70% of the big brands will be in the metaverse in five years

• Retailers must be present with “listening, observation and understanding” to the audience and their consumption habits, according to Baufest

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70% of the big brands will have a presence in the metaverse in five years, according to data from Baufest. The technology consultancy also estimates that it will have a strong impact on the retail sector and that, therefore, its professionals must be present in it by listening, observing and understanding the audience and their consumption habits in order to expand their business.

“In this will reside its future success,” he emphasizes. On the other hand, he also considers that retailers should contemplate an exhaustive analysis of their business data to better understand it in this digital universe.

It is, according to Baufest, a new marketing channel that “challenges the classic canons of advertising and promotes a different way of connecting with the consumer.” In addition, it sets new limits for retail – which will be able to better connect with young people – and heralds the emergence of ‘gamevertisin’, that is, virtual worlds that are expected to become “advertising battlefields”.

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Some advertisers argue that to be successful in this new juncture, the metaverse must be viewed as a virtual realm into which “the individual enters to escape the real world.” That means brands won’t have to create “anything resembling advertising as we know it,” but will have to understand a complex universe, “made up of not one, but dozens of metaverses,” adds Baufest.

The technology consultancy explains that it will study, through the recently launched M-Lab, the implications of this technology for people and for the security of data shared within that universe. In addition, she points out that she will offer strategic advice to companies that want to use this technology.

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