metaverse a year or so ago may have withered somewhat in recent months following the noisy entry onto the scene of artificial intelligence tools such as ChatGPT, DALL-E 2 and Midjourney.
However, the truth is that marketers are by no means condemning the bulgaria number data metaverse to ostracism and continue to believe in the potential of parallel virtual universes. At least this is what emerges from a recent study carried out in Germany by the consulting firm Nunatak .
52% of marketers surveyed by Nunatak in their report plan to increase their investment in the metaverse this year . And the generation of “engagement” in digital universes parallel to the real world is on the agenda of 33% of marketing professionals. In reality, only 1% of marketers plan to cut their budgets in this particular area.
Marketers have high hopes for the metaverse, largely because the technology holds multiple (and almost infinite) possibilities within it. When asked about the potential uses they see for the concept, 56% of marketers want to use the metaverse to create virtual experiences and create communities around such experiences.
An equally high percentage of marketers, 53%, see many possibilities in the metaverse from an onboarding and training perspective . And 46% also plan to use the metaverse more intensively for marketing purposes in the coming years.
As for the goals with which marketers land in the metaverse, 56% mention experimentation , while 36% emphasize gathering information and 35% connect with new target audiences. Another extremely relevant goal for marketers looking to enter the metaverse is generating awareness around specific brands and products.
While marketers see a plethora of advantages in the metaverse, they are also not oblivious to the dangers that may lurk in this technology . Some professionals fear that this concept may have been overestimated in the short term and underestimated in the long term. And other marketers also do not hide their fear that the metaverse may end up generating too much bu