The marketing departments of Swiss companies have not yet arrived in the metaverse. This is the conclusion of the Deloitte study, for which over 1,000 marketing managers were surveyed worldwide - 100 of them in Switzerland.
The metaverse is an important topic for Chief Marketing Officers (CMOs) - even though around a fifth of them say they do not fully understand it. According to the study Global Marketing Trends 2023 by Deloitte in which a total of 1015 marketing executives from global companies from a wide range of industries in the USA, the UK, Switzerland, Japan, the Middle East and Australia were surveyed in 2022 - 100 of them in Switzerland.
In Switzerland, however, interest in the metaverse is less pronounced. Only 7 per cent of Swiss respondents state that their company is already active in the metaverse - compared to 17 per cent globally.
Swiss CMOs are more likely to observe the metaverse than become active: While their international counterparts are either already active in the metaverse or plan to do so within the next twelve months, almost half (42 per cent) of the Swiss marketing executives surveyed will only do so within the next 12 to 24 months, and 12 per cent have not even looked into it yet.
Why Swiss CMOs are not moving into the metaverse
Swiss CMOs cite the complexity of technology implementation (55 per cent) as the main reason for their non-participation in the metaverse, followed by scepticism regarding the long-term relevance (35 per cent) and insufficient talent to implement such a strategy (32 per cent). "Swiss companies are not doing themselves any favours with their wait-and-see attitude towards new Web 3.0 technologies and the metaverse," Roger Lay, Head of Marketing, Commerce and Design at Deloitte Switzerland, is convinced. "It's not yet clear how important the metaverse will be for individual companies and sectors in five or ten years' time, for example. But if marketing managers don't take the first steps very soon, they will miss out on the trend."
Conservative image
In general, the study paints a rather conservative picture of Swiss marketing departments. Only around a third (35 per cent) of those surveyed believe that the long-term success of their company depends on developing creative ideas. This conviction is more pronounced among their colleagues worldwide: 48 per cent of them are of the opinion that creativity is a growth driver. It is therefore not surprising that they are hesitant when it comes to new developments.
Source: Personal / Delloit
Deutsch 
Français 
English (UK) 
Italiano