Good morning, Marketer, how will the virtual world impact your strategy in a real way?

The jury is out on the metaverse, or metaverses, as the infrastructure and hardware get built out and more widely distributed. (I haven’t yet donned a VR headset outside of a retail conference demonstration, honestly.)

Tim Parkin’s assessment of the metaverse as a layer on top of the existing web is useful for all marketers to think about as we play wait-and-see. That’s because those existing digital channels already constitute a virtual world with real consequences. Whether appearing in an email inbox, or on Twitter, or in a mobile game ad, your brand presence speaks directly to the consumer who engages with and judges it. That’s why, in terms of measurement, it’s called an impression.

Chris Wood,
Editor

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Shorts

People. Snap has picked up two top executives from other social platforms. Win Sakdinan becomes Senior Director of Business Marketing coming from a very similar role at Twitter.Before Twitter, he spent 15 years in digital marketing and social media at Procter & Gamble.

Meghana Dhar becomes Global Head of Brand Partnerships. She had previously been Strategic Partnership Lead for Instagram Shopping.

Quote of the day: “We are still a little ways off of it being highly adopted and people doing anything of useful value inside the metaverse.” Tim Parkin, marketing consultant