Vision Report

Ready Player Brand: Marketing In The Metaverse

Answer Four Questions Before Your Brand Jumps On The Bandwagon

May 25th, 2022
Mike Proulx, VP, Research Director
Mike Proulx VP, Research Director
With contributors:
Keith Johnston , Thomas Husson , David Truog , Benjamin Nagle , Peter Harrison

Summary

Ready Player One is the book turned motion picture that envisioned what the metaverse could be like. Now, brands are on the “ready,” and they have every reason to be excited about the metaverse. It has the disruptive potential to enhance how consumers interact with them. But let’s not get too far ahead of ourselves just yet — we’ve got a long way to go until the vision for the metaverse is realized. Until then, brands should temper their expectations and investments while testing and learning in today’s immersive environments — what Forrester calls “metaverse precursors.” This report helps B2C marketing executives be strategic, creative, and realistic about their metaverse ambitions.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.