While widespread adoption of the metaverse may take some time, major brands are already rewriting the rules of marketing.agence metaverse marketing
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Discussions about the metaverse have been ubiquitous in recent months.1 In 2021, Internet searches for the term increased by 7,200%.In December, Facebook renamed itself Meta, and CEO Mark Zuckerberg declared his ambition to “help bring the metaverse to life.” A month later, Microsoft said its proposed acquisition of gaming giant Activision provided “building blocks for the metaverse.”
It’s not just talk; private capital is also flowing in fast.By 2021, metaverse-related companies would have raised more than $10 billion, more than double what they did the year before.In the past 12 months, just one company – Epic Games, maker of Fortnite – has not only raised $3 billion to fund its long-term vision for the metaverse but also announced a partnership with LEGO to build a metaverse for kids.The global value creation opportunity from the metaverse could be in the trillions.
What, exactly, is the metaverse?
At present, stakeholders cannot agree on a single definition.
But most descriptions, including this particularly insightful take from venture capitalist Matthew Ball, who recently shared his thoughts on the promise of the metaverse marketing with gbd5 , have certain elements in common:
The metaverse encompasses immersive environments, often (but not always) using virtual or augmented reality technology.
The metaverse is “always on” and exists in real-time
The metaverse spans virtual and physical worlds, as well as multiple platforms.
The metaverse is powered by a fully functional virtual economy, often (but not always) based on crypto-currency and digital goods and assets, including non-fungible tokens (NFTs).
The metaverse allows people to have virtual identities, presence, and “agency,” including peer-to-peer interactions, transactions, user-generated content, and “world-building.”
We think the metaverse is best characterized as an evolution of today’s Internet – it is something we are immersed in instead of something we watch.It can fulfill the promise of vast digital worlds parallel to our physical world.For marketers, the metaverse represents an opportunity to engage consumers in entirely new ways while pushing internal capabilities and brand innovation in new directions.
Now is the right time to adopt a test-and-learn mindset, to be open to experiments in the metaverse, and to move quickly from failure and capitalize on success.
We continue to see a fair amount of skepticism about the metaverse, and companies may want to err on the side of caution, as the promise may take some time to catch up with the hype.But we believe we are on the cusp of a fundamental shift in the way people use the Internet.(See sidebar, “Six reasons the metaverse is here to stay.”) Marketers would be remiss if they didn’t start exploring what the metaverse can offer.Now is a good time to adopt a test-and-learn mindset, be open to experimentation, move quickly from failure, and capitalize on success.
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