Marketing in the metaverse: how to leverage the intersection between the virtual and the real?

metaverse marketing

For several years, we have been witnessing a convergence between the virtual and the real. Consumer mobile applications are very popular and allow consumers to have enriching experiences related to the digital world. However, these technological advances are modest compared to the possibilities offered by the metaverse.

The metaverse is a concept that designates a virtual space close to the video game, but whose scope is much wider. It is an interconnected and persistent virtual universe where people can meet to communicate, exchange information or conduct social or commercial activities.

This new form of virtual reality is booming and offers unprecedented opportunities for marketing. This article takes a closer look at these opportunities and explains what brands need to know to leverage the metaverse to their advantage.

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Understanding the metaverse and its scope

The metaverse is a generic term for a virtual space that combines features from multiple technologies. For example, it offers immersive user interaction, like in video games, but also realistic modeling of scenes and environments inspired by real life.

The most promising indications of the potential of the metaverse come from the video game industry. We’ve already seen that both professionals and consumers are keen on augmented reality (AR) and virtual reality (VR) games. In this context, VR games are enjoying particularly strong growth – which means they represent a significant potential revenue stream for brands.

Many platforms and technologies are available to make the metaverse work. Probably the most famous is Oculus Rift, a VR platform designed by Facebook to help consumers explore virtual worlds. But there are many other options, including Microsoft Hololens, PlayStation VR and Google Cardboard.

  • Oculus Rift
  • Microsoft Hololens
  • PlayStation VR
  • Google Cardboard

While VR applications are quite advanced in video games, their scope is much broader than that. More and more users are seeking interactive experiences to explore virtual places, attend social gatherings, and even purchase goods and services.

Indeed, the metaverse can be integrated into the marketing and sales process. Brands can organize immersive virtual experiences for their customers, such as virtual store tours, virtual trade shows, business meetings or training programs. And with payment tools built into the metaverse, businesses can easily sell their products directly online.

Unlimited marketing opportunities

metaverse marketing

As companies explore their marketing possibilities, new opportunities are constantly emerging at the border between the virtual and the real. Brands can now offer a number of online activities that engage their customers and encourage sales.

For example, brands can attract consumers’ attention by running promotional campaigns on social networking sites. Brands can also create virtual immersive experiences to showcase their products in an interactive and engaging way.

Additionally, brands can leverage gamification and user recognition to encourage customers to return and share their positive experience with friends and family.

The metaverse technology allows brands to form long-lasting and loyal relationships with their customers. Indeed, the accounting, billing and delivery tools integrated to the metaverse simplify the purchasing process. Brands can also gain valuable data on consumer habits and preferences, allowing them to target their audiences more effectively.

What to do now?

Today, to succeed with marketing, brands must think in 3D. The metaverse presents unprecedented opportunities for businesses. Brands can not only improve their marketing activities, but also their supply chain and their ability to deliver products and services.

To take advantage of the metaverse, brands must invest in innovative technologies, such as VR and AR. Brands can also look for integrated software solutions that enable them to implement effective marketing campaigns and collect accurate customer data.

Of course, brands must also consider the legal and security risks associated with the metaverse. Fortunately, there are solutions to mitigate these risks and protect consumers.


The adoption of the metaverse is growing rapidly and we should see a massive deployment in the coming years. Brands can already take advantage of the opportunities offered by the metaverse and transform their marketing activities. They can create rich, interactive experiences for their customers and improve their business operations with integrated payment, delivery and inventory management tools.

Brands with a head start in adopting the metaverse will be best positioned to take advantage of this technology. They need to invest in modern technologies, look for integrated software solutions and take the necessary steps to ensure security and compliance.

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Amandine Carpentier