{"id":26651,"date":"2023-01-11T13:13:06","date_gmt":"2023-01-11T13:13:06","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=26651"},"modified":"2023-01-11T13:13:08","modified_gmt":"2023-01-11T13:13:08","slug":"le-metavers-nest-pas-le-metavers","status":"publish","type":"post","link":"http:\/\/consumerinsight.eu\/marketingisdead\/le-metavers-nest-pas-le-metavers\/","title":{"rendered":"Le M\u00e9tavers n\u2019est pas \u2026 le M\u00e9tavers"},"content":{"rendered":"\n

D\u00e9j\u00e0, rien \u00e0 voir avec le M\u00e9tavers \u00ab historique \u00bb<\/em>, celui cr\u00e9\u00e9 par l\u2019auteur du Samoura\u00ef virtuel, Neal Stephenson ; d\u2019ailleurs, ce dernier s\u2019est m\u00eame fendu d\u2019un tweet s\u00e9v\u00e8re \u00e0 l\u2019\u00e9gard de l\u2019usurpateur Zuckerberg :<\/p>\n\n\n\n

\u00ab Since there seems to be growing confusion on this : I have nothing to do with anything that FB is up to involving the Metaverse, other than the obvious fact that they’re using a term I coined in Snow Crash \u00bb.<\/em><\/p>\n\n\n\n

Heureusement d\u2019ailleurs, car celui de Stephenson se situe dans future particuli\u00e8rement dystopique, qualifi\u00e9 de cyberpunk, domin\u00e9s par les sectes religieuses et les mafias \u2026 pas vraiment un avenir de r\u00eave !<\/p>\n\n\n\n

Ceci pos\u00e9, reste \u00e0 d\u00e9finir le M\u00e9tavers parce qu\u2019il est, plut\u00f4t que parce qu\u2019il n\u2019est pas \u2026 et c\u2019est l\u00e0 que les choses se g\u00e2tent !<\/p>\n\n\n\n

Les plus \u00e2g\u00e9s, dont je fais h\u00e9las partie, ne peuvent qu\u2019\u00e9voquer Second Life, que d\u2019aucuns consid\u00e9raient dans les ann\u00e9es 2000 comme le futur du Web, parlant \u2013 d\u00e9j\u00e0 \u2013 de Web 3.0 ; pour certains, l\u2019\u00e9lection pr\u00e9sidentielle de 2007 s\u2019y serait \u2013 en partie \u2013 jou\u00e9e, Nicolas et S\u00e9gol\u00e8ne y ayant chacun construit leur \u00eele.<\/p>\n\n\n\n

Les publicit\u00e9s pour Horizon Worlds, la plateforme phare de Meta \u2013 le nouveau nom de la maison Facebook \u2013 \u00e9voquent plut\u00f4t une application de r\u00e9alit\u00e9 virtuelle qu\u2019un r\u00e9el univers parall\u00e8le \u2026 et plafonne \u00e0 200 000 utilisateurs actifs mensuels, quand Second Life \u2013 bien encore vivant \u2013 en rassemblent autant \u2026 chaque jour !<\/p>\n\n\n\n

Pour de nombreux professionnels, le M\u00e9tavers s\u2019inscrit plut\u00f4t dans l\u2019univers des jeux vid\u00e9o, ce qui n\u2019emp\u00eache pas les marques d\u2019y placer leurs produits, voire d\u2019y d\u00e9velopper plus ambitieux, comme Carrefour qui a achet\u00e9 un terrain d\u2019une \u00ab surface \u00e9quivalente \u00e0 30 supermarch\u00e9s \u00bb<\/em> sur The Sandbox.<\/p>\n\n\n\n

On se situe donc bien loin aussi du Ready Player One de Steven Spielberg \u2013 et du roman d\u2019Ernest Cline qui l\u2019a inspir\u00e9 \u2013 autre vision \u00e9galement dystopique du M\u00e9tavers, bien que moins noire que celle du Samoura\u00ef virtuel : pour \u00e9crivains et cin\u00e9astes, il ne semble exister de vision r\u00e9ellement positive du futur \u2026 et du M\u00e9tavers.<\/p>\n\n\n\n

Peut-\u00eatre est-ce l\u00e0 le paradoxe : comment transformer une perception dystopique en une r\u00e9alit\u00e9 positive, o\u00f9 les marques \u2013 et pas que les marques \u2013 trouveraient leur place ? Les jeux vid\u00e9o offrent une solution : en nous coupant de la r\u00e9alit\u00e9 \u2026 mais le M\u00e9tavers perd ipso facto sa place de Web du futur, qui \u00e9tait le projet de Second Life, et du Web dit \u00ab 3.0 \u00bb de la 1\u00e8re<\/sup> d\u00e9cennie du 2nd<\/sup> mill\u00e9naire.<\/p>\n\n\n\n

C\u2019est pourquoi aujourd\u2019hui, chacun y va de sa petite d\u00e9finition \u2013 ou plut\u00f4t de sa petite vision \u2013, peut-\u00eatre parce que tout simplement le M\u00e9tavers reste \u00e0 construire : et pour vous, c\u2019est quoi le M\u00e9tavers ?<\/p>\n","protected":false},"excerpt":{"rendered":"

D\u00e9j\u00e0, rien \u00e0 voir avec le M\u00e9tavers \u00ab historique \u00bb, celui cr\u00e9\u00e9 par l\u2019auteur du Samoura\u00ef virtuel, Neal Stephenson ; d\u2019ailleurs, ce dernier s\u2019est m\u00eame fendu d\u2019un tweet s\u00e9v\u00e8re \u00e0 l\u2019\u00e9gard de l\u2019usurpateur Zuckerberg : \u00ab Since there seems to be growing confusion on this : I have nothing to do…<\/p>\n","protected":false},"author":2,"featured_media":26652,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"spay_email":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true},"categories":[210],"tags":[617],"yoast_head":"\nLe M\u00e9tavers n\u2019est pas \u2026 le M\u00e9tavers - Marketing is Dead<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/consumerinsight.eu\/marketingisdead\/le-metavers-nest-pas-le-metavers\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Le M\u00e9tavers n\u2019est pas \u2026 le M\u00e9tavers - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"D\u00e9j\u00e0, rien \u00e0 voir avec le M\u00e9tavers \u00ab historique \u00bb, celui cr\u00e9\u00e9 par l\u2019auteur du Samoura\u00ef virtuel, Neal Stephenson ; d\u2019ailleurs, ce dernier s\u2019est m\u00eame fendu d\u2019un tweet s\u00e9v\u00e8re \u00e0 l\u2019\u00e9gard de l\u2019usurpateur Zuckerberg : \u00ab Since there seems to be growing confusion on this : I have nothing to do...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/consumerinsight.eu\/marketingisdead\/le-metavers-nest-pas-le-metavers\/\" \/>\n<meta property=\"og:site_name\" content=\"Marketing is Dead\" \/>\n<meta property=\"article:published_time\" content=\"2023-01-11T13:13:06+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-01-11T13:13:08+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2023\/01\/metaverse-g3d6ec366d_1920.jpg?fit=1920%2C1080&ssl=1\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"FLaurent\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebSite\",\"@id\":\"http:\/\/consumerinsight.eu\/marketingisdead\/#website\",\"url\":\"http:\/\/consumerinsight.eu\/marketingisdead\/\",\"name\":\"Marketing is Dead\",\"description\":\"Le marketing est mort, vive le marketing\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"http:\/\/consumerinsight.eu\/marketingisdead\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"fr-FR\"},{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/consumerinsight.eu\/marketingisdead\/le-metavers-nest-pas-le-metavers\/#primaryimage\",\"inLanguage\":\"fr-FR\",\"url\":\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2023\/01\/metaverse-g3d6ec366d_1920.jpg?fit=1920%2C1080\",\"contentUrl\":\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2023\/01\/metaverse-g3d6ec366d_1920.jpg?fit=1920%2C1080\",\"width\":1920,\"height\":1080},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/consumerinsight.eu\/marketingisdead\/le-metavers-nest-pas-le-metavers\/#webpage\",\"url\":\"https:\/\/consumerinsight.eu\/marketingisdead\/le-metavers-nest-pas-le-metavers\/\",\"name\":\"Le M\u00e9tavers n\u2019est pas \u2026 le M\u00e9tavers - 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Tandis que chantres de l\u2019AI g\u00e9n\u00e9rative regardent le verre \u00e0 moiti\u00e9 plein, ses d\u00e9tracteurs contemplent le verre \u00e0 moiti\u00e9 vide\u00a0: mais o\u00f9 se situe la r\u00e9alit\u00e9, dans tout \u00e7a\u00a0? Pour (tenter de) y r\u00e9pondre, le 7 f\u00e9vrier au matin, le\u2026","rel":"","context":"Dans "Actualit\u00e9"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2024\/01\/Flavien-Douetteau-Photo.jpeg?fit=512%2C512&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":26780,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/lai-generative-par-philippe-roisin-essilorluxottica\/","url_meta":{"origin":26651,"position":5},"title":"L\u2019AI g\u00e9n\u00e9rative, par Philippe Roisin, EssilorLuxottica","date":"26 janvier 2024","format":"gallery","excerpt":"AI g\u00e9n\u00e9rative, le nouvel Eldorado \u2026 ou le nouveau M\u00e9tavers\u00a0? Tandis que chantres de l\u2019AI g\u00e9n\u00e9rative regardent le verre \u00e0 moiti\u00e9 plein, ses d\u00e9tracteurs contemplent le verre \u00e0 moiti\u00e9 vide\u00a0: mais o\u00f9 se situe la r\u00e9alit\u00e9, dans tout \u00e7a\u00a0? Pour (tenter de) y r\u00e9pondre, le 7 f\u00e9vrier au matin, le\u2026","rel":"","context":"Dans "Actualit\u00e9"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2024\/01\/PhROISIN-ID-152441.jpg?fit=480%2C480&resize=350%2C200","width":350,"height":200},"classes":[]}],"_links":{"self":[{"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/26651"}],"collection":[{"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/comments?post=26651"}],"version-history":[{"count":1,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/26651\/revisions"}],"predecessor-version":[{"id":26653,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/26651\/revisions\/26653"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media\/26652"}],"wp:attachment":[{"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media?parent=26651"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/categories?post=26651"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/tags?post=26651"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}