The metaverse can be best described as an evolution of today's internet. It is something we are immersed in, not something we look at. It is a vast digital world that is parallel to our physical world.

The metaverse presents an opportunity for marketers to engage consumers in new ways and push internal capabilities in new directions. Marketers should take the opportunity to embrace a test-and-learn mindset and start exploring what the metaverse can offer.

• The metaverse encompasses immersive environments, often using virtual- or augmented-reality technology.
• It is always on and exists in real-time.
• It spans the virtual and physical worlds, as well as multiple platforms.
• A fully functioning virtual economy powers the met...