Furniture businesses are embracing digital marketing technologies

Mebel 2023 hosted the Forum on Digital Marketing in Furniture Business: Meta-universe and Neural Networks, The event was moderated by Natalia Ivanova-Dostoevskaya, Deputy Director at High School of Creative Industries at Plekhanov Russian University of Economics.

The forum was organised by EXPOCENTRE AO in partnership with MAFF Media OOO. It gave the Mebel exhibitors and visitors an opportunity to get acquainted with the latest news and expert opinions from professionals working in the field of AI technology and creation of meta-universes and neural networks.

According to Natalia Ivanova-Dostoevskaya, when we talk about the promotion of goods and services, we are talking, among other things, about meta-universes. She emphasised that this new, rapidly developing area of digital technologies is between industry and education. It is increasingly being used by both, although the main current platforms of meta-universes are gaming platforms. They set the main features of their use, including the principles of open world and open economy, the possibility of bringing to life any user scenarios, as well as providing enhanced social interaction.

Alexey Pomykanov, founder and CEO of Maff Group, said that the audience of users of gaming meta-universes is huge and currently unites more than 700 million people worldwide. At the same time, the rapid development of digital technologies and high-speed data transfer systems is constantly expanding the possibilities of meta-universe creation technologies and their functional application. In addition to gaming, meta-universes are increasingly being used for various online events, such as press conferences with the ability to showcase large-scale presentations and create digital twins of businesses and virtual showrooms.

The latter is very promising for use in the furniture business, as it not only allows integration with direct sales, but also provides convenient access to the web configurator of furniture products on the website of the supplier company, helps to arrange interactive online tours, operational consultations of managers, and full use of equipment to create virtual reality during the presentation of a large number of options of certain furniture models.

Forum participants listened with great interest to the experts' forecasts about the growing trend of online shopping, recommendations regarding the development of cases of furniture companies using technologies for creating meta-universe, and how to use immersive technologies to increase the receipts of complex products and furniture modelling in virtual reality.

The forum organisers also provided the event participants with all the necessary advice and information on where to get more in-depth knowledge on digital technologies and effective digital marketing.

Press Service, EXPOCENTRE AO