The metaverse, the next eldorado of B2B marketing?

The metaverse, the next eldorado of B2B marketing?

Interest in the metaverse has skyrocketed since Facebook decided to make it its new business venture, with the group going so far as to rename its parent company “Meta”. In terms of financial projections, Bloomberg recently estimated the size of this market at $800 billion in 2024.

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What is it about ? From the future version of the Web, in which immersive 3D virtual universes, from video games, meet social networks, collaborative spaces, marketplaces and e-commerce. A virtual universe for a new real economy!

Last December, New York-based company Republic Realm announced that it had spent $4.3 million to purchase land on Sandbox, a platform providing access to a virtual world where participants can chat, play , participate in concerts. Warner Music has bought a plot there, for the establishment of a virtual concert hall, Carrefour also, to organize events or product launches.

These virtual worlds are one of the components of the new Web3 (short version of Web 3.0), a decentralized version of the Internet that intends to eliminate the intermediaries that are the big tech companies: the platforms would be operated, owned and improved by communities of users, to give real freedom of action to Internet users in general and to creators in particular.

An infinite field of possibilities

The metaverse thus makes it possible to establish experiential relationships with customers, prospects and collaborators through digital worlds and will obviously have an impact on B2B marketing.
Reimagined marketing that will result in a shift from traditional advertising to creating more immersive and engaging brand experiences. Customers and prospects will be embarked in an environment where they will be able to navigate in 3D, interact, explore the functionalities of a product at 360° or even interact with a real salesperson.
Another use case comes to mind spontaneously: the organization of trade fairs and events. With the pandemic, B2B decision makers have become accustomed to participating in meetings via Zoom, attending product demonstrations via webinars. Why not do it tomorrow in the metaverse? Especially since the experience of visitors/participants will be more immersive.
The after-sales service will also be transformed. In France, Microsoft is collaborating with Cosmo Tech, an expert in digital twins, to develop the first uses in this direction: at the Sido Lyon show in September 2021, they demonstrated the usefulness of the metaverse for managing a fleet wind power, fault identification and performance improvement.
The enterprise metaverse is also, potentially, a virtual workspace. It will be able to facilitate collaborative 3D design, to design and test full-size prototypes, the creation of digital twins of factories, stores, infrastructures, to better visualize what is happening there and inform decision-making. , create collaboration spaces for more engaging and productive meetings (employees will be able to interact with each other as if they were in a real meeting room) or even improve the onboarding and networking experience. The Boston Consulting Group, via its entity BCG Gamma, has announced the creation of a new headquarters…in the Metaverse: it plans to organize conferences, internal meetings and recruitment sessions there. For its part, Accenture has deployed an onboarding and socialization platform, Nth floor, where employees, equipped with a virtual reality headset, can meet via their avatars, as if they were in the same room, to exchange, train, make presentations, etc.
Finally, it is also predictable that these immersive universes serve as a framework for recruitment interviews! And the first companies to offer this type of experience will score points with candidates. Especially among the youngest, already experienced in these virtual universes through their assiduous practice of video games.

A revolution equivalent to that of social networks?

Neither gadget nor science fiction, the metaverse is a new technological paradigm bringing together the technologies that will make the digital of tomorrow: augmented reality, virtual reality, blockchain, or even NFT.
Of course, this transition will take several years, but it seems important to us that B2B players can anticipate this revolution now. Indeed, there are many who missed the social shift at the end of the 2000s thinking that it was an ephemeral fad or reserved for B2C companies and who are still trying to catch up today.
The famous “test and learn” formula has never been so relevant as with the metaverse!

By Max Mark

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