For example, marketers are investing in incrementality testing tools to measure beyond third-party cookies and even the previous limitations, which couldn’t account for the online-offline interplay of marketing activity. Incrementality not only enables marketers to evaluate experimentation with emerging innovations like the metaverse, but also to understand the incremental value it brings to your total marketing program.
Recommendation: As you revisit your existing marketing practice to evolve to today’s measurement challenges, ensure your new approach can also incorporate future needs like the metaverse.
Be Ready: The Metaverse Might Be Here Sooner Than You Think
For the metaverse, 1995 might not be the best analogy. According to a new article by CNBC, “Some experts say it may only take one or two killer apps for the metaverse to boost VR use from a mere 5% of teens to a big market.”
Some are ahead of the game. Shoe brand Vans, for example, launched a virtual skatepark in the metaverse world, Roblox. With over 50 million visits already, they’re an example of how consumer goods marketers can think outside of the box and get involved right now.
Marketers have a lot on their plates, so it’s not surprising that many don’t have the metaverse high on their priority list yet. But, it’s time to at least start getting prepared.
—Joshua Dreller, Director of Content Marketing at Skai