The Metaverse, defined as a digital universe where nearly all real-world activities are replicated and has recently emerged as one of the most popular technologies, is increasingly becoming a part of everyday life.
Numerous brands are transitioning their advertising and experiential marketing initiatives into this space. Communication experts have noted that this virtual universe is poised to create a marketing and communication-centric application domain, potentially worth millions of dollars, thanks to its unique products and services.
The advertising and marketing industry has swiftly embraced the Metaverse, conceived as a mirror of real life. A recent example includes a prominent men’s clothing brand in Turkey that hosted a fashion show in the Metaverse to showcase its new season collection.
As the Metaverse continues to expand its influence in daily life, Prof. Dr. Özlem Alikılıç from the Public Relations and Advertising Department at Yaşar University remarked that companies are increasingly aligning their advertising and marketing strategies with the Metaverse universe.
Prof. Dr. Özlem Alikılıç, from the Public Relations and Advertising Department at Yaşar University, emphasizes that digital communicators and marketing experts need to stay abreast of the latest technological advancements.
She states, “The world of advertising and marketing now must comprehend and assess the potential of the vast data source within this virtual universe. It’s essential for experts to recognize that Metaverse technology is more than just a passing trend. The communications community recognizes this universe as a multi-million dollar field of application, enriched by its unique products and services, relevant for both marketing and communication.”
“We are seeing brands increasingly in the virtual universe,” she added, citing examples of advertising initiatives taken by brands in the Metaverse. “We are observing the marketing communication experiences of brands from the real world being mirrored in this virtual universe. Examples include a beverage brand collaborating with a digital racing platform, a pop group’s concert on an online gaming platform, a world-renowned fashion house’s new season fashion show, a film production company promoting a new feature film, and a political party organizing a virtual rally for Generation Z voters.
These collaborations offer immersive experiences. Furthermore, a video game ad technology company has also discontinued…” Prof. Dr. Alikılıç elaborated on the diverse and innovative marketing strategies being adopted in the Metaverse.
Prof. Dr. Özlem Alikılıç highlights the importance of creating interactive environments in the Metaverse for sustaining two-way communication. She states:
“Given how this universe operates, it will be beneficial for both businesses and consumers to engage in various immersive experiences for communication and marketing purposes. I believe the rapidly growing Metaverse will evolve into not just a new space for creating experiences, entertaining, and interacting with people, but also into an economy in its own right. This will encompass a range of activities from securing virtual avatar safety, designing and marketing virtual securities and real estate, developing and managing digital exchanges, to rental and insurance services. Additionally, setting up tourism agencies, advertising agencies, planning investments in this universe, establishing digital social enterprises, organizing sports competitions, trade fairs, rallies, concerts, and more, will all offer new, unique services to users in the Metaverse universe.”
In line with these insights, Yaşar University Faculty of Communication’s Department of Public Relations and Advertising, as part of the PRTALKS event series, hosted an online seminar titled “Is Communication Possible in Metaverse?” The seminar featured Dr. Hilal Kılıç, a lecturer in Management Information Systems at Istanbul Gelişim University, along with participants from advertising agencies including Ergun Gümrah, Talat Müceldili, and Betül Uslu.
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