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When it comes to talking about the future of Web3, some marketers say too much time is spent discussing terms and not enough time talking about real use cases.
Rather than creating a Web3 strategy, companies should spend more time understanding what they want to change for customers.
In an ideal world, we don’t say Web3, we don’t say metaverse, we don’t say those buzzwords, but we’re solving a true need that the customer has.
Since early last year, marketers have invested in an increasingly wide range of Web3 initiatives. Some brands have rolled out limited or in some cases expansive NFT collections. Others have built virtual worlds, experimented with using NFTs for other uses such as loyalty programs and “token-gated commerce,” or even opened brick-and-mortar stores. However, the ongoing bear market for crypto and NFT prices has prompted new skepticism despite all the hype.
Ditching terms and taking more time
Some Web3 enthusiasts both inside and outside of marketing often express the urgency of getting people to adopt everything from NFTs and blockchains to various versions of metaverses. However, some working within blockchain-based companies say it can take longer to put projects in place than people think.
It’s hard to track everything that’s going on with Web3 because it’s going in so many directions.
Marketers often wrongly see NFT projects as a quick-flip solution, but brands offering digital tokens and other assets need to remember that some people might hold onto them for a long time.
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