WEB3 MARKETING PRIMITIVES Decentralisation: peer-to-peer interactions replace centralised authorities like Google or Facebook, giving more power to the user. Decentralisation peer-to-peer, not platforms Authenticity: NFTs let brands mint verifiably authentic, one-of-a-kind digital assets consumers can own and engage with. Authenticity NFTs prove ownership Transparency: blockchain records every transaction on a public ledger, so consumers see exactly where their data goes. Transparency public ledger, visible data Brand–consumer trust: by embracing these primitives, marketers create more authentic, transparent, meaningful interactions. Trust, rebuilt authentic + meaningful Data Privacy: users control their own data and choose how it is shared; NFTs can reward them for sharing it. Data Privacy users own their data Targeting: custom NFTs for specific audiences enable more personalised, granular targeting by behaviour or interest. Targeting custom NFTs per audience Web3 primitives trade platform control for earned consumer trust.
AdTech

How Web3, NFT and Blockchain will shape the future of digital marketing?

· 2 min read · Originally on LinkedIn
The gist

Web3, NFTs, and blockchain push digital marketing away from the Google-Facebook ad duopoly toward decentralized, community-driven engagement. The argument: public ledgers make data flows transparent, NFTs verify authenticity and can reward users for sharing data, and consumers gain real control over their own information. The payoff for marketers willing to rethink the old playbook is trust earned, not bought.

Web3, NFTs (non-fungible tokens), and blockchain technology have the potential to revolutionise the way we think about digital marketing. Here are a few ways that these technologies could shape the future of digital marketing:

  1. Decentralisation: Web3 is all about decentralisation. Instead of relying on centralised authorities like Google or Facebook for advertising, Web3 allows for peer-to-peer interactions, giving more power to the user. This means that digital marketers may need to rethink their traditional advertising methods and instead focus on building relationships with consumers in a more decentralised, community-driven way.
  2. Authenticity: NFTs can help brands create unique, one-of-a-kind digital assets that are verifiably authentic. This can help build trust with consumers and lead to more meaningful interactions with brands. NFTs can also be used to create digital collectibles or other experiences that consumers can own and engage with.
  3. Transparency: Blockchain technology can help increase transparency in digital marketing. With blockchain, all transactions are recorded on a public ledger, which means that advertisers and consumers alike can see exactly where their data is going and how it’s being used. This can help build trust between advertisers and consumers, leading to more meaningful interactions and better outcomes for both parties.
  4. Data Privacy: With Web3, data privacy becomes more important than ever. Users can control their own data and choose how it’s shared, which means that advertisers will need to find new ways to incentive users to share their data. One potential solution is to use NFTs as a way to reward users for sharing their data, creating a more transparent and equitable system for all parties involved.
  5. Targeting: Web3 and NFTs can help digital marketers target their audience in new and innovative ways. For example, by creating custom NFTs for specific audiences, marketers can create more personalised and engaging experiences that resonate with consumers. Web3 also allows for more granular targeting, giving advertisers the ability to reach users based on specific behaviours or interests.

In conclusion, Web3, NFTs, and blockchain technology have the potential to transform the way we think about digital marketing. By embracing these technologies and thinking creatively about how to use them, digital marketers can create more authentic, transparent, and meaningful interactions with consumers, leading to better outcomes for everyone involved.

FIVE FORCES → ONE OUTCOME Decentralisation — peer-to-peer, community-driven. Decentralisation peer-to-peer, community-driven Authenticity — verifiably authentic assets. Authenticity verifiably authentic assets Transparency — a public, on-chain ledger. Transparency a public, on-chain ledger Data Privacy — users control their own data. Data Privacy users control their own data Targeting — personalised, granular reach. Targeting personalised, granular reach The outcome: more authentic, transparent, and meaningful interactions between brands and consumers — built on trust. THE OUTCOME Trust authentic, transparent, meaningful interactions brands & consumers Web3 trades centralised reach for trust — built on the consumer's own terms.
Keep reading

Continue the thread.

From another angle Contextual Contextual advertising of the future - "New game, New Rules"
Browse all adtech & measurement → All writing →