Outsourcing Metaverse Ad and Marketing Work: Why It Makes Sense in This Emerging World
What you, the marketer, need to know about the metaverse and some strategies to help you navigate this new multi-dimensional frontier.
When you realise that you can get any digital marketing service as needed on a temporary basis without committing to permanent staff costs, you are free to develop a strategy that is not constrained by limited tactical ability.
This is what Viral Octopus Founder and CEO Pietro Bonomo said to Payoneer in their recently published guide to the globalised office.
And that got us thinking. Since Facebook announced the formation of their new umbrella company, Meta, in October 2021, talk of the metaverse has proliferated. It’s hard to escape mention of this new concept—indeed, this new world—we are already entering.
Companies already struggle to find time to work on their traditional marketing strategies. With things changing so quickly, can their in-house teams really keep up with the potential Wild West that is the metaverse? Would they know how to, say, create a metaverse ad?
Below, we give you a quick introduction to metaverse marketing and some strategies to make the most out of outsourcing this kind of work—whether your business is large or small.
What Even Is the Metaverse Anyway?
According to Investopedia, “the metaverse is a digital reality that combines aspects of social media, online gaming, augmented reality (AR), virtual reality (VR), and cryptocurrencies to allow users to interact virtually.”
How is the Metaverse different from the virtual spaces consumers and, in turn, marketers already inhabit? Not to harp on about Meta too much, but CEO Mark Zuckerberg describes this emerging realm as “an embodied internet where you’re in the experience, not just looking at it” in his Founder’s Letter.
Users will be able to build real-world wealth, hold virtual meetings using an avatar, enter stores to shop for clothes, view art in three dimensions… much like the world we live in today, in fact. If you need easy-to-connect-with, often-cited examples from popular culture, think The Matrix or perhaps the immersive online game Second Life popular in the 2000s.
Given this widely accepted—though undeniably loose—definition, why will the Metaverse reshape digital marketing? One thing is clear; there will need to be a dramatic shift in how we view private and public space and copyright vs open-source access to intellectual property if the metaverse is to become a reality anytime soon.
And marketers will need to be even more agile than what’s already demanded of them by our current online landscape.
How Can Brands Enter the Metaverse? Metaverse Marketing Strategies
As Bonomo so rightly puts it, business owners and CMOs that outsource have access to a wide range of creatives, strategists, and specialists who are already up-to-the-minute on the latest trends and technologies.
This means they can pivot fast to avoid the stumbling blocks and stagnation in-house teams encounter when facing a changing marketing landscape.
Despite many brands successfully entering the metaverse already, it’s still largely uncharted territory. Savvy companies have the chance to be early adopters, taking up a lot of (virtual but no less legitimate or valuable for it) space. It’s also viewed as the “place” to connect with younger generations like Gen Z—who are becoming notoriously difficult to market to on existing platforms.
Of course, understanding how to work in the metaverse is a process, something that will keep evolving over the next few years. But there are some things you can do now.
1. Embrace Remote Workplaces
We’ve all heard it. The future of work is remote.
Since the COVID pandemic hit, companies have quickly adapted to remote working environments. Whether they wanted to or not. As early as May 2021, McKinsey found that 9 out of 10 companies they surveyed were moving to a hybrid model: some combination of on- and off-site work.
And with the metaverse looming large, it looks like so-called hybrid work is here to stay. Company owners, CMOs, and HR professionals would be wise to explore its benefits.
2. Don’t Underestimate Blockchain Technologies
We’re rapidly willing a metaverse economy into reality—and it’s 100% digital.
If you’re not already familiar with cryptocurrencies, NFTs, and blockchain and its related technologies, start brushing up on all that right now. That’s because they’re the foundation the metaverse economy will be built on.
3. Test Emerging Advertising and Marketing Platforms
Conventional, “real-life” advertising options like billboards, shopfronts, pop-up stores, and display ads aren’t likely to disappear soon. Neither are Google ads and social media advertising.
However, it’s clear that if you want to reach new generations, the time to start experimenting with metaverse-like methods is now. After all, the media have been proclaiming “Facebook is for old people” since at least 2018.
Try to engage with users in more interactive ways —platforms like TikTok, Twitch, and Fortnite. Test out immersive experiences using VR and AR. Create a 3D online tour of your flagship store or convention booth.
Use engagement as your measure of success in these early days— not conversions or leads.
4. Go Virtual With Your Influencer Marketing
Some big (and small) brands are creating metaverse-like spaces—and they’ve been doing so for several years.
Look around for campaigns to get inspired by. Take some time to browse around inside their unique worlds. Here are a few we like to get you started:
- Balenciaga’s dystopian video game Afterworld
- The Louis Vuitton x League of Legends World Championship collab
- Nike’s (now defunct) Air Max 720 virtual store
- ComplexLand’s shoppable virtual event
- Social Bee’s AR travel tours
- Online game Axie Infinity’s real-world economics
NFT artists are creating some serious buzz and attracting lucrative sponsorships, too.
5. Re-Examine Your Brand’s DNA With the Metaverse in Mind
The metaverse offers a set of entirely new possibilities for marketing and advertising.
This means you’ll need to take a long, hard look at your brand’s makeup to see where and how your products or services fit into this emerging sphere. You also need to consider how consumers might engage with them in the metaverse.
Find out early what suits your brand or how you can adapt what you offer. This will give you an edge over your competitors and help you take advantage of new opportunities.
Strategising Your First Metaverse Ad Already? Not So Fast
We know what you’re thinking: “I better start crafting my first Metaverse ad quick smart!”
But that level of engagement might be a bit premature. It’s still too early to accurately pinpoint what the metaverse will look like and how we, as marketers, will need to operate within it to succeed.
What you can rely on is that outsourcing remains the best way for companies to stay agile with their marketing goals—no matter what challenges and changes the future holds.
Here at Viral Octopus, we’re dedicated to staying on top of the latest advancements in this space. That means when the time feels right for your company or brand, you can count on us to have the expertise your product or service needs to make an impact.
In the meantime, we’re operating at the cutting edge of marketing in the current world. Check out our wide range of gigs in social media marketing, content creation, ad management, and so much more.
Let’s evolve together!