5/12/2022 – The image of the Metaverse is anchored in that semi-virtual or virtual reality in which places and avatars (unacceptable today by design) make up the idea of a parallel world in which to live virtually and digitally, exchange information, use crypto-currencies to purchase virtual land or intangible assets, therefore interact remotely with whoever is connected and connected at that moment, not only technically but also for commitment, to the network.
The big brands make investments and boast the label of pioneering company in order to be able to captivate customers and seduce them with remote activities and above all with a gratifying press review that gets people talking about themselves.
However, the Metaverse is struggling to find a valid and concrete evolution on a corporate level, it struggles to enter into daily practices and above all to offer tangible benefits, such as to allow for the diffusion and circularity of investments, which is an indispensable condition for the company to enter into a planning that is based on new technologies and digital.
But by observing and studying, it seems that the Metaverse is feeding off of a fundamental error, that is, that it can actually be (even if oxymoron) that parallel world in which transactions and business arrive, in which to develop presence, brand identity and brand reputation that the company does not have outside the digital platform.
Because that would be a mistake ?
Because basically it is not possible to replicate an online existence without having a real identity and positioning. Don't make the mistake of confusing the presence of a brand with the reality of a brand.
Business, communication, interaction can certainly exist online and be completed with transactions, currency and even virtual currencies, but this can never ignore the existence of a brand and people who live and exist in a real market, with a network of relationships and real interactions, with a PC or smartphone connected to the network that is switched on or off.
So what actually happens when we are online ? It happens that we have the possibility to open a window and talk to whoever passes in front of it at that moment, therefore we have a moment of interaction to be exploited to express what we have created and what we have at home, closing the window we will go back to the house to work, to produce, develop, traveling through spaces and places in reality.
So the Metaverse can be an excellent opportunity to express values, benefits, creativity, communication, sociability … outside the moment of the use of a service.
If today a brand intends to concentrate its activities in the Metaverse and create its own virtual store within which to move, know and also buy, he will be able to do so but with the possibility of exploiting his reputation, his identity, its characteristics of uniqueness built and skilfully represented by a real market positioning.
So what is the best solution ?
He Phigital. The convergence between real actions and virtual actions, the use of physical space, a store, an office, within which you can carry out activities in “integrated reality”, expanding the physical universe and developing a very useful virtual moment to evolve the corporate positioning and therefore make it more modern, visionary, strategic in a context that is changing and which inevitably requires adjustment, but not a twist.
Therefore, before logging into Decentraland or other Metaverses and deciding to purchase a virtual space, invest in the creation of a digital interface that represents the company as a little house designed on Minecraft, the suggestion is to dedicate time and a little’ of energy to redefine a brand strategy from a Metaverse perspective, not to suddenly jump into the Metaverse.
Thus it will be possible to exploit an opportunity, adequately preparing for a market adventure that will increasingly require companies to participate, but which requires at the same time to invest wisely and exploit new technologies tactically, not simply follow a trend that cannot be applied indiscriminately to different corporate realities, different as small or large, manufacturers or services, operating independently or as part of a network.
For information and a personalized evaluation, contact us: management@mito.org.uk
