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What Marketers Will Have to Navigate in the Metaverse

The metaverse will impact many industries, but none more so than the marketing industry. So reports Venture Beat.

woman g825f8e714 640The tools and techniques employed today by digital advertisers are grounded in flat images and videos viewed in the third person. However, the metaverse is an immersive experience viewed in the first person.

Here are some of the major differences and items to watch in the metaverse:

Virtual Product Placements (VPPs)

Advertisers will utilize promotional artifacts and activities to reach audiences in the metaverse. These narrowly targeted efforts will reach individuals at specific times and places, while others in the same space may encounter different products or promotions, or nothing at all. However, marketers need to take special care to avoid predatory tactics that, for instance, can potentially deepen social divisions. It is important for users to be able to easily tell the difference between promotionally altered experiences and authentic ones.

Virtual Spokespeople (VSPs)
AI-driven avatars will be able to engage users in promotional conversations. VSPs are likely to target users through passive observation or direct engagement. The passive targeting may play out by a user observing two people having a conversation on a particular topic or product. The user assumes they are actual people, but they are not. VSPs can also directly engage consumers in promotional conversations. This can pose a challenge for users, especially if they do not realize they are engaging with an AI-driven avatar with an agenda and equipped with personal data to help with persuasion.

Read the full article from Venture Beat.

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