Marketers Are Reassessing Their Impact in the Metaverse

CMOs have increasingly become fixated with measurement to determine if they want to experiment with the virtual world

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The metaverse is in its infancy. It’s a new type of internet (or part of Web3, if you want to be more specific). And despite what Meta might want people to think, no one owns it or really regulates it either.

For now, it’s a series of always-on, virtual destinations hosted on hundreds of platforms where people use avatars to work, play, interact and shop. They might want to build games on Roblox, attend a fashion show or buy nonfungible token (NFT) shoes in Decentraland.

In the metaverse, brands need to put aside all their old social media strategies, where everything revolved around data.



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This story first appeared in the May 2, 2022, issue of Adweek magazine. Click here to subscribe.