Brand Marketing In The Era Of A Decentralised Web
Welcome to 0xCc17 Newsletter by me, Anjali Kapoor.
0xCc17 explores the space between brands, blockchains, crypto & NFTs in relation to how businesses will engage with customers and fans in the Web 3.0 era.
In the new open internet world, we will see the prevalence of DAO’s (Decentralised Autonomous Organisations) that are owned by pseudonymous individuals who operate by way of a consensus mechanism, eliminating the need of hierarchal systems. Can traditional businesses including advertising agencies, digital service providers and third party vendors compete?
We will also witness the exponential rise of the creator economy that may phase out the monopolies of the current internet age. Web 2.0 stars comprising of social media influencers, gamers, writers will increasingly be able to monetising their fan base independent of platforms. Sports players, celebrities, music artists will be able run their own campaigns or offer exclusive behind-the-scenes moments through token sales, as per the market value, determined by their fans. Will we begin to see digital walled gardens make creators co-owners of platforms or will creators earn their worth through issuance of their own social tokens?
The advertising and marketing industry today is in a state of flux. The client-agency model is broken. Ad revenues have continuously been generated by compromising consumer privacy. But, can advertising and subscription models be rejuvenated by offering customers a share of ownership in the business? Can shared-value NFT’s be provided with physical goods and services that include programmable incentives embedded into smart contracts? Will we see customer loyalty and fan culture be rewarded meaningfully and pseudonymously in the Web 3.0 era while respecting customer privacy?
These are interesting facets and possibilities that a decentralised web brings. Are brands ready for it and can they embrace these changes? My goal is to offer a greater understanding of how blockchains can empower sales and marketing, how crypto and digital currencies can become the future of payments and how brands can provide an enhanced customer experience through smart contracts and NFTs.
The past is immutable or that cannot be changed, the present is the truth which is agreed by trust-less individuals and the future will be censorship resistant or open to anyone who wants participate (quoting Justin Drake @ethereumfoundation).
Web 3.0 is here and it offers tremendous economic value that can’t be ignored. GovCoins, crypto, blockchains and NFT’s are enablers. The financial industry is on the verge of being shaken up with DeFi (decentralised finance). Is the marketing and advertising industry ready to respond?
0xCc17 will deep dive into some of these trends and create scenarios of new operating models in a crypto native environment.
Wondering how I know what I know?
I previously built value & customers for WSJ, CNN, MSN & BBC as marketing lead across international offices. I am now an independent consultant, researcher, crypto investor and self taught geek on blockchains.
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