Augmented promotion

In the search for virtual identities, brands take advantage of users and begin to define their strategies and objectives in the metaverse in order not to lose competitiveness in front of their audience. Companies have to be where their customers are and adjust to the needs they demand; but, really, is the consumer currently demanding metaverse?

Although these new worlds are presented as the perfect alternative for brands and customers to generate a meeting space, beyond sales, the number of users who actively interact in these spaces is still lower than desired. On the contrary, the risk of designing a metaverse with projection and guarantees in this premature phase continues to be, for the moment, somewhat high.

In this sense, companies are torn between creating their own corporate metaverses or finding their own space in existing ones. In any case, they should be the result of a deep process of active listening and participation, involving their main customers, to achieve coherent spaces in line with their philosophy, values and real life purposes.

A long-distance race for the positioning of the big brands as pioneers in promotional and consumer actions, which, if it continues as an upward trend, will lead to reflect on the position that those companies with less economic and adaptive capacity to enter the metaverse will adopt.