МАРКЕТИНГ В ЦИФРОВОМУ МЕТАВСЕСВІТІ

Abstract

The article presents the results of studying the processes of using marketing tools in the space of the digital Metauniverse. This topic is relevant, very interesting for modern economic science, but practically has not been researched yet. Marketing in the space of the Metaverse is developing and improving, adapting to new technological innovations. The results of the study consist in the presentation of the main material, methods and techniques of applying marketing tools in the modern space of the Metauniverse. The scientific novelty and originality of the material of the article lies in the fact that the article describes practically unstudied ways and techniques of using marketing tools in the space of the digital Metauniverse. In research, the Metaverse is presented as the successor to the Internet. This is perceived as a new approach, where social norms and value systems of society can be changed, freed from cultural and economic obstacles for the further development of humanity. That is, a person wants to create a virtual world with the same values as in the real world. No one knows when exactly this will happen, but it all looks very promising. More and more industry players are pouring millions and millions of dollars into promising Metaverses, but only time will tell which will ultimately take off and take over. And in the near future. Already in 2022, such large companies as Facebook, Microsoft and Epic are busy creating Metaverses, and Walt Disney is already digitalizing its parks for online recreation. With the involvement of big players with a perspective of 2–3 years, you can see large multi-million living virtual worlds. Already now there are the first game platforms that allow their users to create their own virtual worlds and invite their friends there to carry out various activities. Banking giants are betting on a global growth of $13 trillion in meta universes by 2030. According to experts, the total number of Metaverse users will reach five billion by that time. Source: Citibank. Modern opportunities of the global cyberspace of the Internet provide virtual marketing with new, previously unthinkable opportunities: "presence effect" and transparency of the information environment for the client, implementation of a new type of perception of the information world as a virtual reality; hypertext organization of information presentation, close to the associative connection of elements of the world; information saturation according to the "multimedia" principle; opportunities for the client to be an active provider of information about their needs for virtual marketing.