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Once every decade or so, something new comes along to transform the marketing industry. If you draw a through-line from radio and television to the advent of the internet and, most recently, digital channels like search, social and mobile, you’d find one common principle: that first-mover advantage pays off handsomely for the businesses who master new, paradigm-shaking channels early.
Perhaps, then, we shouldn’t be surprised to see so many companies diving headfirst into the metaverse. Though some of them will surely stumble and fail in their attempts, the potential of the metaverse to define the winners and losers of digital marketing for decades to come is too enormous to ignore.