{"id":8119,"date":"2022-10-23T16:07:26","date_gmt":"2022-10-23T14:07:26","guid":{"rendered":"https:\/\/www.observatoryinternational.com\/our-insights\/observatory-international-newsletter-october-2022\/"},"modified":"2025-12-11T12:20:28","modified_gmt":"2025-12-11T11:20:28","slug":"observatory-international-newsletter-october-2022","status":"publish","type":"post","link":"https:\/\/www.observatoryinternational.com\/en-za\/our-insights\/observatory-international-newsletter-october-2022\/","title":{"rendered":"Observatory International Newsletter \u2013 October 2022"},"content":{"rendered":"<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: center;\"><strong>Is it time to apply the virtual brakes on Metaverse marketing?<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>A recent report by\u00a0<a href=\"https:\/\/theobservatoryinternational.cmail19.com\/t\/d-l-zfydc-jtdrjuaik-y\/\">McKinsey<\/a><a href=\"https:\/\/theobservatoryinternational.cmail19.com\/t\/d-l-zfydc-jtdrjuaik-j\/\">\u00a0<\/a>highlights that companies have already invested more than $120 billion in the metaverse in the first half of 2022, and that it has the potential to generate up to $5 trillion in value by 2030.\u00a0\u00a0But Rob Foster, one of our Senior Consultants cautions that Brands need to think twice before entering the metaverse for four reasons:<\/p>\n<ul>\n<li><strong>Limited reach<\/strong>\u2013 with low numbers of users on the key platforms<\/li>\n<li><strong>Security &#8211;\u00a0<\/strong>concerns about Web3 technology that need to be considered carefully before allocating marketing investment.<\/li>\n<li><strong>Financial safety<\/strong>&#8211; cryptocurrencies, the digital or virtual currencies that underpin transactions on the blockchain, come with plenty of risk management concerns<\/li>\n<li><strong>Intellectual rights\u00a0<\/strong>\u2013 ownership of the digital assets\/virtual products that many brands are looking to promote is very unclear<\/li>\n<\/ul>\n<p>With an economic recession looming questions need to be asked as to whether the metaverse is the right place to invest valuable marketing budget.<\/p>\n<p>To read the full article click\u00a0<a href=\"https:\/\/theobservatoryinternational.cmail19.com\/t\/d-l-zfydc-jtdrjuaik-t\/\">here<\/a>.<\/p>\n<p>&nbsp;<\/p>\n<p><strong> <img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-8102 size-medium\" src=\"https:\/\/www.observatoryinternational.com\/app\/uploads\/2022\/11\/metaverse-300x197.png\" alt=\"\" width=\"300\" height=\"197\" srcset=\"https:\/\/www.observatoryinternational.com\/app\/uploads\/2022\/11\/metaverse-300x197.png 300w, https:\/\/www.observatoryinternational.com\/app\/uploads\/2022\/11\/metaverse-220x144.png 220w, https:\/\/www.observatoryinternational.com\/app\/uploads\/2022\/11\/metaverse-380x249.png 380w, https:\/\/www.observatoryinternational.com\/app\/uploads\/2022\/11\/metaverse.png 470w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/strong><\/p>\n<p>&nbsp;<\/p>\n<hr \/>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: center;\"><strong>World Federation of Advertisers \u2013 Global Marketer of the Year 2022<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>We are delighted that Lucinda Peniston-Baines, Co-founder and Managing Partner of The Observatory International\u00a0is once again on the judging panel for the WFA&#8217;s Global Marketer of the Year. \u00a0The awards celebrate the work that regional and global marketers have played in driving their businesses and industry forward in 2022. \u00a0You can find out more about the awards and previous winners\u00a0<a href=\"https:\/\/theobservatoryinternational.cmail19.com\/t\/d-l-zfydc-jtdrjuaik-i\/\">here<\/a>.<\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-5680 size-medium\" src=\"https:\/\/www.observatoryinternational.com\/app\/uploads\/2022\/06\/Lucinda-Peniston-Baines-300x300.jpeg\" alt=\"Lucinda Peniston Baines profile image photo\" width=\"300\" height=\"300\" srcset=\"https:\/\/www.observatoryinternational.com\/app\/uploads\/2022\/06\/Lucinda-Peniston-Baines-300x300.jpeg 300w, https:\/\/www.observatoryinternational.com\/app\/uploads\/2022\/06\/Lucinda-Peniston-Baines-150x150.jpeg 150w, https:\/\/www.observatoryinternational.com\/app\/uploads\/2022\/06\/Lucinda-Peniston-Baines-66x66.jpeg 66w, https:\/\/www.observatoryinternational.com\/app\/uploads\/2022\/06\/Lucinda-Peniston-Baines-165x165.jpeg 165w, https:\/\/www.observatoryinternational.com\/app\/uploads\/2022\/06\/Lucinda-Peniston-Baines-380x380.jpeg 380w, https:\/\/www.observatoryinternational.com\/app\/uploads\/2022\/06\/Lucinda-Peniston-Baines-170x170.jpeg 170w, https:\/\/www.observatoryinternational.com\/app\/uploads\/2022\/06\/Lucinda-Peniston-Baines.jpeg 450w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; &nbsp; Is it time to apply the virtual brakes on Metaverse marketing? &nbsp; A recent report by\u00a0McKinsey\u00a0highlights that companies have already invested more than $120 billion in the metaverse in the first half of 2022, and that it has the potential to generate up to $5 trillion in value by 2030.\u00a0\u00a0But Rob Foster, one &hellip; <a href=\"https:\/\/www.observatoryinternational.com\/en-za\/our-insights\/observatory-international-newsletter-october-2022\/\">Continued<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[252],"tags":[170,168],"class_list":["post-8119","post","type-post","status-publish","format-standard","hentry","category-news-en-za","tag-marketing-trends-en-za","tag-observations-en-za"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Observatory International Newsletter \u2013 October 2022 - The Observatory International<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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