Africa declares a new standard for its communications profession
For too long, the PR landscape has had no shared standard for who practises in it or what responsibility they carry, founders say.
VIRTUAL REALITY
The impact of the rise of the metaverse on brands
By our News Team | 2021
The defining quality of the metaverse will be presence – the feeling of really being there with people.
The metaverse is already here. The metaverse is a network of always-on virtual environments in which many people can interact with one another and digital objects while operating virtual representations – or avatars – of themselves. It is especially common in gaming – and now virtual concerts.
“The defining quality of the metaverse will be presence – the feeling of really being there with people… so you can remove the limitations of physics and move between them with the same ease as moving from one room in your home to the next,” according to Facebook Reality Labs’ Andrew Bosworth.
How the metaverse will impact brands
Kirsty Bisset, MD of SA-based communication agency HaveYouHeard Durban, says that while the rise of the metaverse is exciting, what still needs to be asked is what their impact on brands will be.
“For me, the current hype around metaverses feels like social media did in the early 2000s. Brands initially brushed off social media until it was impossible – and irresponsible – to ignore the importance of being involved,” she says.
“A great example here is the popularity, and huge revenues, of (interactive entertainment company) Fortnite’s virtual concerts. Businesses and brands active in virtual economies (like gaming and concerts) will naturally win within the metaverse.”
Metaverses will further democratise creativity. “But the real winners in the metaverse will be the influencers and brands that craft a virtual world that isn’t just a ‘flat’ surface. Today’s metaverses are simplified virtual items or virtual services accessible with or without Virtual Reality headsets. Successful worlds will need to offer layers through avatars, visuals and music.”
“Many brands today are digital first,” says Bisset. “Should they decide to enter the metaverse realm, they’ll need to be brave and detailed. Any metaverse built around a brand will have to deliver a user-driven engagement design and fully immersed digital experiences. Winners in the metaverse will understand all that, plus have extensive online culture, digital art and gaming experiences.”
Source: BusinessLive
Researchers find a new way to enhance social media influencer messaging
By carefully selecting followers to engage with an influencer’s post, marketers can significantly increase the post’s spread.
Watchdog instructs auto brand to remove or amend TV ad campaign
SA’s Advertising Regulatory Board finds Kia advertisement could be offensive to people with certain health disorders.
The gap between AI’s efficiency promises and marketing reality
Global study finds AI is helping marketers produce more – but is not creating the time and creative space they expected.
Number of African megacities to increase from three to 17 by 2050
Urban Africa will double its footprint, adding the equivalent of more than 4,000 Manhattans or almost 400 Singapores, The Economist reports.
Nigeria’s Hyper City appoints CEO with strong Carrefour background
Luc Demez brings experience from Europe and African countries as the Carrefour brand looks to expand into Nigeria with a local partner.
Cracking the Africa Code: The functional path to market leadership
What makes brands successful in Africa? A summary of the award-winning paper presented at Esomar’s first conference in Africa.
‘What’s for dinner tonight, mom?’ Woolies’ AI chef may have the answer
Woolworths supermarket chain embraces an AI-powered chef as it leverages two decades of recipes to answer an age-old family question.
Demand for sportswear is sprinting ahead of the wider apparel market
Consumers are prioritising their wellness despite tighter wallets, meaning sportswear remains one of the most resilient areas of fashion.
Deadline looms for African marketing and supply chain awards
Nominations for the 2026 African Marketing Confederation and African Supply Chain Confederation awards close on 31 July.
Researchers study why negative brand news fails to deter some customers
Consumers may stick with troubled brands because their emotional attachment overrides the perceived risk, study finds.
