By Edson Sosten

The word metaverse has become an increasingly common term over the last year, with big-name companies pouring millions of dollars into the production and development of this new technology. But what really is the metaverse? And what does it mean for the future of marketing?

The idea of ​​the metaverse has caught the attention of brands, retailers, media companies, marketing agencies and technology platforms. Business leaders, investors and pioneering entrepreneurs see new opportunities to claim their right to a yet-to-be-defined space that promises to revolutionize the Internet and what it means to be online and completely change the way people work, play, learn and shop. .

In the metaverse, the ability of brands to make and maintain genuine connections is…