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For the most part, non-fungible tokens (NFTs) have broken down in the world of marketing and media, mostly in the realm of crypto enthusiasts who have invested many coins in similar-looking virtual art. .
That era, or what Tyler Moebius calls NFT 1.0, is rapidly coming to an end. The 2.0 era will allow marketers and their agencies to use his Web3 technology as the next generation loyalty his tool and data collection tool. Many examples have already emerged in recent months.
Moebius is the founder and CEO of a company called SmartMedia Technologies, a 5-year-old company with about 100 employees that is truly active in the Web3 space, merging ad tech with blockchain-based technology. increase. He’s been around since the early days of the internet and was part of the founding team for aQuantive (remember the name?). aQuantive was one of the first agencies to pursue advertising on the web. Along the way, he also founded his tech-based Adconion (which became Amobee).
The following conversation has been edited for space and clarity.
Where are you in the process of building your NFT and who are your clients?
We have spent the last five years building an enterprise Web3 platform built for agencies, brands and creators with the goal of making Web3 easy. Not only does he make his Web3 available to brands and agencies, he also makes it easy for end users.
Offering a 2-tap custodial wallet so anyone with a smartphone can have their first Web3 wallet, get their first NFT and actually start using it as digital coupons and loyalty To do. A token obtained by visiting a retail store. We partner with Accenture and we partner with Unilever. 250,000 wallets were obtained during Vodafone activations across Europe. At this point, there are over 6 million wallets of his on the platform.
How difficult is it to get brands to participate in this form of marketing? Is there still a lot of education that needs to be done?
Marketers have spent the last 20 years trying to obtain consent to allow emails to be sent to consumers’ inboxes. Now they see this as their new CRM channel. They see her Web3 as a new channel that needs to focus on getting consent from users so that they can send promotional digital tokens, coupons, rewards or loyalty coins to their wallets. I’m here. It’s an addressable wallet in the same way you think of addressable email in your email database. Not so convincing now. They aren’t just focusing on his one application which happens to be an NFT drop done in a 1.0 way.
How else do you think brands are using this?
There are many different use cases you can imagine. Fly with Delta or United and get lifetime status. Imagine your Lifetime Status being an NFT that is actually passed down to your son or daughter. Ability to take true origin and ownership of membership or loyalty club benefits.
The second area that I think will really crack open web3 kind of thing is related to NFT tickets. In the future, when you pull out your phone, the NFT contains a QR code that can be scanned to take you to a Rolling Stones concert. Once you scan and redeem your NFT, it instantly turns into a digital twin of that ticket, so you’ll have that keepsake forever.
Not only that, but it can change state to become a digital item or a coupon for $2 off Coke at the concession stand. And when Mick Jagger takes the stage, he sings this song and says, “This song is for you.” That moment, we can mint that moment, and that song will be embedded in all of his 38,000 NFT tickets. Only his 38,000 who attended that night have a copy of the song and can cherish it forever. The Stones would know it was a real song because it was an NFT. will be donated.
What other Web3 elements are you working on?
Much of the platform’s product roadmap this year focuses on the metaverse elements that create spatial web experiences. We believe the future of the Metaverse environment can really help empower retail in the buying experience for brands, and brands can’t necessarily rely on his Decentraland or Roblox user bases to reach those audiences. is not. You can use paid media and your own social channels. Fill the Metaverse with your own brand experience. The focus is on being able to create these custom environments. A key component of that is creating wallet interoperability so that you can take virtual tokens from the physical world you pick up at Walmart and actually bring them into the Metaverse environment for redemption. Bridging the physical and virtual worlds is also our focus.
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