Hello, OptiMIST People!
Back at it again with KaMIST! Your weekly dose of insights into the latest marketing trends. In this week’s KaMIST we’ll dive into how brands have started to connect with Gen Z through the virtual world!
Traditional advertising has not proven to be a very effective way to exploit the special characteristics of virtual worlds. There is substantial potential in virtual worlds for new and innovative marketing methods that are highly engaging and take advantage of users’ active role in virtual worlds. From the marketing point of view, virtual worlds can be especially used for connecting with customers, contributing to customer learning, and getting customer input.
Nowadays, metaverse has become a popular technology that attracts people’s attention, especially for Gen Z. Thus, most marketers used it as a way to engage with the customers. Many marketers started to join metaverse to build a brand, teach, and connect with younger consumers. The large number of users in the metaverse become one of the reasons for people to believe that eventually the metaverse will become a revenue generator as consumers buy virtual goods and property to personalize their online presence. In addition, according to Wunderman Thompson Intelligence survey data, he said that Nearly two-thirds (62%) of Gen Zers believe Metaverse will be the future e-commerce.
Within the metaverse, collaborating with video games is one of the effective ways to reach younger audiences. Many younger people started to join metaverse only to play some video games. This statement is reinforced by the fact that Roblox can succesfully command 52 million daily active users. In addition, the younger audience is more able to stumble upon a brand within that game rather than any other online channels.
However, marketers should see the metaverse as an immersive channel rather than just a place to distribute collectibles and create engaging mini-games. Based on the fact, tens of millions of people would attend gaming platform shows, which is an idea that continues to wager on for brands.
Also, marketers shouldn’t see metaverse as a one-off play. A sense of camaraderie is one of the key factors that keeps Gen Z addicted to gaming, yet marketers frequently don’t enhance their campaign to drive outside discussion. Brands should be more aware about one of the characteristics of Gen Z. Most of them tend to value a sense of self-expression. According to a survey, more than half (57%) of the group’s respondents indicated that they can express themselves more freely in games than in real life. Thus, brands should consider more to launch a metaverse experience that will become a safe place for people to hang out and communicate freely.
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