5000% INCREASE
Christopher Tompkins
CEO of The Go! Agency (Digital Marketing), Author, Forbes Council Thought Leader, Entrepreneur Magazine Contributor, Biz Journals Leadership Trust, Fast Company Board Member, Podcast Host, National Business Mentor
Engagement and excitement around the concept of the metaverse has increased by 5000?percent since Facebook—err, sorry, Meta—announced their foray?into the augmented reality experiment in September.
What just a few months ago seemed like a desperate attempt to?divert negative attention?has now ballooned into a viable concept that brands and marketers are falling in line for.
So what the hell is a “metaverse”? And should you start building your own?
Well, to answer the second question first: unless you have millions of dollars that you’re willing to dump into AR/VR research, maybe put “create a branded metaverse” on next year’s to-do list.
But as to “what is a metaverse”, basically it's whatever the company wants.
Nike, for example, has staked it’s metaverse territory by essentially creating a digital shoe-store experience where shoppers can try before they buy. This seems, to me, like a fair use of the technology.
Walmart, on the other hand, debuted their metaverse beta test to much mockery and chagrin because…honestly, who wants to spend more time than necessary dicking around in a Walmart with a VR headset on?
The whole point of evolving metaverse technology is to make our lives easier—stopping to scan every bottle of wine in a Walmart just ain’t it.
As with all new technology, there is a windfall of success coming for every brand that uses it thoughtfully and a minefield of snarky quote tweets coming for brands who hop on the trend just to claim space.
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