A new academic paper on the metaverse explores its role as a tool for digital marketing. It suggests that the metaverse is a new medium for marketing purposes alongside the web, social media, and other digital marketing channels. And it heralds the dawn of a new era of marketing.

The authors have a point. If you turn back the clock on MySpace, online marketing looked very different before the launch of Facebook. It was really about email, SEO, Google Adwords, and banner ads. Today they dominate social networks such as Facebook, Twitter, TikTok and YouTube.

In case you’re wondering which definition of the metaverse the paper covers, it’s that of virtual reality with a web3 blockchain-based digital economy of land and goods.

The authors suggest that Roblox, Fortnite, and