Salesforce Marketing Cloud and Metaverse: New Customer Frontier

March 06, 2025

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Salesforce Marketing Cloud and Metaverse: New Customer Frontier

Imagine this: You put on a VR headset and step into a virtual shopping mall. Instead of browsing through flat product images on a website, you walk into a digital store, pick up a virtual sneaker, rotate it in your hands, and even try it on your avatar.

A brand assistant (powered by AI) appears and recommends accessories based on your preferences. Moments later, you receive a personalized email from Salesforce Marketing Cloud with a discount code for that exact sneaker.

This is the metaverse in action—a blend of virtual reality (VR), augmented reality (AR), AI, and Web3 technologies that’s revolutionizing how customers interact with brands. It’s no longer just a futuristic concept; brands like Nike, Gucci, and BMW are already using it to create interactive experiences.

But how does Salesforce Marketing Cloud fit into this new digital world? Let’s explore.

Marketing Cloud, combined with AI, real-time data, and blockchain, is shaping the future of brand engagement inside the metaverse—far beyond what most marketers realize. Let’s break down exactly how.

What is the Metaverse?

The metaverse is a digital universe where people can interact, socialize, shop, and engage in immersive experiences through VR, AR, AI, and blockchain technologies. It’s not a single platform but a collection of virtual spaces that merge the physical and digital worlds.

Key elements of the metaverse include:

Virtual Worlds: 3D spaces where users can move, interact, and engage with brands.
Augmented Reality (AR): Overlays digital elements on the real world (e.g., virtual try-ons).
AI-Powered Avatars & Assistants: Virtual customer service representatives and chatbots.
NFTs & Web3: Digital assets that offer unique brand experiences.

Now, let’s dive into how Salesforce Marketing Cloud is helping brands navigate this evolving landscape.

Personalized Marketing Journeys in the Metaverse

Meet David, a sneaker enthusiast exploring a metaverse sportswear store. As he walks through the aisles, AI tracks his movements, noting which shoes he spends time examining.
How SFMC Powers This:
- Data Cloud captures David’s virtual behavior and merges it with his online purchase history.
- Journey Builder automates a real-time follow-up email: “Hey David, love those sneakers? Here’s a 10% discount!”
- Einstein AI predicts his preferences and suggests a matching sports outfit.
Real-World Application:

Brands can use Marketing Cloud’s real-time personalization to engage customers inside virtual environments, just like they do in emails and websites.
Virtual Events & Brand Engagement

Companies are hosting exclusive product launches, concerts, and conferences in the metaverse. Imagine attending a virtual Salesforce Connections event, where instead of watching a webinar, you navigate a digital venue, interact with experts, and network with other attendees in real time.
How SFMC Powers This:
- Web3 Event Tracking: aCapture attendance data inside the metaverse using integrations with Data Cloud.
- Marketing Cloud sends personalized invites and segments attendees for future engagement.Also, deploy Einstein bots inside virtual events to answer questions.
- Social Sprout tracks conversations in metaverse communities, allowing brands to engage with audiences beyond traditional channels.
- Omnichannel Follow-Ups: Automate post-event follow-ups via email, SMS, and social channels.
Real-World Example:

A fashion brand launches its latest collection in the metaverse. Attendees get early access to limited-edition NFTs, and Marketing Cloud follows up with exclusive real-world product drops.

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NFT (Non Fungible Token)-Based Loyalty & Rewards Programs

Let’s say Sophie is a dedicated fan of a luxury brand that operates in the metaverse. She attends their virtual store launch and receives a limited-edition NFT that grants her exclusive perks.

Quick info on NFT: NFT stands for Non-Fungible Token. It is a digital asset that represents ownership of a unique asset, such as a piece of art, music, or digital content. NFTs are stored on a blockchain, which is a digital ledger that records ownership of digital assets.
How SFMC Powers This:
- Automated NFT Reward Distribution: Use SFMC Automation Studio to send NFT rewards and exclusive offers based on user activity.
- Cross-Channel Activation: NFT holders can be targeted with exclusive WhatsApp and SMS campaigns inside SFMC.
- NFT ownership is stored in Salesforce Data Cloud, allowing brands to segment customers based on loyalty tiers and trigger exclusive email/SMS offers.
Real-World Example:

A beverage brand offers digital collectibles (NFTs) in exchange for real-world rewards—Marketing Cloud tracks and nurtures these customers with personalized campaigns.
Augmented Reality (AR) & AI-Driven Recommendations

Imagine a cosmetics brand using AR to let customers try on makeup in the metaverse. Georgia, a user, tries on virtual lipstick and foundation before making a purchase.
How SFMC Powers This:
- Einstein AI recommends products based on Georgia’s preferences.(Try before you buy approach)
- Push notifications remind her of her trial session, nudging her toward conversion.
- A post-purchase email includes a tutorial video on using the products effectively.
Real-World Example:

Beauty brands like L’Oréal and MAC already use AR for virtual try-ons. With SFMC, they can automate follow-ups, retarget users, and drive higher conversions.

Challenges & Considerations in Metaverse Marketing

Data Privacy & Security: Ensuring GDPR compliance while tracking metaverse behaviors.

Adoption Rates: Not all audiences are comfortable with virtual experiences—brands must balance traditional and immersive marketing.

Technology Integration: Connecting Web3 wallets, blockchain, and CRM systems is still evolving. Lack of real-time tracking for metaverse interactions.

Solution? Salesforce’s secure cloud infrastructure and consent-based marketing help brands navigate these challenges.

Use Consent Management tools within SFMC to ensure GDPR & CCPA compliance.

Connect Data Cloud with metaverse activity logs to unify customer journeys.

Leverage Salesforce Identity & blockchain-based authentication to create unified customer views.

Final Thoughts: The Future of SFMC in the Metaverse

Salesforce Marketing Cloud isn’t just about traditional digital marketing anymore. With the rise of Web3, AI, and immersive experiences, SFMC is evolving to power the next generation of customer engagement inside virtual worlds.

What’s Next?

More AI-powered personalization inside metaverse spaces.
Deeper integration of Web3 assets (NFTs, crypto-based loyalty programs).
Automated cross-channel engagement spanning virtual and real-world interactions.

Are you ready to explore Marketing Cloud’s role in the metaverse? Let’s discuss in the comments!

Written by

Aishwarya T P

5X Salesforce Certified Consultant || 1X Super Badge || Trailhead Ranger || Digital Solution Architect Lead Consultant at NTT Data | Trailblazer Community Speaker | Author of SFMC Stories