B2C MarketingMarketing

Answer Four Questions Before Your Brand Jumps On The Metaverse Bandwagon – forrester.com

future-dyanmics

, VP, Research Director
Gap is the latest brand to set up shop on Roblox. But despite what the headlines say, the brand isn’t activating in the metaverse — it doesn’t exist today. No singular immersive platform is the metaverse yet. And that’s okay. While the actual metaverse is years away, now is a good time for brands to test and learn with extended reality (XR). But what must B2C marketing executives do to be strategic, creative, and realistic about their metaverse ambitions?
Our just-published report, Ready Player Brand: Marketing In The Metaverse, establishes four questions that brands should answer before letting fear of missing out (FOMO) cloud their decision-making. And it all starts by answering, “Do I have a clearly defined metaverse business objective?” Seems obvious, right? Yet many brands fail to articulate one despite the fact that 76% of B2C marketing executives in the US plan to invest some of their marketing budget toward metaverse-related activities this year, according to Forrester’s Q1 B2C Marketing CMO Pulse Survey, 2022.
Outside of behemoth immersive gaming platforms like Roblox and Fortnite, Forrester found that the vast majority of online adults in the US, the UK, and France have never heard of most metaverse platforms, let alone used them. And a downturn in the NFT marketplace is yet another reminder to brands that we’re in the messy, early days of the 3D internet right now.
Brands that temper their expectations and stay focused on the long game are poised to benefit the most. This is the theme of my upcoming fireside chat with the NFL’s Ian Trombetta at Forrester’s CX North America event on June 7. And two days ago, I recorded an episode of “Meet Me In The Metaverse,” a video series from Media.Monks where (in Horizon Workrooms) Catherine D. Henry, Henry Cowling, and I debated metaverse hype versus reality. The full episode premiered today on the Media.Monks blog.
Be sure to check out Forrester’s new report on marketing in the metaverse to learn how to navigate what’s possible for your brand right now. Tweet me your thoughts at @McProulx and I hope to see you at Forrester’s CX North America!
Stay tuned for updates from the Forrester blogs.

source

future-dyanmics

Related posts
B2b MarketingMarketing

3 Ways To Improve Your Marketing Strategy For 2023 - Forbes

Business leader presenting strategy to teamSometimes marketing strategies are built on a combination…
Read more
B2b MarketingMarketing

The Pitch: Advertising and marketing news for 11.29.22 - RichmondBizSense

Jonathan Spiers November 29, 2022 0 Fable Branding + Advertising completed its first work for…
Read more
B2b MarketingMarketing

Stock market news live updates: Stocks, oil slide to start week as COVID protests erupt across China - Yahoo Finance

U.S. stocks tumbled Monday as unrest in China over the nation's restrictive COVID controls…
Read more
Newsletter
Join THE PRO PEOPLE Family

Sign up for The Pro People Community's Daily Digest and get the best of Industry updates, tailored for you.

Leave a Reply

Your email address will not be published. Required fields are marked *