21/12/2021 – It seems that the time has come to take a quantum leap into the future, in the virtual world and in everything that until yesterday seemed to be relegated to sci-fiction or some experimentation confined to a closed network.
The Metaverso is a term that is spreading at breakneck speed, still not very well understood yet now present at every moment in every article or every news that we happen to read every day. There seems to be a collective fever towards this new world, place not place, in which experts are rushing, innovators, drivers, renowned brand, with the purpose of … beh, actually without a specific goal, but mostly with the idea or the aspiration to find a new space in which to show, virtually, what is already shown.
And, it's true, in this case technology marries the advanced digital tools, comes to offer guarantees of ownership and uniqueness thanks to the NFT which at the moment is the essential condition for walking in the Metaverse and being able to take advantage of the commercial opportunities that are currently somewhat’ abstract. But it is a fact that the movement has begun and there are many large companies that are virtually opening their commercial and institutional offices in this new space., all to be defined.
Experts, trend setters and study centers indicate the Metaverse as a new frontier to be conquered as soon as possible, Altagamma Foundation has even announced that the metaverse will be the new challenge for luxury companies which stand out for their ability to manage the network, after the presentation of its Digital Awards which highlight how this acceleration in digital has made the boundary between physical and virtual experience more blurred (i Digital Press Altagamma they map the weight and quality of the digital presence of the Brands every year). And there are many cases of well-known companies, from Gucci to Bulgari, a Cartel, at Hotel De Russie, to space a bit’ in all sectors, who have invested in their virtual presence in order to offer all-round online services and solutions.
But if the big brands easily find the way of virtualization, by reason of their notoriety and market coverage with many points of sale or in any case a very consolidated presence, this double life of joint ventures, concretely, what it allows and what it entails ?
Let's start by saying that virtual life in a virtual place, if we can use these summary definitions, they do not represent a duplication of people's lives and consequently of companies, how much rather an environment within which some dynamics can take place, relational and commercial, using time in connection (important) and interaction tools (that remain tools).
The company must therefore always deal with ordinary reality, that made up of times, spaces and costs with which to relate in defining its position, its positioning, his role, therefore understand with which combination of online platforms to operate and what to communicate on each of these.
The virtual presence starts from this premise; my brand initially has a traditional presence, known through the communication of a website or a mailing, that refer to the availability of a product or service, behind which there is someone who realizes it, sends it, provides it. The fact that you use a website, a social profile or a mailing does not change this condition “physics”, because those are only tools available to the communication and management phase of a traditional commercial relationship.
The Metaverse should, in theory, revolutionize this reality. Everything that happens remains in the virtual, therefore it does not have a materialization in a product or a service that sees two users, real, in contact. In theory, because this opens up a new scenario, completely new, for which we do not yet have all the necessary equipment available so that we can truly speak of a real (paradoxically) metaverso, as virtual reality, complete virtual value chain, redemption systems operating globally, universal standard of certification systems for the value of a product or service (even if with the NFT you begin to see the light), widespread culture of functions and virtual tools with which to support the economy (virtual).
So we can, for the moment, only to prepare for a revolution that takes time to be a new reference reality, but which can offer an opportunity in the innovation process of companies, beyond the technicalities and on-line commercial functions that substantially already exist.
Mainly a principle of innovation in its brand strategy !
Occupy a front row seat in the Metaverse, at the company level, it will not give a commercial privilege, rather, it will involve additional work. But it allows you to immediately learn how to take your brand strategy to a new level, making the “brand experience” and bringing value to the so-called. “brand reputation”, therefore a process innovation. Within this process innovation, you can also, but not necessarily, consider the opportunity to acquire some digital tools with which to enhance the strategy and ensure the value of some exclusive elements, company capital.
In this sense it is good to work on the redefinition of some aspects that characterize and connote the corporate brand, tracing a new story that will gradually reveal new traits of the company, pouring content and interactions with the market made up of users, customers, followers and onlookers in an ad hoc communication plan.
A preparation for a perhaps near future, in which maybe it will actually be simpler, useful and profitable to manage the entire life of the company (or perhaps a business unit dedicated to this … strategically speaking .. ) in the Metaverse, with greater knowledge of the facts and above all with the right premises.
A tal fine, if you are interested in an opportunity assessment for your company,
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