
Ogilvy study says B2B is increasingly using influencer marketing
Influencer strategies are gaining prominence among business-to-business brands and outperforming brand-only marketing by 67%.
THE METAVERSE
By our News Team | 2022
Metaverse offers many opportunities to brands who get it right – but punishes those who fail to recognise its importance to Gen Z consumers.
New research examines the metaverse’s impact on identity, social interactions and commerce. The study, titled The Metaverse: A View from Inside, seeks to understand how Gen Z, in particular, blends experiences across virtual and offline worlds, and the opportunities for brands to build meaningful interactions in this new space.
According to survey responses – gathered by Razorfish, a specialist marketing transformation company, and Vice Media Group, a global multi-platform media company – Gen Z gamers spend twice as much time hanging out with friends in the metaverse than they do in real life. Gamers spend 12.2 hours per week playing video games, versus 6.6 hours hanging out with friends in person.
These gamers don’t only view their time in the metaverse as pure escapism, but also as an extension of real life. In total, 52% of Gen Z gamers say they would like to experience making money in the metaverse, while 33% of them would like to experience building a career there.
Photo by Areous Ahmad from Pexels
Gen Z gamers purchase items in the metaverse the same way they do in real life. Over the next five years, 20% of Gen Z gamers’ ‘fun’ budgets (i.e., money spent on entertainment, leisure, or recreation) will go to in-game purchases, with the average current spend being US$50 a year.
Further, they welcome brands here: 33% of Gen Z gamers would like to see brands provide virtual stores for browsing and buying products in the metaverse, while 30% would like to see brands selling skins and apparel for their avatars.
“Today’s youth are coming into their identities, both in real life and in the metaverse, using experiences across both worlds to build confidence and hone their self-expression,” said Nicolas Chidiac, Brand Strategy Lead at Razorfish.
“Gen Z gamers view the metaverse as a safe place to freely express themselves, experiment with identities, establish friendships, and ultimately create a world they want to live in. It’s important that brands don’t dismiss the metaverse as a passing fad, but view it as a paradigm-shifting trend that’s just getting started.”
According to the researchers, brands will lose a key demographic if they ignore the metaverse, which quickly arose as one of the early buzzwords of 2022. As marketers come to grips with understanding this new environment, Gen Z is already growing up with it; it isn’t foreign or futuristic to them – it is their reality, especially for gamers.
Indeed, 57% of Gen Z gamers feel they’re able to self-express more openly to others in a game than they do in real life. The metaverse impacts the way Gen Z gamers think, socialise, and consume every day.
The study further notes that Gen Z gamers regard the metaverse in a substantial way and, more specifically, are invested in the way they interact with brands in this alternate reality.
Influencer strategies are gaining prominence among business-to-business brands and outperforming brand-only marketing by 67%.
Pieter Boone steps down after a short tenure and is being replaced by Sean Summers, who was CEO until 2007.
Demand for Louis Vuitton and Chanel has declined, study finds. But Balenciaga is on the rise, despite being embroiled in controversy.
Study sets out to determine how valuable product recommendation systems are to online shoppers, rather than the retailer.
Singer-songwriter and global sporting brand have a history of launching disruptive fashion takes on sport styles.
Digital innovations by businesses on the continent will fail unless they are accompanied by high levels of customer trust, study finds.
Wars. Inflation. Infrastructure failure. In spite of difficult times, consumers are making a conscious decision to choose ‘Joy’.
Department of Outdoor Advertisement & Signage becomes one of 11 new members as WOO’s global membership surges.
The most effective strategy to boost email results is email list segmentation. Also test each mail beforehand and avoid bombarding people.
Worryingly, researchers find that 92% of content marketing ads served during one EPL weekend breached key advertising regulations.
An increase in fake reviews and false information, as well as flouting of consumer protection laws, are all possible results of the AI boom.
Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.
Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.
Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.