The capacity to communicate with customers uniquely compared to other online channels is the major benefit that firms have started to capitalize on, even though the opportunities in the virtual worlds collectively known as the metaverse will seem different in every business.

In a research released in June, McKinsey claimed that the metaverse might produce up to $5 trillion in value by 2030, an opportunity that would be “too enormous” for businesses to pass up.

However, a company must first determine the kind of virtual presence it wants to have with its clients before entering the metaverse. The metaverse is a consumer touchpoint that adds value and immerses users in a particular experience to encourage them to interact with a company more frequently.

According to Jordan Edelson, CEO, and co-founder of TradeZing, “the business proposition is the type of virtual presence a firm would like to develop whether it be for informational or entertainment purposes, and how they want to communicate with their consumer.” 

He explains that for the experience to be successful, a company must comprehend its target market and establish an authentic presence without imposing itself on the customer.

Finally, he adds, “a corporation must always be aware of the hazards associated with any uncharted and unknown terrain. “An organization should consider the metaverse’s costs and the increased consumer engagement they would experience online.”

Fresh Chances to Interact with Customers

It’s crucial to remember that the term “metaverse” refers to a future network of virtual worlds that is anticipated to further combine physical and digital realities, according to Hayley Sikora, experience planning director for Valtech. While the metaverse has not yet materialized, it is generally accepted that it will be where much human interaction occurs in the upcoming wave of the internet.

She cites some initial moves taken toward this metaverse, such as Roblox, Fortnite, or Decentraland, as giving marketers their first concrete chances to engage with customers in this environment. According to Sikora, the appeal of metaverse interactions is that they enable companies to engage with customers globally in a way that seems almost as personal and intimate as face-to-face.

The commercial case for a metaverse experience may be established through a few distinct lenses, she claims, on a more concrete level. The metaverse presents the potential to reach bigger audiences and establish stronger connections with them than other channels do from the perspective of brand recognition. The metaverse allows marketers to use improved product representations, consultations, and tools shown to increase conversion rates from a revenue perspective.

The metaverse allows businesses to sell brand-new, digital product lines like NFTs or take advantage of D2A (Direct-to-Avatar) income models. Lastly, the metaverse enables businesses to build, maintain, and upgrade immersive experiences more quickly and affordably than ever before.

Similar to how social media was previously the hottest marketing route for companies, Sikora advises considering the metaverse as a new marketing channel. While not every department needs to constantly consider its metaverse strategy, businesses should assemble teams to discuss how the metaverse will fit into the customer’s broader omnichannel experience.

A Sovereign Platform for Digital Works

According to Josh Constine, a venture partner at early-stage venture capital firm SignalFire, the opportunity of the metaverse is to create a connected, immersive network of online third places where individuals have sovereign ownership and mobility over their digital works and goods.

He claims that people will spend more time there, opening up opportunities for advertising, shopping, ticketing, and subscription experiences and the infrastructure that powers it all. “Things like graphics, connections, screens, and headsets get better, and as more apps are built for the metaverse,” he says.

The real promise of the creator economy is an escape from the algorithms, taxes, & exploitation by big platforms. I told @VogueBusiness it’s time to seize “the means of distribution” pic.twitter.com/2IQgGeeRva

— Josh Constine 📶🔥 (@JoshConstine) August 24, 2022

Product managers who can envision how their products might function and be sold in the metaverse are needed by businesses that want to enter this market, together with marketers who can secure the partnerships, real estate, and marketing support they need to make their items known to customers. He cautions against trying to forcefully integrate your company into the metaverse to maintain your current user experience. Instead, consider how your product might be altered or translated to enhance its utility in the metaverse.

Also, read – Five Exciting Metaverse Startups to Watch in 2022

Setting Up KPIs to Measure Success

Edelson claims that an organization needs to define success and monitor KPIs related to the metaverse as they start looking into potential.

Once those are determined, a company can explore the options it wants to examine and evaluate the expenses associated with each option, including whether to create its own metaverse or join one already existing. The trajectory of the current metaverse, its age, the founding partners of the metaverse, and whether the values align with those of the company considering using it all play a role in this decision.

“It will be challenging to unravel once a corporation commits to a metaverse and drives eyes to that platform, so it’s crucial for CEOs to perform their due diligence and analyse each prospect,” he observes.

The ease of convinence and intuitiveness of the experience for the user is ultimately two of the most detailed things to take into account so that they are more inclined to keep using the platform. He explains that because the metaverse is still a relatively new idea and companies are experimenting with various features, an organization must be adaptable and mindful of how the technology changes.

Edelson likens it to the early days of the internet when businesses were sluggish to accept new technology because they were unfamiliar with it. We will eventually see this sector grow, and more businesses will adopt the metaverse, he predicts, once the infrastructure is completely created, and we have moved past the trial-and-error stage.