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What will it take to be a marketing master of the Metaverse? The Global View Podcast

By The Drum | Editorial

February 14, 2022 | 4 min read

As expansive as the metaverse promises to be, it’s no surprise it took a number of The Drum’s journalists to properly explore it. Over the course of our recent metaverse deep dive, we had a team of journalists across the US, Asia and Europe examining all aspects of the topic in order to provide a holistic view.

From the tenets of web3 and the primacy of the user that underpins the next stage of the internet, to a thorough examination of the tech and companies that seek to define it, to the personal freedom and expression it enables - we wrote about it all. Ultimately we concluded that while there is an enormous amount of experimentation going, nobody truly knows what ‘the metaverse’ will ultimately look like. That is, if it even ever arrives as promised.

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This latest part of our Global View series sees The Drum journalists discussing the metaverse - and their own experiences within

What we learned, though, is that ‘the metaverse’ as a concept is a fantastic framework for all that discussion. It draws together the disparate threads of creation, cryptocurrency and social media under a single descriptor, and allows us to examine how they each interact with the others. Jack Morton’s Damian Ferrar told The Drum how important that interaction is: “Brands should start with an experience design framework, incorporating four elements: immersion, responsiveness, curation and connection. These principles will ensure that an experience is impactful, effective and created to live at the intersection of content, data and technology.”

In this latest Global View, The Drum journalists Kendra Clark, Webb Wright and Chris Sutcliffe discuss the metaverse and flag some of The Drum’s favourite experiments to date. They acknowledge the challenges of marketing the metaverse as a concept to those who have not experienced it, but also discuss their favourite transformative experiences from the VR and AR spaces.

While the metaverse hasn’t arrived yet, the mere promise of it is shaking the marketing industry. With new audiences, new products, and new means of interaction up for grabs, it’s a potential winner-takes-it-all situation - and marketers cannot afford to be left behind.

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