How is marketing changing on the Web3?

How is Marketing affecting the Web3?
During the Venice Biennale 2022, Vanity Fair has inaugurated their partecipation in the Metaverse through MetaVanity. This is just the latest example of a company taking the plunge!

In any case, Marketing in the Metaverse goes far beyond the limits of multichannel. As Hunters Group’s Marketing & Innovation Manager Beatrice Pontari explains, there is an exponential growth in this area: “the data offered by our Observatory, almost 5,000 new jobs in this field would be created for 2024 for the planning and excecution of advertising campaigns. Moreover, if we are focusing on Metauniverse and XR technology, the Marketing Experts are going to need more technical skills.”

We can consider that the Marketing activities in the Metaverse can ideally be divided into two main categories: User Experience and Business & Sales. Selling in the Metaverse means moving into a context in which technology represents the predominant component of the commercial offer. “There is nothing new in E-commerce”, explains Beatrice Mazza, founder of Ravenous Fashion Podcast and co-founder of Fashion Marketing Italy, “-but websites and social networks are becoming digital environments, where people live immersive experiences. ”Moreover, the promotional activities also are changing: organizing launch event in the Metaverse implies a completely different focus on details and a different communication strategy, along with the flexible management of the abilities of the participants”.

So, a general complexity that becomes an increased demand for specific skills, focusing the implementation and management of Marketing strategies in the Metaverse. If planning an attractive and engaging user experience is already a key factor in reaching success, the value of User Experience is tripled with the Metaverse as a result of the more immersive connection between the consumer and the UI. It is no surprise that careers related to the design of User Experience and User Interface have an important role: they are both two sides of the same coin that must be co-ordinated to achieve effective results. This is especially the case for exceptional activities such as a new product launch day on the market. The advertising events could take place in virtual mode with limited access, within a purpose-built virtual space, guaranteeing participants some exclusive benefits linked to this experience. What is the
objective of these campaigns? Reducing the gaps between companies and customers.

“To realise these unique events or simply to implement innovative marketing strategies – adds Beatrice Pontari – a number of professionals who are well versed in the industry and have a great knowledge of the Metaverse world and Marketing on Web3 will be required. In particular, the most highly searched-for
people will be Metaverse/NFT Strategist, Metaverse Storyteller, Metaverse Community Manager and Web3 NFT Collection Manager.”

Metaverse/NFT strategy. His main task will be to conceive the design of the strategy linked to the adoption of new paradigms within the Metaverse. The Metaverse Strategist must apply strategic skills for projects aiming at the end- to-end redesign of a given service, at the redefinition of the business and operational patterns, at the reshaping of the organisations and processes, basing them on the customer/end user experience, needs and expectations.

Narrator of the Metaverse. As the experiential alue of a product is central in Marketing, this should not be missing in the Metaverse either. So, we need storytellers who can spin great stories on the Web3. The Metaverse Storyteller will be in charge of planning immersive missions so that users can explore the metaverse interactively.

Metaverse Community Manager. The main responsibility is the management of the virtual community. The role of this expert is to take care of brand communication in the Metaverse and in locations where the business is mentioned. The Community Manager sets up and maintains the dialogue between the company and its audience, making the conversation around the brand positive. The activities are mainly drawing up a multi-channel editorial plan, choosing and managing the metaverse to invest in; creating and publishing social/virtual content and actively managing the brand by interacting with social networks and the Web3 community; engaging and interacting with industry influencers.

Web3 NFT Collections Manager. The NFT Collections Manager will be in responsible for liaising between companies and creative teams, managing corporate projects and acting as a mediator between the design team and the product development one. This specialist will have to participate in the creation and development of marketing strategies aligned with the company's values, and will therefore need to have an in-depth knowledge of the Crypto and NFT world.

Beatrice Mazza continues, “The specialisation will be the decisive factor for a career in the Metaverse. The first is extremely vertical in technology, enabling the business to deal with the de-materialisation of the product and working with technology partners, dealing with the new virtual economy. On the other hand, the second competence will be focused on people and their ever-changing needs”.

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