Digital marketing in the metaverse and its effect on E-commerce

Abstract

The concept of the metaverse has its origins in futuristic literature, with the development of the internet allowing the video game industry to create virtual worlds for entertainment, which later with the entry of mass online gamers influenced the creation of protometaverses and the first metaverses operating today. Today, it is the technology companies that are investing large sums of money to drive the full development of the metaverse. However, there is still no concrete definition of what this virtual world will be, but it is clear that it will require the development of a set of technologies to make its ecosystem decentralised and immersive. On the other hand, the development of marketing in the metaverse depends on the emergence of a community of consumers. Protagonists who need virtual worlds for their development. Awakening their interest in interacting in these virtual worlds through their avatars, which allow them to perform various activities. Creating in them the need to obtain greater virtual experiences such as the acquisition of assets in the metaverse, a sector that captures the attention of companies to invest and explore new virtual markets. Marketing is the connection that allows brands to know and satisfy their needs, create new consumer experiences, and understand that the metaverse is a new digital marketing channel. In this context, brands are experimenting with new marketing practices that influence the creation of new business and e-commerce opportunities in virtual worlds, but in order to make commerce happen, it is necessary to clarify the means of payments that effect the buying and selling of virtual assets. It is clear that the development of e-commerce must be linked to decentralisation and that it plays an important role in the future economy of the metaverse. For this reason, this research seeks to provide the reader with knowledge of the digital marketing practices that are being carried out in the metaverse. Practices that allow the creation and reinvention of new business models in the third dimension. Giving the opportunity for e-commerce to evolve and adapt to the new demands and needs of consumers, who increasingly demand more real and innovative shopping experiences and personalised attention.