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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
Humans are
social creatures
by nature
We have a propensity
to communicate
As demonstrated by game
changing communication-centric
inventions over the past 30,000
years
https://www.computerworld.com/article/2526581/timeline--the-evolution-of-online-communities.html
Digital chat has been
around since
Which, of course, has evolved
into Social Media today
Asynchronous social media is actually less
"social" than synchronous chat
The Metaverse is the next
natural evolution of human
interaction, story telling,
and communication driven
by technology.
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
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
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)
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
Brands are
jumping in
now...
● 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")
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
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
What can you do today?
Immerse
#2
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.”
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
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."
● Authentic
● Interesting
● Relevant
“It’s all about (and has always been about) community, story telling, and
conversational relationships.”
The Future of Digital Marketing
Into the Metaverse and Beyond
An Experience Design Company
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
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
Use Cases - Sponsorship and Advertising
Paris Hilton Fashion World
Paris Hilton Fashion World
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
Use Cases - Virtual Goods (D2A)
Nike
Use Cases
Use Cases - Digital Twinning
Boeing
“Industrial Metaverse”
Remote Real-time Collaboration
Use Cases - Digital Twinning
BMW
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
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
Use Cases - The Future of Metacommerce
Dyson
Use Cases - The Future of MEtacommerce
Dyson
Use Cases - The Future of Metacommerce
Coke
Use Cases - The Future of MEtacommerce
Dyson
Use Cases - The Future of Metacommerce
Beeple
Use Cases - The Future of MEtacommerce
Dyson
Marketing Strategies in Metaverses
The more things change the more they stay the same?
Replicate what you offer IRL in the virtual world
Replicate what you offer IRL in the virtual world
Marketing Strategies in Metaverses
Setup a Virtual Venue
Marketing Strategies in Metaverses
Experiential Marketing
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
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
The Future of Digital Marketing: To the Metaverse and Beyond - Wayne Neale, Kydak

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The Future of Digital Marketing: To the Metaverse and Beyond - Wayne Neale, Kydak

  • 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
  • 3. We have a propensity to communicate As demonstrated by game changing communication-centric inventions over the past 30,000 years
  • 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
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  • 19. ● 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")
  • 20. 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
  • 21. 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
  • 22. What can you do today? Immerse #2
  • 23. 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.”
  • 24. 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
  • 25. 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."
  • 26. ● Authentic ● Interesting ● Relevant “It’s all about (and has always been about) community, story telling, and conversational relationships.”
  • 27. The Future of Digital Marketing Into the Metaverse and Beyond An Experience Design Company
  • 28. 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
  • 29. 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
  • 30. Use Cases - Sponsorship and Advertising Paris Hilton Fashion World
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  • 33. 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
  • 34. Use Cases - Virtual Goods (D2A) Nike
  • 36. Use Cases - Digital Twinning Boeing “Industrial Metaverse” Remote Real-time Collaboration
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  • 38. Use Cases - Digital Twinning BMW
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  • 40. 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
  • 41. 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
  • 42. Use Cases - The Future of Metacommerce Dyson
  • 43. Use Cases - The Future of MEtacommerce Dyson
  • 44. Use Cases - The Future of Metacommerce Coke
  • 45. Use Cases - The Future of MEtacommerce Dyson
  • 46. Use Cases - The Future of Metacommerce Beeple
  • 47. Use Cases - The Future of MEtacommerce Dyson
  • 48. Marketing Strategies in Metaverses The more things change the more they stay the same?
  • 49. Replicate what you offer IRL in the virtual world
  • 50. Replicate what you offer IRL in the virtual world
  • 51. Marketing Strategies in Metaverses Setup a Virtual Venue
  • 52. Marketing Strategies in Metaverses Experiential Marketing
  • 53. 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
  • 54. 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