Many big companies are exploring the opportunities of virtual storefronts and others Metaverse applications to enhance their customer experience.
This industry shift will revolutionize the ways businesses interact with their customers and enhance their customer journeys. A few B2B marketers are also intrigued with what this means for them and how Metaverse will impact their B2B marketing strategies. According to a recent report by Accenture titled “Metaverse in High Tech,” nearly 57% of customers expect a unified digital experience. As the market, consumer, and employee demands evolve; it has become essential for companies to embrace these changes to stay competitive in the industry and make the most of their operations.
Another report by LXA titled “State of MarTech 2022/2023” suggests that approximately 53% of the CMOs are planning to leverage Metaverse-related technologies to drive their marketing strategies in the next twelve months. As B2B marketers are planning to embark on a journey to embrace Metaverse into their MarTech stack, they need to be aware of the best practices.
Following are a few ways that the CMOs can consider before integrating Metaverse into their MarTech stack:
Modernize Data Management
The traditional marketing channels still play a crucial role in any presales operations, and they will continue to augment with all the latest marketing channels because customers today expect a digital omnichannel customer experience. Enterprises that do not have a centralized data management system will face challenges in delivering a consistent customer experience throughout all the channels. This approach will create disrupted custom experiences because if the customer purchases something from a brick-and-mortar store, the customer service representatives will not have the data in real time. Implementing Metaverse in the MarTech stack with this approach will not be able to make the most out of their integration. In order to make the most out of implementing Metaverse, businesses need to have a holistic view of all their customer interaction. Integrating a customer data platform (CDP) that acts as a central repository that is capable of collecting all types of data, such as zero-party data or first-party data, will optimize the presales operations. Effective data management is one of the essential steps that CMOs need to consider while embarking on a journey to integrate Metaverse into their MarTech stack.
Integrate Relevant Content Creation Tools in MarTech Stack
Web 3.0 and Metaverse will revolutionize the ways consumer interacts with any brand or advertising offer. Metaverse makes it easier for marketers to create interactive marketing offers through 3D banners and other touchpoints. Hence, integrating this technology will enable marketers to leverage opportunities for better content integration. Legacy MarTech stack will not help marketers create and deliver content that fits the Metaverse world and engage customers. One of the essential MarTech stack upgradations that businesses need to accomplish is through content perspective. Because it is essential for businesses to modernize their content management tools in the MarTech stack in order to embrace Metaverse seamlessly. As Metaverse will be developed in the Web 3.0 applications which are more user self-contained in nature, it will give the brands control of their content creation.
Enterprises that want to ensure efficient marketing and advertising in the Metaverse need to ensure that their content is consistent, seamlessly integrated, and can be used across multiple channels.
Modernize the Marketing Technology Stack
Organizations, before they embark on a journey to integrate Metaverse, need to have relevant technologies implemented in their MarTech stack to streamline the adoption process. As the world slowly moves towards embracing digital ecosystems such as Metaverse, it is crucial for CMOs to look out for tools, hardware, technologies, and applications that help them to accomplish their goals.
Data, content, and technology are the three foundations that CMOs need to focus on while implementing Metaverse into their MarTech stack to enhance the customer experience.