact engagement becomes exponentially more challenging. But it is also important for the brand to remain relevant; Adapting too slowly could mean the demise of any business regardless of past success – just ask Blockbuster or Toys R Us.
From a user’s point of view, look inside any average home. At any given time, family members can look at different devices, engage in multiple environments, and enjoy content tailored to their tastes and behavior patterns. Brands that want to stay on top of their minds for five minutes have to work harder than ever to be in the right place, put together the right content and drive the right engagement. Every aspect is equally crucial. return? Those who invest in the effort will reap the rewards of a richer, more engaging customer experience and brand loyalty that they can enhance.
To stay in the game and participate successfully in the metaverse, brands will need to invest their time and budget in strategizing channels and producing an endless amount of content to boost engagement. They also need to keep this effort funded, which is why CEOs need a full understanding of what’s possible in the new field. Leaders should know that when digital innovation is moving at 100 miles per hour, they will want to be in that car, not stand on the side of a road that’s backsliding as it passes.
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