Fad of Future?
Five metaverse misconceptions for B2B brands

The metaverse; an undetermined world, where the line between physical and digital blurs. It may sound like the stuff of Sci-Fi movies, but it’s the hottest topic in the tech industry.

The concept of the metaverse is still shrouded in mystery and B2B brands are wondering what value it holds for them, how to get involved and when is the right time. In a world where CX and EX are central to business success, the metaverse provides new opportunities for engaging people. It offers B2B brands a chance to be more virtually active, providing enhanced interactions and exclusive experiences that deepen connections.

#1 The metaverse is just for gaming

It’s easy to see how this myth came about. There’s no denying that the metaverse has its roots in the world of online gaming. Some of the earliest examples of the metaverse are seen in virtual worlds – like Epic’s iconic survival game Fortnite or the online gaming platform Roblox, where players create avatars of themselves, collect unique skins that can become non-fungible tokens (NFTs), trade in virtual currency, and interact in an online community.

Gaming is blazing a trail in the metaverse, but the same principles can also be applied to other sectors. The metaverse is all about delivering immersive experiences and creating united communities. For B2B, this could translate into 3D demonstrations that allow customers to interact with your product from their desks. Or virtual events and meetings, where attendees are welcomed into an experiential world by avatars of employees.

This may sound like tomorrow’s world, but it’s well within the realms of possibility. In fact, the technology already exists, with established components that are already familiar to us.

#2 The metaverse is virtual reality

Saying the metaverse is virtual reality (VR) is like saying the internet is your laptop. VR and augmented reality (AR) are just vehicles that can be used to transport the audience to the integrated network of virtual worlds that make up the metaverse. Tablets, smart phones, laptops and VR headsets are all gateways.

Don’t let the lack of VR tech hold you back from embracing a metaverse approach to your marketing. There are many ways of delivering an immersive experience without specialist hardware, using a mix of 2D and 3D across multiple communication types. For example, by incorporating personalised, highly targeted AR within direct mail, as part of your Account-Based Marketing (ABM) strategy.

#3 The metaverse is something that’ll happen in the future

Although the metaverse of our imaginations is not quite the reality for business today, it promises to drive the innovation, engagement and experience that prospects, customers and employees need. A world where we move seamlessly between the physical and virtual may seem futuristic, but I’d suggest it’s already happening.

Tech giants such as Microsoft have already developed metaverse-based solutions that enable virtual meetings and collaboration. Mesh for Teams helps organisations embrace shared experiences through any device, using mixed reality applications. AltSpace VR and Spatial offer near-term experiential virtual meetings and events to users, without forcing them to invest in VR equipment.

For organisations looking to get ahead of the curve and create their own ‘Metaworld’, virtual communications platform EngageVR gives enterprise clients the tools to do just that via its spatial network.

These off-the-shelf, self-serve applications are expediating acceptance of the metaverse, bringing technology into regular routine and helping to take it to the masses.

#4 The metaverse is great for B2C, but holds no value for B2B

With so many examples of B2C early adopters – across sectors such as gaming, automotive and gambling – it’s understandable that B2B brands may believe the metaverse isn’t for them. However, I think that’s a short-term view.

Just because B2C is doing it doesn’t mean B2B can’t. The metaverse presents new opportunities for B2B brands, with virtual event platforms providing easier access to untapped audiences. It bridges the divide between in-person and remote interactions, giving attendees a more in-depth experience without needing to be physically present. Interacting with other attendees becomes possible, and there are already clear advantages over the more traditional webinar set-up.

In the metaverse, B2B brands can take product demonstrations, virtual conferences, establishing communities and product training to the next level. Different advertising and partnership opportunities also exist in the metaverse, and all that’s needed is an understanding of the possibilities and nuances that differ from the traditional landscape. Without wanting to go all ‘salesy’, Revere can assist you with this and help accelerate your presence in the metaverse.

#5 The metaverse is a flash in the pan

Fad or future? The same was being asked when the internet was taking off in the 90’s. 

Given the financial investment that tech giants, such as Microsoft and Google, have made in metaverse infrastructure, it’s here to stay. You and I are already using associated terminology and technology, and embracing changes that improve our experiences and give us greater controls.

With brand engagement becoming much more consumer-led, the immersion offered by the metaverse naturally fulfils this demand. And as the technology becomes more accessible, affordable, and integrated into our daily lives, usage and acceptance will further increase.

Will there be a final version of the metaverse? Probably. But although we don’t know what that looks like, there is no denying that it will happen in the near future. B2B brands would be remiss to dismiss it as a fad and, to stay competitive, should be considering their position in the metaverse to support their overall marketing and business objectives.

Now is the time for B2B brands to start thinking about what the metaverse means for their business and to seize the opportunities. Revere can help you deliver those immersive experiences now, and as the metaverse develops, to explore new opportunities. By understanding the specific strategic value you’re looking to create, we can advise you on how best to make virtual engagement a reality for your brand.