Author Description

Imagine a virtual world that mirrors our own. In this virtual world, you do business with real customers, meet colleagues from anywhere in the world, travel to factories and exhibitions, efficiently co-develop and launch a product with potential customers in different markets or master a real storm as a captain aboard an offshore marine vessel - all supported by the Metaverse. This world is approaching fast – actually it already shapes our lives. If you think the internet has changed our world, the 3-D world will do much more than this. We are facing a multi trillion-dollar world evolving around us. The question is: Will your business be part of it? And when will it impact B2B marketing? According to a 2023 survey by Bitkom, Germany’s digital association, 57 % of respondents expect a long-lasting impact of Web3, whereas 23% consider it a short lived hype. 40% of German respondents believe the Metaverse will be shaping the future. However, 36% consider it a temporary trend only. And 34% believe that NTFs will shape the future, whereas 45 % view it as a hype without any future. Against this background data, we interviewed experts from around the world to get a better view on the future of B2B marketing in the Metaverse. The insights will be invaluable for you. Today, we witness something that has been in the cards for a number of years. It is the convergence of a number key technologies. Each one extremely powerful in its own right but together they create a perfect storm. And the Metaverse and AI are two of those technologies. We should add a third one which is Blockchain (or distributed ledger technology) to the mix. Yes, there is a lot more, but those three are fundamentally important for everything we do. This book focuses on “How will B-2-B marketing benefit from the Metaverse?” The Metaverse will allow us to do almost everything we do in real life and at work. The Metaverse gives us the ability to conjure up realistic, compute