Ready Player Brand: Marketing In The Metaverse

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.