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Is the metaverse going to go big or go home?

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Is the metaverse going to go big or go home?

Will the metaverse go big or go home? There are strong arguments for both, but at this point they are just arguments. 

There are plenty of tech ideas voted most likely to succeed which didn’t: Google Glass, Amazon’s Fire Phone, 3D TV, Google Plus, Second Life and many more. There are also plenty of ideas at the other end of the spectrum. There were a lot of doubts about Airbnb, Uber, iPhone, Facebook … heck even the internet itself. 


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So, here’s some stats about the metaverse to consider as you come to your own conclusions.

  • Global metaverse market size was $47.69 billion in 2020 and one set of projections say it could reach $828.95 billion in 2028. (Emergen Research)
  • AR/VR hardware sales increased 163% in 2021 YOY. (NPD)
  • AR/VR hardware revenues up 137% in 2021 YOY. Projected to increase 32% in the first half of 2022. (NPD)
  • Market capitalization of the metaverse, Facebook and gaming worldwide as of October 2021: $14.8 trillion. (Statista)
  • A survey conducted in January of this year found 38% of US adults are either very familiar (14%) or somewhat familiar (24%) with the metaverse. (Ipsos)
  • However, only 16% could correctly identify what it was; 10% identified it as a new social media platform; and 9% as a new tech company.  (Ipsos)
  • Americans are significantly less interested in using AR/VR for shopping than the rest of the world: 27% of Americans would be interested in using it to purchase clothing, compared to 43% of the rest of the world. (YouGov)
  • Some groups are more comfortable with the metaverse than others: 40% of Gen Zers and 40% of millennials, would be interested in shopping for real or virtual products in metaverse environments that brands create. (Obsess)
  • Nearly 75% of Gen Z shoppers have purchased a digital item within a video game. (Obsess)

Why we care: The metaverse is white hot in marketing circles. This makes sense because it could very well be The Next Big Thing. Certainly a lot of very smart brands and marketers have decided it’s worthy of their time and money. But … there are no guarantees.

Read next: Acura shows us how to use the metaverse and NFTs to sell cars, raise awareness


About The Author

App users visit brick and mortar 41 more often than
Constantine von Hoffman is managing editor of MarTech. A veteran journalist, Con has covered business, finance, marketing and tech for CBSNews.com, Brandweek, CMO, and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and many other publications. He has also been a professional stand-up comedian, given talks at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and boardgames, and is author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and either too many or too few dogs.


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MARKETING

Boost Your Traffic in Google Discover

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Boost Your Traffic in Google Discover

2. Understand topical authority: Keywords vs. entities

Google has been talking about topical authority for a long time, and in Discover, it is completely relevant. Traditional SEO includes the use of keywords to position your web pages for a specific search, but the content strategy in Discover should be based on entities, i.e., concepts, characters, places, topics… everything that a Knowledge Panel can have. It is necessary to know in which topics Google considers we have more authority and relevance in order to talk about them.

3. Avoid clickbait in titles

“Use page titles that capture the essence of the content, but in a non-clickbait fashion.” This is the opening sentence that describes how headlines should be in Google’s documentation. I always say that it is not about using clickbait but a bit of creativity from the journalist. Generating a good H1 is also part of the job of content creation.

Google also adds:

“Avoid tactics to artificially inflate engagement by using misleading or exaggerated details in preview content (title, snippets, or images) to increase appeal, or by withholding crucial information required to understand what the content is about.”

“Avoid tactics that manipulate appeal by catering to morbid curiosity, titillation, or outrage.

Provide content that’s timely for current interests, tells a story well, or provides unique insights.”

Do you think this information fits with what you see every day on Google Discover? I would reckon there were many sites that did not comply with this and received a lot of traffic from Discover.

With the last core updates in 2023, Google was extremely hard on news sites and some niches with content focused on Discover, directly affecting E-E-A-T. The impact was so severe that many publishers shared drastic drops in Search Console with expert Lily Ray, who wrote an article with data from more than 150 publishers.

4. Images are important

They say that a picture is worth a thousand words. If you look at your Discover feed, you’ll see most of the images catch your attention. They are detailed shots of delicious food, close-ups of a person’s face showing emotions, or even images where the character in question does not appear, such as “the new manicure that will be a trend in 2024,” persuading you to click.

Google’s documentation recommends adding “high-quality images in your content, especially large images that are more likely to generate visits from Discover” and notes important technical requirements such as images needing to be “at least 1200 px wide and enabled by the max-image-preview:large setting.” You may also have found that media outlets create their own collages in order to have images that stand out from competitors.

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Everything You Need to Know About Google Search Essentials (formerly Google Webmaster Guidelines)

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Everything You Need to Know About Google Search Essentials (formerly Google Webmaster Guidelines)

One of the most important parts of having a website is making sure your audience can find your site (and find what they’re looking for).

The good news is that Google Search Essentials, formerly called Google Webmaster Guidelines, simplifies the process of optimizing your site for search performance.

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Salesforce rolls out new edition of Marketing Cloud for small businesses

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Salesforce summer 2023 release: The business executive's guide

Today Salesforce announced Marketing Cloud Growth, an edition of Marketing Cloud designed specifically for small businesses.

With help from AI, this edition makes it easy for marketers to segment audiences, create and execute email campaigns from text to image, optimize campaign performance and create unified customer profiles. It also has a prompt builder that can store and manage known reliable prompts for organizations.

Dig deeper: 70% of SMB marketers willing to pay more for tools with AI or automation

Salesforce developed the new edition by looking at the most common use cases for which small businesses frequenty don’t have the people or resources. This includes things like personalizing campaigns and advanced testing.

The company is also letting small businesses (those with fewer than 200 employees) that have Sales or Service Enterprise Edition “get started with Data Cloud at no cost.” Marketing Cloud Growth will initially be available in the U.S. and Canada and is expected to roll out to Europe, the Middle East and Asia by the end of the year.

Why we care. First of all, small businesses need all the help they can get. This creates an opportunity to start using AI within a centralized marketing workflow rather than importing content from independent generative AI tools. Perhaps it’s also a sign of Salesforce moving to compete with platforms (can we say HubSpot?) that more overtly court SMB clients.

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