Doug Rozen, CEO, dentsu Media, Americas
As a marketing and advertising industry we need to stop obsessing over the metaverse and start focusing on the broader picture. Soon, we’ll all be living in a multiverse.
Remember the so-called year of mobile — a concept we obsessed over for nearly 10 years until one day we suddenly lived in a mobile-centric world while still living in our physical world? That’s what is happening now with the emergence of Web3 and new virtual realities. We will not escape to a metaverse; we will live across realities in a multiverse. Eventually, we will move effortlessly from physical, to digital, to virtual realities without having to slap a brick (AR Headset) to our face to leave this reality.
The web has been progressively connecting people to what is next. Web1 was great at connecting individuals to information with broader adoption of computing. Web2 was all about connecting individuals to each other while on the go with the emergence of mobile. Web3 will be driven by connecting individuals to new environments while promoting decentralization in doing so. Both are reasons why we need to start talking multiverse instead of metaverse.
No one right now is kissing their partner in the morning as they leave the house saying “I’m going to the metaverse today. See you tonight.” Just like mobile, it’s probably going to take seven to 10 years for full Web3 adoption. By that time, we will find ourselves truly living and marketing in a multiverse.
With new opportunities on the horizon, now is the time for marketers to be educating, experimenting, and innovating with Web3. At dentsu, we are exploring and building with clients creative, sustainable, and ethical ways to leverage a multiverse, not limited to just a single reality.
Let’s learn from our experience with mobile and not let the shiny object blind our strategic vision. This means thinking about the next multiverse opportunities, including physical, digital, and virtual experiences. The brands that will come out on top and cut through the noise in a multiverse will be the ones that find the right meaning in each world and pair it with the right engagement.
One of the core premises of Web3, be it blockchain, NFTs, crypto, or virtual realities, is that control is truly in the hands of the community, and with complete transparency. This will have positive long-term implications on marketing as brands get more comfortable with less control. Authentic engagement will take priority with the emphasis on the real part of whichever reality.
The great news is that the multiverse already exists, and many platforms, content producers, and technologists are far along in building out the infrastructure connecting the physical, digital, and virtual worlds. In the new age of decentralization, no single company should be the name-keeper of this next frontier.
4 Tips for Marketers
Virtual realities are just one part of our overall future world and, while it’s important for marketers to experiment with and plan for Web3, they should also be thinking about a holistic consumer experience across physical, digital, and virtual worlds as the virtual world has limitations.
As we prepare for what’s next in a burgeoning multiverse, there are ways brands can get ahead and think about future-facing multiverse marketing opportunities. Here are some suggestions:
- Build multiverse into your marketing mix. For brands to successfully market in Web3, they need to make sure they don’t just exist in one reality. Find a way to meaningfully and authentically engage with consumers in and across all of their realities.
- Learn, test, and iterate. Right now, we should be educating and experimenting with Web3. We should be learning all we can to be ready for a full-on multiverse. As consumers, we are wrapping our heads around new realities and what Web3 unlocks. As marketers, now is the time to be ingenious, figure out what works and what feels most authentic to your audiences.
- Gaming is the gateway. Brands are already seeing success in entering Web3 through gaming. Marketing in gaming presents the best opportunity for brands to reach growing audiences that are fully immersed in a multiverse right now. According to dentsu’s proprietary research, there are over 151 million U.S. gamers and 52% of them are age 34+ and 40% are women. Use gaming as the on-ramp for your multiverse marketing to reach them as their numbers grow.
- Learn from multimedia categories: The practice of designing, sharing, and participating in a cohesive story experience across multiple environments has been an effective tool for categories like entertainment. Take Disney, which for decades has built experiences across different physical and digital environments. Capitalizing on fandom, a Marvel comic is translated from a traditional printed comic book to create real, digital, and immersive experiences through movies, game spin-offs, cosplay, avatar skins, theme-park rides, and more.
If we have learned anything from the past, the future of Web3 will never be just one thing. By broadening our horizons, the multiverse presents an incredible opportunity to explore the intersection of the physical, digital, and virtual experiences that surround us.
Doug Rozen, is CEO of dentsu Media, Americas
This news is republished from another source.