Every buzz-generating term contains a grain of the future
Communities and fandoms. Interactive experiences. Appreciating niche creators and fandoms. Freedom of creation and monetization. Expanding of digital life, including how we work, play, love and what we own.
While still new for brands and most consumers, these are all part of a cultural shift that brands need to be aware of. While not the metaverse themselves, they might become a part of it. Marketing in these areas, if done right and with the focus of the core audience, will work without the need for buzzwords.
On the contrary
I wouldn’t be myself if didn’t play devil's advocate. If you run a campaign on Facebook—that’s digital marketing. If you create an app—that’s mobile marketing. So, can using a thing that is a part of the future metaverse be considered metaverse marketing?
This is probably the way I will need to discuss this with clients in order for them to get what they want and for me to get business. Once there is time, I will go into greater detail about the building blocks that will help create the metaverse.
In the end, I'm not your mum. I won't tell you what to call your marketing campaigns. However, as a representative of Gen Z that is targeted by most of them—and cringes a lot because of it—I want to ask for one thing: The buzzword can’t come before the value and quality for the audience. Good, value-based marketing experiences will always defend themselves—and, hopefully, win you awards too.