What will marketing look like in the Metaverse or Multiverse?

The next 5 years will bring changes in the way we interact with technology, with the metaverse being one of the biggest changes. Marketing in the metaverse or multiverse will take on a very different form than it does today. Advertisers will need to create content that is interactive and encourages users to participate. The way people interact with brands will change, and marketers will need to learn how to communicate with customers in this new world that is rapidly coming.

So what exactly is the metaverse? It is a collective virtual shared space, created by the convergence of virtually enhanced physical reality and physically persistent virtual space, including the sum of all virtual worlds, augmented reality, and the internet. The current 'fuel to the fire' is the rapid legitimization and investment in virtual assets, most notably cryptocurrencies and NFTs.

In the metaverse, users will be able to create their own virtual worlds, social network spaces, brands and become co-creators. As a result of these changes, marketers should start thinking about ways they can bring products into narratives in an engaging way. Examples would include VR, AR, and MR (mixed reality) formats. These technologies and platforms will be networked to become the metaverse, so marketers will need to learn how to interact with their audience in this new world.

The metaverse is not just about playing games and creating valuable virtual experiences, it's becoming a valuable marketing channel for brands. Brands like Lexus are using the Metaverse to drive interest and engagement with futuristic models and brand presence. Wendy's 'Keeping Fortnite Fresh' included their own virtual Fortnite character that looked a lot like their mascot.

Artificial Intelligence (AI) will also play an important role in Metaverse marketing, where digital assistants will engage with users and send alerts about new products and services. AI will help to personalize the experience for each individual and make it more meaningful.

The Covid 19 pandemic pushed the reality of metaverse forward exponentially as well. It is becoming less taboo or 'anti-social to engage in online behavior. Online shopping, streaming, and social interaction became a necessity for everyone, even the detractors and critics. We even work virtually with many of us never having returned to the workplace at all. These experiences helped us all stay connected and combat loneliness during the pandemic. These rapid behavioral changes that have taken place globally make the reality of a multiverse seem almost within reach.

I don't believe the metaverse will reach its full potential for decades. However, the foundations are already being laid and the early adopters are already there. It's like the saying goes, " If you want a tree, the best time to plant it was 20 years ago. The second best time is now." I think this applies to digital marketing in the next iteration of the online world we will all find ourselves in.

Here are a few things to consider if you are going to be involved in consumer marketing over the next 5 to 10 years:

- Virtual Reality (VR) and (AR)Augmented Reality: the Metaverse will require you to get involved in new technology like VR and AR and understand how these new interfaces and experiences will work.

- Be a part of the Metaverse creation process, not just marketing it: Consumers are at the forefront of Metaverse creation, so ensure your brand is putting them first by being a part of the process, not just marketing it.

- AI and digital assistants: Make sure you have a plan for AI and digital assistants, as they will be a big part of the Metaverse customer experience.

- Hyperconnectivity: With more devices and platforms being connected, ensure that your brand is ready to be hyperconnected. ( multiple connection points)

- Gamification: Use marketing and advertising to immerse users in your product or service through game mechanics.

- Personalization: Make sure you are personalizing the experience for each individual, as this will be key to success in the Metaverse.

In conclusion, the metaverse will be a very different place than what we know today, and brands that want to succeed in this new world need to start preparing now. Embrace new technologies, understand the audience, and be ready for a hyperconnected world where personalization is key. Love it or hate it, it's coming.