Marketing in the Metaverse: Exploring marketing opportunities and potential pitfalls

Stefanie Wannow and Chiara Beck

PraxisWISSEN Marketing: German Journal of Marketing, 2023, vol. 8, issue 01/2023, 57-76

Abstract: Companies from diverse industries, such as gaming, travel, and retail, have started to explore emerging marketing opportunities in the Metaverse. However, there is great uncertainty regarding effective strategies in this new "world". As research is still in its infancy, we aim to contribute to a better understanding of Metaverse marketing and its opportunities and challenges. Interviews with experts from different industries highlight the Metaverse's potential for more personalized and immersive marketing strategies. Community-building, but also innovative Metaverse products, such as NFTs, are seen as particularly promising. However, a prerequisite for successful Metaverse marketing is the creation of a safe environment and sufficient technological expertise.

Keywords: Metaverse; virtual reality; marketing; user experience; digital transformation (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:zbw:afmpwm:289796

DOI: 10.15459/95451.60

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PraxisWISSEN Marketing: German Journal of Marketing is currently edited by Andrea Rumler, Andrea Bookhagen

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