Why the metaverse could be a breakthrough in privacy-compliant digital marketing

by WarriorForum.com Administrator
12 replies
A new article on Marketing Dive reports that metaverse is currently currently one of the buzziest areas in marketing, yet questions remain as to how privacy -- an increasingly important value for consumers -- will be considered in the burgeoning space. A lack of technical knowledge about augmented reality/virtual reality (AR/VR), historically slow-to-move policy regulations and consumer skepticism create an uphill battle for marketers, who will need to take privacy seriously if the metaverse ever reaches the level of public interest for which companies hope.



Despite these challenges, or perhaps as a result of them, the metaverse presents an opportunity to be a breakthrough in privacy-compliant digital marketing. Brands have the benefit of taking lessons learned from previous digital marketing efforts, such as the importance of consent or the necessity of listening to a user community, and applying them to the development of their metaverse platforms. And with the impending deprecation of third-party cookies, the space could be a fresh start built on more privacy-forward tracking alternatives.

The metaverse's development could mirror the web's development in significant ways, including the key role that advertisers will play in influencing consumers on new platforms. Brands should therefore take the lead on the privacy conversation. But history has a way of repeating itself: Meta, formerly Facebook, is angling for control in the metaverse similarly to how it did on social media. If brands stay passive and the company -- or other walled garden giants -- draws the same level of consumer distrust it has on the current web, the fruit of the metaverse could be spoiled for everyone.

A significant opportunity for the metaverse to be privacy-compliant comes with the impending deprecation of cookies. Google now plans to phase out the tracking mechanism by 2023, a time that will likely coincide with fundamental development of the metaverse, given the technology is still years away from fruition. What this means for brands is that the metaverse could be an incubator for safer tracking methods, such as contextual marketing, because cookies will no longer exist as an option.
#breakthrough #digital #marketing #metaverse #privacycompliant
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  • Profile picture of the author IM2Pat
    Banned
    I had a feeling FB was onto something very future-forward when they started rolling out Oculus! Why do I fear with all the virus' and pandemics that in 10 yrs time our dally enjoyment of the outside world will be a simulation...a MATRIX after all?!
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    • Profile picture of the author luciesmazanska
      Originally Posted by IM2Pat View Post

      I had a feeling FB was onto something very future-forward when they started rolling out Oculus! Why do I fear with all the virus' and pandemics that in 10 yrs time our dally enjoyment of the outside world will be a simulation...a MATRIX after all?!
      sounds very scary I have the same feeling about all of this..
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      • Profile picture of the author socialentry
        Originally Posted by luciesmazanska View Post

        sounds very scary I have the same feeling about all of this..

        The agents r coming! the agents r coming!
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  • Profile picture of the author socialentry
    its facebook dude...
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  • Profile picture of the author Kay King
    Something interesting that I have not seen mentioned on this forum - Facebook is running ads seeming to ASK for regulation and for a change in 230 status.
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  • Profile picture of the author Shaktiktilar
    I don't know, I am quite skeptical about facebook and its metaverses. That is perhaps the most compromised social networks in the world. I will never confide and trust that its metaverses will be confidential.
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    • Profile picture of the author praetserge
      Originally Posted by Shaktiktilar View Post

      I don't know, I am quite skeptical about facebook and its metaverses. That is perhaps the most compromised social networks in the world. I will never confide and trust that its metaverses will be confidential.
      That's pretty much what I think about FB and this metaverse project.
      That's why I stay away from FB... oh yeah, and google.
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  • Profile picture of the author Old Molases
    Its quite early to say how metaverse will affect businesses, until we have some regulations and sops in hand.
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  • Profile picture of the author hbeezy
    Just seeing this picture reminds me of IMVU... I wonder if it was too ahead of its time.

    But I'd like to see how mainstream the metaverse will be. To me it looks like it's a "unlimited" type of thing they have going on... Meaning nobody can limit how much stuff one can create or do on it.

    Just like how no one can limit how many domains/websites you put up on the 'net. Truly unlimited.
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  • Profile picture of the author DWolfe
    Originally Posted by WarriorForum.com View Post

    A lack of technical knowledge about augmented reality/virtual reality (AR/VR), historically slow-to-move policy regulations and consumer skepticism create an uphill battle for marketers, who will need to take privacy seriously if the metaverse ever reaches the level of public interest for which companies hope.
    The better get a move on. Here is something of interest

    "A Shanghai city department released Thursday its five-year development plan, which included encouraging metaverse use in public services, business offices and other areas.

    The metaverse has become a buzzword in the last few months as businesses, investors and developers predict it could form the next generation of the internet.

    Chinese media reports said the Shanghai city document marked the first time a local government mentioned the metaverse in its plans for implementing Beijing's five-year plan released in March."

    Source and more information here - https://www.msn.com/en-us/money/mark...lan/ar-AASiy9x
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  • Profile picture of the author Adam Jacobs
    Right now governments are experienced enough to recognize that social media are key tool to influence society. There are going to be many fights behind the scenes between Zuckenberg and politicians.

    When you talk about deprecation of cookies, I'm sure that advertisers will always find the way to get to right clients. At the end of the day the end goal stays the same - build an email list. The way they achieve it might change though.
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  • Profile picture of the author aduttonater
    Digital real estate is no joke and definitely the future. Already happening as we buy ad space on other peoples websites.
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