Marketing in the metaverse is like setting up a website in the earliest days of the internet, or hanging up a dusty wooden shingle in the 19th century Old West. It can be extremely difficult to know how much time and resources to invest in a venture that is highly experimental in nature and far from guaranteed to yield financial success or meet many other key performance indicators (KPIs).
That’s how the current conventional wisdom might have it, at least, exhorting people to practice caution and circumspection over something so nascent, so unproven, so forbiddingly opaque (at least to some).
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