TECH NEWS: Experts warn against working with “silver-lead salesmen”

dWeb.News Article from Daniel Webster AF dWeb.News

TECH NEWS: Companies of all sizes are lining up to hire the highly sought after roles in advertising and media. The term metaverse has been a part of the mainstream since Mark Zuckerberg, Facebook CEO, announced earlier this year that his company’s future would be in the metaverse. Most (81%) consumers now believe brands’ virtual presences are just as important as their brick-and-mortar stores, with the average customer willing to spend thousands on digital goods, according to Wunderman Thompson’s September “Into the Metaverse” report.

Cue shows that businesses are becoming FOMO and unsure if they should. This month saw the rebranding and renaming of Facebook as Meta. It increased the pressure for an answer. Companies are naturally turning to metaverse experts for assistance. There were over 270 active jobs related to “metaverse” in October, up from 250 in September, according to data and analytics company GlobalData.

“Building Virtual Worlds really began to gain momentum at the start of the pandemic and it’s just kinda been continuing to build momentum throughout this year,” Nick Mountford, managing Director of the digital experience production firm Active Theory. Active Theory has produced virtual spaces for brands and intellectual property such as Harry Potter and Rick and Morty. “[The Meta rebrand] “It’s just another example how everyone’s jumping aboard,” Mountford stated. Roblox is looking for marketers to help them sell the idea for branded virtual spaces. This lucrative job can be if you convince hiring managers that you understand the metaverse.

Adtech vendors are doing everything they can to find these people. Admix has eight open positions currently. These vacancies range from product development to commercial partnerships. They are not putting off hiring because of the possibility of being paid high salaries. It’s normal. Admix, with the right people, could be the first company to monetize the metaverse using ads. At least that’s the belief of CEO Sam Huber.

” When we are looking for people for those positions, the main thing we look for is if they have a lot baggage from the earlier phase of the internet.” Huber said. Huber explained his point by pointing out the possibility of viewing in a virtual setting. Huber stated, “You could spend time thinking of ways to improve it to drive CPM in the near-term. But the real problem is whether viewability even is the right metric for charging attention here in this instance.” “We need those creative people who think this way because they can adapt to different environments.”

But there are creative people who have spent years creating new forms of community and designing engagement systems to various video games. It’s not easy to distinguish between them. It is difficult to distinguish between the two. The metaverse is too complex as a concept that anyone can appear to know everything, even if they don’t. It is easy to see why hiring a metaverse expert could be a bad idea. While many are intelligent, ethical, and knowledgeable, others are making claims that would make a skilled con man blush.

” We’ve noticed that there has been a huge demarcation between those who understand this world, and those who don’t,” Alanna Roazzi Laforet, chief revenue officer at Decrypt, a publisher for cryptocurrency, said. “They have unintentionally blurred the lines with their messaging and platforms to further their agenda .”

Granted. There are people who understand the metaverse, or at least have enough knowledge to give a coherent view on this elusive concept. It is not easy to identify these people. It is easy to find practitioners that fit the criteria by doing a quick internet search. Some practitioners are more reliable and have a better track record in the region. Some are not as good. Metaverse troubleshooting has, at least partially, fallen prey to the snake oil salesman. This is what happens when a big trend begins. Most recently, it was the General Data Privacy Regulation across the European Union in 2017.

Until recently, anyone who is able to understand what they are doing wouldn’t call it the metaverse.

Active Theory Interactive Director Michael Anthony

” It reminds me of early internet days,” stated Yonatan Razfridman, CEO at Supersocial, a Roblox-based digital production company. “Everything was basically the Internet, everyone was an online company .”

Part of the problem is a woolly baseline qualification. There is no agency in the prestige metaverse where new execs can make their mark, and there aren’t any official qualifications. While that may change in the future, for now marketers will have to do without the filters they used to sort the wheat from the chaff.

Indeed. Even before the metaverse became a zeitgeist, many brands were already working on translating their products and services into virtual space. The eyeglass company Warby Parker, for example, developed a virtual try-on process to serve customers unable to access brick-and-mortar stores for reasons of distance or COVID-19 safety. Although functional virtual experiences such as this were not designed with the metaverse mind, they are as metaversal digital concert or VR sport .. Michael Anthony, director of Active Theory Interactive, stated that until recently, anyone who knew what they were doing wouldn’t call it the metaverse.

To spot these companies, marketers need to follow a few best practices. Marketers should first conduct background checks on those pitching metaversal services or products. Do they have any projects that fail repeatedly in this field? A second red flag is whether the person selling metaversal products or services has read “Snow Crash”; this book was where the metaverse term was created. This gives readers a better understanding of what it means. Third, consider the financial aspect. If a metaverse expert is charging eye-bulging fees for consulting services, that should be a cause for concern.

Brands who want to expand their participation in the metaverse should partner with companies whose metaverse definition aligns with the future vision of the platform Topia. Liebeskind’s main point is the distinction between open platforms, which allow users to freely transfer their identities and creations to other platforms, and closed platforms, which are competing to be the metaverse. Open platforms are interoperable ,, and platforms that do not work towards interoperability are fundamentally misunderstood about the future of metaverse.

” I think it’s just natural. Liebeskind stated that you can argue against it and say “no, we don’t want to keep all of the information and data and assets in our closed garden,” Liebeskind agreed. But I think that over the next decade, or the future decades, those with walled gardens will not be able to compete against open gardens. Open systems are better for creators and better for consumers who are purchasing things from creators

While it might be new to most, the concept of the metaverse has been around since 1992. Over the decades, tech and gaming professionals have been anticipating the incipient virtual universe. First as futurists with starry eyes, then as niche-obsessed geeks who explore early metaverse platforms like Second Life.

Now, the metaverse has become mainstream and there are a lot of experts who are ready and willing to build it. Metaverse knowledge is abundant and available for anyone who wants to use it.

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