Metaverse Marketing vs Digital Marketing

Abstract

The metaverse can be defined as a seamlessly interconnected digital universe promising a revolution in the ways how consumer brands and firms will be interacting and transacting in the near future. The parallel activities by consumers who engage and transact in virtual spaces and firms who are investing huge capital in access of millions of dollars in developing both hardware and software related to metaverse technologies have accelerated the growth of acceptance of metaverse not only as a portal for social activities but also for conducting ecommerce. However, metaverse marketing, still in its infancy, lacks a clear understanding of how different it will be from digital marketing. This paper discusses how the well-established aspects of digital marketing will evolve when the metaverse takes over the internet. Subsequently, the authors discuss how metaverse-induced changes in marketing practices will lead to developing novel ways of commerce.