Martech Brand Strategy Metaverse

Maas (metaverse as a service) will transform the future of community

By Scott Cullather, Chief executive officer of Invnt.Atom

[INVNT GROUP]

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April 26, 2023 | 7 min read

Scott Cullather of Invnt Group looks toward a future where brands and customers co-create their communities.

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“Innovation is only as impactful as your storytelling”, says Invnt’s Scott Cullather / Pawel Czerwinski

Our innate desire as humans to stay connected has fueled our collective imagination for decades. Often depicted as a culprit for the lack of human connection, the metaverse as a concept has long existed in the minds of thinkers and writers as a figment of futurism and science fiction.

Are we really less connected now than we used to be? I would argue that we’re more connected than ever.

The metaverse revolution

The transition from web1 to web2 to web3 included home internet, AOL (America Online) chatrooms, and MySpace profiles, fast forwarding to DAOS, crypto, static and dynamic non-fungible tokens (NFTs).

Dynamic NFTs also have the unique ability to morph and evolve based on other collectibles and utilities already within your wallet, offering never-ending possibilities for content, creators, and digital assets.

More than ever, traditional business industries like automotive and music industries are evolving their brand stories and jumping into the next frontier of communication and connectivity across web3, NFTs, and the metaverse. In 2022, Invnt Group and Invnt.Atom, the group’s web3-focused digital innovation division, strategically set out to digitize the last Lamborghini Aventador LP 780-4 Ultimate Coupé ever produced, and introduce the first metaverse NFT supercar twin to the world.

We’re bullish because we believe that web3 is the next great frontier for storytelling. Being able to connect with audiences successfully accelerates and maintains relevancy, making it critical for brands to engage with next-generation tools, channels, and spaces from the metaverse to NFTs.

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From cloud to community; Saas to Maas

Enterprise cloud innovation has powered businesses and organizations for over two decades, completely transforming the way industries operate and grow.

Some of the most powerful software-as-a-service (Saas) companies of this digital generation are those providing invaluable technological integrations that span from creative to telecoms. Salesforce has a market capitalization of $189bn, with AWS leading the industry with a market capitalization of $1tn.

Web3 brings the future of the web where creators own their work; are rewarded for cooperation and can connect from all over the world. This expands the notion of remote connectivity and redistributes the cloud to the community.

Metaverse as a service (Maas) is a concept based on an enhanced Saas model centered around recurring revenue for those in the ecosystem, from creators to collectors, cultivators, and brands. Smart contracts represent revenue in perpetuity and partners of the creators, in perpetuity of the secondary sales market. Maas also offers a consistent stream of buildable storytelling campaigns and content, powering growth and transformation.

Creativity, connection, engagement

Decentralized users from all over the world are now connected through the metaverse through moments (airdrops, experiences, events); commitments (subscription, token ownership, voting); and community (membership, social media, shared experiences).

Creating our favorite versions of every space we inhabit and every person we encounter – it’s part of human nature – to create and commune. The metaverse gives everyone the opportunity to dream, create and own their version of the future.

Saas amplifies productivity and recurring revenue streams. Maas does all of that and then some, electrifying creativity, connection, and engagement, while simultaneously building and blending communities.

The metaverse creates a vivid ecosystem that empowers decentralized creators and builders to connect and co-create. Through the metaverse, they can now grow and build communities, bringing access and experience to new global forums.

Like those cultural-driving tech progressions, web3 is a digital vehicle for innovations that instantly connects more and more people with their own stories, with potential ownership over their content and digital selves, providing in the history of the world the first true intellectual property for products and individuals – enhancing the original Saas model.

To reach those audiences and spaces, you must diversify your voice, and authentically amplify your message, through web3 and past the metaverse.

On the business front, Maas enables opportunities for integrations from NFTs, trading Cards, event tickets, or even memes, with technical possibilities greatly strengthening strategic collaborations and enhancing digital stories.

Winning web3 (and beyond)

Like Saas companies, Maas provides a continuous end-to-end model allowing brands, organizations and creators, to offer digital-first community building and storytelling that is authenticated and ownable.

The most powerful marketing strategies and programs that permeate a culture center around four tenets of communication and engagement, we must lead with: cadence, clarity, focus and volume. These four tenets should define your amplification and output. It is no different in championing the metaverse. Community is the goal and the rewards are without measure.

Martech Brand Strategy Metaverse

Content by The Drum Network member:

[INVNT GROUP]

[INVNT GROUP] THE GLOBAL BRANDSTORY PROJECT™ was established as an evolution of the founding global live brand storytelling agency INVNT in 2008, with a vision...

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