The new parallel world of the metaverse is coveted by Brands. This is evidenced by the increasing incursions of many brands that aim to attract new consumers who, thanks to more sophisticated technologies, live experiences on the edge of reality by trying and buying products through their avatars.
To offer this opportunity to all interested companies, allowing them to evaluate the possibilities offered by virtual reality Metaverse Marketing Labwhich is an initiative of Management School affiliate Politecnico di MilanoIn cooperation with oppa And the aand associations representing advertisers and advertising agencies. Mackenzie Global virtual advertising sales are estimated to be between $150 and $200 billion by 2030, and purchases of goods and services for avatars are already reporting, according to JPMorganto $54 billion.
The new project aims to make the state of the art known, but also to track the evolution of a market that is as dynamic as it is flexible, disseminating good practices and analyzing consumer behavior regarding immersive, virtual and augmented reality experiences.
Target – commented in a note Lucius Lamberti, Professor of Multi-Channel Marketing Management and Scientific Director of the Metaverse Marketing Lab, presented yesterday at the Polytechnic – to understand if and how this “reverse poisoning” represents a trend or a wave. That is why, in addition to studying brand initiatives at the national level and comparing them with global experiences, the lab will focus on the user’s perspective, analyze their behavior and objectively measure their emotional engagement. We firmly believe in the alliance between universities and supply chain associations as a tool for sharing and comparison: we are on the cusp of a further shift in the paradigms of the relationship between brands and consumers, and the faster and deeper, the more metaverse can evoke powerful emotions, comparable to those in real life. A phenomenon that is already happening, according to data from PhEL Lab from the Polytechnic.
To prove this, a demo was created in collaboration with de Living room in Milan technology SimCoVR It allowed the attendees, invited to wear a virtual reality helmet, to live a very realistic experience of being on the deck of a cruise ship, reproduced in the highest image quality: some products were arranged in the brand’s environment and it was possible to interact, as well as with other participants in the demonstration, with a form virtual, changing her clothes and accessories and thus reproducing the experience gained.
Analysis of the research conducted to date and key cases of commercialization of the metaverse at the national and international levels – he explains Manuela Bali, Director of the Metaverse Marketing Lab – confirms how dynamic the debate on the topic is. In terms of cases, in sectors ranging from fashion to furniture, and from FMCG to the automotive industry, there is a predominance of exploratory initiatives, currently associated with individual campaigns, but with a recent growth in structural investments to secure a brand ‘home’ on the Metaverse. Then there’s a more unified reality than the metaverse’s virtual products and services, like avatar extensions.”
“I am very proud to sign this partnership with Politecnico di Milano – he says Massimo Colautti, CEO of Il Salotto di Milano – a prestigious university recognized not only in Italy, but internationally. The theme has been developed and used by some of my companies for quite some time. Already in 2018, we suggested some metaverse experiences internationally, when that term to describe them didn’t exist yet. Therefore, we enthusiastically accepted the proposal of the Polytechnic to make all our experience and technological knowledge available for the joint implementation of such an innovative project, at a crucial moment for this new sector. I am sure that together with the Polytechnic, we will contribute to modifying many aspects of our life and business in various product sectors, expanding the interaction between the company and the market using this revolutionary experimental environment called the metaverse.