Martechvibe in conversation with Christian Gleich, Metaverse consultant and Ambassador at the European Blockchain Association.
Excerpts from the interview;
Tell us about your role with the European Blockchain Association.
I’m the International Ambassador to the European Blockchain Association (EBA), which is a non-profit, semi-autonomous DAO. That being said, Blockchain and the Metaverse are my heritage topics, however for quite some time AI and its applications were being added to my areas of expertise. We focus primarily on the evaluation of regulatory perspectives for governments. Companies are also approaching me to get a perspective of emerging tech’s implication onto the use-cases of their businesses.
What are the common questions or doubts you receive about marketing in the metaverse?
I wrote a book about exactly that – The Metaverse – A Practitioner’s Playbook – is about how to tackle the Metaverse, a platform which is actually not even there, as a marketer. The main question right now is – What is the Metaverse, and how can I log into it?“
The Metaverse will be the connecting link between different virtual platforms. All of them together will form the Metaverse. There are 180 use-cases in this book, it acts as a strategy playbook to help marketers in understanding and mastering this exciting new universe.
How can marketers prepare themselves to adapt easily to changing technology and customer trends?
Marketers have followed customer trends in their target group by trend scouting and research – in the best case they were part of making the trends. It’s sort of the same with emerging technology: research the tools and the ways they work, try it out, play around with it! Your target group might be a step ahead, and may be acquainted with new technology already. My tip is: invest time to catch up with the actual status of the tools and the knowledge of your audience. Meet them halfway and share their interest. Then combine your new knowledge, your business with the expectations of your target group, like Coca Cola did with one of the very first AI-generated ads. Everyone was blown away and the earned media was priceless!
How do you see virtual worlds changing the relationship and interaction between brands and consumers?
That’s the question every marketer is stoked about! And yes, it’s a good one as well! Virtual worlds are poised to revolutionise the relationship between brands and consumers by offering immersive experiences, personalised engagement, co-creation opportunities, and global reach. This shift requires brands to embrace innovative storytelling, data-driven insights, and a deep understanding of consumer behaviour to effectively engage and thrive in these new digital spaces.
What advice would you give future marketing leaders to prepare for their role?
They must adapt to ever changing target groups and get familiar quickly to their respective new behaviours.
Be your target group!. This doesn’t happen very often these days but it will be crucial to future marketing leaders. Engage in co-creation with your target group, focus on data-driven performances and sentiment outcome. The main success factor in the future and virtual worlds lies in finding these KPIs, old and new. New ones, I find particularly interesting when it comes to 3D-commerce KPIs like engagement time with the product, 3-Axis-interaction, 1:1 communication between your personal avatar and a conversational bot just to name a few.
What can attendees expect from your session at Rise Up?
The audience can anticipate an engaging and entertaining keynote where I delve into the latest Metaverse advancements, combine it with emerging tech trends, providing insights into their intersection and will highlight the implications for ecommerce.
Christian will be a speaker at the Rise Up stage on September 13-14 in Dubai. Register here.