The metaverse is not revolution, but evolution. Not only augmented and virtual reality. Not the 3D virtual world, it extends that experience. And not just the game or web 3.0, which provides the infrastructure for the interoperability of the environment
The metaverse became a buzzword and invaded the meetings of marketing executives around the world. The communication industry invests efforts to understand what this new technology is and what it can do for brands. Is it really new? Martha Gabriel, world leader in digital business strategies, says no. Metaversion is the result of several layers of evolution formed over the last 20 years, she explains.
From the noosphere, a term coined in the 20’s to indicate transformations, passing through Second Life in mid-2007, today the fusion of the online and offline worlds forces the communication market to understand the opportunities that lie ahead on the horizon. To see, it is necessary to know artificial intelligence, augmented reality and virtual reality, in order to extract the most from the experience of each layer, guides Martha.
Blockchain, cryptocurrencies, big data, robotics, nanotechnology, 3D printing and quantum computing complement the information framework that marketing needs to have to position brands.
The spectrum of evolution of the metaverse should happen in the next seven years, estimates Martha. The digital transformation of companies is the way to access this wave of advancement, which arrives to cover possibilities guided by immersive and more complex experiences.
Evolution gains boundaries that start from the 1D (e-mail) and 2D (e-commerce, social networks, websites, animations, images, videos and screens) dimension, reaching today as far as 3D, with immersive spaces and mixed realities. There is no digital marketing. There is marketing. Each brand must adapt the strategy according to its audience, points out Martha.
what not
To delimit this new era of interaction, Martha discards some confusions. Metaverse is not revolution, but evolution. Not only augmented and virtual reality. Not the 3D virtual world, it extends that experience. And neither game nor web 3.0, which provides the infrastructure for the interoperability of the environment, explains Martha.
With the expansion of realities and the personalization of experiences, comes another acronym that quickly became famous, and already attracts millionaire figures. The market for NFTs, or Non-fungible Tokens (in free translation, non-fungible tokens), has been collecting cases. One of them is the Quantum octagon-shaped animation, the first non-fungible token created by New York artist Kevin McCoy and entrepreneur Anil Dash during an event held at the Museum of Contemporary Art in New York in 2014. The good was auctioned at Sothebys for US$ 1.4 million in June 2021.
Data from the website Nonfungible.com, show that more than US$ 2 billion was spent on NFTs in the first three months of 2021, up 2,100% compared to the fourth quarter of 2020. In Brazil, the market for digital objects with certified ownership moved US$754.3 million in the second quarter of last year, 35.5 times higher than in the same period in 2020.
We can have NFT of physical goods too, not just digital ones. This is that the material world is limited. The infinite digital, compares Martha, keynote of the eighth edition of the RD Summit marketing and sales event, held by the digital marketing startup RD Statiom in Florianpolis (SC) between October 26th and 28th.
Martha’s panel opened the Florianpolis Convention Center plenary this Wednesday (27). In its 8th edition, the meeting returns in face-to-face format after two years. The expectation is to end the event with the presence of 11 thousand people, 180 hours of programming and 130 speakers. Retargetly, Tag Center, Braip, Hubify, iPlace Corporativo, Octadesk, Umbler and Vindi are among the sponsors. The business fair displays offers from 80 brands arranged in a space of 4,505 square meters.
