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  • Paul Shomer

How enterprise brands should think about the metaverse and start building the infrastructure today


The metaverse is a revolutionary way for brands to reach their customers, creating meaningful relationships and unlocking limitless opportunities. With digital evolution happening at an unprecedented rate, enterprise brands have the once-in-a-lifetime chance to connect with broader audiences in virtual spaces - but it's no small feat! To make the most of this new reality, businesses must build strong foundations that give them room to expand engagement as demand increases.


The possibilities are endless when it comes to virtual worlds, and brands should start thinking about ways to incorporate this technology on a large scale. In this blog, I will highlight how brands should start building the infrastructure today to support growing engagement in the virtual worlds of tomorrow and ensure they remain relevant in this constantly evolving space.



Understanding the Metaverse

It is important for brands to have a clear understanding of the metaverse and its infinite possibilities. The metaverse is a term used to define the set of shared virtual spaces where individuals can interact with a computer-generated world through virtual reality, augmented reality, or other immersive technology. It could be seen as the next stage of the internet, where a user can engage with global communities in shared virtual environments. Brands that understand the potential of this technology can prepare themselves to create innovative experiences.


Investing in Infrastructure

With the metaverse, businesses need to invest in building an infrastructure that supports digital ecosystems in a new and innovative way. This will require enterprises to think about integrating metaverse technology into their current systems or establishing new ones. The focus of investment should be in building a vast and immersive ecosystem that allows users to engage with each other through virtual tools.


Authenticity

The metaverse is an exciting new platform for brands to engage their customers. However, it's crucial that businesses' commitment remain authentic while connecting with users in the digital space. To be successful and build customer trust within this virtual playground, companies need to focus on creating immersive experiences specific to their core values and offer unique value such as education or entertainment content users won't find elsewhere. It's all about striking a balance between marketing messages and respecting autonomy-something only achievable through genuine engagement! As this technology continues to evolve, the brands that can create truly authentic experiences will be the ones that stand out from the crowd.


Community

With the emergence of the metaverse, brands are presented with new opportunities to create connections with their customers. Building a strong online community is now more important than ever, as brands must compete for attention and loyalty within this virtual space. Social media platforms are no longer sufficient for creating a strong presence in the metaverse. Instead, dedicated spaces must be created that are exclusive to the brand and its community. For example, fashion brands can create virtual showrooms and sales floors where customers can interact with products in a more immersive way. Gaming brands can create their own virtual worlds within the metaverse where gamers can come together and share experiences.


But more than just offering a virtual space, brands need to also create events and activities that bring their community together. This can be in the form of virtual concerts, conferences, or simply gatherings that offer a chance for members of the community to connect and network. Such events can be hosted within the brand’s virtual space or even in external venues and advertised through the metaverse itself. By creating memorable experiences for their community, brands can create a sense of shared identity that is difficult to replicate through traditional marketing channels.


Overall, the metaverse presents a valuable new avenue for brands to connect with their customers and build a strong community. As this technology evolves, those brands that invest early in creating a strong presence within the metaverse are likely to reap the greatest rewards. So, whether you are a fashion brand, a gaming brand, CPG brand, or any other type of brand, it is crucial to start exploring the opportunities presented by the metaverse and start building a community that can thrive in this exciting new digital ecosystem.


Collaborating with Metaverse experts

Brands entering the new metaverse realm need to collaborate with Web3 experts who can provide them with a deep understanding of the technology and its potential. This collaboration can help establish a successful plan to enter the metaverse and build a unique presence for the brand within it. Engage expertise to help craft genuinely immersive experiences that enhance brand awareness and user engagement.


The metaverse is the virtual world of the future. Enterprise brands that do not begin building infrastructure now will fall behind in their digital engagement with customers tomorrow. Now is the time to start thinking about innovative ways to engage with your customers in the metaverse. To do so, brands must invest in infrastructure, create memorable immersive experiences, collaborate with the right experts, and stay true to their core values. As brands continue to explore the potential of the metaverse, they will undoubtedly discover new ways to innovate and engage with customers like never before. One final tip…be patient: The metaverse is still in its early stages. It will take time for it to mature and reach its full potential. Don't expect overnight success.


BY PAUL SHOMER, CO-FOUNDER, HEAD OF ACCOUNTS – TRIDENT3

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