Le monde virtuel devient réel
métavers et marketi
Qu’est-ce que le métavers ?
Le Métavers ou web.3.0 est un terme générique désignant des mondes d’expériences numériques en trois dimensions, dans lesquels les gens peuvent interagir, communiquer et collaborer sans devoir se trouver physiquement dans le même espace. Il s’agit donc d’une extension du monde réel et d’un vaste espace virtuel.
Le métavers est une sorte de réalité alternative, un univers parallèle dans lequel nous pouvons faire les mêmes choses que dans notre vie quotidienne, comme travailler, socialiser, voyager, mais sans quitter notre chambre ou notre bureau.
Avec l’essor continu de la réalité virtuelle et de la réalité augmentée, le métavers pénètre désormais internet.
Comment utiliser le métavers en marketing ?
Cela n’est plus à prouver, le métavers aura un impact énorme sur le marketing dans les années à venir. Ce style de marketing utilisant la réalité virtuelle est encore relativement nouveau. Cependant, il a déjà le potentiel de révolutionner le marketing tel que nous le connaissons. Ces mondes permettent de rentrer directement en contact avec les clients dans des espaces virtuels et ainsi de pouvoir interagir avec eux. Cela donne la possibilité aux entreprises de créer une expérience individuelle et immersive pour chaque client cible.
De grandes marques ont déjà franchie le pas comme Gucci, Louis Vuitton, Nike ou encore des artistes bien connus. C’est le moyen de rassembler leur communauté, de la rendre plus puissante, de la fidéliser mais aussi de donner la possibilité aux consommateurs de tester un produit ou un service dans un univers numérique pour pouvoir le consommer dans le monde réel.
Nikeland
Prenons l’exemple de Nike, la marque a décidé de s’associer au jeu Roblox pour créer son propre metavers : Nikeland. Un monde virtuel dans lequel les joueurs de Roblox peuvent participer à des mini-jeux avec leurs amis dans un monde sur mesure imaginé par Nike en s’appuyant sur son objectif principal qui est de transformer le sport et le jeu en style de vie.
Nikeland est gratuit pour tout le monde, à condition d’avoir un compte Roblox et permet aux utilisateurs de créer un avatar qu’ils peuvent habiller en achetant de vrais produits Nike. Le showroom virtuel sert de lieu de teasing pour dévoiler les nouveaux produits et permet aux utilisateurs de personnaliser les articles. Ce monde virtuel est un moyen pour Nike de toucher de nouveaux clients et d’interagir avec eux virtuellement, pour mieux les retrouver dans le monde réel.
Il faut savoir que cette première version de ce monde en 3D n’est que le début de ce que la marque à prévu. Nikeland, voudrait par la suite accueillir des événements sportifs mondiaux. Ainsi, la marque continue de répondre à son plus grand objectif : favoriser l’accès au sport, par tous les moyens possibles.
Les défis du metavers pour le marketing
Avec le metavers, le champ des possibles devient infini. Pour réussir, les marques doivent créer des expériences convaincantes qui engagent les utilisateurs sur le plan émotionnel. Elles doivent également réfléchir à la manière dont leur avatar interagira avec d’autres avatars et contenus numériques.
Dans un premier temps, le marketing dans le metavers nécessite un nouveau niveau de créativité et d’innovation. Les marques doivent réfléchir à la manière de créer des expériences interactives et attrayantes. Deuxièmement, ces dernières doivent être conscientes des différentes manières dont les utilisateurs peuvent interagir avec le metavers. Ainsi, les entreprises doivent trouver le bon équilibre entre la publicité native et les expériences immersives, y compris les jeux, les événements, les magasins virtuels et les parrainages, tout en se concentrant sur les activations réelles.
Les principaux objectifs marketing métavers
- Tester virtuellement des produits
- Proposer aux consommateurs des expériences immersives
- Organiser des événements virtuels très interactifs
- Créer leur propre monde virtuel où l’interaction avec les clients est possible
- Offrir des expériences VIP immersives aux clients.
Un bon point de départ est de reproduire ce que vous offrez dans la vie réelle dans le monde virtuel parallèle.
La campagne marketing de Deliveroo sur Animal Crossing en est un bon exemple. en envoyant des livreurs virtuels dans le jeu pour plusieurs livraisons sur l’île. Les joueurs recevaient non seulement une livraison surprise sur leur île virtuelle, mais aussi un code promotionnel qu’ils pouvaient activer dans la vie réelle. La campagne marketing de Deliveroo a généré trois millions d’engagements dans le jeu.
À l’heure actuelle, le marketing et la publicité dans le métavers sont encore nouveaux. Par conséquent, les prix pour exécuter une campagne sont encore très bas. Cela en fait une option lucrative pour les marques qui souhaitent cibler les publics de la génération Y et de la génération Z d’une manière innovante. Ainsi, le taille de son public peut augmenter de façon significative grâce à une expérience.
De toute évidence, le métavers offre déjà aux entreprises de nombreuses opportunités de construction de marque et de marketing. Les limites technologiques actuelles et le niveau modeste d’adoption grand public ne sont pas susceptibles d’être des obstacles majeurs à l’expérimentation, à l’apprentissage et à la réussite du marketing dans le métavers.
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