Web3 for Smarter Brand Engagement

This shopper marketing & promotion guide is a report on how NFT and web3 technology will power the future of advertising, marketing and brand engagement.

Executive Summary

Companies across the world are experimenting with token technology to engage their customers. The technology associated with the non-fungible token (NFT) enables faster innovation, evolved customer experiences, and is helping companies and web3 communities reimagine how we market and sell goods, services and digital assets. Because of the ability to trace usage and apply smart processes that respond to the ownership and use of this asset class, the adoption of NFTs by brands and retailers is rapidly increasing in popularity.

Report Overview

In this marketing strategy report, PSFK researchers explore how brands and retailers can leverage NFT, token & ledger technology for customer engagement and advertising & marketing innovation. The report looks way beyond the Bored Ape Yacht Club and cryptocurrency market and presents its analysis in three stages of maturity when it comes to the use of NFTs to deliver tomorrow’s marketing and advertising solutions:

• Part 1 dives into strategies for NOW where fungible tokens are currently being explored as tokens of value
• Part 2 looks at the NEXT and the immediate future use of NFTs as a token for access
• Part 3 considers the NEW and a more distant future for NFTs as platforms for new ideas

Ultimately, readers of this market report should come away with understanding how NFT-related technology and strategies will power the future of advertising, marketing and all brand engagement.

What You’ll Learn In This Report on NFT Powered Marketing

• Why NFTs represent digital identities beyond the digital wallet
• Why nonfungible tokes represent digital identities beyond the digital wallet, the cryptocurrency market and price of NFTs
• Why ledger technology is making brand authenticity and business transparency ‘table stakes’
• How NFTs are being used for exclusivity for owners and mega-fans
• Why loyalty programs will get an upgrade using tokens
• Why co-creating the future of a brand and product innovation
• How NFTs can be used as an effective means of fundraising
• Why token technology will ultimately lead to Improved creator control and equity

What’s In This Report?

Within this NFT marketing report, PSFK iQ researchers present the ways retailers and brands can leverage NFTs as a bridge to deeper consumer experiences.

This marketing strategy report provides:

• 9 strategies to deliver deeper and better brand engagement experience through NFT technology
• 27 best-in-class examples of how brands, retailers, communities and organizations are using NFT technology to align with the desires and expectations of their consumers
• Case studies from Tom Brady, Coinbase, Gap, Snoop Dogg, Lamborghini and more.
• Market statistics and consumer insights into changing behaviors and expectations of the consumer mindset around NFT-driven experiences

Presentation of the Research on NFT Tech & Brand Engagement

Expert Contribution To This Marketing Strategy Report

This report was developed by the same PSFK research department that since 2004 has provided trends-led innovation consulting advice to Apple, BMW, Facebook/Meta, Google, Microsoft, Samsung and Volkswagen. During the research for this paper, original Interviews were conducted with the following pioneers and their opinions can be found across this report :

• Melody Hildebrandt, EVP, Engineering and CISO at Fox
• Diana Richter, Head of Marketing & Brand at ConsenSys Mesh
• Valerie Vacante, Director of Strategy, Product Innovation at Merkle
• Louisa St. Pierre, Global Director, Art + Experiential, MA+ Group
• Izadora Yamamoto, Web3 Strategist & Meta Poet at izadorashin.xyz
• Justine Vilgrain, Co-founder of NFT Factory & Braw Haus
• Michael Litman, Senior Director Web3 & NFT, MediaMonks & Collector/Advisor

Published on: May 14, 2022