Decentralised Marketing (DeMar) is a term that I recently coined, to explain the potential of the open-source internet or Web 3.0, to disrupt the current advertising and sales models. The Web 3.0 ecosystem is primarily decentralised where blockchains empower marketing, crypto is the future of payments and brands deliver an enhanced customer experience by distributing economic incentives. In a previous article that I published, ‘The Future Of Loyalty Marketing Is Crypto Enabled’, I elaborated the concept with a use-case, moonlighting how brand marketing can be structured in the future.

In the recent weeks, there have been announcements and developments from large platforms such as Twitter and Facebook and, retail giants like Amazon, talking about embracing a crypto-native architecture and an intent to remodel their platforms and businesses.

Crypto is open-source, permission-less, and, there are many nuances that can be leveraged to any industry’s advantage. But, it is fast-moving and ever-changing. Concepts need in-depth understanding to drive innovation in processes and applications.

I am therefore introducing ‘Micro Lessons In Crypto-Powered Marketing’ to break down complex terms and ideas for advertising and marketing professionals, with the goal of knowledge sharing and building a community for blue-sky thinking.

Starting with:

DeMar is the network effect that a business accrues through independent actions that customers, creators, and communities take on a blockchain, by engaging with the brand or its products, contributing their opinion, creativity, or content, in exchange for economic incentives delivered by smart contracts.

In plain Web 2.0 English, DeMar is the intrinsic benefit that a brand receives from highly engaged and satisfied customers who interact with the brand or its products via a blockchain. This includes word-of-mouth publicity, fan engagement, content creation by influencers and, happy customers independently forming communities. Customers do not need to reveal or sacrifice their identities and act of their own free will, without being tracked or targeted by advertising.

DeMar is about creating an ecosystem where the customer experience starts with an invitation to engage with the brand by owning its assets in the form of NFTs (Non-fungible tokens), that bear the company’s intellectual property and other incentives that provide privileged access, tickets or, merchandise. By owning NFTs or digital collectibles in their digital wallets, customers receive ownership rights or a brand membership that goes beyond product consumption. Smart contracts on the blockchain execute and distribute the offers automatically, eliminating human involvement. Companies can also have the ability to issue their native tokens to customers, giving them governance or voting powers on decisions or soliciting feedback the brand needs.

DeMar motivates brand loyalty, community engagement and, a shared economy where customers and creators are owners and beneficiaries of the brand success.

In the upcoming micro-lessons threads, I will simplify the meaning of some Web 3.0 terms and outline strategies for adopting a crypto-centric decentralised approach in mainstream marketing. If you’d like to do a peer review or have thoughts to share, please leave comment below:

Thank you for joining me in exploring the future of marketing. To receive future updates and newsletter releases, please sign up: