Let's start with a paradox: the Metaverse is still developing, but it is already so many things. Among these so many things are many small factors that every brand should refer to when studying its entry into the new world. In fact, let's make the factors big, but there are only three:
1. Brands will be able to better understand the needs of their target audience: data analysis will never be more accurate
Within the metaverse, brands will have the ability to understand customer needs at a more precise level. This collection of data will not be used for the purpose of controlling the individual user, but on the contrary, to better anticipate market demand for certain services and products.
The opportunity here is far from hidden: a more precise and satisfying brand experience for one's target company will be ensured. In this, a great deal of help will come from behavioral science, which will act in the new virtual world as it already acts in the existing one: it will analyze the behaviors of individuals to understand what that person's real needs are at a precise moment, and what those needs might be in the future. In a nutshell, a gold mine for Growth marketers and those who, already with the advent of social media marketing, have intuited how much the choices and habits of the individual consumer affect the overall marketplace.
What about the value of a given product? Here again there is something new: it will be measured both rationally and emotionally, mainly for the reasons listed above.
Last but not least, will be communities: users will be able to choose which community to belong to based on their interests and aptitudes. The company will then be able to create channels/worlds targeted to each precise community, capable of reaching the exact audience a brand is looking for. Potentially, acquisition costs are lower and customers more loyal. Better than that?
2. The experiences a brand can give the user will be much more engaging and real: gamification will take care of that
We wrote "real" for a specific reason: in the Metaverse, many dynamics will be extremely real, fighting most of the boundaries present between the two worlds and between the brand and its target audience. For example, the use of feedback will be a focal point-a factor the Metaverse is investing in to improve the user experience on the Web.
In other words, getting an answer to why a specific target audience makes choices. In this world, people will receive continuous feedback, which will lead them to buy with more conviction and knowledge. Indeed, the addition of rewards, scores, and real-time feedback will help motivate customers and push them toward beneficial choices even in the long run (precisely the most difficult ones in the physical world). This will lead to perceiving every move as a continuous challenge, fun and extremely engaging.
3. Immersiveness will become utility: the magical value of "try before you buy"
Through the Metaverse, a new way of buying and learning will emerge: faster, immersive and linked to empathy. Definitely more human than an eye-catching visual, caption or text linked to a product can be. The brand that empathizes with the user within the new world will get in touch with his or her point of view, which is why a tool that will be used a lot will be the "try before you buy": in fact, before buying, a user will be able to try the product (whatever type it is) or service (museums, cultural institutions, housing) he or she wants and understand whether it is made for him or not.
In conclusion, within the Metaverse, the target audience will be valued and listened to so well that only targeted products and services combined with carefully curated experiences will be offered. This world reminds every company's digital identity that watching is more engaging than reading, reading is more engaging than listening, but what if a reality allows us to watch, read, listen, and interact at the same time? We leave you with this thought, but add a little piece: this evolution is much closer than you think.
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