تأثير الميتافيرس على مستقبل صناعة الاعلانات التسويقية
الكلمات المفتاحية:
الميتافيرس, الإعلان, التسويق, الواقع الافتراضي, التكنولوجيات الغامرة
الملخص
لطالما كانت صناعة الإعلانات سريعة دوما في تبني الاتجاهات والقفزات التكنولوجية الجديدة. واليوم يفتح الميتافيرس مرة أخرى حقبة جديدة يمكن من خلالها للمسوقين الوصول إلى الجماهير. تهدف الورقة البحثية الى محاولة فهم وتحليل التأثير المُحتمل للميتافيرس على مجال صناعة الاعلانات التسويقية، وذلك بعرض أهم التجارب العالمية لعلامات الأزياء والموضة.
توصّلت الدراسة الى أنّ الميتافيرس سيكون له إسهام كبير في صناعة الإعلانات وسيعمل على إحداث تغييرات جذرية، لما يحتوي عليه من تكنولوجيات وتطبيقات غامرة يمكن توظيفها لتعزيز قوة الحملات الاعلانية.
المراجع
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25. Moss, E. (2023, 05 01). the customer. Consulté le 08 02, 2023, sur the customer: https://thecustomer.net/the-slam-dunk-of-adidas-metaverse-marketing/
26. mytaverse. (2022, 10 21). Nike's Metaverse VR Experiences Are Paying Off - Here's Why. Consulté le 07 25, 2023, sur mytaverse website: https://www.mytaverse.com/post/nike-s-metaverse-vr-experiences-are-paying-off-here-s-why
27. Plomion, B. (2022, 05 16). A Giant Leap For Advertising Kind: How The Metaverse Could Lead To A Next-Gen Brand Experience. Consulté le 08 15, 2023, sur forbes : https://www.forbes.com/sites/forbescommunicationscouncil/2022/05/16/a-giant-leap-for-advertising-kind-how-the-metaverse-could-lead-to-a-next-gen-brand-experience/?sh=3ab58ee12f6b
28. Ramic, M. (2022). MARKETING IN THE METAVERSE , A complete overview of best practices and innovations practices innovations. Dans A complete overview of best practices and innovations practices innovations (p. 02).
29. Statista. (2023, 08 01). Metaverse Advertising - Worldwide. Consulté le 08 15, 2023, sur statista : https://www.statista.com/outlook/amo/metaverse/metaverse-advertising/worldwide#value
30. Strouvens, A. (2022, 09 27). the metaverse business is too niche. Consulté le 07 22, 2023, sur Sortlist: https://www.sortlist.com/datahub/reports/metaverse-for-business/)
31. Sutcliffe, C. (2022, 09 22). 21m people have now visited Nike’s Roblox store. Here’s how to do metaverse commerce right. Consulté le 08 03, 2023, sur the drum: https://www.thedrum.com/news/2022/09/22/21m-people-have-now-visited-nike-s-roblox-store-here-s-how-do-metaverse-commerce
2. ajmarketing. (2022, 3 17). Retrieved from ajmarketing: https://www.ajmarketing.io/post/top-7-metaverse-marketing-strategies-success-case-analysis
3. ajmarketing. (2022, 03 17). Récupéré sur ajmarketing: www.ajmarketing.io/post/top-7-metaverse-marketing-strategies-success-case-analysis
4. Bala, P., & other. (2023). Awareness And Perception Of Youth Towards Metaverse Marketing. Creative Research Thoughts (IJCRT), 276.
5. Ball, M. (2022). The Metaverse: And how it will revolutionize everything.
6. Bump, P. (2023, 03 21). What is the Metaverse: What Marketers Need to Know. Consulté le 07 22, 2023, sur hubspot : https://blog.hubspot.com/marketing/metaverse
7. Chandiwala, M., Patel, P., & Mehta, A. (2023). ADVERTISING AND BRANDING WITH METAVERSE. Dogo Rangsang Research Journal, 96.
8. Decima, C. (2023, 01 13). The Role of the Metaverse in Digital Marketing. Consulté le 07 19, 2023, sur WSI: www.wsiworld.com/blog/the-role-of-the-metaverse-in-digital-marketing
9. Eyada, B. (2023). Advertising in the Metaverse: Opportunities and Challenges. International Journal of Marketing Studies, 26.
10. Fosdike, H. (2023). PRODUCT ADVERTISING IN THE METAVERSE. Consulté le 08 15, 2023, sur intelligentreach: https://www.intelligentreach.com/guides/product-advertising-in-the-metaverse/
11. Hazan, E., & others. (2022, 05 24). Marketing in the metaverse: An opportunity for innovation and experimentation. Consulté le 07 25, 2023, sur McKinsey: https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/ma
12. Hennig-Thurau, T. (2022). Metaverse Marketing. NIM Marketing Intelligence Review, 46.
13. Hollensen, Kotler, & Opresnik. (2022). Metaverse: The new marketing universe. Journal of Business Strategy, p121.
14. Ibrahim, D. (2023, 03 15). Adidas Metaverse: Ultimate Review [+Top 8 Products]. Consulté le 08 05, 2023, sur metaverse insider: https://metaverseinsider.tech/2023/03/15/adidas-metaverse/
15. Israfilzade, K. (2022). Marketing in the Metaverse: A Sceptical Viewpoint of Opportunities and Future Research Directions. The Eurasia Proceedings of Educational & Social Sciences (EPESS), 53.
16. Johnson, J. (2019, 05 20). Doomsday Clock Just Redefined the Entire DC Multiverse/. Consulté le 07 20, 2023, sur CBR: www.cbr.com/doomsday-clock-superman-metaverse/
17. Jong, H. d. (2022, 12 01). Advertising in the Metaverse. Consulté le 08 15, 2023, sur Quantoz Blockchain Technology: https://quantoz.com/publications/advertising-in-the-metaverse/
18. Kiplangat, B. (2022, 09 30). Digital Marketing in The Metaverse: Challenges, Techniques, and More. Consulté le 07 17, 2023, sur Dataslayer : Benard Kiplangat, "Digital Marketing in The Metaverse: Challenges, Techniques, and More", Dataslayer website, published (30/09/ https://dataslayer.ai/blog/effective-digital-marketing-in-the-metaverse-six-techniques-to-ad
19. Leighton, N. (2022, 12 03). How the Metaverse Will Transform the Way We Approach Marketing. Consulté le 08 02, 2023, sur Enterpreneur: www.entrepreneur.com/growing-a-business/how-the-metaverse-will-transform-marketing/4383
20. marr, b. (2022, 07 01). The Amazing Ways Nike Is Using The Metaverse, Web3 And NFTs. Consulté le 08 02, 2023, sur forbes: https://www.forbes.com/sites/bernardmarr/2022/06/01/the-amazing-ways-nike-is-using-the-metaverse-web3-and-nfts/?sh=481bda2056e9
21. Mclaughkin, J. (2022). Marketing In The Metaverse, A GUIDE TO THE METAVERSE AND WEB 3.0 FOR MARKETERS AND BRANDS.
22. Mcleise, F. (2023, 02 13). advertising in the metaverse. Consulté le 08 14, 2023, sur sensoriumgalaxy: https://sensoriumgalaxy.com/articles/advertising-in-the-metaverse
23. Michell, T. (2022, 12 23). Advertising in the Metaverse: A new frontier for marketers? Consulté le 08 15, 2023, sur airwallex : https://www.airwallex.com/blog/advertising-in-the-metaverse-a-new-frontier-for-marketers
24. Microsoft. (2023, 03 03). Eye-gaze-based interaction on HoloLens 2. Consulté le 08 14, 2023, sur microsoft: https://learn.microsoft.com/en-us/windows/mixed-reality/design/eye-gaze-interaction
25. Moss, E. (2023, 05 01). the customer. Consulté le 08 02, 2023, sur the customer: https://thecustomer.net/the-slam-dunk-of-adidas-metaverse-marketing/
26. mytaverse. (2022, 10 21). Nike's Metaverse VR Experiences Are Paying Off - Here's Why. Consulté le 07 25, 2023, sur mytaverse website: https://www.mytaverse.com/post/nike-s-metaverse-vr-experiences-are-paying-off-here-s-why
27. Plomion, B. (2022, 05 16). A Giant Leap For Advertising Kind: How The Metaverse Could Lead To A Next-Gen Brand Experience. Consulté le 08 15, 2023, sur forbes : https://www.forbes.com/sites/forbescommunicationscouncil/2022/05/16/a-giant-leap-for-advertising-kind-how-the-metaverse-could-lead-to-a-next-gen-brand-experience/?sh=3ab58ee12f6b
28. Ramic, M. (2022). MARKETING IN THE METAVERSE , A complete overview of best practices and innovations practices innovations. Dans A complete overview of best practices and innovations practices innovations (p. 02).
29. Statista. (2023, 08 01). Metaverse Advertising - Worldwide. Consulté le 08 15, 2023, sur statista : https://www.statista.com/outlook/amo/metaverse/metaverse-advertising/worldwide#value
30. Strouvens, A. (2022, 09 27). the metaverse business is too niche. Consulté le 07 22, 2023, sur Sortlist: https://www.sortlist.com/datahub/reports/metaverse-for-business/)
31. Sutcliffe, C. (2022, 09 22). 21m people have now visited Nike’s Roblox store. Here’s how to do metaverse commerce right. Consulté le 08 03, 2023, sur the drum: https://www.thedrum.com/news/2022/09/22/21m-people-have-now-visited-nike-s-roblox-store-here-s-how-do-metaverse-commerce
منشور
2024-06-01
كيفية الاقتباس
ميمونم., & بوزيدةس. (2024). تأثير الميتافيرس على مستقبل صناعة الاعلانات التسويقية. مجلة الامتياز لبحــوث الاقتصاد والادارة, 8(1), 103-120. استرجع في من http://journals.lagh-univ.dz/index.php/jeemr/article/view/3839
إصدار
القسم
Original Article
