WELCOME
METAVERSE
TO
WELCOME
METAVERSE
TO
INTRODUCTION
Diving into the Metaverse: Essential Marketing
Strategies for Businesses
The metaverse transitions from idea to reality, presenting
unique marketing opportunities in immersive environments.
This synopsis addresses the challenges of understanding
consumer behavior and adapting strategies for effective
engagement in the digital future.
BRANDS WITH VIRTUAL STORES: EXAMPLE
BRANDS WITH VIRTUAL STORES: EXAMPLE
BRANDS WITH VIRTUAL STORES: EXAMPLE
BUSINESS PROBLEM STATEMENT
Companies face the challenge of navigating the metaverse's
uncharted territory, developing marketing strategies for
immersive branding and engagement amidst early consumer
adoption and technical complexities.
LITERATURE REVIEW
Theme Author & Year Title Major Findings
Understanding Metaverse Audiences Ortmor Agency, (2022) The Mall of Tomorrow is Virtual (Ortmor, This research indicates growing consumer
2022) interest in social shopping and virtual try-
ons within the metaverse, emphasizing the
importance of building virtual communities
and creating product experiences that
transcend the physical
Gamification and Interactive Experiences AJ Marketing, (2023) Top 7 Metaverse Marketing Strategies This analysis showcases the success of
brand-sponsored game modes and virtual
events, underscoring the importance of
interactivity and playfulness in captivating
metaverse audiences
Virtual Influencers and Brand Ambassadors Chitrakorna, (2021) What influencer marketing looks like in the This article explores the growing popularity
metaverse of virtual influencers and their potential to
reach Gen Z audiences in authentic and
relatable ways.
Measurement and ROI in the Metaverse Wiles, (2022) What Is a Metaverse? And Should You Be This report acknowledges the challenge of
Buying In? measuring ROI in the metaverse due to its
dynamic nature and lack of standardized
metrics
RESEARCH GAP
Long-Term Consumer Behavior: The impact of
01 the metaverse on long-term consumer decision-
making, brand loyalty, and preferences across
varied demographics remains underexplored.
Further research is needed to understand how
continuous engagement alters consumer
interactions with brands.
RESEARCH GAP
Engagement Method Effectiveness: Current
02 research lacks a comprehensive comparison
between metaverse engagement methods (e.g.,
gamification, virtual influencers) and traditional
marketing strategies. Investigating their
effectiveness in terms of engagement,
conversion rates, and brand recall is crucial.
RESEARCH GAP
ROI Measurement Challenges: The unique,
03 immersive environment of the metaverse
complicates the measurement of marketing
campaign ROI. Developing metaverse-specific
metrics and frameworks to accurately assess
marketing impact is a key research need.
RESEARCH PROBLEM
The central research issue focuses
Utilizing frameworks like the
on whether businesses should
Technology Acceptance Model (TAM)
invest in the emerging metaverse
and Consumer-Brand Relationship
now or wait for wider consumer
Theory, the research aims to provide
adoption. It examines how
insights into consumer adoption of
metaverse marketing influences
new technologies and the emotional
consumer preferences, decision-
bonds enhanced by immersive
making, and brand loyalty compared
experiences.
to traditional marketing channels.
RESEARCH QUESTIONS
Q1. How do metaverse immersive experiences
influence consumer preferences, information
processing, and brand evaluation compared to
traditional channels?
Q2. Which engagement methods (gamification,
interactive storytelling, virtual influencers) in the
metaverse are most effective in enhancing brand
awareness, purchase intent, and customer loyalty?
Q3. What are the best practices and metrics for
evaluating the ROI of marketing campaigns within the
metaverse, considering its unique features?
RESEARCH OBJECTIVE
Investigate how the metaverse's immersive
01 experiences influence consumer preferences,
decision-making, and brand evaluations versus
traditional marketing.
RESEARCH OBJECTIVE
Identify and assess metaverse engagement
02 methods (gamification, interactive storytelling,
virtual influencers) for their effectiveness in
boosting brand awareness, purchase intent, and
loyalty.
RESEARCH OBJECTIVE
Develop best practices and metrics to measure
03 the ROI of metaverse marketing campaigns,
incorporating the unique aspects of the
metaverse environment for comprehensive
financial and brand equity insights.
RESEARCH METHODOLOGY
Phase 1: Quantitative Survey
Objective: Gather baseline data on consumer attitudes,
preferences, and engagement with the metaverse, segmented
by demographics.
Method: Conduct a large-scale online survey using
structured questionnaires with Likert scale, multiple-choice,
and open-ended questions to capture diverse consumer
insights.
Sampling Strategy: Use stratified random sampling for
demographic representation across age, gender, location,
and tech proficiency.
RESEARCH METHODOLOGY
Phase 2: In-Depth Interviews
Objective: Obtain qualitative insights from metaverse users
and marketers on the effectiveness of engagement methods
within the metaverse.
Method: Conduct semi-structured interviews for in-depth
insights into metaverse marketing experiences, opinions,
and suggestions.
Selection Criteria: Select participants with metaverse
experience, including frequent users and professionals in
metaverse marketing strategy design or implementation.
RESEARCH METHODOLOGY
Phase 3: ROI Analysis
Objective: Establish a framework to measure ROI of
metaverse marketing, combining traditional and
innovative metrics tailored to the metaverse.
Method: Develop a hybrid model combining
financial indicators (sales conversion, cost per
acquisition) with brand value metrics (brand
recall, customer satisfaction), tailored to
metaverse marketing's unique aspects.
REFERENCES
▪ Chitrakorn, K. (2021, December 7). What influencer marketing looks like in the metaverse. Retrieved from Vogue Business:
https://www.voguebusiness.com/technology/what-influencermarketing-looks-like-in-the-metaverse
▪ Company, M. &. (2022, May 24). Marketing in the metaverse: An opportunity for innovation and experimentation. Retrieved from McKinsey & Company:
https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/marketing-inthe-metaverse-an-opportunity-for-innovation-and-
experimentation
▪ Linden Lab, "Second Life". (2003). Retrieved from Linden Lab: https://lindenlab.com/
▪ Marketing, A. (2023, September 2023). Top 7 Metaverse Marketing Strategies. Retrieved from AJ Marketing: https://www.ajmarketing.io/post/top-7-
metaverse-marketing-strategies-successcase-analysis
▪ Ortmor, A. (2022, August 8). The Mall of Tomorrow is Virtual. Retrieved from Linkedin: https://www.linkedin.com/pulse/mall-tomorrow-virtual-
ortmoragency/
▪ Rojan. (2023, December 21). Navigating Metaverse Platforms: Where to Promote Your Brand. Retrieved from Dream Farm Agency:
https://dreamfarmagency.com/blog/metaverse-platformspromote-your-brand
▪ Stephenson, N. (1992). Snow Crash. Bantam Books US.
▪ Suvarna, P. (2023, February 8). The Metaverse: Exploring the Next Frontier of Social Interaction. Retrieved from Linkedin:
https://www.linkedin.com/pulse/metaverse-exploring-next-frontiersocial-interaction-suvarna/
▪ Virtual Reality (VR) - Statistics and Facts. (2021). Retrieved from Statista: https://www.statista.com/topics/2532/virtual-reality-vr/#topicOverview
▪ Wiles, J. (2022, October 21). What is a Metaverse? And should you be buying in? Retrieved from Gartner: https://www.gartner.com/en/articles/what-is-a-
metaverse
▪ Zuckerberg, M. (2021). "Meta: A Social Technology Company". Retrieved from Meta: https://about.meta.com/%20meta
THANK YOU
