Marketing in reverse: 4 benefits of this relationship for the market |  SECS

Marketing in reverse: 4 benefits of this relationship for the market | SECS

Experts point to NFT and the evolution of immersive experience technologies as key points for marketing in the near future

A reality in the global marketplace, the metaverse is a way for people to connect in immersive worlds online. This technology has the potential to become stronger and stronger in the corporate world – and the numbers don’t lie: according to Crunchbase data, in the last quarter of 2021 alone, nearly $ 1.9 billion in venture capital has been invested in startups. software is augmented reality hardware.

The exponential growth of this market opens up opportunities to build direct and effective communication with the most diverse target audience. For marketing and advertising, the scenario is no different. As the metaverse becomes more meaningful, professionals in the field look for ways and strategies for growth. Knowing this, here are four benefits that Paulo Martins, CEO of, highlights about the influence of this technology on marketers:

Increase engagement with immersive experiences

The metaverse focuses on creating a digital experience through audio, video, augmented reality and virtual reality. At the same time, marketers can create such experiences for businesses.

The executive indicates that some early adopters are already creating this type of practice at conferences and events. “One example to cite is the CES (Consumer Electronics Show) convention, which showcases virtual reality experiences from 2017. With this, brands and marketers are able to create immersive experiments for their customers and realize the potential of it generates more sales and sales, ”Martins points out.

Presence in virtual worlds

The metaverse will present virtual worlds where users can visit, walk and build properties, among other possibilities. Second Life was a case in point – launched in 2003 as a computer-accessible virtual world, by 2020, it already had about 900,000 customers. In the game, users can create an avatar to interact with the cyber world and visit businesses, libraries and educational experiences.

“Virtual worlds are significant for marketers because of their scale. To create a unique and immersive experience for your brand, you need to have an appeal, especially if you want to have a presence in this immersive environment. Good advice is to create an avatar to interact with users, ”comments the CEO.

Earn revenue by selling collectibles

In addition to driving brand engagement, companies can generate revenue in the metaverse through non-fungible tokens (NFTs) – a type of digital collection that originates from the blockchain network. The current NFT boom is driven by low interest rates and a gold rush mentality. However, there is probably a continuing demand for digital collections.

The marketing potential for collections and NFTs is most evident when the trader combines them with other trends. For example, can you imagine consumers buying a virtual home, a virtual card made by their favorite athlete, or digital art? The idea is to create NFT for just about anything: art (digital and physical), photos, videos, messages, social media posts, and more.

Metaverse and Offline Marketing Integration

With the integration of metaverse and offline marketing, it is possible to use technology to bring users to interact with the company outside of the virtual world – or access the website, for example. “The professional can create a temporary presence in a metaverse world to promote their company at an event. It’s a challenge to exploit the brand in a technological and creative way,” he concludes.

About the Arena:

Founded in 2018, in the United States, Arena arrives in Brazil with major companies in its portfolio of clients such as Globo, Telegraph, Vtex, Facebook, Figma, Vans, Universidade de São Paulo, Nubank, Bradesco, C&A, Avon, Bayer and others. The startup has a platform divided into two cores: experience and data, and offers Live Chat, Blog Chat and Digital Events products to its customers in more than 124 countries. By 2021, the widgets used by more than 24,000 customers will reach about 350 million users worldwide.


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