On the way of mankind to the digital world, the old windows are gradually closed, and the new doors are slowly opened.
At the end of the peak of mobile Internet traffic, the metaverse of "full true Number List Internet" is shining alluringly. On the one hand, new technologies are about to refresh the people and goods yard, and start a new starting line on the new incremental battlefield; more than half of Asian consumers.
In the current start-up stage, brands are in chaos. When Metaverse Marketing 1.0 runs out of the first wave of popular gimmicks, what will be the evolution of Metaverse Marketing 2.0? Let's start over from the beginning.
1. Metaverse Marketing 1.0 is really making money
The history of marketing changes in China is the evolutionary history of digital marketing.
Thirty years ago, when I bid for a prime-time advertisement spot on CCTV, I could lie down and count the money; 10 years ago, I was watching Ogilvy and Li Xinpin's creative book entry (from college to internship); and now, Marketing has long been a "creative + technology" business, and the requirements for technology and creativity are getting higher and higher.
In other words, the current technology and creativity have been unable to keep up with the needs of marketing. Users can spend money on advertisements and turn off the recommendation algorithm; celebrities have to go live and bring goods like KOLs and KOCs, from talent show to storytelling; eight out of ten brand stories teach consumers to be human, and also Five of them are talking about following your heart and breaking through yourself.
Essentially, brands and consumers are currently on opposite sides. Metaverse marketing is based on the decentralization and creator ecology under the virtual value economy, which will change this twisted relationship. We will elaborate on this later.
So what is Metaverse Marketing? From the three perspectives of people and goods, using virtual people, sending digital collections, embracing the concept of the Metaverse, or implanting the Metaverse platform is the three-piece Metaverse marketing that brands are currently using.
Who is doing metaverse marketing? Advertising companies that do not work well in Metaverse are not good technology companies. Advertising companies and Internet giants have advantages in technology and traffic, and are competing to build the marketing infrastructure of Metaverse, such as Blue Label, Baidu, NetEase, etc.
Is the Metaverse still on fire? Judging from the Baidu search index, this year's Spring Festival Gala program implanted the topic of the Metaverse, which triggered the highest search peak. Since then, the popularity of the Metaverse has been relatively stable, and it has also risen from time to time with some favorable government policies and marketing activities.