Research Details

Abstract

The metaverse is the next generation of the Internet experience, characterized by immersive, 3-Dimensional environments that can host a wide range of customer activities and experiences. In principle, the metaverse can be a powerful platform for marketers to engage with customers to drive revenues, build brands and create thought leadership for their companies. However, the metaverse is a complex, confusing, and challenging space. Marketers must proceed with caution in placing their bets on metaverse platforms and initiatives. Marketers also must avoid the shiny object syndrome by linking their metaverse initiatives to their strategies for growth and brand building. This chapter serves as a guide for marketers as they navigate the dynamic and uncertain landscape of the metaverse.

Type

Book Chapter

Author(s)

Mohanbir Sawhney

Date Published

2023

Citations

Sawhney, Mohanbir. 2023. Marketing in the Metaverse.