Metaverse as a New Marketing Platform: Analyzing Opportunities and Threats

As an emerging digital platform, the metaverse provides unique opportunities for marketers to engage with their audiences and collect valuable data. Immersive experiences and targeted advertising in this environment have made it a powerful marketing channel. Considering that the metaverse can be a strategic platform for marketing organizations in the present era, this study attempts to provide a general framework for examining the opportunities and threats of the metaverse in marketing. This study is classified as exploratory-descriptive research in terms of methodology and is applied in terms of purpose. A systematic review method was used to collect data, and suitable articles were extracted and reviewed using tools available in databases. In the final review, 34 articles were approved and the required content was extracted. Challenges such as high development costs, technical complexity, need for expertise, limited user acceptance, and legal ambiguities make marketers cautious. Despite these obstacles, the potential of the metaverse to become a leading marketing channel is undeniable. Technological advances and increasing user acceptance will gradually overcome these challenges. Marketers who adapt to this new environment will gain a significant competitive advantage. As a result, despite the risks, the metaverse offers significant opportunities for marketers.

Metaverse as a New Marketing Platform: Analyzing Opportunities and Threats Keywords:

Metaverse , Marketing , Augmented Reality , Virtual Reality