The Technology Express Magazine | Edition: August 2022

THE METAVERSE: A MARKETING
OPPORTUNITY NOT TO BE MISSED
Online marketing has always been a thing. But with the global pandemic, there has been
a strict paradigm shift in every aspect towards digitization, therefore, marketing has been
no exception. With the advent of the metaverse, it has grown to become one of the biggest
platforms. Various industries, in recent times, have been taking advantage of all the
plausible potential that the new technology has to offer.
Companies and brands
have soon come to
the realization that
the capability that the
metaverse comes with
can result in the most prospective
ventures. Multiple reasons are now
making companies resort to aligning
towards the metaverse. Initially, it
is comparatively new and promotes
faster connections, which thereby
helps the business thrive in the most
difficult situations.
The primary reason, which the
experts have deduced, is that the
market usually aims at targeting the
younger age groups and grabbing
their attention. They usually have
the urge to always be up to date not
only with the products they use but
also with the technologies that come
with them. The companies are using
this trap as a way to actually make
greater profits as they are able to
successfully get the attention of a
particular generation.
From gaming platforms to
apparel, companies have largely
been inclined towards using the
metaverse as a way to advertise
and market their products. Recently,
Vans, the skateboarding brand has
launched a virtual skatepark in
Roblox that allows the players to
try new tricks and thereupon earn
points which could be later redeemed
MARKETING TECH
in a virtual store to customize their
own avatars. This is basically a way
to engage the target audience and
always keep the funds rolling within
the company apart from the profits
that they already make through its
usage among players. Vans has
reportedly seen almost 48 million
visitors at their virtual park already
which was only possible through
the application of metaverse. Gucci
has also adopted a similar approach
recently and has been successful
in attracting and engaging a much
larger audience base.
Without even diving deep into
the realm of the metaverse, the
companies are engaging in it either
by creating an in-house team or
by hiring an agency that would
help them connect and guide them
through the process. Whichever way
the companies adopt, their only aim
is to gain greater engagement and
make better profits through better
marketing strategies.
-feature@thetechnologyexpress.com
www.thetechnologyexpress.com AUGUST 2022 / 63