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  "documentTitle": "2023 Global Marketing Trends",
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      "text": "Marketing executives that we interviewed also noted that a path toward metaverse adoption is not yet clear cut.",
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      "text": "Other brands recognize the value of the metaverse but are taking a slower approach to accommodate other competing priorities. 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.",
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      "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.",
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      "text": "—Ömer Barbaros Yis, chief executive officer, LC Waikiki E-Commerce Business",
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      "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. Postpandemic, instead of doing huge video calls, maybe we can host them in the metaverse.\"2",
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      "text": "I deeply believe that the metaverse and all the immersive experiences have that tremendous potential in e-commerce as well, making experiences more immersive for customers before they buy, to try them out.",
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      "text": "I deeply believe that the metaverse and all the immersive experiences have that tremendous potential in e-commerce as well, making experiences more immersive for customers before they buy, to try them out. —Ömer Barbaros Yis, chief executive officer, LC Waikiki E-Commerce Business",
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