With the introduction of Web3 comes new ways for brands to interact with consumers. The latest iteration of the world wide web, rooted in blockchain technology, is a gold mine of unexplored marketing potential. Still, it is daunting enough to intimidate companies who do not have the time or resources to research this new tech. Cathy Hackl, Chief Metaverse Officer of Futures Intelligence Group, offers a solution.
Hackl’s recent Forbes article acts as a Web3 rubric, helping brands understand and design effective campaigns in this digital space. First, she urges companies to create Web3 manifestos: evolving frameworks that define a brand’s relationship with the Web3 world. They are a public statement of intent to participate in Web3, promoting transparency, partnership, and community building. Next, Hackl details steps companies can take to thrive in Web3. Some key ideas are building interdisciplinary, internal Web3 teams, creating original spaces and experiences in the metaverse rather than populating existing ones, and bridging Web3 experiences with traditional ones to ease consumers into this new world.
Overall, brands must develop concrete goals for Web3 to succeed. Are they looking for profit? Do they want to promote a new line? Is their ultimate goal audience expansion? Once brands choose their path and dedicate themselves to learning and joining this digital community, they too can thrive in a Web3 environment.