| 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 | 