In the ever-evolving world of digital marketing, brands are constantly seeking innovative ways to engage with their customers. The emergence of Web3 and non-fungible tokens (NFTs) has opened up a new realm of possibilities for companies looking to create unique experiences and foster customer loyalty. Here, we explore a variety of Web3 loyalty programs that are leveraging NFTs in creative ways to redefine the future of customer engagement.
Kraft Heinz, a leading food conglomerate, has embarked on a long-term Web3 strategy. The company has introduced NFTs in the form of the iconic Oscar Mayer Wiener Whistle, which can be obtained at online and in-person "meat-ups" during Miami's Art Basel event. These NFTs not only serve as digital collectibles but also grant access to exclusive appearances by the Wienermobile.
MoonPay, a Web3 payment service provider, is launching a soulbound NFT loyalty program called "Web3 Passport." These non-transferable tokens represent an individual's identity on the blockchain and grant access to exclusive events and benefits related to fashion, art, sports, and entertainment. The program is slated for rollout in early 2023.
Maison Hennessy, an iconic luxury brand, has partnered with Friends With Benefits DAO to create Café 11, a unique cultural social club merging a decentralized autonomous organization with a luxury experience. Club members, who must purchase an NFT to join, can participate in exclusive cultural events in exceptional locations.
Porsche has unveiled its entry into the virtual world during Art Basel in Miami by launching a 7,500-piece NFT collection based on the classic Porsche 911. Owners of these NFTs gain exclusive access to experiences in both the virtual and real world and can customize their NFT's design by selecting from different "routes" (Performance, Lifestyle, or Heritage).
Crown Royal has partnered with Vayner3, Salesforce NFT Cloud, and Crossmint to launch its first digital collectible in the spirit of generosity. This partnership aims to bring digital collectibles to life and empower brands and creators to build streamlined checkout and payment experiences.
Nike has announced Dot Swoosh, the hub for its Web3, NFT, and virtual collectible efforts. The platform is set to release its first collection of virtual products in January, with users able to purchase items using traditional payment methods, secured on the blockchain.
Burger King has partnered with NFT marketplace Sweet to create a set-completion game that elevates NFT technology into a tool for consumer engagement. By scanning QR codes on meal boxes, guests can collect NFT game pieces, with rewards ranging from 3D digital collectibles to free Whopper sandwiches for a year.
BMW has filed a trademark application for its logo to enter the metaverse and the world of NFTs. The application covers downloadable media files, computer programs, virtual goods, online environments, vehicle simulators, and virtual reality headsets and glasses.
Wow Bao has introduced an NFT-based access pass in collaboration with Brightloom, allowing customers to purchase membership with traditional payment methods. Members can join three different tiers, each unlocking various digital and physical rewards such as monthly giveaways, discounts, and point multipliers. The top two tiers also grant automatic entries to win a Wow Bao-branded car in Riot Racers, a virtual racing game.
Pullman Hotels & Resorts is hosting a traveling and immersive NFT art exhibition, Digital E/SCAPES, in Australia. Comprising 16 NFT artworks, the exhibition celebrates emerging and Indigenous female artists and serves as a community destination for experiencing the Artist Playground atmosphere of Pullman properties and learning about NFTs and their role in the metaverse.
Luxury brand Lacoste has opened its first-ever virtual store for the holiday season, offering a VIP NFT program to attract consumers. By purchasing an NFT, visitors gain access to a VIP room in the virtual store, where they can enjoy exclusive content and experiences as part of the UNDW3 Web3 community.
The world of Web3 loyalty programs and NFTs is rapidly expanding, with brands from various industries harnessing the power of blockchain technology to create unique customer experiences. As more companies embrace this new frontier, we can expect to see an even greater diversity of loyalty programs and customer engagement strategies that seamlessly blend the physical and digital worlds.
LAB51, a subsidiary of Adello and Swiss leader in the Metaverse world, recently hosted an exclusive event on the new trends and opportunities of the Metaverse.
ZURICH, SWITZERLAND, February 6, 2023 - LAB51, a subsidiary of Adello and Swiss leader in the Metaverse world, recently hosted an exclusive invite-only event on the new trends and opportunities of the Metaverse. Over 35 attendees gathered for the insightful event, led by Mark Forster, the founder of LAB51 and chairman of the IAB Switzerland Metaverse Focus Group.
During his presentation, Forster showcased the technologies driving the metaverse and explained that we are just at the beginning of a development that is growing faster than the Internet did in the 1990s. Despite the recent controversies surrounding cryptocurrencies, the future of the metaverse is looking bright.
Forster also outlined ten key topics that will shape the future of the metaverse, including Avatars, Virtual Reality, NFTs, AI, and Synthetic Media. He explained that these advancements will lead to "Augmented Humans," people who can understand and utilize AI to be more productive and creative in their work. This will revolutionize not just individuals but entire industries and companies.
Using virtual sneakers as an example, Forster demonstrated the difference between virtual and physical goods and why consumers are willing to spend thousands of dollars on digital NFT sneakers. He concluded his talk by saying that the big technology companies of today need to adapt to the changing landscape of digital worlds and that the opportunities for companies and agencies are just as vast as they were in the 90s with the emergence of the Internet or in the mid-2000s with the advent of mobile.
At the end of the presentation, Forster gave a free NFT to all attendees as a symbol of their journey into the metaverse. The talk was followed by an Apéro and networking party with the members of the expert group, where Martin Radelfinger, President of IAB Switzerland, welcomed the attendees and emphasized the importance of such events and the role of the expert group in educating and showcasing the concrete possibilities of the metaverse.
Learn more about the Metaverse from LAB51 experts
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Anna Pak
Adello Group
anna.pak@adello.com
LAB51 exclusive event - METAVERSE IN 60 MINUTES
Adello, a leading mobile advertising platform, announced the launch of “NFT-Live”, a built-for-NFT(Non-Fungible Token) advertising format. The interactive 3D model allows mobile users to explore and engage with NFT’s in a new and exciting way, and then brings them directly to the selected NFT marketplace to complete the purchase.
The new creative is designed to provide a seamless and immersive experience for mobile users, allowing them to interact with NFTs in a way that has never been possible before. The 3D model is fully rendered and animated, and can be explored from all angles. This allows users to fully appreciate the unique qualities of each NFT and make an informed decision about their purchase.
"This is a game-changer for the NFT market and mobile advertising as a whole. Our new interactive 3D model “NFT-Live” allows mobile users to fully experience and engage with NFTs in a way that was not possible before. Web3 is the future of mobile advertising and we are thrilled to be leading the way with this revolutionary new creative," said Anna Pak, Head of Marketing at Adello.
The new mobile ads creative for NFTs is available now on the Adello platform.
About Adello
Adello, a leading Swiss/US AdTech provider, leverages real time human behavior analytics with fully automated, self-learning technology for maximum mobile marketing ROI. Global market research agency Technavio ranks Adello’s technology, which is protected by various patents and has won more than 20 awards, among the Top 16 in Big Data worldwide.
Its satisfied customers include hundreds of the world's leading brands and agencies, such as BMW, Clear Channel, GroupM, McDonald's, SBB and UBS. Adello operates offices in Europe, Asia, and North America. Adello is a Swisscom Ventures portfolio company.
In parallel to AI in mobile advertising, the company has been focusing on Metaverse projects using technologies such as Blockchain, Unreal Engine 5, Crypto/NFT under the name “Lab51 Inc”.
For more information, visit www.adello.com and www.lab51.io
Contact
For more information about Adello and the new mobile ad creative for NFTs, please contact:
marketing@adello.com
The weekly sales volume of Non-Fungible Tokens has significantly increased from 100 sales in 2017 to an estimated 15,000 or even 50,000 by 2022. You may have heard rumblings about Non-Fungible Tokens (NFTs) recently, and the hype around this technology this year was truly remarkable. Do you remember the wild buying of Bored Appes for tens of thousands of dollars or the tales of those who got rich from buying low-cost NFTs?
However, people, who were investing heavily in NFTs these years, suddenly suffered major losses in NFTs value at the end of 2022. Q3 NFT sales dropped significantly, seeing a 60% decrease compared to the previous quarter. At the beginning of this year, Justin Bieber made headlines for purchasing an NFT from the BAYC collection for 500 ETH, which was around $1.3 million at the time. Later, his investment quickly devalued, with the USD value of his NFT dropping by more than 94%!
Big companies are still trying to close their eyes on the NFT drop and push their Non-Fungible Tokens further. Porsche and BMW are releasing their first NFTs, and Starbucks is announcing its NFT loyalty program, while their customers have growing doubts.
Do you remember at the beginning of the metaverse and NFT hype, different experts were saying it's an overhyped bubble? It seems that now they are giggling and rubbing their hands while reading the latest news. So, were they actually right, and will NFTs be graved in 2023? The short answer is no.
However, there is a sip of the truth in their words. Due to the swift NFT market decline, it calls into question whether or not this technology can indeed revolutionize the digital world. Or is it used correctly?
This could be a result of a few different factors. One key element could be the high benefits associated with NFTs, which could have attracted investors in an attempt to make quick profits.
A further issue could be the fact that many of the sales going through the NFT market are one-off transactions, which do not create sustainable growth.
The lack of a secondary market is another major issue contributing to the NFT market's downfall. A secondary market could provide liquidity, meaning that a seller could turn their NFT into cash easier. This is uncommon in the NFT market, which keeps prices stagnant and makes it difficult for sellers to make money.
Additionally, the lack of a viable market for NFTs leaves investors unable to assess their asset's value.
The growth of the NFT market has also been attributed to the rise of DeFi tokens. DeFi tokens are taking the spotlight away from NFTs as investors and speculators shift their focus from one asset class to another. This has slowed the growth of NFTs, as investors are quickly moving their money into other investments, like generative AI.
Lastly, recent regulatory decisions have had an impact on the NFT market. Several countries, including China, have begun to issue warnings about the risks associated with NFTs. This has led to some investors losing confidence in the market further.
That is why the attempts of the companies to invest in the NFT look like treading water.
Will NFTs, as they are now, recover, or will they be forgotten - we shall see. Perhaps, we will be more mindful of NFT applications and their value than in the past.
Nevertheless, the decline or change of the NFT does not mean the fall of the metaverse and other Web3 elements.
It is unlikely that the failure of NFTs would significantly impact the overall development of Web3 technologies and the metaverse.
NFTs are a type of digital asset that are unique and cannot be exchanged for other assets on a one-to-one basis. They are often used to represent digital art, collectibles, and other types of digital assets and have gained popularity in recent years. While the market for NFTs has grown rapidly, it is still a relatively small part of the overall Web3 ecosystem and the metaverse.
The metaverse is a virtual shared space, created by the convergence of virtually enhanced physical reality and physically persistent virtual space, including the sum of all virtual worlds, augmented reality, and the Internet. It is an emerging concept that encompasses a wide range of technologies and applications, including virtual reality (VR), augmented reality (AR), and other types of immersive digital experiences. The development of the metaverse is being driven by a number of different technologies and trends, including the growth of Web3 technologies and the increasing popularity of immersive digital experiences.
In conclusion, while the success or failure of NFTs may have some impact on the Web3 ecosystem and the metaverse, it is unlikely to significantly impact the overall development of these technologies and trends.
As the Western world watches the nonstop headlines about stock market declines, business bankruptcies, and big tech companies' headcount cuts, marketers are closely tracking the news on AI slowly stealing their jobs. ChatGPT questions the need for content creators; DALLE 2 steps on the way of artists and designers; web3-based social networks unites people into communities, changing the way they make purchasing decisions; the metaverse and NFTs set new standards for product presentation and promotion.
But before dropping it all and converting into Tibetan monks to find peace, think about how you, as a marketer, can use these mind-blowing technologies to achieve better results.
At the end of the day, with the lingering effects of the economic downturn and the continued geopolitical instability, it is more important than ever to stay ahead of the curve and be prepared for the changes that are to come.
In this article, we will explore the marketing trends shaping the industry in 2023 and how businesses can adjust their strategies to account for the hotter climate.
A focus on community and people is essential in marketing in 2023, as it allows companies to connect with their target customers on a more personal level. Through this kind of approach, companies can better understand their customers' needs, desires, and interests and tailor their marketing strategies to meet those needs. This will ultimately lead to increased customer loyalty and more efficient marketing campaigns that lead to enhanced brand awareness, higher sales, and greater customer satisfaction. Furthermore, by taking the time to build a strong community, companies can also create a more unified, cohesive brand identity that will extend beyond their products and services and create a lasting impression on their audience.
Participation experience (PX) is a great tool for marketing. It allows users to engage with a brand directly and on a personal level. In order to illustrate the participation experience, remember the sport. People get together in a sports bar to enjoy the game together, which creates a feeling of belonging and participation in something bigger. This experience is unique in comparison to when you do it alone.
Through PX, brands can create interactive and immersive experiences that are tailored to each user's individual needs and preferences. Furthermore, PX can allow companies to track customer engagement and preferences, meaning that they can more effectively target customers with relevant content and rewards. This can encourage customers to participate more and become more loyal to the brand. Additionally, PX campaigns can also be used to build trust and brand loyalty as customers feel more valued and appreciated. Ultimately, PX can help create a more powerful and rewarding connection between customers and brands - a key factor for successful marketing in 2023.
The latest releases of OpenAI are simply mind-blowing. From images to music to text – anything can be created in a matter of seconds. For example, former Square Enix game studio artist Christian Peñas recently created interactive concept art from Midjourney's creations. It looks like an entire scene from the game, which means that in 2023, brands will be able to use neural networks to create commercials and engage digital artists to do so.
Generative AI, for sure, has the potential to revolutionize marketing in a number of ways:
1. Improved Targeting: Generative AI can help marketers better understand customer behavior, allowing them to create more personalized campaigns and accurately target specific segments.
2. Automated Content Creation: Generative AI can help marketers create content more quickly and efficiently. This can lead to increased efficiency and cost savings.
3. Increased Conversion Rates: Generative AI can help marketers create campaigns that are more likely to convert, leading to increased ROI.
4. Improved Customer Insights: Generative AI can provide marketers with valuable insights into customer behavior, helping them to better understand their target audience and create more effective campaigns.
5. Enhanced Personalization: Generative AI can help marketers create more personalized experiences for their customers, leading to increased customer loyalty and satisfaction.
All these activities should still be aligned with a transparent data collection and processing strategy, but, for example, generative AI personalization could be particularly useful in e-commerce, where zero- and first-party-data-based personalized product recommendations and targeted ads could lead to increased sales and customer loyalty.
Extended reality (XR) is a new technology that is quickly revolutionizing the way businesses market their products and services. XR is a combination of virtual reality, augmented reality, and mixed reality, and it allows businesses to create immersive experiences for their customers. This technology has the potential to revolutionize the way businesses interact with their customers and create powerful and engaging marketing campaigns.
One company that has embraced extended reality in its marketing is Coca-Cola. In 2019, they launched their "Share a Coke" campaign, which used augmented reality to allow customers to virtually share a Coke with their friends. Customers could take a picture of themselves with a virtual Coke bottle and share it with their friends. This campaign was a huge success, and it showed how powerful XR could be in marketing.
Back in 2016, Adello ran an interactive mobile advertisement campaign for Heineken, where users could shake their phones to cheer their favorite beverage with friends.
Another example of XR in marketing is the virtual store created by IKEA. This store was created using virtual reality technology and allowed customers to explore the store and shop for furniture without ever leaving their homes. This was a great way for IKEA to engage with its customers and create an immersive shopping experience.
Finally, there is the example of Lowe's, which used extended reality to create an interactive experience for its customers. They created a virtual showroom that allowed customers to get a better look at the products they were interested in. This was a great way for Lowe's to engage with their customers and create an immersive shopping experience.
As these examples show, with XR, marketers can bring their brand communication to a new level:
1. Increased Engagement and Reach: Extended Reality (XR) technologies such as virtual reality (VR) and augmented reality (AR) can create immersive experiences that draw customers in and keep them engaged for longer periods of time. In addition, XR technologies can be used to reach new customers who may not be able to physically experience a product or service.
2. Enhanced Storytelling: XR technologies can be used to create stories and experiences that are more engaging and memorable than traditional marketing methods.
3. Improved Customer Experience: XR technologies can be used to create interactive experiences that are tailored to the customer's needs and preferences, resulting in a more personalized and enjoyable experience.
Metaverse is a decentralized virtual world that allows users to create and trade digital assets, such as NFTs. It is powered by the ETP blockchain, which is a decentralized platform that allows users to securely store and transfer digital assets.
One potential benefit of using the metaverse in marketing is the ability to create immersive, interactive experiences for customers. For example, a company could create a virtual storefront in the metaverse where customers can browse and purchase products in a virtual environment. This could be particularly useful for companies that are looking to create a more engaging and memorable brand experience. Nike, Chanel, and Walmart are good examples of interactive experiences in the metaverse.
In early December 2022, cosmetics brands L'Oréal and Charlotte Tilbury partnered with ReadyPlayerMe, a meta-universe avatar platform. Now meta-universe users will be able to try on the brand's cosmetics on their digital images and use them on more than 4,000 Web 3.0 platforms and apps.
NFTs, or non-fungible tokens, have become increasingly popular in the marketing world. They have been used to create unique digital experiences, drive brand engagement, and create a new form of digital currency. NFTs can also be used in marketing in a number of ways. For example, companies could use NFTs to create unique, collectible items for their customers. These could include virtual goods such as exclusive in-game items or digital art, which could be sold to collectors or used as part of a marketing campaign. NFTs could also be used to create unique, one-of-a-kind experiences for customers, such as virtual concerts or other events.
One example of a successful marketing campaign using both Metaverse and NFTs was by the company CryptoKitties. CryptoKitties is a game that allows users to collect, breed, and trade virtual cats. The game was able to generate over $12 million in sales using Metaverse and NFTs.
CryptoKitties used Metaverse to create a unique digital experience for its customers. They used NFTs to represent each individual cat and allowed users to breed and trade their cats. This created an engaging and interactive experience that was unlike anything else on the market.
Metaverse and NFTs have also been used to create a new form of digital currency. Companies such as BitClave and Binance have used the Metaverse platform to create their own digital currencies. These currencies can be used to purchase goods and services, as well as to trade with other users.
Game mechanics in digital projects are actively developing and becoming more popular. A study by Mordor Intelligence found that gamification increases user engagement with a brand by 30% on average, and the average annual growth rate for gaming mechanics will be 26.5% over 2022-2027.
As an example, Apple is using an achievement system to motivate users to exercise.
The number of people going online from a smartphone has reached 5.31 billion in 2022, compared with 5.19 billion in 2020. The mobile strategy ensures that businesses can effectively reach these consumers with engaging and interactive content such as videos, engaging graphics, and interactive experiences tailored specifically to their target audience's preferences. Even the metaverses go mobile-first.
Additionally, the mobile strategy helps to ensure that businesses have an up-to-date presence on popular mobile apps and platforms, allowing them to reach a much wider trackable audience. Furthermore, mobile strategy provides businesses with the tools and resources to measure, analyze, and optimize their marketing efforts in order to continually improve their performance and reach.
Agency On3 analyzed the results of companies' UX updates and found that 37% of brands increased revenue by implementing a smart UX design. Every year, the importance of user-friendly mobile web platforms or apps grows. Make sure your site is optimized and loads quickly, your autocomplete fields work correctly, and your design elements are conveniently located.
In addition, websites and apps should be designed with the ability to use animation formats and short videos. The ability to convey important information in small portions and with dynamics will be key in the fight for audience attention, and in the mobile version, this is especially important.
Many global brands are already using short formats in the UX design of Home and Product pages. For example, the Apple Music homepage has an interesting scrolling animation that helps diversify the experience.
As the technology continues to improve and become more popular, voice assistants are an excellent way to reach consumers in a non-invasive and natural way. They can be used to answer consumer questions quickly and accurately, enabling marketers to create more effective campaigns and better target potential customers. Furthermore, voice assistants can provide additional data and insights to help personalize marketing messages and offer more tailored content to customers. With the help of voice assistants, marketers can quickly reach their target audience and improve their chances for success.
In 2022, approximately 142 million people in the United States (42.1% of the population) are projected to use a voice assistant. According to Statista, 32 percent of US consumers owned smart speakers as of 2021, an 8 percent increase from 2020.
Personalization allows businesses to tailor their marketing messages to their customer's individual needs and interests, which makes it more likely that customers will respond positively to the marketing message. Personalization also makes customers feel valued and appreciated, as it demonstrates that the business cares about their individual preferences. Finally, it allows businesses to track customer spending and preferences in order to develop targeted campaigns and build better customer relationships. A McKinsey study showed that personalization could increase revenue by up to 25%.
In 2022, people paid even closer attention to how brands use their data. In 2023, this trend is likely to continue, and it is worth emphasizing the security of user data. Talk openly about how exactly you plan to use the information and strengthen the protection of sites and apps against hacking. 35% of customers will refuse to buy from the brand if it secretly collects its data and uses it for its recommendation system. So broadcasting your privacy concerns to customers will increase loyalty and attract a new audience. For example, Google is preparing to abandon cookies in favor of the Privacy Sandbox project, indicating a growing concern about the security and ethics of data access.
Cookieless advertisement targeting has the potential to revolutionize marketing, as it not only enables marketers to target audiences effectively in more privacy-friendly ways but also gives them access to more accurate audience insights, retaining their trust.
By 2023, it is expected that cookieless targeting delivered by an AI-driven technology provider will be essential for marketers to continue succeeding in the digital arena. With the ability to target users without cookies, marketers can reach a larger, more diverse set of users, giving them the potential to gain deeper insights and reach new customers.
As an alternative to the cookies, it is recommended to use zero-, first, or second-party data or cookieless alternatives.
From the very beginning, AdCTRL™ by Adello has been committed to protecting user privacy by obtaining user consent, analyzing anonymized user behavior, and adhering to the strictest data collection and storage rules, like GDPR and CCPA.
Undoubtedly, 2023 will bring new challenges and opportunities in the marketing industry. With the right combination of advanced technology, creative content, and targeted strategies, organizations can stay ahead of the competition and maximize the success of their marketing endeavors. With the ever-changing world of digital marketing, staying up-to-date with trends and creating a comprehensive and effective marketing plan are essential for success.
Last week's “NTR — The Metaverse Summit 2022” was a truly inspiring event that highlighted discussions centered on the long-term goals and fundamental concepts of the metaverse.
The all-encompassing forum featured thought-provoking keynotes from industry leaders and ideas exchanged by industry professionals on Web3 and metaverse technologies and innovative business models.
After an enthusiastic start with the startup pitch competition for AUREA Award, the Summit featured over 20 sessions and more than 40 speakers.
One of the key takeaways from the Summit was the importance of focusing on building the metaverse rather than trying to define it.
The metaverse, as we idealize it, has yet to arrive. Today, there is a myriad of visions about how the metaverse will look in the future and what experiences it can provide to its participants. As we move into a new era of interpersonal and social interactions, we should shift our focus from defining and framing novel concepts towards imagining the broader horizon of what they can become and how they influence our lives.
Another key point that was discussed was the concept of "spatial computing" rather than the simple term "virtual reality".
Spatial computing is a term used to describe technologies that allow people to interact with digital information in a three-dimensional (3D) environment. This can include virtual reality (VR), augmented reality (AR), and mixed reality (MR) technologies, as well as other technologies that enable people to interact with digital information in a more intuitive and immersive way.
Spatial computing can also refer to the use of 3D sensors and other technologies to enable computers to understand and interact with the physical world. In general, spatial computing is focused on using technology to enable people to better understand and interact with the world around them, both digitally and physically.
The metaverse is not just about digital experiences but about breaking free from the screen and experiencing the world in a new way.
The metaverse will essentially become a collective, phygital world that people can enter and interact with using spatial computing technologies. For example, spatial computing technologies could be used to create and populate the virtual environments of the metaverse, allowing people to interact with each other and with digital information in a more immersive and intuitive way.
Additionally, spatial computing could be used to enable people to move seamlessly between the physical and virtual worlds, allowing them to access and interact with the metaverse from anywhere at any time. Overall, spatial computing is likely to play a key role in the development and growth of the metaverse, helping to shape the way that people interact with each other and with digital information in the future.
One of the strongest potentials of the metaverse to address social issues, such as equity, equality, and inclusion, was also discussed.
Since the concept of the metaverse is still largely theoretical, it is difficult to say exactly how it will achieve it. However, it is likely that the metaverse will provide new opportunities for people to interact with each other and with virtual environments in novel ways. This could potentially lead to new forms of social organization and communication that could help address a range of social issues. It is also possible that the metaverse could exacerbate existing social issues, depending on how it is designed and implemented.
Ultimately, the impact of the metaverse on social issues will depend on the choices and actions of the individuals and organizations involved in its development and use.
Since decentralization and self-regulation are key Web3 topics, it is likely that we will see innovative approaches emerge.
The importance of community in the metaverse was also emphasized. The metaverse future is not just about technology but about bringing people together and creating a sense of belonging and connection.
In the metaverse, communities can come together and interact in ways that are impossible in the physical world. For example, people from different parts of the world will be able to meet and interact in virtual spaces, forming communities based on common interests or goals.
These communities will be able to collaborate and work together on projects and initiatives that are too large or complex for a single person or group to tackle. For example, a group of architects from different parts of the world could come together in the metaverse to design a new city, with each member contributing their expertise and knowledge to the project.
Furthermore, the metaverse will allow for the creation of virtual events and gatherings, like the Burning Man Project, where communities can come together to share ideas, participate in discussions, collaborate, and create together. These events will be able to reach a much larger audience than traditional physical events and will allow for greater participation and engagement from members of the community.
This way, the metaverse is expected to amplify the role of the community by providing new ways for people to come together, interact, and collaborate on a global scale.
In the metaverse, people will be able to interact with each other and with digital content in real-time, creating a shared virtual environment. The term Participation Experience (PX) was suggested instead of User Experience (UX) to better describe the metaverse and its focus on community.
This is because the metaverse is not just a product or service that people use, but rather a shared virtual space where people can interact with each other and with digital content. As such, the focus will be on creating engaging and immersive experiences that allow one to participate in and contribute to the metaverse. In terms of design, this shift from UX to PX will involve a more holistic approach that considers not only the individual user experience but also the collective experience of all participants in the metaverse.
This will require designers to consider a range of factors, such as the social dynamics of the metaverse, the role of digital content and artifacts, and the ways in which people can interact and collaborate within the virtual environment.
Overall, the shift from UX to PX in the metaverse will require designers to think beyond traditional user-centered design approaches and instead focus on creating engaging and immersive experiences for participants in the virtual world.
Lastly, personalization and self-expression were highlighted as key components of future experiences.
In the metaverse, people will be able to create and wear virtual clothing and accessories that can be customized to their unique tastes and styles. This will give the ability to experiment with different looks and identities in a way that is not constrained by the physical limitations of the real world.
The ability to personalize our experiences in the metaverse opens up new possibilities for self-expression and breaking free from the limitations of the real world.
Gaming in the metaverse was another key topic of discussion, with a focus on entertainment and community building. It is likely to play a significant role in the development of the metaverse.
The immersive and interactive nature of gaming makes it a natural fit for the metaverse, and many of the technologies and concepts that are being developed for the metaverse, such as virtual and augmented reality, have already been explored extensively in the gaming industry.
As the metaverse continues to evolve, it is likely that gaming will continue to be a major driving force, both in terms of the technologies that are used and the ways in which people interact with and experience the metaverse.
Overall, the Summit was a truly inspiring event, providing valuable insights and discussions on the future of the metaverse and its potential to change the world.
We are looking forward to next year's edition to hear more hands-on applications, success stories, and new discoveries of the metaverse.
The Metaverse is coming, the team is growing: Adello is sure that the first phase of the Metaverse will be in the area of personalization.
Adello team is getting further strengthening with Dolma Memmishofer, who has already gained experience in the media sector at Mediaeffects and Promotion Tools, and Victor Huber, who used to work in VR.
Memmishofer will be involved in business development and marketing, while Huber will take up the topic of virtual clothing/personalization of avatars on the different platforms. Due to his VR experience and interest in Metaverse projects, he has already been able to successfully sell virtual clothing as NFT.
Contact: anja.prosch@adello.com
Adello analyses human behavior in real time and combines this with fully automated, self-learning technology for maximum mobile marketing ROI. Global market research agency Technavio ranks the technology, which is protected by various patents and has won nearly 20 awards, among the top 16 in Big Data worldwide.
Since 2022, the company has refocused on the emerging Metaverse technologies Blockchain, Gaming, Crypto/NFT. Its satisfied customers include hundreds of the world's leading brands and agencies such as BMW, Clear Channel, GroupM, McDonald's, SBB and UBS. Adello operates offices in Europe, Asia and North America. The Metaverse is a key focus of the company. Adello is a Swisscom Ventures portfolio company.
Recently, more and more Web 3.0 enthusiasts called us out to join their Discord chat. Discord is another instant messaging social platform that appeared in 2015 specifically for the gaming community but suddenly obtained its popularity now in 2022 within the new internet generation development. What’s so special about this messenger, and why did it gain its significance for Web 3.0?
Before we dive into the history of Discord’s appearance, let’s glance at its characteristics.
The messenger has a mobile, desktop, and browser version. The push-to-talk mode works only if the browser tab with the application is active.
There is an option of creating public and private chats to exchange text messages. Apart from that, Discord users can arrange voice and video conferences by configuring the communication channel and working on the principle of push-to-talk. In 2017 Discord added screen sharing and integrations with Twitch, Spotify, and Xbox Live as some of the features.
In Discord, the users can also attach files and media limited to 8 MB and links with a preview for some web pages. To send the file of a bigger size, a subscription to Discord Nitro must be purchased. That’s also Discord’s largest source of revenue stream.
The messenger has flexible interface settings. The users can install different themes and add-ons to expand the functionality. It is also possible to format not only the text in messages or servers but to change the nickname fonts using special services based on Unicode symbols.
Based on the listed features, it may seem that this messenger does not have any features that would distinguish Discord from other software of this kind. However, users like to engage with this platform for different reasons. To understand why Discord gained popularity so fast, let’s take a look at the history of the messenger.
Discord is listed as “Chat for Gamers” in most app stores. Indeed, initially, Discord was designed by gamers, for gamers, and has everything players need down to the smallest detail. For example, it consumes a minimum of resources and does not even automatically launch gifs (mini-rollers), so that the game does not slow down. Even Discord’s advertising slogan was utterly straightforward: “It’s time to abandon Skype and TeamSpeak” (referring to the other platforms that gamers used in the past). This led to the fact that the service has been popularized by e-sports players, including Twitch.tv users and gaming communities.
Unsurprisingly, the Covid-19 pandemic helped Discord to become even more popular, and this time not only among gamers. Even some schools, businesses, and trading communities chose Discord as a service for online communication. Thus, Discord gained a larger audience with diverse interests that crowded the platform. In 2017, it had 45 million users; in 2018 - 130 million; in 2019 - 250 million; in 2020 - 300 million; and in 2021 - 350 million. Not only userbase has increased, but also daily time spent on the platform.
Jason Citron, the creator of Discord, was surprised to find out that a third of platform users have nothing to do with games. Now Discord is refocusing from gamers to a mass audience to compete with Microsoft Teams and Slack. That is why the messenger has been redesigned.
So why did users choose this new and previously unknown platform? We already have a bunch of different established communication platforms that offer pretty much the same features as Discord. So what’s the secret?
“Imagine a place...where you can belong to a school club, a gaming group, or a worldwide art community. Where just you and a handful of friends can spend time together. A place that makes it easy to talk every day and hang out more often.” - you see this quote firstwhen you visit the official Discord website. Citron himself saw the future of the service as something like a bar from Cheers (TV show): “A place where everybody knows your name. A place where you can be with your friends, talk, and share as much as you want.”
Discord creates this cozy virtual place where the users can have a feeling of belonging. In other words, Discord is about community. It allows users to create an invite-only home for their friends or group, a place where they can talk, hang out with friends, and just have fun. it’s like walking into a room with friends, plopping down on the couch, and casually asking: “What’s up?”
And now, we approach the main question: Why is Discord so important for Web 3.0? The answer derives from the idea described above - the platform managed to gather people in the communities.
In our previous article, we wrote about the strong influential role community plays when it comes to selling NFTs. In fact, the community is a decisive factor for NFTs, since its size determines the number of requests from users and buyers in the market of operations. The larger the community, the more people are willing to buy NFTs. Discord, in its turn, is a great tool for creating communities: A group of people establishes a community with common interests to spend time together beyond any location boundaries. Once the community members develop a really strong bond, they can be converted into potential NFT buyers.
But it’s not only about NFT. Discord is often used as the main platform by most DeFi and NFTs projects and plays a vital role in their ecosystem. Sandbox, Star Atlas, Somnium Space, and many others have an official server to communicate with their community.
Also, in Discord, users can interact directly with important figures, such as CEOs, game developers, and artists, about innovations, fashion, and technologies, like NFT, blockchain, crypto, metaverse, and other Web 3.0 topics. Users get verified and reliable news, opinions, and insights from the different Web 3.0 fields.
Just before discord installation, one would like to know how safe is Discord in terms of Privacy and Data storage. Here is Discord’s privacy policy shortly.
Just like other platforms, Discord collects certain private information from users that allows them to create a personal account, provide platform services, enforce obligations to users, and comply with legal requirements.
Discord retains information for as long as the user has an active Discord account. Some information can be removed directly from the services. Discord may also retain information for a specified period of time for certain purposes, typically in case of an open dispute between the company and a user.
Users can restrict the collection of certain data. Discord claims that all users are in control of how their information is used and can directly edit or delete information.
Users from European Union can be ensured that the GDPR grants them the following rights:
Discord is a great alternative to other programs for communication. It has a lot of advantages and a simple and intuitive interface. That’s incredible how fast Discord gained its audience and became a place where people can share their interests, find companions and learn more about the Web 3.0 world. Use it or not – the decision is yours 😉.
Initially, NFT was designed with exclusively good intentions. Non-fungible tokens were supposed to help artists monetize and sell their artworks without a buying agent. And if initially, NFT seemed to be a new step in the development of digital art, today, unfortunately, the NFT phenomenon is increasingly being associated with a “bubble”. The unpleasant truth is that the NFT market is filled with scammers and fraudsters, which are harmful both to artists and buyers.
NFT still remains an unknown field for many, and this fear is understandable. Indeed, the development of Web 3.0 is bridging for users not only a better Internet of the future but also room for fraud and scam schemes. Nevertheless, it’s important to remember that it’s not the fault of NFT invention but cybercriminals. It’s like blaming the cars for the accidents on the roads. In fact, when something new becomes extremely popular, like decentralized finance (DeFi) or the latest version of Web 3.0, there are always risks.
Instead of just being afraid, it would be more reasonable to be able to recognize the danger. Understanding the most common types of NFT fraud should help you to avoid it. Let’s look at the common scam schemes related to NFT:
One of the most unpleasant types of NFT fraud is pump-and-dumps. This is a manipulative scheme to raise the value of a cryptocurrency with a subsequent price collapse. Large asset owners artificially increase (“pump up”, “pump down”) their value to sell later as much as possible to small traders. As a result, the value of the asset goes down, and hence, investors lose money.
NFT scammers often use false information to raise the minimum price of the NFT (it is a representation of the lowest price of a commodity updated in real-time) that a potential buyer is interested in. If the scammers succeed, they sell their goods and leave buyers empty-handed. This type of scam is very common in Telegram or Discord. Be aware: sometimes, even celebrities and influencers can actively promote such tokens. If such a celebrity writes to you in your personal message with the offer, most probably, it is a fraudster.
The second type of scam is an “old-good” fishing scam, which aims to get the user’s identity information. Scammers can use fake pop-ups to link to perfectly normal and not suspicious-looking pages (such as your crypto wallet). This often works for newbies, as they find it difficult to make a transaction, and without thinking twice, they accept the offer to invest in NFT. That is how they fall into the scammers’ trap. After the user inserts their personal data, the information immediately falls into the criminals’ hands.
This type of NFT scamhappens when someone tries to resell their own non-fungible token. When scammers achieve the highest bid, they switch out the cryptocurrency to one of lesser value.
Staying anonymous while selling or buying NFTs makes it easier to create investment scams. Criminals create a seemingly lucrative project for investment. Once scammers obtain the money, they disappear without a trace.
Another common NFT scam concerns intellectual property and copyright. For example, scammers simply take the artist’s work and turn it into an NFT. Buyers will think they are investing in original artwork and will bid high when, in fact, it is just worthless fiction.
The main problem with the NFT market now is that the platforms where artists (as well as scammers) post content for sale do not check the works for authenticity or establish copyright in any way. Theoretically, any user can collect pictures of different authors from the Internet and put them up for sale as a collection. Often, the illustrators are not even aware that their work is for sale; meanwhile, the scammers make money.
Now, since we know the potential danger, the next step will be to learn several rules on how to protect yourself from the scam schemes:
Watch your information security carefully. Keep your keys safe and private. Never share cryptocurrency wallet information with anyone. And, obviously, don’t put your personal information into various unverified pop-up windows.
Create strong passwords. It sounds trivial, but creating strong passwords for NFT accounts and cryptocurrency wallets is essential.
Don’t click on questionable links. This can be fishing or a virus.
Follow the news. Scammers never sleep and come up with new ways to still money.
Check NFT sellers. Before purchasing NFT, take a look at the seller’s NFT marketplace account. They must have a blue check verification mark. Also, it will not be superfluous to have a glance at the seller’s social media accounts and online reviews.
Cross-check NFT prices. Before buying an NFT, look at the trading platforms (Axie Marketplace, Mintable, or OpenSea). Prices must be similar. If the NFT price seems much lower or higher than on legitimate trading platforms, most probably, it is a scam. It’s always better to use legit NFT exchange markets, such as OpenSea, Rarible, Mintable, Foundation, MakersPlace, and Axie Marketplace.
Know what you’re doing and why you’re doing it. For example, before you buy an NFT, it would be wise to look at the entire history of transactions on it. In addition, find the creator's contact information and make inquiries about them. If all transactions were made around the same specific date, that should obviously raise some suspicions.
Many may say that NFTs are nothing more than overpriced PNG files that are simply a scam. But there is also an opposite view: NFT opens new horizons for artists and art buyers. Obviously, there is always someone trying to gain from NFT scams. But don’t rush to make certain conclusions that all NFTs are scams. After all, when we make an important purchase outside the Internet, there is always the risk of meeting unscrupulous sellers, right?
Since NFT became quite popular, many brands have considered the idea of creating and selling NFT. And yet today, we see different companies, such as McDonald’s, Gucci, Coca-Cola, Adidas, Dolce & Gabanna, and even many other small startups, have already launched their tokens. “And if they could, why can’t we?” – would entrepreneurs who want to sell their first NFT ask themselves.
Diving into the world of NFT, there are a lot of marketing techniques that can be applied both for B2C and B2B segments. Companies started to integrate NFTs into marketing campaigns, creating a hype around limited editions: what brand would not like an opportunity to make millions on limited editions? Of course, digital goods are not new at all. There are many examples in eSports, gaming, events, and digital retail.
But what about the opportunities for B2B brands? For example, organizations can turn custom or unique products, such as a research report (which might cost thousands of dollars), into NFTs, thereby pushing them beyond their former functional value. This also includes e-tickets, promo codes, and tokens. Tokenized access to gaining experience will no doubt gain more and more popularity.
In fact, selling NFTs plays several roles for the business. The two most obvious of them are marketing and sales. Nevertheless, there are also certain risks: will the NFT ever be sold? This thought can prevent entrepreneurs from launching NFT. However, the unsuccessful cases of creating company tokens can be caused simply because the business was not ready to sell NFTs and had a weak community around the brand.
Marketing has always required building connections between potential customers and a brand. Building a brand community combines two necessary aspects of marketing: the “matching” people and good supply channels. The ability to foster a sense of unity can reinforce the brand in the minds of buyers.
Speaking about Web 3.0 and marketing, many brands support the idea that the community emphasizes innovations and collaborations with brands. For instance, Discord claims to have a strong community. This messaging app was initially created for gamers and is now often referred to as the communication platform in Web 3.0. Even though Discord is not the best existing communication channel with poor UX and fraud, the app remains one of the most popular thanks to its community.
Community support for projects leads to digital views and digital purchases in both the primary and secondary markets. By creating a large, extraordinary, and unique community, you will make more people want to join it. One of the prominent examples is Bored Ape Yacht Club NFT. By owning Bored Ape NFT, members also get exclusive access to the Yacht Club, a members-only merchandise store, an exclusive Discord server, and IP address for commercial activations to sell images of their monkeys on t-shirts or TV shows and generate revenue from license fees. That is how creating unique exclusive features attracts new members to the community.
The next question is how to involve potential customers in the community? Traditional channels like email, social media, PR, and mobile advertisement still play a huge role in attracting new users and connecting them with other members, along with promoting the values of the community or brand.
Now is a good time to stop and ask yourself: does my brand have a strong community? If not, we urge you not to despair and not give up on launching NFT. Instead, you can undertake the following steps to prepare your business to launch non-fungible tokens.
As mentioned above, traditional channels are still extremely important for Web 3.0 activities. The critical role plays the unique and relevant content, which stimulates the audience to engage in the social community. It will pave the path for the customers to buy NFT.
Traditional channels, such as email and social media, give direct access to current and potential customers. Building up a Web 3.0 community will depend on what your current customers are interested in. While NFT activation can highlight your brand to new potential customers, it’s not a magic pill that will help to expand the customer base.
Take time to understand your customers’ opinion on new technology and spot the moment if you see the rising interest. Try to observe and find out about your audience:
Knowing if your audience is ready for NFT will create a strong base for making your first token.
From now on, the idea of Web 3.0 should be mentioned in all of your digital strategy discussions. When you talk about your CRM, you have to think about NFT. What share will have NFT in your marketing strategy and how will it benefit the future in the long term perspective?
When you talk about KPIs, you have to consider which ones are best for you that can be carried over to the activations of the metaverse. Some platforms currently prohibit in-game purchases. Others have clunky settings. Some NFTs work well across platforms, and some don’t. These factors will affect your ability to effectively track and measure activation.
This new world of Web 3.0, while revolutionary in some ways, is also in many ways an evolution of the current state. Critical reflection on the tools you are already using that can be used to succeed in Web 3.0 is a concrete way to prepare for the future while keeping your current goals and objectives in mind.
