Enhancing Customer Engagement: Brands’ Strategies in the Metaverse
Enhancing Brand Engagement in the metaverse Through Digital Doppelgängers
Understanding Digital Doppelgängers and Their Impact
Recent research highlights how brands can strengthen their connections with consumers in the metaverse by utilizing “digital doppelgängers.” Unlike traditional 2D avatars, these 3D representations allow users to participate in virtual experiences via augmented reality (AR) and virtual reality (VR), engaging multiple senses such as touch, sound, and movement. According to the study published in the Journal of Research in Interactive Marketing, the emotions users experience through their digital counterparts can significantly affect their perceptions of brands in the physical world.
For instance, if a user’s 3D avatar feels happiness while interacting with a brand like McDonald’s in a virtual setting, that positive sentiment may translate into their real-life experiences when visiting an actual restaurant. Jashim Khan, the lead author and an associate professor of marketing at the University of Surrey, emphasized that the metaverse is transforming how consumers connect with brands. He noted that users are not merely engaging with avatars; they are experiencing a deep sense of embodiment that enhances their emotional ties to brands.
The Business Potential of metaverse Interactions
The findings suggest that interactions within the metaverse can be highly beneficial for businesses, even as consumers are still warming up to these virtual environments. Khan advised brands to adapt to this evolving digital landscape by creating engaging and interactive experiences that take full advantage of the metaverse‘s unique features. This includes providing consumers with opportunities for enjoyment and relaxation while simultaneously boosting their reputation within these digital spaces.
The authors of the study articulated that the interaction between digital doppelgängers and brands in the metaverse serves as a crucial link to consumer engagement and profitability.
The Role of Enjoyment, Relaxation, and Reputation
Consumer behavior is increasingly influenced by both their virtual and physical identities. A report from PYMNTS Intelligence indicates that a significant portion of consumers—about one-third—are interested in experiences that blend shopping with entertainment. Fashion brands have been pioneers in adopting metaverse strategies, with companies like Vans, Valentino, Marc Jacobs, Prada, Balenciaga, and Ralph Lauren leading the charge.
The research indicates that interactions between consumers’ digital doppelgängers and brands can enhance feelings of enjoyment and relaxation, as well as contribute to their social reputation. For example, users may find joy in attending virtual fashion shows, such as those hosted by Gucci, while embodying their digital selves.
Additionally, the metaverse allows consumers to experience relaxation by sidestepping negative interactions and focusing on positive experiences. Brands can also assist consumers in enhancing their reputations through activities like earning NFTs, participating in virtual events, or showcasing branded digital apparel from companies such as Nike or Samsung.
Strategies for Brands Entering the metaverse
For brands aiming to establish or expand their presence in the metaverse, the study recommends creating immersive experiences that cater to users’ desires for enjoyment, stress relief, and recognition. Investing in advanced technologies that facilitate authentic interactions is crucial. By developing environments where consumers can explore and express their identities through their digital doppelgängers, brands can foster lasting loyalty and connections.
The researchers conducted a survey involving 475 participants on platforms like Zepeto and Roblox, where they interacted with brands such as Nike, Gucci, and McDonald’s. The demographic breakdown revealed that half of the respondents were female, 84% were aged between 18 to 25, and 60% were college students.
Conclusion
As brands navigate the complexities of the metaverse, understanding the emotional and experiential dynamics of digital doppelgängers will be essential for building meaningful consumer relationships. By leveraging these insights, brands can create engaging experiences that resonate with users, ultimately enhancing their brand loyalty and profitability in this new digital frontier.
