There’s no shortage of new concepts PR and marketing pros have had to learn these last few years.
Modern technology has rendered the industry almost unrecognizable compared to a decade ago when the term “influencer” wasn’t even a word in the dictionary, let alone a pillar of modern marketing campaigns!
And now — just as we’re getting comfortable in our high-tech surroundings — a new virtual juggernaut has entered the chat.
Welcome to the metaverse!
THE META-WHAT?
Before we delve into what the metaverse means for PR and marketing, let’s start by defining what it is: The metaverse (not to be confused with Facebook’s parent company, Meta) is a 3D virtual reality that enables users to interact in real-time from anywhere in the world.
While still an emerging and relatively new technology, the metaverse is grabbing attention as the next big frontier for brands and businesses. The overnight spike in virtual gatherings amid the pandemic only accelerated the surge towards this immersive digital reality.
MARKETING, PR AND THE METAVERSE
So, this brings us to the crux of our blog: what does the rise of the metaverse mean for the PR and marketing world? Below we’ve outlined three key areas where we believe the metaverse can (and likely will) alter how communications pros do their job.
- Brand Demos: The rise of the metaverse means publicists have a shiny new tool at their disposal for pitching their brands. Whereas the industry once relied on in-person desksides with presentations and product demos, publicists can now create immersive storytelling experiences to showcase what their brands and/or products are all about.
- Product Placements: Calling all marketers! This one’s for you. Product placement in the physical world is a meaningful way to get your target audience to engage with your brand. The same holds true for the virtual world. One example of a successful product placement campaign in the metaverse was Balenciaga X Fortnite at the end of 2021. Players of the massively popular video game were given the option to purchase digital outfits for their characters that were inspired by authentic Balenciaga designs. How cool is that?
- Live Events: We’ve all grown accustomed to virtual events these last few years so you may be wondering how events in the metaverse would be any different. Great question! Live events in the metaverse lend themselves to far more interaction and engagement than can be achieved over meeting software. Instead of one-way presentations with a speaker and an audience, attendees in the metaverse can mingle and interact more organically like they do in a coffee shop instead of in a conference room.
From social media to automation, technology has fundamentally shifted the way communications pros do their jobs. And the metaverse, while still in its infancy, promises to do the same.
We hope this blog clarifies what the metaverse is all about and what this virtual reality means for all-things marketing and PR.
Until next time!
XO,
The Sugars