Marketing 6.0

CHAPTER 10Metaverse Marketing: Experimenting with the Next‐Generation Engagement

Numerous brands have embraced marketing within the metaverse, capitalizing on the unique opportunities it offers to engage customers in a three‐dimensional, virtual space. This form of marketing is seen as a fresh approach, expanding beyond traditional two‐dimensional marketing in social media and other content platforms. Within virtual worlds, brands can explore remarkably creative endeavors that would be otherwise impossible in physical spaces, such as hosting a 10‐minute‐only concert or offering instantly customizable sneakers.

Moreover, the metaverse is a powerful platform for captivating an emerging audience, specifically younger demographics who are highly accustomed to virtual exploration. For metaverse natives—Generation Z and Generation Alpha—spending extended periods in virtual worlds is a familiar and natural experience. To them, the metaverse represents an immersive fusion of video games and social media.

To stay relevant in the next decade, brands entering the metaverse must either have a significant portion of their existing customer base composed of Generation Z and Generation Alpha or actively engage with these demographics to secure them as future customers. Therefore, these brands must identify the intersections between the metaverse natives and their desired target audience. They should only establish a presence in the metaverse if this overlap is sizeable enough to justify the ...