Six strategies to building successful communities in the Metaverse

Catherine D. Henry
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Catherine D. Henry: Web3 & Metaverse Innovation Strategy, USA

Journal of Brand Strategy, 2023, vol. 12, issue 1, 40-48

Abstract: To be successful in today’s persistent, connected virtual marketplaces, marketing managers will need a new strategy. For years, marketers have felt that communities existed to serve business needs — but in the metaverse, brands will need to court consumers. For a new generation of ‘Virtual Natives’ new technologies are raising expectations of how brands need to show up in these worlds. As a consultant to some of the world’s biggest brands, Catherine D. Henry shares the recipe to getting it right.

Keywords: web3; metaverse; immersive; tokens; NFTs; loyalty; Customer Relationship Management; CRM (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2023
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