Analisis Peluang dan Tantangan Pemanfaatan Metaverse Sebagai Pemasaran Digital
DOI:
https://doi.org/10.54066/jpsi.v2i1.1409Keywords:
Metaverse, Digital Marketing, Opportunities, ChallengesAbstract
Metaverse is a three-dimensional virtual world connected via the internet, which allows users to interact with realistic digital environments. This concept has attracted the attention of many parties, including in the context of digital marketing. Utilizing metaverse technology in digital marketing has several opportunities and challenges. These opportunities include helping users interact with realistic digital environments, changing the way people sell and advertise, and improving social media platforms by providing greater freedom. However, the use of metaverse technology also has challenges, such as digital data security, a lack of humanity in digital interactions, and difficulties in applying digital literacy. This article aims to analyze the opportunities and challenges of using the metaverse as digital marketing. By understanding and overcoming these challenges, companies can utilize the potential of the metaverse as a digital marketing medium more effectively and responsibly.
References
Arifiani, Librita, dan Asnan Furinto. Transformasi Model Bisnis: Konsep, Strategi, dan Antisipasi Menyongsong Era Metaverse. Scopindo Media Pustaka, 2022.
Efendioglu, I. H. (2023). Metaverse Concepts and Marketing. Handbook of Research on Consumer Behavioral Analytics in Metaverse and the Adoption of a Virtual World, 224-252.
Firmansyah, E. A., & Umar, U. H.(2023) Metaverse in Business Research: a Systematic Literature Review. Cogent Business & Management, 10(2).
Hollensen, S., Kotler, P., & Opresnik, M. O. (2023). Metaverse: The New Marketing Universe. Journal of Business Strategy, 44(3), 119-125.
Iqbal. (2023). Metaverse dan Bisnis: Menjelajahi Peluang dan Tantangan di Dunia Virtual yang Mengubah Perdagangan, diakses pada 27 Desember 2023, https://idmetafora.com/
Monica, P. D., & Darma, G.S. (2022). Digital Marketing Strategy for Balinese Handicrafts Facing the Metaverse Era. Channel Jurnal Komunikasi, 10(1), 73-84.
Mosco, Vincent. (2023). Into the Metaverse: Technical Challenges, Social Problems, Utopian Visions, and Policy Principles. Javnost-The Public, 30(2), 161-173.
Nagarajan, G., Moorthy, V. S., Mohamed, A. K., Mohideen, A. S., Ishaq, M. M., & Lakshmi, M. R. (2023). The Role Of The Metaverse In Digital Marketing. JETT, 14(5), 51-59.
Rathore, B. (2018). Metaverse Marketing: Novel Challenges, Opportunities, and Strategic Approaches. Eduzone: International Peer Reviewed/Refereed Multidisciplinary Journal, 7(2), 72-82.
