Samsung takes their investment in the metaverse to the next level in 2023. This is in an attempt to make the most of the potential of its young audience.The tech company is investing $35 million in metaverse initiatives targeted for Latin American customers.
Generation Z and Digital Marketing
The digital marketing strategy that Samsung has in place for the next year follows research conducted by LinkedIn that states that metaverse platforms currently have an audience of 400 million monthly users, while 51% of users are 13 years of age and younger. Additional studies have shown that Generation Z, referring to individuals born between 1997 and 2012, make up about 60% of online users.
“At Samsung we believe that the metaverse is a concrete commitment to connect with young consumers,” stated Anita Caerols, director of marketing and corporate citizenship of Samsung Electronics Chile.
Is VR the Next Social Media?
Similarly to how social media proved to be a lucrative platform for marketing, virtual reality could be perceived as a natural extension of social media platforms, with great potential for native digital advertising content.
Samsung has already began exploring the possibilities of the metaverse with “House of Sam” in Decentraland, launched in October. The digital experience allows users to virtually interact with Samsung products. Previously to “House of Sam,” Samsung launched a digital experience on Roblox in June titled “Space Tycoon,” which gives users the opportunity to visit a virtual space station and build Samsung products from raw materials.
In an effort to attract younger generations, Samsung may be on the road to tapping into the enormous sales potential of the Latam population.
