The metaverse manipulation
The metaverse manipulation
Is Big Tech parenting us and where are the leaders of media
The metaverse and the announcement of Facebook to rename it’s corporate name into the Verse has led to quite a buzz. And as it intends to alter our lives intensively, we want to aks business and media leaders to participate in the conversation. During a guest lecture at the VU University Amsterdam, we have asked tomorrow’s leaders the question whether our real life is so poor that we need an illusion to enhance it?
1.5 trillion
Even if you combine the total sales made by Hollywood, the music industry, and other film industries around the globe, the figures still won’t be enough to match the revenue that the gaming industry generates alone. Moreover, by the year 2030, the AR and VR industry is expected to boost the global GDP by $1.5 trillion, according to accountancy firm PricewaterhouseCoopers.
The augmented human. It is inevitable. The computer generation will seamlessly merge with the real world. Some technologies that look set to define this era are fast becoming commonplace, such as augmented reality (AR), voice technology, and wearables. Others are less familiar, like extended reality, diminished reality, or object and pose detection. But what unites them all is clear: they will bring computers ever closer to our bodies, smoothing the interaction between people and devices — the metaverse.
The metaverse will not only have an impact on the gaming industry. The implications of the metaverse for the future of the office are clear from Meta’s newest app, Horizon Workrooms, where virtual reality headsets allow colleagues to interact using digital avatars in a shared online office. This platform is much more than ‘Zoom in a VR headset’; not only are you interacting with avatars, but you are sharing digital whiteboards and enjoying directional audio.
These impressive market figures, the growing interest of the big tech in the metaverse, and the surge in demand for augmented reality-based devices indicate that our world is likely to get more involved in the virtual world in the coming years. However, what will be the social and ethical boundaries of this new industry? Now we all know that big tech companies cannot be trusted to self-regulate. The most popular social platforms are based on command and control systems. “Those clicks and comments and re-shares aren’t necessarily for your benefit… They prioritize content in your feed so that you will give little hits of dopamine to your friends so they will produce more content.” Facebook whistleblower Frances Haugen offered these solid insights recently.
The impact of merging computer generation with the real world
An impact that goes far beyond anything imaginable
The metaverse will not only have an impact on the gaming industry. The implications of the metaverse for the future of the office are clear from Meta’s newest app, Horizon Workrooms, where virtual reality headsets allow colleagues to interact using digital avatars in a shared online office. This platform is much more than ‘Zoom in a VR headset’; not only are you interacting with avatars, but you are sharing digital whiteboards and enjoying directional audio.
Do we consider the impact?
These impressive market figures, the growing interest of the big tech in the metaverse, and the surge in demand for augmented reality-based devices indicate that our world is likely to get more involved in the virtual world in the coming years. However, what will be the social and ethical boundaries of this new industry? Now we all know that big tech companies cannot be trusted to self-regulate. The most popular social platforms are based on command and control systems. “Those clicks and comments and re-shares aren’t necessarily for your benefit… They prioritize content in your feed so that you will give little hits of dopamine to your friends so they will produce more content.” Facebook whistleblower Frances Haugen offered these solid insights recently.
Source: Facebook
Going from a war on attention towards the law of attraction
Because of these social platform giants, the advertisement industry is at war—the war of attention. Creatives are creating content with only one purpose: to manipulate consumers for the sake of commercial success. The effects are that brands are losing their identities, and consumers are disconnecting themselves from these brands. The infiltration of ads in all human lives at the current level becomes intrusive. From Tik Tok challenges to branded content, it is everywhere. Consumers find it hard to protect themselves from these hurricanes of marketing campaigns. Next to this, creatives are accompanied by corporate KPIs. As a result, creative freedom is lost, and uniformity is created.
Many brands understand the moral importance of aborting this war, and it’s vital how to measure success with a new way of marketing. Marketing that isn’t focussed on merely KPIs but one that actually connects with the people’s state of mind. It’s what we call the “Law of attraction”.
There’s a war on attention going on
Because of these social platform giants, the advertisement industry is at war—the war of attention. Creatives are creating content with only one purpose: to manipulate consumers for the sake of commercial success. The effects are that brands are losing their identities, and consumers are disconnecting themselves from these brands. The infiltration of ads in all human lives at the current level becomes intrusive. From Tik Tok challenges to branded content, it is everywhere. Consumers find it hard to protect themselves from these hurricanes of marketing campaigns. Next to this, creatives are accompanied by corporate KPIs. As a result, creative freedom is lost, and uniformity is created.
How to divert towards the law of attraction towards the law of attraction
Many brands understand the moral importance of aborting this war, and it’s vital how to measure success with a new way of marketing. Marketing that isn’t focussed on merely KPIs but one that actually connects with the people’s state of mind. It’s what we call the “Law of attraction”.
Source: Microsoft Mesh
Unleash the genius potential inside
Most brands are connecting with less than 30% of their audiences. It’s no wonder these brands aren’t scaling. Their content is missing the point; it only speaks to 10% of their target audience and does not stop the scroll.
We help brands to become successful in digital advertising through personalized experiences. Merging head and heart, enabling brands to understand what moves people. Getting ready for the Metaverse seems to be a topic on the minds of leading brands. We invite you to explore this new universe with us and unleash the genius potential inside.
Curious how we can help you to stimulate consumers instead of manipulating them? Please leave your e-mail address here, or get in touch with Roderick Reichenbach, Chief Growth Officer.
