By Chanda Singh
The lines between real and virtual space campaigns, events, and consumer journeys are blurring. The convergence of offline, online, and metaverse channels suggests the relevance of characterisation, specialisation, and personalisation to make a lasting impression has become the norm.
As consumer narratives become more complex, the demand for personalised marketing has shifted from a trend to an essential, ongoing strategy. The O2O2M (Offline-to-Online-to-Metaverse) business model is a revolutionary innovation in an information-saturated landscape. Pushing the boundaries through completely new mediums, this model seamlessly delivers meaningful and memorable brand interactions.
For instance, data mined from online shopping behaviour can optimise physical store layouts, intuitively guiding consumers to desired products. Similarly, knowledge acquired during consumer interaction with the brand in real-time can help digital and metaverse campaigns. This dynamic interaction between online, offline, and metaverse allows marketers to create prolific experiences.
When it comes to the metaverse, the self-service orientation is heightened, and the scope of personalisation increases exponentially. Imagine being in the audience of a virtual concert and being able to shift tracks played on stage or walking through a 3D showroom that changes shape as you explore it. This level of engagement allows consumers to shape their own experiences, leading to more profound brand recall and enhanced customer satisfaction.
An example of the O2O2M model was the launch of Gujarat Titans, where they created an immersive metaverse experience, blending virtual and real-world. Through geo-targeted insights, they built a digital stadium where fans could explore, interact with player avatars, view replays, and collect digital merchandise, creating a community-driven space. Personalised elements like exclusive player content and virtual meet-and-greets made fans feel closer to their favourite players, enhancing loyalty.
In addition, brands can use targeted triggers collected from online registration, social media activity or events. For example, they could send attendees pre-event content or interactive activities, adding value and enhancing the overall experience. Mobile applications and QR codes are examples of interactive technologies that may help create a blend between the physical and virtual worlds while adding value to both.
Technologies are effective tools, but empathy must be exercised to avoid exhaustion. By putting consumers’ interests first and upholding data privacy guidelines and laws, brands can offer ultra-personalised experiences for local and global markets that cut across clutter.
Ultimately, the O2O2M model empowers marketers to reshape how consumers interact with brands while balancing technology with emotional understanding and deploying new approaches on the go.
The author is CEO, XP&D. Views expressed are the author’s own and not necessarily those of financialexpress.com.