Marketing in the Metaverse

Abstract

The aim of the artice. The purpose of the article is to research marketing tools that can be used by brands in the Metaverse, and to develop a scheme for their use, taking into account the characteristics of the generations that the company is targeting. Analysis results. Currently, the Metaverse is in its nascent stage, but there are already huge opportunities for marketers in the future because the Metaverse is not just a new short-term trend, it is a platform of the future, a new step in the Internet era. Although augmented reality technologies provide an opportunity to make business decisions not in the usual corporate time, but in the so-called "Internet time", the formation of the concept of the communication model in the context of the commercialization of digital assets of the metaspace is insufficiently defined. This forces marketers to think about how they can adapt their strategies to compete in a "virtual" future in the metaspace. The article defines the constructs of metalanguage in the system of recommendations. The considered features of marketing strategies and tools in the Metaverse are illustrated with examples of their successful application depending on the conditions of working with consumers. Generalized information is given on the dependence of the use of certain marketing tools on the behavior characteristics of specific generations of target consumers and the level of integration of the Metaverse into their lives, as well as a model of the choice of marketing tools depending on the level of integration of the Metaverse has been developed. Conclusions and directions for futher research. Due to the right selection of marketing tools in the Metaverse, potential consumers will receive a new exciting experience. In turn, businesses will be able to sell digital products and NFTs at exorbitant prices while increasing their brand awareness. Although the main marketing strategies that can be used by marketers have already been highlighted, their direct use is still ambiguous, and therefore opens up a lot of opportunities for further scientific research on this topic.