1.
KEYNOTE The Future of Digital Marketing
- To the Metaverse and Beyond
PHOENIX, AZ ~ NOVEMBER 17 - 18, 2022
DIGIMARCONSOUTHWEST.COM | #DigiMarConSouthwest
Wayne Neale
FOUNDER & CEO
KYDAK
Vincent Serpico
FOUNDER & CEO
FOUNDERS WORKSHOP

2.
Humans are
social creatures
by nature

3.
We have a propensity
to communicate
As demonstrated by game
changing communication-centric
inventions over the past 30,000
years

4.
https://www.computerworld.com/article/2526581/timeline--the-evolution-of-online-communities.html
Digital chat has been
around since

5.
Which, of course, has evolved
into Social Media today
Asynchronous social media is actually less
"social" than synchronous chat

6.
The Metaverse is the next
natural evolution of human
interaction, story telling,
and communication driven
by technology.

7.
Why will the Metaverse be a game changer?
When game-changing technologies emerge or converge, human civilization takes on new courses and
destinations.
1450 1995 2022 2030

8.
AI, 5G, Faster
GPU's, Better XR
Hardware, Edge
computing, Virtual
World Engines,
Blockchain
Payment Rails
Innate Human
Wiring to Connect
and be Social -
Community
The
Metaverse
• RT3D
• Interoperability
• Massively Scaled
• Persistent
• Individual Sense of Identity

9.
Major Areas that Will
be Greatly Effected
* Gaming (Second Life, WoW – Roblox, Fortnite)
* Social Connections (VRChat, Horizon Worlds)
* Concerts (Marshmello, Travis Scott, Soccer Mommy, Foo Fighters,
Justin Bieber, Young Thug, David Guetta, Ariana Grande)
* Fitness (Peloton, Supernatural VR)
* Remote Work / Meetings (AltSpace, Workrooms, etc.)
* Marketing / Advertising (Think D2A)
* Education (Victory XR)
* eCommerce Brand Presence (Gucci, Nike, etc), (Paris Hilton, Snoop
Dogg)

10.
Funding, Market Cap & Timing
* Estimates by Citigroup and McKinsey put
the Metaverse as a $2T - $13T industry by
2030
* Over $120B in investments flowing
into Metaverse related companies in 2022 (to
date)
* According to Gartner, The fully envisioned
Metaverse is 10+ years away, but companies
are eagerly jumping into now with
experimentation – mostly enterprises and
early adopters

11.
Brands are
jumping in
now...

12.
● 400 Million active metaverse users
● 51% are under 13 years of age
● 1 in 4 Humans are Gen Z
They do not use the term "Metaverse", they
in fact do not have a label for it, they are just
immersed.
(fish do not call the ocean "the ocean")

13.
D2A- The Direct-to-Avatar term, or D2A,
refers to the business model of selling
products directly to shoppers’ avatars.
* They will have, and most already have, multiple identities.
* They do not use email
* They highly value self-expression and individual identity online
We all have
multiple
identifies.
* Ready Player Me has
over $70M in funding,
with lead investor #a16z
* Alter gets acquired by
Google for $100M

14.
What can you do today?
Learn
https://www.amazon.com/Metaverse-How-Will-Revolutionize-Everything/dp/1324092041
https://www.amazon.com/Navigating-Metaverse-Guide-Limitless-Possibilities/dp/1119898994
https://icg.citi.com/icghome/what-we-think/citigps/insights/metaverse-and-money_20220330
https://www.mckinsey.com/business-functions/growth-marketing-and-sales/our-insights/value-creation-in-the-metaverse
https://podcasts.apple.com/us/podcast/into-the-metaverse/id1593908027
https://www.awexr.com/global/subscribe-to-weekly-spatial
#3

15.
What can you do today?
Immerse
#2

16.
What can you do today?
Experiment
Your
Business
Your
Customers
The
Metaverse
Your
Project
#1
“Brands that are ignoring the metaverse
are ignoring current and future
customers.”

17.
Digital Twin of Breakthrough
Smash Room in the Metaverse
* The smashables will be NFT's (in-app purchases)
* For every dollar spent on an NFT, the user not only gets a smashable, but also a dollar-to-dollar credit
that they can use at Breakthrough, or donate so someone in need of mental health stress relief that
cannot afford to smash can smash

18.
Community is at the Heart of the Metaverse Economy
20,000 BC
500 BC
1250 Today
"Businesses in the metaverse need to focus on superior storytelling, understanding their brand purpose for being there, and giving the consumer
a reason to partake in the narrative. Most importantly, storytelling must be authentic to the brand and provide a seamless experience between
physical and virtual worlds.
It’s critical for companies to build community-centric virtual spaces and keep the consumer in mind every step of the way. With few exceptions,
truly vibrant communities on decentralized platforms grow organically and are not owned or controlled by a brand. As such, a company’s
strategy should focus on deepening connections between the brand and consumers within a fluid and open virtual community space. Doing so
will create meaningful experiences, where friendships develop, loyalty grows, and time and money are spent."

19.
● Authentic
● Interesting
● Relevant
“It’s all about (and has always been about) community, story telling, and
conversational relationships.”

20.
The Future of Digital Marketing
Into the Metaverse and Beyond
An Experience Design Company

21.
What Brands are Doing in the Metaverse
1. Sponsorship and Advertising
2. Virtual Goods (D2A)
3. Digital Twinning
4. Ecommerce
5. Events and Meetings
6. Fitness
7. Education
8. Concerts

22.
Use Cases - Sponsorship and Advertising
1. 200 strategic partnerships to date with The Sandbox
2. Cyrptovoxels - a metaverse built on the Ethereum blockchain has 250 billboards for sale
3. Product placements: Hyundai created a virtual Motorstudio on ZEPETO
4. Native in-game advertising – Coca-Cola, Samsung, and Volkswagen all have virtual billboards within
video games like Football Manager and Hyper Scape

23.
Use Cases - Sponsorship and Advertising
Paris Hilton Fashion World

24.
Paris Hilton Fashion World

25.
Use Cases - Virtual Goods (D2A)
1. The direct-to-avatar sales of virtual goods is a $54 billion market
2. Fashion brands have a unique opportunity to extend their brands and create new
expressions…AND get an ROI
3. NFT’s can be used in a number a creative ways
4. Influencers can boost brands

26.
Use Cases - Virtual Goods (D2A)
Nike

27.
Use Cases

28.
Use Cases - Digital Twinning
Boeing
“Industrial Metaverse”
Remote Real-time Collaboration

29.
Use Cases - Digital Twinning
BMW

30.
Use Cases - The Future of Metacommerce
1. 85% of Gen-Z respondents
2. 75% of millennials; and
3. 69% of Gen-Xers
Interested in hybrid shopping
experiences

31.
Use Cases - The Future Now of Metacommerce
1. $54 billion is spent yearly on virtual goods
2. GDP for Second Life was about $650M in 2021
3. 79% of active users have made a purchase
4. Real Estate: over $500M purchased so far
5. Gucci Dionysus Bag With Bee sold for $4,115

32.
Use Cases - The Future of Metacommerce
Dyson

33.
Use Cases - The Future of MEtacommerce
Dyson

34.
Use Cases - The Future of Metacommerce
Coke

35.
Use Cases - The Future of MEtacommerce
Dyson

36.
Use Cases - The Future of Metacommerce
Beeple

37.
Use Cases - The Future of MEtacommerce
Dyson

38.
Marketing Strategies in Metaverses
The more things change the more they stay the same?

39.
Replicate what you offer IRL in the virtual world

40.
Replicate what you offer IRL in the virtual world

41.
Marketing Strategies in Metaverses
Setup a Virtual Venue

42.
Marketing Strategies in Metaverses
Experiential Marketing

43.
How Should My Company Start?
1. Create a strategy for how your brand will enter the metaverse
2. Understand if it’s a fit with your target audience
3. Sponsor events such as gaming tournaments or music festivals
4. Create NFT’s that represent your brand or company
5. Build virtual offices for employees to work together
6. Create virtual stores or platforms for shopping experiences

44.
Questions?
Vincent Serpico
Founder / CEO - Metaverse Workshop
Mobile: (602) 446 0350
Vincent.Serpico@foundersworkshop.com
Wayne Neale
Founder / CEO - Kydak
Mobile: (805) 204 6952
Wayne@kydak.com