Metaverse and Marketing: Metaverse - Another Marketing Tool for Brands to Promote Their Products and Services

As we spend our lives online, it's becoming increasingly difficult to distinguish the "real" life from a life that is lived virtually surrounded by digital devices. Today, a smartphone is not just a device we use, but it's become a place where we live. The real-life routines, interests and obsessions of consumers today are heavily imitated in the digital worlds: from driving cars in the virtual world, selecting outfits for digital avatars to wear, to cultivating virtual relationships and intimacy (New Trend Report: Into the Metaverse, Wunderman Thompson Intelligence, 2021). As technology progresses, humankind is rapidly moving from the age of social media and mobile devices to the world of web3 with mixed reality experiences. Historically, brands have always moved where consumers have been, to engage, promote and create enriching experiences for their consumers. Thus, this research paper highlights how brands and businesses will use the metaverse as another marketing tool and focuses on the use of the Metaverse by brands to promote their products or services for an eventual purchase in the real-life physical world.