How Digital Creators Should Navigate the Metaverse with Patrik Wilkens

All the hype surrounding the metaverse might seem like a good incentive for marketers to just jump on the bandwagon and try anything, follow trends, see what sticks. But digital media expert Patrik Wilkens says that’s not the way to go.

“I think it’s really important that you keep in mind to be authentic,” he says on the latest episode of the Marketing Smarts Live Show. “There are some examples where people try to artificially attach themselves to something…. Usually those experiments fail, and they’re not successful.”

Patrik describes the authenticity phenomenon in terms of one of TheSoul Publishing’s original characters: Polar, a kind of digital pop star à la Hatsune Miku.

“Looking at Polar, for example, it’s more important for Polar to be authentic in her native environment…rather than whether or not this is a real person. Obviously, we have a team behind Polar that is creating the music, that is creating the animations, that is creating the voice and everything, that are integrating her into the various games.”

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👂Listen to the original podcast episode: https://www.marketingprofs.com/podcasts/2023/49037/how-digital-creators-should-navigate-metaverse-patrik-wilkens-marketing-smarts
🗞️B2B News: https://www.marketingtechnews.net/news/2023/feb/27/more-than-two-thirds-of-b2b-buyers-want-to-buy-via-an-avatar-in-the-metaverse/
📝From The MarketingProfs Blog:
🔹https://www.marketingprofs.com/articles/2022/47769/what-does-a-b2b-marketing-team-look-like-in-the-metaverse
🔹https://www.marketingprofs.com/articles/2022/47888/web-30-blockchain-and-the-metaverse-opportunities-for-b2b-marketing
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