3 Steps Brands Must Take to Win the Metaverse The metaverse represents a change from a sensory and engagement perspective.

By Neil Dsouza

Opinions expressed by Entrepreneur contributors are their own.

The introduction of the metaverse is not the unveiling of a magical gateway. It's not a connectivity game-changer like blockchain technology; it's not even a new protocol, as it brings together innovations we already see day in and day out.

So should brand leaders pay attention to the metaverse? Absolutely.

Primarily, the metaverse represents a change from a sensory and engagement perspective. The opportunity lies in the ability to enrich and augment the online experience with digital capabilities like navigation, imagery, directional sound or touch simulation. With the potential for a highly enhanced customer engagement channel in hand, here are three steps brands can take to optimize the metaverse.

1. Harness the technology

Products that have traditionally been thought too personal to be purchased online have gained traction through the use of AR and VR. The creation of virtual storefronts on Snapchat, for example, has allowed customers to virtually enter a shop, browse products and even try on shoes. Leveraging current technologies while keeping a keen eye toward newer innovations allows brands to harness the power of current platforms, like AR and VR, while also launching an enriched customer experience within the metaverse. Ray-Ban is an example of a brand that is taking that step, building upon current AR capabilities that allow consumers to virtually try on glasses or create smart glasses designed for interaction in the metaverse.

Innovation is especially critical in today's digital landscape, where consumers judge any online experience against the main players in the space. No matter the size of a business, the digital experience must meet or exceed the expectations of customers who are used to the speed and service of Amazon. Across industries the same is true. A startup streaming service, for example, won't survive without the speed, usability and offerings that a generation of Netflix viewers expects. Big platforms set high standards for all, across the board.

Related: 5 Reasons Why NFTs Are The Metaverse's Ideal Revenue Model

2. Meet consumers where they are

Though the metaverse will provide experiences enhanced by environmental connectivity, the major platforms functioning within it will continue to generate their own individual engagement channels. In the way that Facebook is already offering interactive shopping on Instagram — complete with in-app digital storefronts, product tags and checkout options — Amazon could design a virtual mall environment where consumers could walk, browse, choose and order products to be delivered to their doorstep. Five Guys could create a virtual restaurant where customers can check out the menu, speak to a customer service avatar and order food through DoorDash or UberEats. The possibilities are endless.

All that to say that consumers in the metaverse will be more dispersed than ever and will still expect immediate satisfaction. The days of using engagement channels to drive traffic to an ecommerce website are long gone. No matter the channel, today's online customer wants to learn about a product, swipe to buy it and have it delivered in 24 hours. Brands need to adapt to focus on feeding those opportunities.

Related: Metaverse: A Game-changing Innovation For Entrepreneurs

3. Create an infinite number of assets

Advertising is the monetization of attention. With consumer touchpoints crossing every channel imaginable and on every device available, that attention is more fragmented than ever; brands need to not only know every platform inside and out, they need to produce what feels like an infinite number of assets to fuel each one successfully. Add to that the customer expectation of top-class experiences regardless of format or network, and impactful digital engagement becomes exponentially more difficult. But it's also critical if a brand wants to remain relevant; adapting too slowly could mean any business' demise regardless of previous success — just ask Blockbuster or Toys R Us.

From the user's standpoint, look within any average household. At any given time, family members can be looking at different devices, engaging in multiple environments, enjoying content tailored to their tastes and behavior patterns. Brands who want to remain top of mind for even five minutes need to work harder than ever to be in the right place, put out the right content and inspire the right engagement. Every aspect is equally critical. The payoff? Those who invest the effort will reap the rewards of a more enriched, engaging customer experience and the brand loyalty it can foster.

To stay in the game and to successfully engage within the metaverse, brands will need to invest their time and budget into strategizing channels and producing an endless amount of content to fuel engagement. They also need to keep that effort funded, which is why CEOs need a full understanding of what's possible in the new realm. Leaders must know that when digital innovation is moving at 100mph, they'll want to be in that car, not standing on the side of the road being blown back as it passes by.

Related: Unlocking the True Potential of the Metaverse

Wavy Line
Neil Dsouza

Founder & CEO, Makersite

A leader in sustainability solutions, Neil Dsouza is the founder and CEO of Makersite. Recognized as a leading expert in the industry, Neil has a passion for applying data to understand and solve tough societal challenges.

Editor's Pick

She's Been Coding Since Age 7 and Presented Her Life-Saving App to Tim Cook Last Year. Now 17, She's on Track to Solve Even Bigger Problems.
Lock
I Helped Grow 4 Unicorns Over 10 Years That Generated $18 Billion in Online Revenues. Here's What I've Learned.
Lock
Want to Break Bad Habits and Supercharge Your Business? Use This Technique.
Lock
Don't Have Any Clients But Need Customer Testimonials? Follow These 3 Tricks To Boost Your Rep.
Why Are Some Wines More Expensive Than Others? A Top Winemaker Gives a Full-Bodied Explanation.

Related Topics

Management

Which Hiring Strategy Is Right for Your Startup? My Experience Says This One

Startup businesses face a unique environment when it comes to adding the talent it needs during their earliest stages of operations, and every hiring decision is critically important to get right the first time.

Business News

Woman Goes Viral For Brow-Raising Email Signature About Working Moms: 'Everyone Is Feeling This'

The email signature was created in response to pressure to answer emails within 24 hours.

Science & Technology

How These Robots Are Bringing 24/7 Automated Convenience Stores to Your Neighborhood

VenHub is using breakthrough robotic automation and AI to make retail stores five times more profitable, and anyone can join them on the ground floor as an investor.

Management

5 Easy Things You Can Do to Boost Company Morale

Little things add up over time — Here's what you can do to make someone's day a little better in the workplace.