Metaverse Marketing: The "Four Shifts" Face Type

As of the start of this year, 'Meta Universe' has never captured the attention of high-frequency audiences. In addition to reflection and application, there will be a "meta-globalization" of the big names ...

Recently, JD.com announced the NFT "Lingxi" trading platform and launched the JOY & DOGA digital collection series as the platform's first collection, and 10,000 digital collections quickly sold out.

Tencent Music Entertainment Group (TME) announced the announcement of TMELAND, China's first virtual music venue, and Baidu announced the “Xiyang” metaverse product on December 27.

When OPPO unveiled its first foldable screen phone, the N, it also created the Yuan Universe Qilv Digital Collection Limited gift set, the limited global edition of 100 models, and invited virtual idol Asia to be its digital recommendations. .

At 11.11, Tmall Luxury and the luxury brands Burberry, Longines, Emporio Armani, Coach, Balmain and La Perla created the first “digital collection” luxury art galleries.

In October, Oreo also launched NFT “No Age” cookies in China.

On the one hand, we can see that more and more names have entered the metaverse, also have independent gameplay such as virtual speakers, NFT products, interactive games, virtual games have appeared, and more. more and more users are using the metaverse. . Cooperation is developing. Meanwhile, at present, the national "metaverse marketing" is still at the "big and small rain" stage and more and more brands have entered the market, but many industries still have not. systematized and long-term capital by type is. It is at its stage and users are not always happy with it.

The global meta is decentralized and seen as a new business ecosystem. This has caused problems for many brands, and brands have to work harder and harder to create their own future than in the age of digital marketing.

So how do species enter the metaverse? Are entrepreneurs ready to make names and build their names in a virtual environment? What kind of behavior will behave and communicate in an ever-changing virtual world with the most user-created content? Combined with the evidence, Shijing believes that the product market should face four "changes":

By turning a story into a story

In the past, trademarks were often descriptions with sellers leading consumers through the product to gain knowledge or recognition. However, metaverse marketing typically focuses on developers and provides a lot of content and experience.

For example, use Roblox, the world's largest multiplayer online game creation platform. Roblox is the first UGC gaming platform to develop as a "community tool", offering developers the ability to create independent content, providing users with a platform for play and relationships, and has attracted 47 , 3 million DAU in 21Q3.

Roblox users use their special avatars to interact with their friends on UGC digital sites and scan their offline activities such as fishing, shopping, visiting Gucci, watching movies and exploring. More game content and gameplay development, more time users spend, more new users they like through chat, and more game developers are getting all the while engaging their player base through the business ventures of UGC support. effect.

In the metaverse industry, users are developers and gamers. How do you loosen the area in between and build a good flywheel? For commercial products, from the narrator of the story to the creators of the story, the goal itself can be re-evaluated so that the intended story can continue. For example, a business buys land in a virtual community and builds a community, but the story of the community is created by interactive players.

Live events at the virtual theater

Lindsey McInerney Global Director of Technology and Innovation Anheuser-Busch InBev said, “The future of gaming, media and entertainment is virtual. Almost 2.5 billion people are already involved in the industry. virtual. real world, the mode is You have to find your foot in the virtual world. "

For many years, entrepreneurs have reached out to consumers by promoting the arts in real life, these sports brands have expanded their mission by promoting sports dollars, and beer and soft drink companies have supported the purchase of drinks during the event. pre-orders of banknotes and credit cards ...

The Metaverse phenomenon has provided many names with many new opportunities to support events. NFTs are changing the way businesses and intellectual property owners interact with consumers. Tokens (tokens) provide a relationship between the brand, the owner of the intellectual property and the user, and can be used as a “passport / passport” for physical or digital rights. For example, a special member of the board of directors of NFT may participate in the following new products:

In another example, BTS integrated augmented reality technology into live and virtual reality and simultaneously streamed over one million paid users, generating $ 43 million in revenue. Integrating with broadcast media, AR technology synchronizes the colors of real light, allowing fans to safely shake while seated indoors, with live music playing.

The goal of promoting this virtual reality show is to give consumers all over the world the chance to watch BTS concerts hook on the Metaverse through its packaging. Users can also activate other options in this virtual gig depending on the type of NTF assets they have.

From mannequin / messenger to virtual idol / digital person

There is no doubt that virtual idols support the business. When it comes to approving an avatar, the good is the fact. First, it is more cost effective and the products don't have to pay higher prices, and second, they don't have to risk the public perception of their speaker. At the same time, you can control all of the product configuration, language and functionality of the virtual expert, and support behavior through a variety of communication purposes. . Finally, once a virtual media server is created, it provides a unique, enduring and stable image that represents the brand and can evolve with the brand.

However, for commercial products, it is not easy to "fix" virtual idols based on both cultural and personal values. Foreign idol Lil Miquela is the discussion center on the site, sharing her clothes, food and community chats, tips and movement or change as a teenager.

These creative themes are tailored to your users' preferences, helping to extend your images across a variety of disciplines and events. Faced with the homogenization of the market, we must realize that virtual idols will end up facing an aesthetic weakness as to their mere appearance.

Overall, the virtual reality market is a long-term prospect, but it is also a competition from the red ocean. Brands using virtual idols are at the forefront of competing hotspots, and how to integrate more technology into their industry portfolio and their traffic is crucial, surprisingly for their new extensions.

From user-centric to digital avatar

Virtual sharing with other users in the same world can be a reality in the virtual world, and this virtual interaction is an important basis for change.

Use ZEPETO, which started out as an avatar app, for example. ZEPETO is an avatar app developed by Naver, an Internet agent in Korea, who was born in 2018. Users can create an avatar according to their own preferences and purchase virtual costumes while wearing them. After completing the DIY avatar, the user can select the background and body of the "video", and the "group photo" and sharing functionality provided by ZEPETO quickly spread to the relationships between people known.

ZEPETO expands social network of strangers by adding “playground” function from version 2.6 in 2019. Zepeto announced Zepeto in his studio in 2020, helping users to create virtual objects and map maps.Expanding relationships have transformed Zepeto into a virtual world and has over 200 million users worldwide.

With many young users and a good understanding of fashion, Zepeto occupies a new position in the fashion industry.Since the first version, ZEPETO has attracted many young users with fashion as a priority. 24. Due to the high level of user portraits and target audience of various fashion brands, Zepeto has attracted over 60 brands and IPs, making it a whole new place for brand promotion and promotion. IP.

In Metaverse Marketing, the key change is that the business model is not as simple as the real users, but the consumers and their digital avatars.

“The metaverse is promoting itself as a real-time, end-to-end online connection, but in fact it is a force to be reckoned with and has long been known to change the way we know the business model and businesses. businesses, including social media, digital payments, gaming, etc., the future of Metaverse may represent a negative change that is not widely known to consumers. Most commercial products, especially blockchain technology , cryptocurrencies, digital products, tokens (NFTs), and personal digital avatars. "(" The metaverse is the medium. "") Of course, the metaverse industry still has a long way to go.