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THE WORLD OF METAVERSE IN THE MARKETING UNIVERSE OR THE WORLD OF MARKETING IN THE METAVERSE UNIVERSE?

Year 2022, Volume: 1 Issue: 2, 160 - 177, 31.12.2022

Abstract

The use of metaverse and marketing concepts together represents a fundamental change for both concepts and fields. The dimension of this change is expanding with the reality of today, where today’s people spend a significant part of their lives in virtual and augmented worlds, and the vision of the future, where this will continue to increase.Metaverse was first used as a term or concept to meet a new concept by Neal Town Stephenson, an American writer of novels and articles in the categories of science, science fiction and fantasy. The author describes the concept of metaverse; It was used as a portmanteau2 of “commodity” and “universe” in his 1992 novel Snow Crash. About ten years later, Neal T. Stephenson, who describes an unlimited and free world in the Second Life project, which is a kind of virtual and online role-playing game and put into service by Linden Research Company in 2003, brings a new definition to the concept of game and brings the concept of life simulation to reality. Inspired by the science fiction novel Snow Crash, it now promises a second life to the users of the game. Thus, people are now introduced to the concept of being able to live in an always open virtual world. Based on these facts, in this study, which is mainly based on field and concept research on the interaction and coexistence of marketing and metaverse concepts in the context of instrumental, strategic and application; it is aimed to examine the concentration process in the metaverse field, which is based on digitalization together with marketing communication and its dimensions cannot be determined yet, and its effects on the world of marketing communication and to emphasize its place and importance in its spread. Although it will take some time for the metadata and metaverse universe to be widely adopted, leading companies and brands have already started to rewrite and apply their marketing rules on the metaverse axis and universe. As the pioneering and exemplary methods in the field; promotional objects or experiences mounted in virtual or augmented worlds, corresponding Virtual Product Placements (VPPs) and applications and designs such as Virtual Spokespeople (VSPs) in the metadatabase, where promotional content can be included in the promotional process of users on behalf of the advertiser, beyond inanimate objects or silent people is seen.

References

  • Aguayo, C. (2017). AR/VR/MR & RR in Learning and Teaching Digital Projects, THETA (The Higher Education Technology Agenda) 2017 Conference, Type of Presentation: Present a Session, pp. 1-50.
  • Ball, M. (2021). Framework for the Metaverse, The Metaverse Primer, MatthewBall.vc, https://www.matthewball.vc/all/forwardtothemetaverseprimer (Date of access: 13.06.2022).
  • Cambridge Dictionary Translate Plus. (2022). Cambridge University Press, https://dictionary.cambridge.org/tr/translate/ (Date of access: 28.07.2022).
  • Carmigniani, J. & Furht, B. (2011). Augmented Reality: An Overview. In Furht, B. (Eds) Handbook of Augmented Reality (pp. 3-46). New York: Springer, DOI: 10.1007/978-1-4614-0064-6_1.
  • Foscht, T., Maloles, C., Swoboda, B., Morschett, D. & Sinha, I. (2008). The Impact of Culture on Brand Perceptions: A Six-Nation Study, Journal of Product and Brand Management, 17(3), 131-142.
  • Laeeq, K. (2022). Metaverse: Why, How and What.https://www.researchgate.net/publication/358505001_Metaverse_Why_How_and_What/link/62053bb0afa8884cabd70210/download (Date of access: 10.08.2022).
  • Kim, J. (2021). Advertising in the Metaverse: Research Agenda, Journal of Interactive Advertising, 21(3), 141-144.
  • Kunkel, N. & Soechtig, S. (2017). Mixed Reality: Experiences get more Intuitive, Immersiveand Empowering (pp. 48-63). Lammerding: Deloitte University Press.
  • MarketsandMarkets Research Private Ltd. (2022). Metaverse Market: Metaverse Market by Component (Hardware, Software (Extended Reality Software, Gaming Engine, 3D Mapping, Modeling & Reconstruction, Metaverse Platform, Financial Platform), and Professional Services), Vertical and Region - Global Forecast to 2027, https://www.marketsandmarkets.com/Market Reports/metaverse-market- 166893905.html?gclid=CjwKCAjwhNWZBhB_EiwAPzlhNmHXi_PRsWh hzHWmrS6n0g0w4oGmowo445YKHyv_ 7sGJHejHmGEjhoC_JQQAvD_BwE, (Date of access: 23.05.2002).
  • Marr, B. (2021). Extended Reality In Practice: 100+ Amazing Ways, Virtual, Augmented And Mixed Reality Are Changing Business And Society. United Kingdom: John Wiley & Sons Ltd.
  • McDonnell, J. & Drennan, J. (2010) Virtual Product Placement as a New Approach to Measure Effectiveness of Placements, Journal of Promotion Management, 16 (1-2), 25-38.
  • Reportlinker.com (ReportLinker simplifies how Analysts and Decision Makers get industry data for their business). (2022). Metaverse Industry 2022: View Trends, Analysis and Statistics, Global Metaverse Industry 2022-2026, https://www.reportlinker.com/market-report/Advanced- IT/726665/Metaverse?term=metaverse%20market&matchtype=b&loc_inter est=&loc_physical=1012795&utm_term=metaverse%20market&utm_camp aign=transactionnel4&utm_source=google&utm_medium=ppc&hsa_acc=7 082072004&hsa_cam=15072279998&hsa_grp=138841791529&hsa_ad=59 5145580132&hsa_7&hsa_kw=metaverse%20market&hsa_mt=b&hsa_net= adwords&hsa_ver=3&gclid=CjwKCAjwhNWZBhB_EiwAPzlhNvz_rl9f2fJ BtVjn3QjKKqG0A9WkjzuvnpdiTImUEetuZz58EdVCxoCdnUQAvD_BwE (Date of access: 23.05.2002).
  • Rosenberg, L. B. (2022). Marketing in the Metaverse: A Fundamental Shift, Future of Marketing Magazine, Future of Marketing Institute - Technical Report, August 15 (pp. 1-7). DOI: 10.13140/RG.2.2.35340.80003.
  • Ünalan, D. (2020). Gazetecilikte Sanal Gerçeklik Uygulamaları: Immersive Journalism, in S. Gezgin & H. Çiftçi, İletişimde Seçme Konular I (pp. 415- 456). Ankara: İksad Yayınevi. VentureBeat (VentureBeat is an American technology website headquartered in San Francisco, California, It publishes news, analysis, feature features, interviews and videos). (2022). Metaverse 101 - Defining the Key Components. https://venturebeat.com/2022/02/05/metaverse-101-definingthe- key-components/29 (Date of access: 14.07.2022).
  • Yadav, A. & Tomar, S. (2017). Virtual Reality: A Technology of Illusion, International Journal of Engineering Research & Technology (IJERT), Special Issue – 2017, ICADEMS - 2017 Conference Proceedings (pp. 1-6). ISSN: 2278-0181.

THE WORLD OF METAVERSE IN THE MARKETING UNIVERSE OR THE WORLD OF MARKETING IN THE METAVERSE UNIVERSE?

Year 2022, Volume: 1 Issue: 2, 160 - 177, 31.12.2022

Abstract

The use of metaverse and marketing concepts together represents a fundamental change for both concepts and fields. The dimension of this change is expanding with the reality of today, where today’s people spend a significant part of their lives in virtual and augmented worlds, and the vision of the future, where this will continue to increase.Metaverse was first used as a term or concept to meet a new concept by Neal Town Stephenson, an American writer of novels and articles in the categories of science, science fiction and fantasy. The author describes the concept of metaverse; It was used as a portmanteau2 of “commodity” and “universe” in his 1992 novel Snow Crash. About ten years later, Neal T. Stephenson, who describes an unlimited and free world in the Second Life project, which is a kind of virtual and online role-playing game and put into service by Linden Research Company in 2003, brings a new definition to the concept of game and brings the concept of life simulation to reality. Inspired by the science fiction novel Snow Crash, it now promises a second life to the users of the game. Thus, people are now introduced to the concept of being able to live in an always open virtual world. Based on these facts, in this study, which is mainly based on field and concept research on the interaction and coexistence of marketing and metaverse concepts in the context of instrumental, strategic and application; it is aimed to examine the concentration process in the metaverse field, which is based on digitalization together with marketing communication and its dimensions cannot be determined yet, and its effects on the world of marketing communication and to emphasize its place and importance in its spread. Although it will take some time for the metadata and metaverse universe to be widely adopted, leading companies and brands have already started to rewrite and apply their marketing rules on the metaverse axis and universe. As the pioneering and exemplary methods in the field; promotional objects or experiences mounted in virtual or augmented worlds, corresponding Virtual Product Placements (VPPs) and applications and designs such as Virtual Spokespeople (VSPs) in the metadatabase, where promotional content can be included in the promotional process of users on behalf of the advertiser, beyond inanimate objects or silent people is seen.

References

  • Aguayo, C. (2017). AR/VR/MR & RR in Learning and Teaching Digital Projects, THETA (The Higher Education Technology Agenda) 2017 Conference, Type of Presentation: Present a Session, pp. 1-50.
  • Ball, M. (2021). Framework for the Metaverse, The Metaverse Primer, MatthewBall.vc, https://www.matthewball.vc/all/forwardtothemetaverseprimer (Date of access: 13.06.2022).
  • Cambridge Dictionary Translate Plus. (2022). Cambridge University Press, https://dictionary.cambridge.org/tr/translate/ (Date of access: 28.07.2022).
  • Carmigniani, J. & Furht, B. (2011). Augmented Reality: An Overview. In Furht, B. (Eds) Handbook of Augmented Reality (pp. 3-46). New York: Springer, DOI: 10.1007/978-1-4614-0064-6_1.
  • Foscht, T., Maloles, C., Swoboda, B., Morschett, D. & Sinha, I. (2008). The Impact of Culture on Brand Perceptions: A Six-Nation Study, Journal of Product and Brand Management, 17(3), 131-142.
  • Laeeq, K. (2022). Metaverse: Why, How and What.https://www.researchgate.net/publication/358505001_Metaverse_Why_How_and_What/link/62053bb0afa8884cabd70210/download (Date of access: 10.08.2022).
  • Kim, J. (2021). Advertising in the Metaverse: Research Agenda, Journal of Interactive Advertising, 21(3), 141-144.
  • Kunkel, N. & Soechtig, S. (2017). Mixed Reality: Experiences get more Intuitive, Immersiveand Empowering (pp. 48-63). Lammerding: Deloitte University Press.
  • MarketsandMarkets Research Private Ltd. (2022). Metaverse Market: Metaverse Market by Component (Hardware, Software (Extended Reality Software, Gaming Engine, 3D Mapping, Modeling & Reconstruction, Metaverse Platform, Financial Platform), and Professional Services), Vertical and Region - Global Forecast to 2027, https://www.marketsandmarkets.com/Market Reports/metaverse-market- 166893905.html?gclid=CjwKCAjwhNWZBhB_EiwAPzlhNmHXi_PRsWh hzHWmrS6n0g0w4oGmowo445YKHyv_ 7sGJHejHmGEjhoC_JQQAvD_BwE, (Date of access: 23.05.2002).
  • Marr, B. (2021). Extended Reality In Practice: 100+ Amazing Ways, Virtual, Augmented And Mixed Reality Are Changing Business And Society. United Kingdom: John Wiley & Sons Ltd.
  • McDonnell, J. & Drennan, J. (2010) Virtual Product Placement as a New Approach to Measure Effectiveness of Placements, Journal of Promotion Management, 16 (1-2), 25-38.
  • Reportlinker.com (ReportLinker simplifies how Analysts and Decision Makers get industry data for their business). (2022). Metaverse Industry 2022: View Trends, Analysis and Statistics, Global Metaverse Industry 2022-2026, https://www.reportlinker.com/market-report/Advanced- IT/726665/Metaverse?term=metaverse%20market&matchtype=b&loc_inter est=&loc_physical=1012795&utm_term=metaverse%20market&utm_camp aign=transactionnel4&utm_source=google&utm_medium=ppc&hsa_acc=7 082072004&hsa_cam=15072279998&hsa_grp=138841791529&hsa_ad=59 5145580132&hsa_7&hsa_kw=metaverse%20market&hsa_mt=b&hsa_net= adwords&hsa_ver=3&gclid=CjwKCAjwhNWZBhB_EiwAPzlhNvz_rl9f2fJ BtVjn3QjKKqG0A9WkjzuvnpdiTImUEetuZz58EdVCxoCdnUQAvD_BwE (Date of access: 23.05.2002).
  • Rosenberg, L. B. (2022). Marketing in the Metaverse: A Fundamental Shift, Future of Marketing Magazine, Future of Marketing Institute - Technical Report, August 15 (pp. 1-7). DOI: 10.13140/RG.2.2.35340.80003.
  • Ünalan, D. (2020). Gazetecilikte Sanal Gerçeklik Uygulamaları: Immersive Journalism, in S. Gezgin & H. Çiftçi, İletişimde Seçme Konular I (pp. 415- 456). Ankara: İksad Yayınevi. VentureBeat (VentureBeat is an American technology website headquartered in San Francisco, California, It publishes news, analysis, feature features, interviews and videos). (2022). Metaverse 101 - Defining the Key Components. https://venturebeat.com/2022/02/05/metaverse-101-definingthe- key-components/29 (Date of access: 14.07.2022).
  • Yadav, A. & Tomar, S. (2017). Virtual Reality: A Technology of Illusion, International Journal of Engineering Research & Technology (IJERT), Special Issue – 2017, ICADEMS - 2017 Conference Proceedings (pp. 1-6). ISSN: 2278-0181.
There are 15 citations in total.

Details

Primary Language English
Subjects Communication Studies
Journal Section Research Articles
Authors

Şeyhmus Doğan 0000-0002-5993-0363

Publication Date December 31, 2022
Published in Issue Year 2022 Volume: 1 Issue: 2

Cite

APA Doğan, Ş. (2022). THE WORLD OF METAVERSE IN THE MARKETING UNIVERSE OR THE WORLD OF MARKETING IN THE METAVERSE UNIVERSE?. Niğde Ömer Halisdemir Üniversitesi İletişim Fakültesi Akademik Dergisi, 1(2), 160-177.