Abstract
To be successful in today’s persistent, connected virtual marketplaces, marketing managers will need a new strategy. For years, marketers have felt that communities existed to serve business needs — but in the metaverse, brands will need to court consumers. For a new generation of ‘Virtual Natives’ new technologies are raising expectations of how brands need to show up in these worlds. As a consultant to some of the world’s biggest brands, Catherine D. Henry shares the recipe to getting it right.
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