Marketing Complex in the Concept of Metaverse: Growth Options and Development Problems

Digital transformation is having an increasing impact on the business environment, markets, and consumer behavior, forcing companies to use innovative methods to increase competitiveness. Metaverse is viewed as an immersive setting that provides a wealth of possibilities for developing cutting-edge marketing tools. The authors also support the necessity of defining the methodological and theoretical underpinnings of marketing within the context of the metaverse idea. The experience of utilizing digital technologies, building metaverses, and their effects on the components of the marketing mix are systematized in the paper. The emergence of digital goods and services, virtual worlds, and metaverses forces us to modernize all elements of the marketing mix, including product and pricing policies, sales channels, and organization of promotion in the digital environment in three directions. This happens, firstly, in the real world; secondly, in the digital environment (for example, online commerce, marketplaces); thirdly, in the metaverse. The article formulates recommendations for improving digital marketing strategies in the metaverse. It is shown that when forming digital marketing strategies, companies must take into account the features of the digital marketing complex in the real world, the digital environment and the metaverse. Considering the complexity and versatility of the impact of digital transformation on consumer behavior and the business environment, the article discusses the directions for future research are discussed to formulate the marketing concept of the metaverse.