Interaktive Kundenerfahrung und immersives Markenerlebnis im Metaverse

from Digitales Management · host Prof. Dr. Stefan Detscher, Prof. Dr. Michael Hepp

Basierend auf dem Beitrag von Barbara D’Errico und Prof. Dr. Stefan Detscher: Das bislang wenig bekannte Metaverse rückte in den frühen 2020er-Jahren in den Fokus der Öffentlichkeit, insbesondere nachdem globale Techkonzerne ihre Investitionsstrategien in dieses aufstrebende Konzept bekannt gaben. Die Möglichkeit, alltägliche Erlebnisse und Interaktionen durch digitale Avatare und smarte Geräte in einer virtuellen Realität zu gestalten, fasziniert vor allem digital-affine NutzerInnen und experimentierfreudige Unternehmen. Dieser Beitrag untersucht, wie international führende Fashion- und Lifestyle-Marken als Early Adopter das Metaverse für Marketing und Branding nutzen. Anhand praxisnaher Beispiele werden Chancen für Kunden- und Markenerlebnisse im gamifizierten Metaverse aufgezeigt und zentrale Aspekte für die Gestaltung und Umsetzung dieser Erlebnisse beleuchtet.

Episode metadata supplied by the publisher feed · Published Nov 3, 2025

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This episode was published on November 3, 2025.

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