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As with social media and many other digital marketing tactics, success lies in being where your customers are, at the right time, with the right message. And the metaverse is where customers will be in the near future. In 2021 , the metaverse became popular due to the announcement of the change in the name of Facebook to Meta by Mark Zuckerberg. When talking about the metaverse, the topics of cryptocurrencies, NFTs, or non-fungible tokens, also became popular.What was the impact of the announcement by Mark Zuckerberg and other companies?Mark Zuckerberg doesn't bet his entire company on something that won't work. Regardless of what you think of Zuckerberg, in the tech environment he is consistently correct. This is the main reason why you have to be aware to adapt the business to what Meta and the other players appear. It is also known that Apple will soon be introducing augmented reality devices that will place it at the center of the evolution of the metaverse. It's estimated that Apple could ship 22 million augmented reality devices by 2030, which feels far off, but it's not. Since, to reach that volume, Apple must start much earlier.Google has a headset that even assembles out of cardboard to keep it cost down, and Microsoft Corp sells an augmented reality headset and has talked about its plans for the metaverse. Apple and Facebook have been one of the few dominant companies in the technology environment since 2005 and that Mark Zuckerberg has led Facebook through various changes and interactions, always successfully, and has often changed the world in some way.Pros and cons of the metaverseThe metaverse is all about opportunity and imagination. As of 2021, the video game industry, with its $178 billion market value, had been building and trading in the metaverse for some time . As with everything, there are pros and cons with the metaverse , but what are they?metaverse pros Economic opportunities in the virtual environment.The economic possibilities within the metaverse are limitless, and some have not even been created yet. Today's virtual economy includes companies that handle cryptocurrencies and exchange NFTs, such is the case of Gucci and Adidas .Expansion of opportunities.Today, social media platforms like Facebook, Instagram, Twitter, and others are used to promote brands. The metaverse offers ever-growing platforms in virtual space to do the same. But also geographical expansion, since in the metaverse the market is by nature global, no more borders.Virtual business.Many businesses are expanding thanks to e-commerce and have adapted to working online rather than in person. The metaverse is another platform for building a business and interacting with customers.Metaverse Cons Access to advanced digital technologies.Doing business in digital worlds means having access to new technologies; Metaverse store development company such as virtual reality headsets, fast and stable internet connection, and people who understand the technology behind the technology. This is not available to all businesses or all potential customers.Security and privacy risks.Risk management is essential to business. Companies are having some difficulties managing risks such as data breaches in the new business environment, which can be costly. It is possible that the metaverse increases those risks and those costs.Paradigm shifts.This fact that everything in the metaverse is simulated and that people appear with an Avatar is not something that middle-aged businessmen find "real" but let's not forget that for those who grew up playing online video games, these environments are natural to them. .Hard facts about the metaverseMeta has already expressed its commitment to the metaverse , and Microsoft has done so with its purchase of Activision Blizzard Inc. , a video game developer and publisher of interactive entertainment content. And if you turn to explore, there has already been a Fashion Week in the metaverse and there are all kinds of subscriptions to events based on digital certificates such as NFTsThe Instagram 2022 Trends Report , which includes future trends based on what Gen Z is dialing in, says that gaming is the new mall. That's where the new generation socializes and spends their money on skins for their avatars in games like Roblox or Fortnite. Since this generation is comfortable with the metaverse, brands and designers will be able to launch or sell products aimed at that market on the platform.The metaverse is also the perfect space for the entertainment industry, be it concerts or movies. American singer Ariana Grande held a virtual in-game concert called Fortnite that attracted nearly 78 million players. There are indications that next year Apple will release a headset for augmented reality and virtual reality . With so many fans so passionate about the brand, a new segment of consumers will be exposed to the metaverse application development service. An automaker may launch a vehicle into the metaverse for this segment, especially if it's a futuristic design. Activism is another of the characteristics of Generation Z, so community-focused groups and non-profit environmental groups will be able to use the metaverse to attract donors or supporters globally. Whether your business aims to provide a social experience in the virtual world, launch new NFT-backed characters, or sell products, the reality is that doing business in the metaverse today creates value for others, but should not yet be seen as an opportunity to do business. Easy money.