Hybrid worlds and how the metaverse will pave the way for entering new realms

A hybrid world is here to stay, with virtual now offered as an add-on – something customers can opt into depending on their schedule, their other commitments and how much they want to socialise.

A hybrid world isn’t something to be terrified of. There’s a new world to discover, a new format to grasp, and a new approach to engage consumers.

A behavioral shift occurred as a result of the pandemic. Our attitudes shifted, and we began to embrace technology, adopting the new digital culture that had been thrust upon us. The potential to create something remarkable awaits us as more brands adopt and experiment with digital activations and experiences.



The ease and convenience of living a hybrid life restores control to individuals

Individuals that require more flexibility from their jobs may appreciate the ease and convenience of living a hybrid existence. However, if marketers are to leverage the digital environment in exciting ways and keep customers interested in the promise of virtual, they must play a role.

Pernod Ricard, a multinational wine and spirits company, recently proved its capacity to use the virtual environment in a more effective and inclusive manner. The brand welcomes C-suite executives to its island in the south of France every year, with content available to the rest of its 18,000 employees.

However, makemepulse created a totally remote event for the entire team this year, and we’re planning a hybrid one for 2022, so that some people may go in person and others can join in and engage online. This will also assist to lower travel costs and carbon emissions.

A hybrid approach allows people to curate their workloads and establish healthier work-life balances

People can tailor their workloads and achieve healthier work-life balances via a hybrid approach. Of course, not everyone enjoys this level of liberty, but for those who have struggled to return to work after a hiatus, they can now acclimate to responsibilities at their own pace.

Companies are more understanding of how people balance work and personal obligations. Because work may be done without ever setting foot in an office, job listings are increasingly looking for candidates based on their skillset rather than their location. This is the new standard of living.

Digital activations don’t have to be permanent

We can run more experimental offerings to discover what works and embrace a trial-and-error approach with digital activations; they don’t have to be permanent. Consumers are currently willing to try new things. We collaborated on a digital art exhibition including 42 of British artist David Shrigley’s works in collaboration with Ruinart champagne.

The online activity was designed to look like a real art exhibition, with specifically curated content and a pre-determined path for viewers to follow. It provided insight into how artists might portray new worlds on the internet, in this case democratizing art by making it more accessible to new audiences around the world.

Virtual is a new playground for brands to play in

Businesses can explore virtual worlds and use them in conjunction with other techniques to explore new opportunities. However brands can still use television and print to promote their products; virtual is just another option to consider.

Following the public acceptance and adoption of the improvement and detailing in storytelling narratives, many sectors have space to grow. I’m curious about the obstacles that creatives and marketers will face. We’re presently investigating how to make virtual environments more social and immersive.

Virtual has ushered us into the metaverse and set the foundation for the next phase. While Meta’s ideas may have surprised some, many people are growing increasingly interested in joining and recreating new digital domains. It’s now up to us to build amazing realms for them to explore.

Image credits: Shutterstock, CC images, Midjourney, Unsplash.