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How Will Digital Marketing Be Affected By The Metaverse?



How Will Digital Marketing Be Affected By The Metaverse?

We’re at a loss as to whether we should be delighted or horrified by the prospect of a sci-fi future.

Mark Zuckerberg is one of the world’s most influential innovators. A new initiative called “The Metaverse” looks like the movie “Ready Player One,” in which individuals enter a digital world to play, interact and experience a variety of different things.

Facebook has entered a new age. It has now been determined that the blue social media company, which owns WhatsApp and Instagram, will now be known as “Meta.”

Marketers have always existed, as we’re all aware. Since you can’t make money if you don’t know how to sell, and if you can’t make money if you don’t have money, then the end of history is near.

In Mark’s words, “The New Internet,” what kinds of experiences will we be able to have? In what ways will commercial activity evolve over time?

Let’s explore this intriguing view of the internet’s potential and how marketers may make use of it.

Definition: What is Metaverse?

To begin, let’s go back to “The Matrix” and “Ready Player One,” two of my favourite films. These are excellent samples of what “The Metaverse” will look like in the future and how you will interact with it.

In the Metaverse, people will be able to live in a digital world with the assistance of AI, AR, and other technological features. The question is, what would you do in this new world? Whatever you can do in the real world, but with a virtual-reality twist.

It is the goal of the Metaverse to provide a one-stop-shop for everything from entertainment to education to travel to business. So, let’s pretend you have a slew of buddies scattered over Asia that you’d like to get together with.

That’s fine! Forget about buying a ticket, put on your VR headsets and you’ll be able to meet them in a virtual room or even attend their show!

The Metaverse aims to provide a virtual world where you may design your own virtual home, shop for digital clothing, and meet new people from all over the world.

Even for “home office employees,” this initiative is fascinating since Meta is intending to rehabilitate digital workplaces where you may meet with your colleagues and yet conduct all of your work from the convenience of your own home.

There are several large firms spending heavily in this gigantic undertaking, including Microsoft, Unity, Roblox, and Epic Games, in order to begin construction of the entire “Metaverse.”

Until now, The Metaverse hasn’t been released. Mark Zuckerberg claims that it might take up to five to ten years for virtual reality’s most important capabilities to become commonplace in the real world.

VR headsets and permanent, always-on online environments are just a few of the features that will be accessible in the near future.

What Impact Will The Metaverse Have On Digital Advertising?

The possibilities for digital marketing in virtual reality appear to be endless.

Most digital marketing agencies do not rule out the use of offline advertising, such as broadcast or streaming services, as an effective means of promoting their clients’ products and services.

It’s also becoming increasingly obvious that existing communication methods will become outmoded over time as the future gets more digital.

To provide a more comfortable relationship with customers, virtual reality will help us meet them in virtual reality, where they may speak business or even purchase your items without having to leave the virtual world.

The Horizon Market Place platforms, which Mark Zuckerberg discusses in his Metaverse presentation, will allow users to purchase both virtual and tangible effects.

Businesses like real estate will be able to conduct virtual visits to their properties without having to meet face-to-face, which will speed up the process and create better comfort for all parties involved.

How Brands Can Become a Part of a Metaverse

There are many more businesses that can benefit from the metaverse’s immersive setting as well. Businesses may use virtual reality to teach future surgeons and shop staff alike about new products.

When it comes to manufacturing and logistics, Nvidia’s CEO expects that investing in metaverse simulations like these would decrease waste and speed up business solutions. Using its Mesh platform, Microsoft’s cloud services, such as Teams, will allow avatars and immersive places to be woven into the metaverse’s fabric over time.

Mixed and remote working arrangements, such as those created in the wake of the Covid decision, may become even more significant in the way businesses interact with their employees and consumers.

For enterprises sitting on the side-lines, each brand must find its position and balance the risk-reward equation. Understanding what is feasible is essential, and the organisations that are diving in fast may both inspire and serve as test cases.

Several brands, for example, are making full use of the metaverse’s gaming component by offering brand experiences that are effectively virtual and holistic sponsorships.

Video games are the Metaverse themes with the most space for growth, and their developers are the most thrilled about this potential. Even yet, it’s encouraging to know that video games are now enjoyed by those outsides of the geek community.

Even the world’s most valuable brands develop a symbiotic relationship between video games and marketing.

For younger generations, you need to recognise that technology alone is just not enough for kids, teenagers, and young adults. As a result, today your content must be significant and interesting in order to get seen.

In Order To Promote Their Products, Brands Are Partnering With Video Game Developers

✔Balenciaga displayed their future apparel range in a dystopian video game called Afterworld.

✔The popular game Fortnite has teamed up with Nike to advertise its new Jordan sneakers and formed an agreement with rapper Travis Scott to perform in front of a virtual crowd of over 10 million people.

✔Louis Vuitton teamed with the platform game League of Legends for the most recent global championship.

When It Comes To The Metaverse, What New Technology Do You Anticipate?

Technology is currently turning faster and more predictably than ever before, because of the rapid pace of technological change. Almost everyone now has access to blazing-fast and stable 5G speeds.

All of this enhances the realism and sensation of this virtual reality since it enhances the visual and auditory aspects of the virtual world. This is everything you need to know about outsourcing B2B sales.

Furthermore, the Metaverse intends on being directly linked with the complete blockchain service. Those looking for a more secure way to browse the web will find it here.

Some businesses might not have access to all their internet search activity. In light of the company’s alleged involvement in the US election and other controversies, we should be sceptical.

Until we have access to this new technology, we cannot verify these promises. Blockchain, crypto, and even NFTs are current innovations that point to a cookie-free internet that provides better privacy for its users.

The Metaverse has a new product: NFTs!

Another emerging trend that will be seamlessly integrated into Metaverse trade and economy is the use of Non-Fungible Tokens. The art, music, and video included within these Tokens are said to be one-of-a-kind and unrepeatable.

There is speculation that NFTs will make up a major portion of the Metaverse’s merchandise. Artists and content makers will be able to take advantage of this trend, which intends to be profitable, so keep an eye out for it.

What Are The Advantages And Disadvantages Of Doing Business In The Metaverse?

Businesses are preparing for a major shift even as the metaverse’s technology is being developed. Grayscale, a cryptocurrency start-up and market intelligence provider, reportedly estimated that the metaverse could generate $1 trillion in income.

From advertising in the metaverse to e-commerce, virtual events, and new technology, there is a vast commercial opportunity.

Ads and advertising hoardings were strikingly absent when Mark Zuckerberg unveiled the company’s metaverse simulation at Connect.

Ads and sponsored content are commonplace on social media, but the metaverse has yet to use a comparable technique.

There are just a few years left before the commercial ramifications of the metaverse are fully understood by corporations and investors alike. Here’s a quick rundown for those who wish to get an early start in digital marketing.

One way to explain the metaverse is to say that it is a three-dimensional virtual environment in which users may interact with one another and their surroundings by using avatars who look like them and move like them.

With a few key differences, the metaverse would represent the next evolution of the internet and social media.

  • VR allows users to interact with a business in unprecedented ways, from putting on clothing to touring a piece of real estate.
  • Since e-commerce does not impose any geographical restrictions on its customers, users can be located anywhere in the globe.
  • In the metaverse, users will have access to a digital wallet that streamlines the process of making purchases.
  • In order to engage in groups and activities, users will be able to relocate freely across the metaverse.
  • 360-degree videos and 3D modelling will let users participate in a new type of narrative experience, and as a result, advertising will need to adapt.

The Metaverse Has Its Risks When It Comes to Doing Business

To do business in the metaverse, there are, of course, certain negatives to this. Up until 2035, the metaverse’s early years will be particularly perilous for individuals trying to grow their businesses into new sectors or invest in new routes of distribution.

The Audience’s Degree Of Interest In The Subject Matter Might Be Unpredictable

The metaverse may mostly be accessed through virtual reality. No matter how you slice it, though, the number of individuals wearing virtual reality headsets has remained insignificant when compared to the world’s total population.

The way a person reacts to virtual reality can be influenced by a variety of factors, including their personal preferences and health. It’s possible that companies won’t be able to reach every part of the world.

The Changing Value of Cryptocurrency

Whether in the form of cryptocurrency or non-fungible tokens, blockchain is expected to be used in many business transactions in the metaverse (NFTs).

There may be some financial upheaval in the metaverse if the value of cryptocurrencies continues to vary. NFTs may not be as safe as investments in the real world.

A customer that has paid for an NFT may not be allowed to make changes to the job, for example. Some purchasers may be put off by this.

The Ability To Put It Into Practice In A Real-Life Setting

Those who work in the metaverse are aware of this risk. This might lead them to find themselves in a location where just a tiny proportion of the world’s population can access them.

As with the dot-com bubble of the 1990s, if metaverse native company fail to maintain themselves, we might be looking at a similar predicament.

Regulations Are Less Tightly Controlled As A Result Of Decentralisation

Decentralization is a vital necessity, according to most metaverse commentators, observers, and developers. It will not be owned by anybody, and it will be entirely open and democratic. Despite this, it will be difficult to maintain control over the metaverse.

Laws that are strong enough would be impossible to enforce under this decentralised structure, even if they were passed by the regulatory bodies.


A crucial life lesson for marketers, adapting and overcoming will help you deal with the inevitable setbacks that life throws at you.

Metaverse, on the other hand, is considered as more of a chance for digital marketing than anything else.

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The Complete Guide to Becoming an Authentic Thought Leader



The Complete Guide to Becoming an Authentic Thought Leader

Introduce your processes: If you’ve streamlined a particular process, share it. It could be the solution someone else is looking for.

Jump on trends and news: If there’s a hot topic or emerging trend, offer your unique perspective.

Share industry insights: Attended a webinar or podcast that offered valuable insights. Summarize the key takeaways and how they can be applied.

Share your successes: Write about strategies that have worked exceptionally well for you. Your audience will appreciate the proven advice. For example, I shared the process I used to help a former client rank for a keyword with over 2.2 million monthly searches.

Question outdated strategies: If you see a strategy that’s losing steam, suggest alternatives based on your experience and data.

5. Establish communication channels (How)

Once you know who your audience is and what they want to hear, the next step is figuring out how to reach them. Here’s how:

Choose the right platforms: You don’t need to have a presence on every social media platform. Pick two platforms where your audience hangs out and create content for that platform. For example, I’m active on LinkedIn and X because my target audience (SEOs, B2B SaaS, and marketers) is active on these platforms.

Repurpose content: Don’t limit yourself to just one type of content. Consider repurposing your content on Quora, Reddit, or even in webinars and podcasts. This increases your reach and reinforces your message.

Follow Your audience: Go where your audience goes. If they’re active on X, that’s where you should be posting. If they frequent industry webinars, consider becoming a guest on these webinars.

Daily vs. In-depth content: Balance is key. Use social media for daily tips and insights, and reserve your blog for more comprehensive guides and articles.

Network with influencers: Your audience is likely following other experts in the field. Engaging with these influencers puts your content in front of a like-minded audience. I try to spend 30 minutes to an hour daily engaging with content on X and LinkedIn. This is the best way to build a relationship so you’re not a complete stranger when you DM privately.

6. Think of thought leadership as part of your content marketing efforts

As with other content efforts, thought leadership doesn’t exist in a vacuum. It thrives when woven into a cohesive content marketing strategy. By aligning individual authority with your brand, you amplify the credibility of both.

Think of it as top-of-the-funnel content to:

  • Build awareness about your brand

  • Highlight the problems you solve

  • Demonstrate expertise by platforming experts within the company who deliver solutions

Consider the user journey. An individual enters at the top through a social media post, podcast, or blog post. Intrigued, they want to learn more about you and either search your name on Google or social media. If they like what they see, they might visit your website, and if the information fits their needs, they move from passive readers to active prospects in your sales pipeline.

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How to Increase Survey Completion Rate With 5 Top Tips



How to Increase Survey Completion Rate With 5 Top Tips

Collecting high-quality data is crucial to making strategic observations about your customers. Researchers have to consider the best ways to design their surveys and then how to increase survey completion, because it makes the data more reliable.

→ Free Download: 5 Customer Survey Templates [Access Now]

I’m going to explain how survey completion plays into the reliability of data. Then, we’ll get into how to calculate your survey completion rate versus the number of questions you ask. Finally, I’ll offer some tips to help you increase survey completion rates.

My goal is to make your data-driven decisions more accurate and effective. And just for fun, I’ll use cats in the examples because mine won’t stop walking across my keyboard.

Why Measure Survey Completion

Let’s set the scene: We’re inside a laboratory with a group of cat researchers. They’re wearing little white coats and goggles — and they desperately want to know what other cats think of various fish.

They’ve written up a 10-question survey and invited 100 cats from all socioeconomic rungs — rough and hungry alley cats all the way up to the ones that thrice daily enjoy their Fancy Feast from a crystal dish.

Now, survey completion rates are measured with two metrics: response rate and completion rate. Combining those metrics determines what percentage, out of all 100 cats, finished the entire survey. If all 100 give their full report on how delicious fish is, you’d achieve 100% survey completion and know that your information is as accurate as possible.

But the truth is, nobody achieves 100% survey completion, not even golden retrievers.

With this in mind, here’s how it plays out:

  • Let’s say 10 cats never show up for the survey because they were sleeping.
  • Of the 90 cats that started the survey, only 25 got through a few questions. Then, they wandered off to knock over drinks.
  • Thus, 90 cats gave some level of response, and 65 completed the survey (90 – 25 = 65).
  • Unfortunately, those 25 cats who only partially completed the survey had important opinions — they like salmon way more than any other fish.

The cat researchers achieved 72% survey completion (65 divided by 90), but their survey will not reflect the 25% of cats — a full quarter! — that vastly prefer salmon. (The other 65 cats had no statistically significant preference, by the way. They just wanted to eat whatever fish they saw.)

Now, the Kitty Committee reviews the research and decides, well, if they like any old fish they see, then offer the least expensive ones so they get the highest profit margin.

CatCorp, their competitors, ran the same survey; however, they offered all 100 participants their own glass of water to knock over — with a fish inside, even!

Only 10 of their 100 cats started, but did not finish the survey. And the same 10 lazy cats from the other survey didn’t show up to this one, either.

So, there were 90 respondents and 80 completed surveys. CatCorp achieved an 88% completion rate (80 divided by 90), which recorded that most cats don’t care, but some really want salmon. CatCorp made salmon available and enjoyed higher profits than the Kitty Committee.

So you see, the higher your survey completion rates, the more reliable your data is. From there, you can make solid, data-driven decisions that are more accurate and effective. That’s the goal.

We measure the completion rates to be able to say, “Here’s how sure we can feel that this information is accurate.”

And if there’s a Maine Coon tycoon looking to invest, will they be more likely to do business with a cat food company whose decision-making metrics are 72% accurate or 88%? I suppose it could depend on who’s serving salmon.

While math was not my strongest subject in school, I had the great opportunity to take several college-level research and statistics classes, and the software we used did the math for us. That’s why I used 100 cats — to keep the math easy so we could focus on the importance of building reliable data.

Now, we’re going to talk equations and use more realistic numbers. Here’s the formula:

Completion rate equals the # of completed surveys divided by the # of survey respondents.

So, we need to take the number of completed surveys and divide that by the number of people who responded to at least one of your survey questions. Even just one question answered qualifies them as a respondent (versus nonrespondent, i.e., the 10 lazy cats who never show up).

Now, you’re running an email survey for, let’s say, Patton Avenue Pet Company. We’ll guess that the email list has 5,000 unique addresses to contact. You send out your survey to all of them.

Your analytics data reports that 3,000 people responded to one or more of your survey questions. Then, 1,200 of those respondents actually completed the entire survey.

3,000/5000 = 0.6 = 60% — that’s your pool of survey respondents who answered at least one question. That sounds pretty good! But some of them didn’t finish the survey. You need to know the percentage of people who completed the entire survey. So here we go:

Completion rate equals the # of completed surveys divided by the # of survey respondents.

Completion rate = (1,200/3,000) = 0.40 = 40%

Voila, 40% of your respondents did the entire survey.

Response Rate vs. Completion Rate

Okay, so we know why the completion rate matters and how we find the right number. But did you also hear the term response rate? They are completely different figures based on separate equations, and I’ll show them side by side to highlight the differences.

  • Completion Rate = # of Completed Surveys divided by # of Respondents
  • Response Rate = # of Respondents divided by Total # of surveys sent out

Here are examples using the same numbers from above:

Completion Rate = (1200/3,000) = 0.40 = 40%

Response Rate = (3,000/5000) = 0.60 = 60%

So, they are different figures that describe different things:

  • Completion rate: The percentage of your respondents that completed the entire survey. As a result, it indicates how sure we are that the information we have is accurate.
  • Response rate: The percentage of people who responded in any way to our survey questions.

The follow-up question is: How can we make this number as high as possible in order to be closer to a truer and more complete data set from the population we surveyed?

There’s more to learn about response rates and how to bump them up as high as you can, but we’re going to keep trucking with completion rates!

What’s a good survey completion rate?

That is a heavily loaded question. People in our industry have to say, “It depends,” far more than anybody wants to hear it, but it depends. Sorry about that.

There are lots of factors at play, such as what kind of survey you’re doing, what industry you’re doing it in, if it’s an internal or external survey, the population or sample size, the confidence level you’d like to hit, the margin of error you’re willing to accept, etc.

But you can’t really get a high completion rate unless you increase response rates first.

So instead of focusing on what’s a good completion rate, I think it’s more important to understand what makes a good response rate. Aim high enough, and survey completions should follow.

I checked in with the Qualtrics community and found this discussion about survey response rates:

“Just wondering what are the average response rates we see for online B2B CX surveys? […]

Current response rates: 6%–8%… We are looking at boosting the response rates but would first like to understand what is the average.”

The best answer came from a government service provider that works with businesses. The poster notes that their service is free to use, so they get very high response rates.

“I would say around 30–40% response rates to transactional surveys,” they write. “Our annual pulse survey usually sits closer to 12%. I think the type of survey and how long it has been since you rendered services is a huge factor.”

Since this conversation, “Delighted” (the Qualtrics blog) reported some fresher data:

survey completion rate vs number of questions new data, qualtrics data

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The takeaway here is that response rates vary widely depending on the channel you use to reach respondents. On the upper end, the Qualtrics blog reports that customers had 85% response rates for employee email NPS surveys and 33% for email NPS surveys.

A good response rate, the blog writes, “ranges between 5% and 30%. An excellent response rate is 50% or higher.”

This echoes reports from Customer Thermometer, which marks a response rate of 50% or higher as excellent. Response rates between 5%-30% are much more typical, the report notes. High response rates are driven by a strong motivation to complete the survey or a personal relationship between the brand and the customer.

If your business does little person-to-person contact, you’re out of luck. Customer Thermometer says you should expect responses on the lower end of the scale. The same goes for surveys distributed from unknown senders, which typically yield the lowest level of responses.

According to SurveyMonkey, surveys where the sender has no prior relationship have response rates of 20% to 30% on the high end.

Whatever numbers you do get, keep making those efforts to bring response rates up. That way, you have a better chance of increasing your survey completion rate. How, you ask?

Tips to Increase Survey Completion

If you want to boost survey completions among your customers, try the following tips.

1. Keep your survey brief.

We shouldn’t cram lots of questions into one survey, even if it’s tempting. Sure, it’d be nice to have more data points, but random people will probably not hunker down for 100 questions when we catch them during their half-hour lunch break.

Keep it short. Pare it down in any way you can.

Survey completion rate versus number of questions is a correlative relationship — the more questions you ask, the fewer people will answer them all. If you have the budget to pay the respondents, it’s a different story — to a degree.

“If you’re paying for survey responses, you’re more likely to get completions of a decently-sized survey. You’ll just want to avoid survey lengths that might tire, confuse, or frustrate the user. You’ll want to aim for quality over quantity,” says Pamela Bump, Head of Content Growth at HubSpot.

2. Give your customers an incentive.

For instance, if they’re cats, you could give them a glass of water with a fish inside.

Offer incentives that make sense for your target audience. If they feel like they are being rewarded for giving their time, they will have more motivation to complete the survey.

This can even accomplish two things at once — if you offer promo codes, discounts on products, or free shipping, it encourages them to shop with you again.

3. Keep it smooth and easy.

Keep your survey easy to read. Simplifying your questions has at least two benefits: People will understand the question better and give you the information you need, and people won’t get confused or frustrated and just leave the survey.

4. Know your customers and how to meet them where they are.

Here’s an anecdote about understanding your customers and learning how best to meet them where they are.

Early on in her role, Pamela Bump, HubSpot’s Head of Content Growth, conducted a survey of HubSpot Blog readers to learn more about their expertise levels, interests, challenges, and opportunities. Once published, she shared the survey with the blog’s email subscribers and a top reader list she had developed, aiming to receive 150+ responses.

“When the 20-question survey was getting a low response rate, I realized that blog readers were on the blog to read — not to give feedback. I removed questions that wouldn’t serve actionable insights. When I reshared a shorter, 10-question survey, it passed 200 responses in one week,” Bump shares.

Tip 5. Gamify your survey.

Make it fun! Brands have started turning surveys into eye candy with entertaining interfaces so they’re enjoyable to interact with.

Your respondents could unlock micro incentives as they answer more questions. You can word your questions in a fun and exciting way so it feels more like a BuzzFeed quiz. Someone saw the opportunity to make surveys into entertainment, and your imagination — well, and your budget — is the limit!

Your Turn to Boost Survey Completion Rates

Now, it’s time to start surveying. Remember to keep your user at the heart of the experience. Value your respondents’ time, and they’re more likely to give you compelling information. Creating short, fun-to-take surveys can also boost your completion rates.

Editor’s note: This post was originally published in December 2010 and has been updated for comprehensiveness.

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Take back your ROI by owning your data



Treasure Data 800x450

Treasure Data 800x450

Other brands can copy your style, tone and strategy — but they can’t copy your data.

Your data is your competitive advantage in an environment where enterprises are working to grab market share by designing can’t-miss, always-on customer experiences. Your marketing tech stack enables those experiences. 

Join ActionIQ and Snowplow to learn the value of composing your stack – decoupling the data collection and activation layers to drive more intelligent targeting.

Register and attend “Maximizing Marketing ROI With a Composable Stack: Separating Reality from Fallacy,” presented by Snowplow and ActionIQ.

Click here to view more MarTech webinars.

About the author

Cynthia RamsaranCynthia Ramsaran

Cynthia Ramsaran is director of custom content at Third Door Media, publishers of Search Engine Land and MarTech. A multi-channel storyteller with over two decades of editorial/content marketing experience, Cynthia’s expertise spans the marketing, technology, finance, manufacturing and gaming industries. She was a writer/producer for and produced thought leadership for KPMG. Cynthia hails from Queens, NY and earned her Bachelor’s and MBA from St. John’s University.

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