Media Tech Hub Accelerator Babelsberg - How do brands enter the immersive web?
Exploring the Immersive Web: Insights from the MTH Babelsberg Panel
In an engaging panel discussion with Jon Morris at MTH by MediaTech Hub Accelerator Babelsberg, industry leaders came together to unpack the multifaceted challenges and opportunities the immersive web presents for brands. The conversation focused on pivotal questions: How do brands enter the immersive web? How do they prepare? How do they navigate the hype? And how can they build sustainable strategies for the future of the internet?
Entering the Immersive Web: The First Steps
The panel emphasized that entering the immersive web isn’t about rushing to create a virtual presence simply to follow trends. Instead, it’s about understanding the unique opportunities the metaverse offers to enhance brand storytelling, engagement, and innovation.
Key takeaways included:
Understanding Audience Needs: Brands must first identify how their audience interacts with digital spaces and tailor immersive web experiences that resonate with their values and behaviors.
Starting Small: Experimentation is key. Many successful brands begin with limited pilot projects, such as hosting virtual events, creating digital collectibles, or developing immersive virtual showrooms.
Choosing the Right Platform: With multiple immersive web ecosystems available, brands need to align their goals with platforms that best suit their audience demographics and technological capabilities.
Preparation and Strategy: Bridging the Physical and Virtual
Preparing for a immersive web strategy requires thoughtful integration of existing brand values into a virtual context. Panelists highlighted several strategic considerations:
Training and Collaboration: Teams need to understand immersive web technologies and their implications. Collaboration with immersive web experts or platforms, like JOURNEE, can ease this transition.
Budget Allocation: Entering the immersive web is an investment, requiring resources for design, development, and ongoing updates to ensure relevance and innovation.
Testing Use Cases: The immersive web is still evolving. Brands that experiment with different use cases—from immersive marketing campaigns to virtual customer service—are better positioned to identify what works for their audience.
Navigating the Hype: Beyond the Buzzwords
The discussion also addressed the challenge of separating substance from hype in an industry that’s still maturing. As panelists noted, not every brand needs a immersive web strategy today, but every brand should be considering how the immersive web could shape its future.
Practical advice included:
Avoiding Overpromises: Brands should set realistic goals and avoid overhyping capabilities that the current technology may not yet fully deliver.
Measuring Success: Define clear KPIs for immersive web projects, such as user engagement, brand perception, or conversion rates, to evaluate their impact effectively.
Staying Agile: As the immersive web evolves, so will consumer expectations and technological standards. Brands must remain adaptable to stay ahead.
Building Strategies for the Internet’s Future
Finally, the panel explored how the immersive web is part of a broader transformation in how people interact with the internet. Brands that integrate Web3 principles—such as decentralization, user ownership, and transparency—into their immersive web strategies are better positioned to thrive in this new digital era.
Key recommendations included:
Focusing on Community: Foster a sense of belonging by creating immersive web experiences that emphasize connection, interaction, and shared values.
Sustainability and Inclusivity: Ensure immersive web strategies are accessible to a wide audience and incorporate sustainable practices to align with global priorities.
Thinking Long-Term: The immersive web is not a short-term trend. Brands should view their investments as part of a long-term strategy to build immersive, future-proof digital experiences.
Conclusion
The panel at MTH Babelsberg underscored the immense potential the immersive web holds for brands willing to innovate and adapt. By thoughtfully entering this space, preparing effectively, and navigating the inevitable hype, brands can position themselves at the forefront of the next evolution of the internet.
For those considering a metaverse strategy, the advice is clear: Start with intention, experiment with purpose, and plan for the long haul.
