Book Title: Innovations in Management: Emerging Trends and Practices
Editor: Dr. Dattatraya Pandurang Rane
ISBN: 978-81-987266-7-4
Chapter: 9
DOI: https://doi.org/10.59646/imC9/358
Author: Dr. Anju Khandelwal, Associate Professor, Balaji Institute of Management & Human Resource Development, Sri Balaji University, Pune, Maharashtra, India
Abstract
Metaverse marketing is having a profound impact on how companies engage with consumers in highly immersive and interactive virtual environments. With the metaverse’s further growth into a shared digital space, marketers will have unprecedented opportunities to provide personalized, gamified, and socially integrated experiences. This chapter delves into the topic of metaverse marketing and its expanding techniques. Digital platforms such as Decentraland, Roblox, and Meta’s Horizon Worlds offer a variety of opportunities for influencer marketing, in-world advertising, virtual showrooms, and branded non-fungible tokens (NFTs). To better understand how virtual companies connect with their users and how communities are formed, this chapter delves into the cultural, behavioral, and technological factors at play. Issues with data security, accessibility, and evaluating return on investment are some of the challenges with metaverse branding that are covered in the chapter. Branding in the metaverse is also defined, along with its goals, benefits, and expected outcomes. Marketers are rethinking narrative and customer contact in this immersive digital arena. Readers will obtain a complete understanding of this shift by examining industry trends and case studies.
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