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

Yıl 2022, Cilt: 1 Sayı: 2, 160 - 177, 31.12.2022

Şeyhmus Doğan

Öz

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.

Anahtar Kelimeler

Marketing, marketing communication, digitalization, metaverse.

Kaynakça

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