{"id":29087,"date":"2023-01-10T20:25:41","date_gmt":"2023-01-10T20:25:41","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2023\/01\/10\/how-marketers-will-approach-web3-virtual-experiences-and-gaming-this-year\/"},"modified":"2023-01-10T20:25:41","modified_gmt":"2023-01-10T20:25:41","slug":"how-marketers-will-approach-web3-virtual-experiences-and-gaming-this-year","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2023\/01\/10\/how-marketers-will-approach-web3-virtual-experiences-and-gaming-this-year\/","title":{"rendered":"How marketers will approach web3, virtual experiences and gaming this year"},"content":{"rendered":"<p> <a href=\"https:\/\/go.fiverr.com\/visit\/?bta=1052423&nci=17043\" Target=\"_Top\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/fiverr.ck-cdn.com\/tn\/serve\/?cid=40081059\"  width=\"601\" height=\"201\"><\/a>\n<\/p>\n<div itemprop=\"articleBody\">\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile\">\n<figure class=\"wp-block-media-text__media\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"450\" alt=\"MarTech's 2023 predictions\" class=\"wp-image-357442 size-full\" data-srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/MarTech-2023-Predictions-800x450.jpg 800w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/MarTech-2023-Predictions-600x338.jpg 600w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/MarTech-2023-Predictions-200x113.jpg 200w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/MarTech-2023-Predictions-768x432.jpg 768w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/MarTech-2023-Predictions-1536x864.jpg 1536w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/MarTech-2023-Predictions-150x84.jpg 150w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/MarTech-2023-Predictions.jpg 1920w\" data-lazy-data-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/MarTech-2023-Predictions-800x450.jpg\"\/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"450\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/MarTech-2023-Predictions-800x450.jpg\" alt=\"MarTech's 2023 predictions\" class=\"wp-image-357442 size-full\" data-srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/MarTech-2023-Predictions-800x450.jpg 800w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/MarTech-2023-Predictions-600x338.jpg 600w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/MarTech-2023-Predictions-200x113.jpg 200w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/MarTech-2023-Predictions-768x432.jpg 768w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/MarTech-2023-Predictions-1536x864.jpg 1536w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/MarTech-2023-Predictions-150x84.jpg 150w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/MarTech-2023-Predictions.jpg 1920w\" data-sizes=\"auto, (max-width: 800px) 100vw, 800px\"\/><\/noscript><\/figure>\n<\/div>\n<p>The metaverse talk over the last year unlocked the creativity of marketers to imagine how they will engage customers in the digital, virtual future. In the year to come, many of these ideas will be viable, depending on the maturity of platforms and the lengths to which marketers will go to meet customers where they are.<\/p>\n<p>It isn\u2019t just talk. Big brands like <a href=\"https:\/\/martech.org\/samsung-bridges-metaverse-and-real-life-experiences-for-climate-week-nyc\/\" target=\"_blank\" rel=\"noreferrer noopener\">Samsung<\/a>, <a href=\"https:\/\/martech.org\/walmart-launches-roblox-metaverse-experiences\/\" target=\"_blank\" rel=\"noreferrer noopener\">Under Armour<\/a> and <a href=\"https:\/\/martech.org\/how-under-armours-curry-brand-shoes-are-taking-off-in-the-metaverse\/\" target=\"_blank\" rel=\"noreferrer noopener\">Walmart<\/a> have rolled out multi-pronged, long-term engagements in virtual worlds and with virtual goods. Metaverse-related activations are in about half of marketers\u2019 <a href=\"https:\/\/martech.org\/over-half-of-marketers-are-using-the-metaverse-or-considering-it\/\" target=\"_blank\" rel=\"noreferrer noopener\">immediate plans, or they\u2019re being considered<\/a>.<\/p>\n<p>Here\u2019s the shape some of those plans will take in the year ahead.<\/p>\n<h2 id=\"h-return-to-marketing-basics\">Return to marketing basics<\/h2>\n<p>Virtual worlds and augmented reality experiences have the potential to reach customers in fresh, immersive ways. Marketers will focus on VR and AR experiences, and, following recent crypto-crashes, will likely hold off on NFT activations tied up in cryptocurrency value.<\/p>\n<p>\u201cI think there\u2019s definitely a sense of a reality check on the crypto side of the metaverse,\u201d said Andrew Frank, VP distinguished analyst at Gartner. \u201cI think we\u2019re going to see marketing organizations get much more practical and realistic about the value of these technologies. They\u2019ll be looking at how they can use these technologies to enhance loyalties and more secure rewards currencies.\u201d<\/p>\n<p>This \u201creturn to marketing basics\u201d means that marketers will stick with long-running loyalty and data strategies that can be enhanced with the new technology. For instance, NFTs and other digital tokens can provide discounts, like a coupon, without getting confused with investments in cryptocurrency.<\/p>\n<p>\u201cYou can have [brand] advocacy without getting involved in this whole value of crypto as an investment vehicle,\u201d said Frank.<\/p>\n<p>\u201cAnother application of NFTs is the idea that you can selectively disclose your interest and intentions to a marketer,\u201d Frank added. \u201cInstead of collecting permission, you can use that [blockchain-based] loyalty card to express interest in products and general preferences.\u201d<\/p>\n<h2>NFTs in loyalty programs<\/h2>\n<p>\u201cThe recent FTX collapse has sparked a lot of uncertainty and fear within the crypto\/NFT market, but despite this situation, we are still seeing a lot of interest from brands to launch web3 activations,\u201d said Laura Connell, consumer trends manager for consumer insights and analytics company GWI. \u201cBecause the metaverse\u2019s focus is on community, brands will find different and new ways for consumers to digitally interact with them and each other.\u201d<\/p>\n<p>For instance, web3 users can acquire an NFT that unlocks certain privileges, just like traditional rewards programs. Because the NFT is supported by a decentralized blockchain ledger, the data relating to the customer\u2019s engagement isn\u2019t a private asset that a company or third party retains. It\u2019s on the blockchain, not in a company\u2019s database.<\/p>\n<p>\u201cWe can expect to see brands begin to engage with NFTs more as they bake these digital activations in their loyalty and reward programs,\u201d said Connell. \u201cAs we already see with Nike, Swoosh and Starbucks, rewarding engaged community members is the new era of brand marketing and customer retention.\u201d<\/p>\n<p>She added, \u201cWithin web3, we see NFTs as a brand loyalty program that could identify and curate a closer group of consumers than ever before.\u201d<\/p>\n<h2>Discovering social cues and interactions<\/h2>\n<p>Virtual worlds and tokens are new for consumers and marketers alike. As brands get bolder and the space matures, they\u2019ll be learning more about how users interact in this new environment.<\/p>\n<p>\u201cWe\u2019re starting to see \u2018metaverse<strong> <\/strong>budgets,\u2019 RFPs and internal \u2018metaverse teams\u2019 as companies formally commit to the metaverse beyond simply \u2018testing the waters.\u2019\u201d said Alex Howland, President and cofounder of virtual world platform Virbela. \u201cThese innovators will discover more about the social cues that allow for complex interactions and how that can scale far beyond anything video conferencing accommodates.\u201d<\/p>\n<p>\u201cA robust ecosystem of varied social environments will be an exciting exploration for companies in the metaverse in 2023,\u201d said Sheldon Brown, cofounder and VP of product design and innovation for Virbella. \u201c[These environments are] mirroring how we move between our real-world environments and emphasizing aspects of ourselves in different ways, in different contexts.\u201d<\/p>\n<figure class=\"wp-block-image size-full is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"789\" height=\"535\" alt=\"\" class=\"wp-image-357858\" data-srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2023\/01\/Gartner-metaverse-graphic.png 789w, https:\/\/martech.org\/wp-content\/uploads\/2023\/01\/Gartner-metaverse-graphic-498x338.png 498w, https:\/\/martech.org\/wp-content\/uploads\/2023\/01\/Gartner-metaverse-graphic-167x113.png 167w, https:\/\/martech.org\/wp-content\/uploads\/2023\/01\/Gartner-metaverse-graphic-768x521.png 768w, https:\/\/martech.org\/wp-content\/uploads\/2023\/01\/Gartner-metaverse-graphic-150x102.png 150w\" data-lazy-data-sizes=\"(max-width: 789px) 100vw, 789px\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/martech.org\/wp-content\/uploads\/2023\/01\/Gartner-metaverse-graphic.png\"\/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"789\" height=\"535\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/martech.org\/wp-content\/uploads\/2023\/01\/Gartner-metaverse-graphic.png\" alt=\"\" class=\"wp-image-357858\" data-srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2023\/01\/Gartner-metaverse-graphic.png 789w, https:\/\/martech.org\/wp-content\/uploads\/2023\/01\/Gartner-metaverse-graphic-498x338.png 498w, https:\/\/martech.org\/wp-content\/uploads\/2023\/01\/Gartner-metaverse-graphic-167x113.png 167w, https:\/\/martech.org\/wp-content\/uploads\/2023\/01\/Gartner-metaverse-graphic-768x521.png 768w, https:\/\/martech.org\/wp-content\/uploads\/2023\/01\/Gartner-metaverse-graphic-150x102.png 150w\" data-sizes=\"auto, (max-width: 789px) 100vw, 789px\"\/><\/noscript><figcaption class=\"wp-element-caption\">Image: Gartner.<\/figcaption><\/figure>\n<h2>The rise of gaming influencers<\/h2>\n<p>As marketers in gaming already know, the gaming ecosphere has its own rising stars. Look for more brands to tap into these thriving communities in the year ahead.\u00a0<\/p>\n<p>\u201c[This] will be the year that marketers embrace partnerships with gaming influencers, even if no obvious direct ties to the gaming community exist,\u201d said Alexander Frolov, cofounder and CEO of influencer marketing platform HypeAuditor. \u201cWhile the gamers\u2019 main platform might be Twitch or a similar streaming service, they often have a following on other social media platforms, such as Instagram and YouTube. For instance, Samsung, Red Bull, and even Hershey are some of the brands who already have partnerships with Ninja, the most followed gaming streamer on Twitch. We expect to see a surplus of non-gaming brands following in their wake.\u201d<\/p>\n<p><strong><em>Dig deeper: <a href=\"https:\/\/martech.org\/pepsicos-strategies-for-marketing-via-online-games-and-esports\/\">PepsiCo\u2019s gaming and esports strategies<\/a><\/em><\/strong><\/p>\n<hr class=\"wp-block-separator has-text-color has-background has-cyan-bluish-gray-background-color has-cyan-bluish-gray-color\"\/>\n<p><!-- START INLINE FORM --><\/p>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center justify-content-center\">\n<div class=\"col-12 col-lg-3 col-xl-auto pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Get MarTech! Daily. Free. In your inbox.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-background has-cyan-bluish-gray-background-color has-cyan-bluish-gray-color\"\/>\n<hr\/>\n<div class=\"google-news-link text-center\">\n\t\t\t\t\t\t\t<em><a class=\"\" href=\"https:\/\/news.google.com\/publications\/CAAqBggKMJeAJDCAwQQ?hl=en-US&amp;gl=US&amp;ceid=US%3Aen\" target=\"_blank\" rel=\"nofollow noopener\">Add MarTech to your Google News feed.<\/a><\/em>\u00a0\u00a0\u00a0\u00a0<img loading=\"lazy\" decoding=\"async\" class=\"img-fluid\" alt=\"Google News\" width=\"140\" height=\"38\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/martech.org\/wp-content\/themes\/tdm-editorial\/img\/icons\/google_news.png\"\/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/martech.org\/wp-content\/themes\/tdm-editorial\/img\/icons\/google_news.png\" alt=\"Google News\" width=\"140\" height=\"38\"\/><\/noscript><\/p>\n<hr\/><\/div>\n<p><!-- START EOS SPACE --><\/p>\n<p><!-- END EOS SPACE -->\t\t\t\t\t<\/p>\n<div class=\"about-author\">\n<p>About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3\">\n<div class=\"avatar\" style=\"min-width:140px;min-height:140px;\">\n\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" class=\"img-fluid\" alt=\"Chris Wood\" width=\"140\" height=\"140\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/martech.org\/wp-content\/uploads\/2021\/01\/Chris-Wood-1-338x338.jpg\"\/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/martech.org\/wp-content\/uploads\/2021\/01\/Chris-Wood-1-338x338.jpg\" alt=\"Chris Wood\" width=\"140\" height=\"140\"\/><\/noscript>\t\t\t\t\t<\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<iframe loading=\"lazy\" id=\"twitter-widget-0\" data-lazy=\"true\" data-src=\"https:\/\/martech.org\/2023-predictions-how-marketers-will-approach-web3-virtual-experiences-and-gaming-this-year\/about:blank\" class=\"twitter-follow-button twitter-follow-button\" title=\"Twitter Follow Button\" data-twttr-rendered=\"true\" style=\"width: 251px; height: 25px;\" data-rocket-lazyload=\"fitvidscompatible\" data-lazy-data-lazy=\"true\" data-src=\"https:\/\/platform.twitter.com\/widgets\/follow_button.1392079123.html#_=1392650032615&amp;id=twitter-widget-0&amp;lang=en&amp;screen_name=cwtech4&amp;show_count=true&amp;show_screen_name=true&amp;size=m\"><\/iframe><noscript><iframe id=\"twitter-widget-0\" data-lazy=\"true\" data-src=\"https:\/\/platform.twitter.com\/widgets\/follow_button.1392079123.html#_=1392650032615&amp;id=twitter-widget-0&amp;lang=en&amp;screen_name=cwtech4&amp;show_count=true&amp;show_screen_name=true&amp;size=m\" class=\"twitter-follow-button twitter-follow-button\" title=\"Twitter Follow Button\" data-twttr-rendered=\"true\" style=\"width: 251px; height: 25px;\"><\/iframe><\/noscript>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/p>\n<p>\t\t\t\t\t\tChris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country&#8217;s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on &#8220;innovation theater&#8221; at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.\t\t\t\t\t<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p>\n\t\t\t\t\t<\/div>\n<iframe data-lazy=\"true\" data-src=\"https:\/\/www.fiverr.com\/gig_widgets?id=U2FsdGVkX18x7XQvttUTrv1oEqmGNGTgvvCUiUoJ\/AP4z\/UyMz8lXGOLpu15jIMxBbTR0gmD5uBoFvhC4KWeALQRp3h\/X\/AwcVD0K8Wj9H\/ZzYKzcCNHosB9oS4SCJJFWiN85P9ICAc4OgCoE\/wHKIY7CDkf2\/DQ1vqGvk4smVe5cRDEmrLPCWi4FC8p40VUhSmWQ5udCm0zoJtorgWv3vbDQw0kKYkwn39ozAnQXDe+YvWMxkLFWA+O3TFwkJvdkIK+\/AUSnRssPKt5WHY0FhNOxnSPcLslEL4G4\/RfP95ve99U+kRnDy3X+KtzdQLY+u935ghON\/o3UE4IMv9oN6JX9RnxzL\/LRcOgnHigxStSGPKsZYtnz8RWNVT\/rOLAibqiWJadC5MYHRbekF3eg6FOGrQGkXYbsn0+a5aovnlLCbLwIqY9fcS17UX8J235iQ6cdmHNbrPeS84CMm34RA==&affiliate_id=1052423&strip_google_tagmanager=true\" loading=\"lazy\" data-with-title=\"true\" class=\"fiverr_nga_frame\" frameborder=\"0\" height=\"350\" width=\"100%\" referrerpolicy=\"no-referrer-when-downgrade\" data-mode=\"random_gigs\" onload=\" var frame = this; var script = document.createElement('script'); script.addEventListener('load', function() { window.FW_SDK.register(frame); }); script.setAttribute('src', 'https:\/\/www.fiverr.com\/gig_widgets\/sdk'); document.body.appendChild(script); \" ><\/iframe>\n<br \/><a href=\"https:\/\/martech.org\/2023-predictions-how-marketers-will-approach-web3-virtual-experiences-and-gaming-this-year\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The metaverse talk over the last year unlocked the creativity of marketers to imagine how they will engage customers in the digital, virtual future. In&#8230;<\/p>\n","protected":false},"author":1,"featured_media":29088,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-29087","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech-universe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How marketers will approach web3, virtual experiences and gaming this year - mailinvest.blog<\/title>\n<meta name=\"description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. 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