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So, get reading and please get in touch if we can be of help to you. My colleagues and I are here to support you. 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Improvements in digital capabilities may also help enable a new level of precision in marketing that could open new growth opportunities for the company. Microsegmentation of customer cohorts is maturing, and investments provide new ways to sense and help react to changing market conditions in more precise and relevant ways. It's no longer about reaching as many customers as possible, but instead reaching the right ones. 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Thirty-eight percent of CMOs are looking to deploy the capabilities that enable this type of personalization within the coming year, with another 12% within two years5—signaling a major shift for the field of marketing.", "attrs": null, "canon": { "kind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "5f2affc0-941d-4d07-959d-4bfc1930cea4", "version": 1, "description": "Single prose block in the body of a slide." }, "tool": null, "subkind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "019de52c-fb80-75af-aa5c-a7a4bfac2433", "version": 1, "description": null }, "framework": null }, "subkind": "paragraph", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 19:33:50.224+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "5a23d3b7-662a-4020-b6a6-d100db3ec163", "parentComponentId": null }, { "bbox": { "h": 0.25, "w": 0.28, "x": 0.05, "y": 0.19 }, "kind": "paragraph", "text": "It's important to note that these types of detailed segments are fluid and evolving, so dynamic segmentation becomes critical. However, through AI and machine learning, combined with experimentation and a test-and-learn culture, brands can dynamically tune their marketing and messaging based on ever-changing consumer behavior.", "attrs": null, "canon": { "kind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "5f2affc0-941d-4d07-959d-4bfc1930cea4", "version": 1, "description": "Single prose block in the body of a slide." }, "tool": null, "subkind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "019de52c-fb80-75af-aa5c-a7a4bfac2433", "version": 1, "description": null }, "framework": null }, "subkind": "paragraph", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 19:33:50.224+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "6d2efa87-8751-4070-bb48-a9818e86f899", "parentComponentId": null }, { "bbox": { "h": 0.05, "w": 0.28, "x": 0.67, "y": 0.75 }, "kind": "paragraph", "text": "—Antonia Lepore\nchief marketing officer, AXA", "attrs": null, "canon": { "kind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "5f2affc0-941d-4d07-959d-4bfc1930cea4", "version": 1, "description": "Single prose block in the body of a slide." }, "tool": null, "subkind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "019de52c-fb80-75af-aa5c-a7a4bfac2433", "version": 1, "description": null }, "framework": null }, "subkind": "paragraph", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 19:33:50.224+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "7bee37bd-349c-46cf-8f34-d45f2705eca6", "parentComponentId": null }, { "bbox": { "h": 0.25, "w": 0.28, "x": 0.05, "y": 0.45 }, "kind": "paragraph", "text": "Implementing these systems successfully can require coordination and end-to-end integration within the organization. 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null }, "componentId": "87f53ab5-8232-430e-8c22-b037cd97c6e5", "parentComponentId": null }, { "bbox": { "h": 0.145, "w": 0.145, "x": 0.365, "y": 0.285 }, "kind": "image", "text": null, "attrs": null, "canon": { "kind": { "name": "Image", "slug": "image", "status": "active", "canonId": "019de52c-f978-701f-a720-51d029d769e7", "version": 1, "description": "Photo, illustration, screenshot or icon." }, "tool": null, "subkind": { "name": "Headshot", "slug": "headshot", "status": "active", "canonId": "019de52c-fd5f-765c-9282-38b54f61bbbf", "version": 1, "description": null }, "framework": null }, "subkind": "headshot", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 19:33:46.035+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "bd40d3db-8e68-40fa-8010-383d98b9ffe4", "parentComponentId": null }, { "bbox": { "h": 0.21, "w": 0.33, "x": 0.165, "y": 0.315 }, "kind": "paragraph", "text": "Nelson Kunkel\nnkunkel@deloitte.com\nNelson Kunkel is the chief marketing officer for the Deloitte US sustainability business, leading the vision, narrative, brand and marketing of what's good and equitable for people, planet and prosperity.", "attrs": null, "canon": { "kind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "5f2affc0-941d-4d07-959d-4bfc1930cea4", "version": 1, "description": "Single prose block in the body of a slide." }, "tool": null, "subkind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "019de52c-fb80-75af-aa5c-a7a4bfac2433", "version": 1, "description": null }, "framework": null }, "subkind": "paragraph", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 19:33:46.035+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "4674130a-cae9-48dc-b11d-c3aa583d4a7f", "parentComponentId": null }, { "bbox": { "h": 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Matheson\nbmatheson@deloitte.com\nBree Matheson is a Research and Insights lead for Deloitte's CMO Program. 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Just as businesses are likely seeking creators who are on the same social platforms as the company’s target audience and who portray an image that’s compatible with the brand, creators, as the sole representatives of their own brands, are likely looking for company partners that are relevant to the creator’s audience. In our survey of 400 creators, nearly seven in 10 (69%) indicated that the top priority when deciding whether to partner with a business was “relevance of brand to my audience”—a higher priority than even monetary value of a partnership. 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Almost by definition, creators are considered accomplished at generating information in a way that engages a core audience. Giving creators the freedom to express their abilities with minimal interference can not only lead to more appealing content but also helps maintain the authentic voice that is vitally important to creators and consumers. In the words of Bree Sandlin, vice president of lubricants marketing at Shell: “It’s a little scary as a brand manager to know that you’re releasing that control. 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Andy Sandoz et al., Filling the creativity gap: Solving modern business problems requires creativity at every level, Deloitte Digital, 2022.\n2. 2023 Deloitte Global Marketing Trends executive survey, conducted in June 2022.\n3. Andy Sandoz et al., A radical re-think: why business transformation needs to get creative, LIONS, accessed January 10, 2023.\n4. Interviews conducted as part of the 2023 Global Marketing Trends research, July–September 2022.\n5. Ibid.\n6. Ibid.\n7. 2023 Deloitte Global Marketing Trends executive survey, conducted in June 2022.\n8. Christine Cutten, Dennis Ortiz, and Kenny Gold, Creator Economy in 3D: Maximizing opportunities between platforms, brands, and creators, Deloitte, 2022.\n9. Interviews conducted as part of the 2023 Global Marketing Trends research, July–September 2022.\n10. 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The metaverse is a confluence of technologies that allow new forms of experience and engagement across industries through 3D activity and the use of simulations based on artificial intelligence. Interest in the metaverse is growing rapidly, with many brands expecting to use the metaverse to link the physical and virtual worlds over the next one to two years. While more business-to-consumer industries have been getting a jump on developing a metaverse strategy, our survey of 1,015 marketing executives shows that even industries such as energy, resources, and industrials (ER&I) and life sciences and health care (LS&HC) are gravitating toward the metaverse, indicating that it is likely a", "attrs": null, "canon": { "kind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "5f2affc0-941d-4d07-959d-4bfc1930cea4", "version": 1, "description": "Single prose block in the body of a slide." }, "tool": null, "subkind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "019de52c-fb80-75af-aa5c-a7a4bfac2433", "version": 1, "description": null }, "framework": null }, "subkind": "paragraph", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 19:33:48.786+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "2dd7d276-7bc7-4efb-9f4a-adb2a199ae33", "parentComponentId": null }, { "bbox": { "h": 0.25, "w": 0.28, "x": 0.05, "y": 0.39 }, "kind": "paragraph", "text": "Striking the right balance between hype and investment is one part art and one part science for chief marketing officers (CMOs). 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Energy, resources, and industrial; Financial services; Life sciences and health care; Technology, media, and telecom", "attrs": null, "canon": { "kind": { "name": "Legend", "slug": "legend", "status": "active", "canonId": "31361933-3d22-4c70-bbad-0801e9fffc0c", "version": 1, "description": "Color/symbol decoder placed adjacent to a chart or diagram." }, "tool": null, "subkind": null, "framework": null }, "subkind": null, "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 19:33:48.161+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "81f94f8c-713c-49fc-ae85-5dc2de3572eb", "parentComponentId": null }, { "bbox": null, "kind": "metric", "text": "Cumulative percentage timing for engaging with the metaverse: 92%", "attrs": null, "canon": { "kind": { "name": "Metric", "slug": "metric", "status": "active", "canonId": "019de52c-f923-73bf-8081-d0b1a8c5264d", "version": 1, "description": "Big-number or KPI value." }, "tool": { "name": "Quantification", "slug": "quantification", "status": "active", "bestFor": null, "canonId": "019dd9e1-47ab-72ce-a079-aab1f5299e88", "version": 1, "bodyDocId": null, "description": "Translating a claim into numbers, charts, or tables.", "familyLabel": null }, "subkind": null, "framework": null }, "subkind": "primary", "groupRole": null, "confidence": null, "extraction": { "at": "2026-04-24 13:04:27+00", "model": "or:google/gemini-3.1-flash-lite-preview", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "019dd951-ba8e-719f-8a5b-555ceb44d73a", "parentComponentId": null }, { "bbox": { "h": 0.47, "w": 0.275, "x": 0.056, "y": 0.197 }, "kind": "paragraph", "text": "compelling issue across sectors (figure 1).¹ At this early stage, brands may be unsure how quickly to rush to market, so they should assess and define clear objectives for how their organization will create experiences in the metaverse. 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Ömer Barbaros Yis, CEO of LC Waikiki E-Commerce Business, a European fashion retailer, says, \"I deeply believe that the metaverse and all the immersive experiences—let's say metaverse or virtual reality, augmented reality, mixed reality, and all that stuff— have that tremendous potential in e-commerce as well, making experiences more immersive for customers before they buy, to try them out.\" However, he also notes, \"[The metaverse] is not my [top] priority, [because] when people have struggled with prices, with economics, when they have even struggled to pay for energy, they care more about affordability [of the metaverse].\"3 Instead, he plans to keep working on a longer-term road map for adoption of up-and-coming technologies in years to come.", "attrs": null, "canon": { "kind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "5f2affc0-941d-4d07-959d-4bfc1930cea4", "version": 1, "description": "Single prose block in the body of a slide." }, "tool": null, "subkind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "019de52c-fb80-75af-aa5c-a7a4bfac2433", "version": 1, "description": null }, "framework": null }, "subkind": "paragraph", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 19:33:48.523+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "38c34977-a4e2-4425-a6a9-3340c01615cb", "parentComponentId": null }, { "bbox": { "h": 0.12, "w": 0.27, "x": 0.06, "y": 0.19 }, "kind": "paragraph", "text": "ER&I sector respondents are the most likely to believe it's not relevant to their industry, with 24% of respondents seeing it as irrelevant. Still, these numbers suggest that broad adoption of these new technologies is likely on the horizon.", "attrs": null, "canon": { "kind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "5f2affc0-941d-4d07-959d-4bfc1930cea4", "version": 1, "description": "Single prose block in the body of a slide." }, "tool": null, "subkind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "019de52c-fb80-75af-aa5c-a7a4bfac2433", "version": 1, "description": null }, "framework": null }, "subkind": "paragraph", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 19:33:48.523+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "3d83b3c3-de23-472c-8b72-5a9198ad7644", "parentComponentId": null }, { "bbox": { "h": 0.06, "w": 0.27, "x": 0.67, "y": 0.42 }, "kind": "paragraph", "text": "—Ömer Barbaros Yis, chief executive officer, LC Waikiki E-Commerce Business", "attrs": null, "canon": { "kind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "5f2affc0-941d-4d07-959d-4bfc1930cea4", "version": 1, "description": "Single prose block in the body of a slide." }, "tool": null, "subkind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "019de52c-fb80-75af-aa5c-a7a4bfac2433", "version": 1, "description": null }, "framework": null }, "subkind": "paragraph", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 19:33:48.523+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "56dcc076-6671-44c6-8f00-57cc1d60a55d", "parentComponentId": null }, { "bbox": { "h": 0.35, "w": 0.27, "x": 0.06, "y": 0.39 }, "kind": "paragraph", "text": "Marketing executives that we interviewed also noted that a path toward metaverse adoption is not yet clear cut. There remain questions about which metaverse platform to join based on where customers are most likely to end up. Some brands reported tentatively exploring existing spaces, while others reported considering developing their own. For example, Claire Tellenbach, marketing manager at H. Moser and Cie. (which produces luxury watches), says, \"For now, we are developing our own metaverse space, which is the Moser Lounge to welcome customers and press. We are exploring different ideas for launches and press conferences. 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Define your objectives for creating metaverse experiences and keep an eye on early adopters who will pave the way for broader adoption in 2024 and beyond. Make sure to consider potential challenges including cybersecurity, trust, brand reputation, and digital rights management.", "attrs": null, "canon": { "kind": { "name": "List", "slug": "list", "status": "active", "canonId": "019de52c-f94b-779b-a53b-fd4904a5f4d2", "version": 1, "description": "Bullet or numbered list." }, "tool": null, "subkind": { "name": "Bullet list", "slug": "bullet", "status": "active", "canonId": "019de52c-fc98-7169-a083-5cab805076ca", "version": 1, "description": null }, "framework": null }, "subkind": "bullet", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 19:33:53.342+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "2d61c9da-4df9-4f99-8f4d-dc49f9723afb", "parentComponentId": null }, { "bbox": { "h": 0.215, "w": 0.326, "x": 0.388, "y": 0.195 }, "kind": "list", "text": "Weigh brand priorities in developing your adoption strategies. Our data shows that companies are still prioritizing investment in technology platforms and capabilities to support personalization and achieve customer-centricity as a top priority, but brands that fail to create a strategy for joining the metaverse may lose the opportunity to become a leader in the space.", "attrs": null, "canon": { "kind": { "name": "List", "slug": "list", "status": "active", "canonId": "019de52c-f94b-779b-a53b-fd4904a5f4d2", "version": 1, "description": "Bullet or numbered list." }, "tool": null, "subkind": { "name": "Bullet list", "slug": "bullet", "status": "active", "canonId": "019de52c-fc98-7169-a083-5cab805076ca", "version": 1, "description": null }, "framework": null }, "subkind": "bullet", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 19:33:53.342+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "b4c2bbae-d087-40aa-a1a7-6cda9dde2369", "parentComponentId": null }, { "bbox": { "h": 0.165, "w": 0.326, "x": 0.388, "y": 0.52 }, "kind": "list", "text": "Start laying the groundwork for a metaverse strategy. 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"subkind": "paragraph", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 19:33:49.936+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "38ffc27e-c091-4b02-bb79-5e6354905336", "parentComponentId": null }, { "bbox": { "h": 0.35, "w": 0.265, "x": 0.056, "y": 0.448 }, "kind": "paragraph", "text": "Scott Mager smager@deloitte.com As chief marketing officer of Deloitte Consulting LLP, Scott Mager is responsible for creating the company's marketing strategy and driving impactful experiences that increase brand value and drive profitable growth across our business. He is focused on driving the company's vision and purpose by blending storytelling, experiences, creativity, technology, and data to promote our exceptional people, services, assets, and client accomplishments.", "attrs": null, "canon": { "kind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "5f2affc0-941d-4d07-959d-4bfc1930cea4", "version": 1, "description": "Single prose block in the body of a slide." }, "tool": null, "subkind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "019de52c-fb80-75af-aa5c-a7a4bfac2433", "version": 1, "description": null }, "framework": null }, "subkind": "paragraph", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 19:33:49.936+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "6188c57b-51d7-4983-88da-d13cfecc7910", "parentComponentId": null }, { "bbox": { "h": 0.15, "w": 0.265, "x": 0.365, "y": 0.448 }, "kind": "paragraph", "text": "Bree Matheson bmatheson@deloitte.com Bree Matheson is a Research and Insights lead for Deloitte's CMO Program. As part of Deloitte Services LP, she researches emerging marketing trends and CMO dynamics within the C-suite.", "attrs": null, "canon": { "kind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "5f2affc0-941d-4d07-959d-4bfc1930cea4", "version": 1, "description": "Single prose block in the body of a slide." }, "tool": null, "subkind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "019de52c-fb80-75af-aa5c-a7a4bfac2433", "version": 1, "description": null }, "framework": null }, "subkind": "paragraph", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 19:33:49.936+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "86e1ae38-92b7-4977-9be0-20f7c038d650", "parentComponentId": null }, { "bbox": { "h": 0.06, "w": 0.265, "x": 0.674, "y": 0.36 }, "kind": "paragraph", "text": "The authors would like to thank the following contributors for their support in developing this trend:", "attrs": null, "canon": { "kind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "5f2affc0-941d-4d07-959d-4bfc1930cea4", "version": 1, "description": "Single prose block in the body of a slide." }, "tool": null, "subkind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "019de52c-fb80-75af-aa5c-a7a4bfac2433", "version": 1, "description": null }, "framework": null }, "subkind": "paragraph", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 19:33:49.936+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "a6980122-9df7-458e-8b86-69a55596c2b9", "parentComponentId": null }, { "bbox": { "h": 0.05, "w": 0.2, "x": 0.758, "y": 0.63 }, "kind": "paragraph", "text": "Adam Deutsch Managing director, Deloitte Media and Entertainment Practice", "attrs": null, "canon": { "kind": { "name": 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Our goal is to draw upon research and experience from throughout our professional services organization, and that of coauthors in academia and business, to advance the conversation on a broad spectrum of topics of interest to executives and government leaders. Deloitte Insights is an imprint of Deloitte Development LLC.\n\nAbout this publication\nThis publication contains general information only, and none of Deloitte Touche Tohmatsu Limited, its member firms, or its and their affiliates are, by means of this publication, rendering accounting, business, financial, investment, legal, tax, or other professional advice or services. This publication is not a substitute for such professional advice or services, nor should it be used as a basis for any decision or action that may affect your finances or your business. Before making any decision or taking any action that may affect your finances or your business, you should consult a qualified professional adviser. 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