Plan for the future, but build for the now.Įveryone who works in brand marketing should pay attention to Starbucks' forthcoming expansion into #web3. REVIEW: Seeding tokens with your consumer community is a key first step before a metaverse experience can be successful. and more open, inclusive redemption tokens as a mainstream gateway for the masses.Ĩ. With loyalty, token-enabled commerce, content, and experienced, the goal is exclusivity.Īn effective #NFT strategy can be split out into multiple tiers, with more limited, exclusive edition sizes at the top. This can start with POAPs/certificates of ownership and authenticity, but scales to forge a connection, invite participation, feedback, voting, and access to token-gated community platforms.Īccess is a key tenet here: Removing the barriers to entry (like crypto, wallets, transfers). REFOCUS and align key audience segments to support these concurrent priorities.Ĭreate and define a specific value exchange (what you offer, what they provide in exchange) to one or more of these groups, then communicate the opportunity on your media channels.ĥ. This can happen in several ways, but the more accessible, simple, and seamless, the better.Ĥ. RETHINK how you're bringing consumers and fans onto the blockchain.Īctually, make this one of your objectives. REPOSITION the brand's owned and operated assets (website, blog, eCommerce) back at the center of the digital marketing platform architecture.ģ. They don't have to change too much but should prioritize awareness, consideration, engagement, conversion, loyalty, advocacy.Ģ. REVISIT your overarching brand and marketing objectives: The "web2.5" step-by-step process for leveraging tokens and collectibles to turn consumer audiences and target segments into communities is an evolution, not a revolution. Why?īecause only a few consumers are ready for this.Įxpanding their understanding, expectations & behaviors first requires building #web3 communities via #NFTs.🧵Ī #community is not yet confined to any one virtual place or augmented reality location, but a shared purpose among members rooted in #connection, #collaboration, #content, and #continuity. Exciting! But only a few brands are ready for this.
The future of #metaverse opportunities for #brands is coming.
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