Meta what is it? What scenarios for marketing


Meta what is it? It is a question that more or less all of us have been asking ourselves over the past few months, when Mark Zuckerberg, CEO and founder of Facebook, announced the company’s naming change and future plans regarding, precisely, the Metaverse. In this article, we are going to analyze what is meant by this concept and how it can revolutionize the world of marketing.

Meta what is it: the listed company and the concept of the Metaverse

First, Meta is the new name of the company formerly known as Facebook, which now owns the social platforms Facebook, Instagram and WhatsApp, as well as the Oculus brand. The new name, in addition to trying to erase the problems with various regulatory agencies and the controversy over the Facebook Papers revelations, also shows the company’s willingness to look to the Metaverse for the near future.

However, the concept of the Metaverse is not new to the Western world. In fact, it is a term coined by Neal Stephenson in Snow Crash (1992), a cyberpunk science fiction book in which it is described as a virtual reality shared via the Internet, where one is represented in three dimensions through one’s avatar. In short, a kind of virtual and parallel reality that users can visit.

Meta what it is: the promise of Facebook

When Mark Zuckerberg announced the birth of Meta last October, he said: “The Metaverse will be the successor to the mobile Internet. We will be able to feel present as if we are right there with people, no matter how far away we are. We will be able to express ourselves in new joyful and fully immersive ways. Today we are seen as a social media company, but in our DNA we are a company that builds technology to connect people, and the Metaverse is the next frontier just as social networking was when we started.”

In short, according to his plans, the Metaverse will not be a closed enclosure within a social network: rather, it will be a more evolved version of the Internet, capable of enabling the emergence of websites and and e-commerce on the same.

Facebook’s Metaverse will give users the opportunity to participate in an immersive journey that will change the way they socialize, work, shop, play, and interact with their surroundings. This is because Meta will do everything to make participation in the experience as real as possible. In fact, users will be able to be from one side of the Earth to the other but arrange a meeting with a friend, attend events, interact with colleagues without being in person at the workplace, etc.

Basically, connecting people: what ideally was the goal at the birth of Mark Zuckerberg’s platform.

Meta what is it: how it changes the relationship between brands and users

This new world usable through virtual reality will bring about a great change in the relationship between brands and users. Indeed, for companies, marketing and developing e-commerce will mean designing ideas and experiences that are increasingly immersive and engaging for users, reinforcing even more the importance of the user experience.

This will lead to increasingly shorter distances between brands and customers: for example, the launch of a new product on the market could take place within a special virtual space with exclusive access, created specifically in the Metaverse.

What opportunities for marketing in the Metaverse?

Understanding that the Metaverse will be a set of digital places that offer users the opportunity to immerse themselves in a virtual world, what implications will there be for marketing?

Certainly, creators will face and have to design a new way of interaction and communication, not only with their consumers but also with other influencers. By having more accurate data at their disposal, advertisers will have access to a whole new level of targeting.

Major changes include storytelling, which is to become fully 3D. This is because in order to engage and retain users, new ad hoc advertising modes created to amalgamate smoothly with the Metaverse will have to be investigated.

Another interesting aspect, will be the new trend of SEO positioning: it will be necessary, in fact, to start analyzing how to be found first in the Metaverse. According to reports, through replication within the database, companies will be able to present relevant information and products based on the user’s geolocation.

Essential, then, is the concept of gamification: interacting in a virtual three-dimensional space in which users can teleport and have experiences greatly increases the range of actions, reactions and ideas that can arise from interaction with others.

Why rely on an agency

As we have seen, the Metaverse represents a concept that is still little known, but with wide scope in terms of the marketing world. As the next great frontier of the digital world, it will prove very important to play ahead and be ready when this new reality lands in Europe as well. For this reason, it becomes essential and necessary to rely on qualified and up-to-date experts to understand how to move in this new reality and design ad hoc campaigns.

In this regard, an agency such as Spada Media Group comes in very handy as it is made up of continuously trained specialists who will be able to design the strategy best suited to your needs.

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