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A CMO’s Guide to Understanding the Future of Brands, Consumers and Communities in a Web3 World


Fasten your seat belts, marketers. You’re in the front seat, getting ready for the next revolutionary iteration of the Internet: Web3.

Conceptually, Web3 is a decentralized, permissionless, trustless internet experience – without the support of trusted intermediaries – that employs peer-to-peer interaction and meritocracy to place power and ownership in the hands of individuals rather than centralized entities hands. It is envisioned as a digital space where services are run, owned and improved by a community of users.

Specifically, Web3 is a new technology platform that leverages digital advancements such as blockchain, cryptocurrencies, Metaverse, Decentralized Autonomous Organizations (DAOs), and Non-Fungible Tokens (NFTs) to create new and better The vision of the Internet.

Much of what is required to make Web3 fully scalable and operational does not yet exist. But don’t get me wrong, Web3 is imminent. This is inevitable. It will change the way consumers interact with brands and how brands approach customer lifetime value. Therefore, it is imperative for CMOs to understand the inner workings, opportunities and consumer benefits of Web3 in order to lead their organizations on the journey of Web3 and achieve relevant status in the future.

At the recent Web3 CMO Club Innovation Forum, marketing leaders explored the fundamentals and perspectives needed to ensure that Web3 is properly positioned and deployed within their organizations. This guide contains information and insights provided on the forum.

“Most of what you see today is actually Web 2.0 using blockchain,” notes Brian Solis, Salesforce’s global innovation evangelist. Blockchain technology powers many current and future components of Web3, from the metaverse to DAOs and dApps.

Solis points to the importance of this distinction for marketers, “With Web3, we have an opportunity to change the hierarchy of how we look at brands and customers – from consumers to communities.”

new way of thinking…

“In a decentralized world, brands have to think in experiential and ‘immersive’ ways,” Solis advises. “This needs to move to two areas outside of brand design: relational design and experience design. Immersive experiences can only be imagined for the new web, and have to be designed as such. We can’t put something that existed in the past in a whole new world , and expect it to ‘work’.”

You can download CMO Club Web3 The script is here.





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