The proliferation of technology and the rapid increase in online communities have brought about a significant transformation in the area of marketing. Customer engagement and interactions were transformed into metaverse. A metaverse is a new normal in which people can interact with digital content. Customers can engage companies and act as product co-creators. Marketing practitioners and educators need to be upskilled in developing knowledge that embraces the emerging phenomenon of metaverse. Educationists and industries need to collaborate to harness the upcoming challenges and opportunities with metaverse ecosystems.

Although metaverse is still under development, the potential to provide marketers with unique experiences is becoming a reality. Interactive brand experience, interactive platforms, creation of virtual venues, and virtual show rooms are becoming a new normal in the market. The brick-and-mortar shops are being annihilated and, in some cases, complemented as organisations try to remain competitive. This is the survival of the fittest, as companies aim to have online dominance. The whole is to improve customer loyalty and to be up-to-date with the changing consumer behaviours.

Global corporates, commonly known as “the digiratis” have since embraced the metaverse marketing strategy of digitally literate companies. Nikeland (Nike) allows customers to become involved in the development and design of their sneakers. In addition, the Roblox (Gucci) is in the branded clothing while Fortnite (Coca Cola) is in the music. The certainty of incorporating a metaverse into marketing books is not debatable. This stage is not only transformative, but also a gamechanger in marketing innovations and campaigns.

Metaverse has allowed customers to share their experiences virtually, making personalisation easier than ever before. However, it remains to be seen to been seen how these technologies transform customer engagement and experience. Companies must also understand the side effects of online engagement with customers, as issues of authenticity and transparency are emerging. Companies should invest in improving value for customers, improving customer experience, and engaging rather than manipulating them.

It is noteworthy that the metaverse is an innovation in marketing. The adoption of technology in marketing activities is critical, as marketers try to create memorable experiences with their customers through personalised products. New opportunities exist for marketing practitioners, educators, and communities in the era of the meta-verse.

Dr. Reason Masengu is a Senior Lecturer of Marketing at Middle East College, Muscat, Oman. He is passionate about teaching and research in marketing and supply chain management.