The Valuation of Digital Intangibles Technology Marketing and the Metaverse 2nd edition by Roberto Moro Visconti ISBN ‎ 3031092392 978-3031092398

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ISBN 10: ‎ 3031092392
ISBN 13: 978-3031092398
Author: Roberto Moro Visconti

This book offers an updated primer on the valuation of digital intangibles, a trending class of immaterial assets. Startups like successful unicorns, as well as consolidated firms desperately working to re-engineer their business models, are now trying to go digital and to reap higher returns by exploiting new intangibles. This book is innovative in its design and concept since it tackles a frontier topic with an original methodology, combining academic rigor with practical insights.

Evaluation issues are increasingly based on an analytical comprehension of augmented business models and virtual function analysis, nurtured by real-time big data. The impact of digitalization on scalable business models is the main competitive advantage factor of the BigTechs and other Unicorns, representing a target for startups and the reengineering of traditional firms. The transition from the Internet to the metaverse represents the last frontier, showing how 3D virtual and augmented reality impacts social networking. The second edition of this book updates the contents of the first edition while comprehensively introduces these innovative topics–such as the metaverse, cloud storage, multi-sided digital platforms, ESG-compliance, and value co-creation patterns of digitized stakeholders–and demonstrates how best practices can be applied to specific asset appraisals, making it of interest to researchers, students, and practitioners alike.

The Valuation of Digital Intangibles Technology, Marketing & the Metaverse 2nd Table of contents:

Introduction

• The Importance of Digital Intangibles in the Modern Economy
• Overview of Key Concepts: Digital Assets, Intellectual Property, and Intangibles
• Technology’s Role in Valuation
• The Rise of the Metaverse and Its Impact on Digital Intangibles

Chapter 1: Understanding Digital Intangibles

• Defining Digital Intangibles: Assets Beyond the Physical
• The Role of Intellectual Property in the Digital Economy
• Key Types of Digital Intangible Assets (Software, Digital Content, NFTs, etc.)
• Legal and Ownership Considerations in the Digital Space

Chapter 2: The Technology Behind Digital Intangibles

• The Evolution of Technology and Its Impact on Valuation
• Blockchain and Its Role in Digital Intangibles (e.g., NFTs)
• Cloud Computing, AI, and Big Data: Their Influence on Digital Asset Value
• Protecting Digital Assets: Security and Authentication Technologies

Chapter 3: Valuation Frameworks for Digital Intangibles

• Traditional vs. Digital Asset Valuation Approaches
• Key Metrics for Valuing Digital Intangibles
• Income, Cost, and Market Approaches in the Digital World
• Challenges in Valuing Non-Tangible Digital Assets

Chapter 4: Marketing Digital Intangibles

• Branding and Marketing Digital Assets
• Strategies for Creating Value in the Digital Space
• Digital Intangibles in Marketing Campaigns (Content, Social Media, and Influencers)
• Consumer Perceptions and Digital Asset Value

Chapter 5: The Metaverse: New Frontiers in Digital Intangibles

• Introduction to the Metaverse and Its Growing Importance
• Virtual Real Estate, Digital Goods, and NFTs in the Metaverse
• Understanding the Economics and Value Creation in Virtual Worlds
• Marketing and Monetizing Digital Assets in the Metaverse

Chapter 6: The Role of NFTs in Digital Valuation

• What are NFTs and How Do They Work?
• Valuing Digital Art, Collectibles, and Virtual Goods
• The Rise of NFTs in the Gaming, Art, and Entertainment Industries
• Challenges in Valuing NFTs: Rarity, Ownership, and Market Sentiment

Chapter 7: The Intersection of Technology, Marketing & Valuation

• How Technology Shapes Marketing and the Valuation of Digital Intangibles
• Consumer Engagement, Data, and Analytics in Digital Valuation
• How Marketers Use Data and Technology to Create Value
• Case Study: Digital Marketing Campaigns in the Virtual Economy

Chapter 8: Financial Valuation Methods for Digital Intangibles

• Market-Based Valuation: Comparable Transactions and Market Data
• Income-Based Valuation: Cash Flow Models for Digital Assets
• Cost-Based Valuation: Assessing the Cost of Creation and Development
• Hybrid Valuation Methods for Complex Digital Assets

Chapter 9: Intellectual Property and Legal Considerations

• Legal Protection of Digital Assets: Copyrights, Trademarks, and Patents
• Licensing and Revenue Models for Digital Intangibles
• Contract Law and Ownership Issues in the Digital Era
• Privacy and Data Protection Laws Impacting Digital Asset Valuation

Chapter 10: Risk Factors in Valuing Digital Intangibles

• Technological Risks: Obsolescence, Security, and Dependence on Platforms
• Market and Economic Risks: Volatility in Digital Asset Markets
• Legal and Regulatory Risks: IP Protection and Compliance
• Managing and Mitigating Risk in Digital Intangible Valuation

Chapter 11: Emerging Trends in Digital Asset Valuation

• The Future of Digital Intangibles in the Age of AI and Automation
• The Role of Virtual Influencers, Digital Twins, and AI-Generated Content
• Blockchain Technology and Smart Contracts in Digital Valuation
• Trends in the Metaverse and the Growth of Digital Economy Sectors

Chapter 12: Case Studies: Digital Intangibles in Action

• Case Study 1: Valuation of Virtual Real Estate in the Metaverse
• Case Study 2: Brand Valuation in the Digital Marketing Ecosystem
• Case Study 3: The Impact of NFTs on the Entertainment Industry
• Case Study 4: The Role of Digital Content in Global Marketing Campaigns

Chapter 13: Practical Approaches to Valuing Digital Intangibles

• Steps for Conducting a Digital Asset Valuation
• Tools and Techniques for Valuing Digital Assets in the Marketplace
• Working with Experts: Collaborating with Digital Asset Valuation Professionals
• Common Pitfalls in Digital Valuation and How to Avoid Them

Conclusion

• Key Takeaways: The Changing Landscape of Digital Intangibles
• The Future of Digital Asset Valuation in Technology, Marketing, and the Metaverse
• Final Thoughts on Navigating the Complexities of Valuation

Appendices

• A. Glossary of Key Terms in Digital Valuation and Marketing
• B. Resources for Digital Asset Valuation Professionals
• C. Recommended Reading and Research on Digital Intangibles
• D. Industry Reports and Market Analysis

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