The not-so-well-kept secret is out, as CEO Mark Zuckerberg announced that Facebook (the corporation, not the social media platform) has been renamed “Meta.” Meta will serve as the overarching parent brand for its two operating streams, including its “Family of Apps” (Facebook, Instagram, WhatsApp and Messenger) and its “Reality Labs,” which will house and evolve virtual reality (VR) and augmented reality (AR) technologies. As detailed by Facebook Connect 2021:
“The metaverse will feel like a hybrid of today’s online social experiences, sometimes expanded into three dimensions or projected into the physical world. It will let you share immersive experiences with other people even when you can’t be together – and do things together you couldn’t do in the physical world.”
While there are many opinions regarding the overall re-brand and re-structure of Facebook, there is no arguing that Facebook is setting its sights on a vision for an enhanced digital communications and technology space, known as the “metaverse.” While Facebook notes that “the metaverse is a ways off, but parts of it are already here,” it poses the question to marketers: how are we preparing for a metaverse environment?
With the onset of COVID and increase in remote operations, many brands have had to digitize – ramping up their video, creating new interactive communications, designing virtual presentations and increasing the usage and sophistication of social media platforms to reach audiences. While this may feel new for some companies that had a more traditional marketing approach, really, these tactics have been available for some time. Many leading brands had already created these materials for their marketing teams years ago. For some time, we’ve been helping clients build internal websites, develop HR portals, create strategic social media campaigns, and design videos and presentations.
Many B2B companies have already integrated virtual training and simulated situations into normal business operations, like those that use Google Glass on the shop floor or conduct global training via virtual platforms. Marketers need to have that tech-first mindset as well during strategy planning.
The coming “metaverse” means, as marketers, we must do what we always do: put ourselves in the mind of our target audience. How can we streamline our communications? How can we improve the digital sales funnel? What can we do to compel audiences and engage them? What messaging and brand positions will resonate with today’s customers?
Unlike ever before, today’s audiences expect amazing digital experiences, and immersive, engaging communications. Customer patience for a poor digital experience gets lower every day. Customer expectations for exciting communications that engage them – no matter where they are physically – continues to grow.
We partner with B2B brands to develop custom marketing strategies, and each and every brand has unique challenges and goals, which marketing should reflect. That being said, there are some assets that should be top-of-mind as we develop new prioritizations and plans.
A few items your brand might need for the metaverse:
Companies want to know they are partnering with agencies and marketing professionals who are adaptable, leaders in creative ideation and on trend with the latest marketing options, including VR and AI (artificial intelligence). As marketers, we must continue to rise to the challenge to produce the best possible outcomes for both our clients and their customers. It’s critical to remember that while technology continues to evolve, people-centric strategies to solve for their unique challenges never goes out of style.
Thinking about how you can evolve your long-term marketing strategies in a new metaverse world? We’d like to talk. Contact us (or fill out the form on this page) and we’ll be in touch to schedule an in-person or virtual meeting to help you power up your marketing today and tomorrow.
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