Agencies are transforming teams to be prepared for metaverse-related needs

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 07, 2022, 2:02 AM GMT+0

Though consumer familiarity with the metaverse remains low, agencies are stepping up and launching dedicated teams and practices to cater to the metaverse-related needs of their clients.

Agencies are assembling teams with members who bring experience in digital marketing, with skills well suited to leverage the new technological demands of the metaverse. For instance, agencies are putting together teams that include creatives, producers, visual artists, developers and technologists.

Agencies are also investing in talent from the world of gaming, experience design and sound design. By maintaining such diversity in the metaverse-oriented teams, agencies are looking to function more like creative digital product design companies.

Activating the metaverse is like activating any other social platform that requires an understanding of the brand’s authentic entry point. Along with creating digital merchandise and enabling clients to build communities in the metaverse, agencies are also aiming at educating clients and consumers about the virtual space. According to Gartner, a quarter of consumers will use the metaverse daily by 2026.

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