By: Natalie Leiser, Pro-Blockboarder
days where brands took center stage to discuss what they're really thinking about for the next 1-3 years. If you couldn't make it, here are three of my biggest take-aways...
Innovations in Web3 technology have begun. What’s going on and how can you participate?
H-Commerce, Hybrid Commerce, Phyigital, Oh my! More buzzwords have entered the space. With new technology available like Virtual and Augmented Reality, brand strategies must move past omni-channel and start to envision bringing digital aspects into physical shopping experiences, or H-Commerce. VR & AR experiences are becoming more frequent and expanding the consumer experience. Now you can virtually try on lipstick at Sephora or see a couch you're interested in digitally imposed in your home with Walmart’s app. QR codes are making their way into retail stores giving expanded sizes and selections. How will you bridge the gap for your customers across the digital and physical experience
It’s a creator’s economy and we’re all living in it. Influencers have had their own brands for years: Kylie Jenner’s Kylie Cosmetics, George Clooney’s Casamigos, or Goop by Gwenyth Paltrow. But now, content creators have the following and loyalty to support their brands like never before. YouTube creators, MrBeast with “MrBeasts Burgers” and Emma Chamberlain’s “Chamberlain Coffee”, have huge followings with their own brand identity accelerating the traditional DTC model by leaning on established communities. Brand loyalty strategies must shift to authentic identity and community based while meeting younger consumers where they are, in digital environments like gaming sites and Tiktok.
Finally, the Metaverse isn’t coming, it's here. Web3 is defined as “Read, Write, & Own”. Gen Z participates in this today through Fortnite and Roblox as they create their own avatars, interact with NFTs, and build a digital presence that they themselves have autonomy and power to own. Begin testing with Web3 strategies today to future proof your brand identity as this technology grows.
Consumers are experimenting or actively using Web3 technology today. This is driving new opportunities for content but also advertising.
So, where do you start?
You can start by learning the vocabulary in this ever-growing and changing environment. Blockboard is built on one of these technologies: blockchain (a decentralized, transparent, permanent record of actions taken in a digital space). We utilize blockchain to verify ad placements as they are accepted.
Any action taken within Blockboard's platform is recorded on a block and accessible to clients. This method eliminates waste within an ad buy by guaranteeing we find not only the right human but a real human with programmatic inventory. It’s getting harder and harder to find the right consumer, in the right place, at the right time. Experimenting with Web3 technology today will help you find these consumers as they make the Metaverse their digital home.