The brands and advertisers interested in the possibilities of Web3which she does require, however rethink data management and communitieseven them check. Expert advice fromHavas, Sales team and World line.
Casino, through its various entities, is preparing for the explosion of Web3 retail usage. Maneuvers are also underway in the world of media and digital marketing. Reworld Media is positioned through some of these sites.
In October, Webedia launched its subsidiary Web3. The group has acquired technological capabilities, including a module to create NFT. His ambition: to be the partner of advertisers and agencies, his clients, in Web3 projects. The advertising department of Channel+ shares the same goal by integrating the non-fungible tokens and the other way around on his offers.
Web3 audiences missing, excluding gaming
The movement is gaining momentum and partners of advertisers are looking for benchmarks, such as the agency play Havana.
Today’s audience is more on the video game side. Here we support brands and conduct large-scale operations”, CEO Stéphane Guerry testifies during the conference. Big Data & AI Paris 2022.
The newbies Web3 virtual worlds have yet to prove themselves, he emphasizes. “The audience and the ability to reach a large audience are not the same thing. The operations are therefore much more targeted, but we believe in it,” continues the leader. The agency also has its own plot in The Sandbox.
There is still time for exploration to be able to advise brands in the future. Several preconditions must therefore be met in advance, including one enough audience. Companies will also need to adopt new codes and understand the metaverse in a dimension that is not just advertising.
It is possible to provide brands with a useful presence that makes sense for users who gather in these metaverses,” notes Stéphane Guerry.
Brands that need to let go
Because these communities, like those of music and sports, are not necessarily hostile to brands and their presence. This is especially true for the gamingthe expert judges.
“Yes, brands can be welcome in these universes”. However, the relationship between consumers and advertisers in Web2 does not look good, which translates into heavy use of ad blockersad blockers.
There is still a lot of pedagogical work to be done”, acknowledges the leader of Havas Play. “A large part of the brands do not yet understand that they will have to let go of power (…) Of course that takes some time.”
In addition to agencies and management, they also position themselves on the Web3 publishers specializing in marketing, including Sales team. This new channel does not only concern the gaming sector, notes its Vice President of Solutions Engineering France, Kheira Boulhila.
Industry and retail also have a strong presence on this virtual channel, complementary to the physical and digital channels, especially to reach the new generation, those aged 15-25.”
The Quest for Data Reconciliation in the Age of Wallets
The challenge for the American CRM giant is to provide its customers with brands, tools for creating NFTs and manage these digital assets. To this end, Salesforce has launched NFT Cloud, a so-called low-code solution, which is still in the pilot phase.
But whoever says extra channel also says distribution or silotage of customer data. The publisher’s promise is therefore to help organizations reconcile Web2 and Web3 data on the same platform. And the use cases for these brands are numerous. Kheira Boulhila specifically mentions loyalty and rewards programs.
For example, each user who owns the NFT gets access to specific products or special events (…) The new loyalty card becomes an NFT. It gives the consumer exclusivity.”
In the automotive industry, several manufacturers, including Ferrari and McLaren, have already adopted it NFTbut not just for marketing purposes. Alfa Romeo, when purchasing one of their vehicles, the owner gives a non-fungible token that collects maintenance data. Motorists thus have a kind of dematerialized maintenance booklet, the data of which are certified.
The slow adoption of Metamask type wallets
the Web3 however, questions certain now-mature practices of data matching to identify customers and personalize marketing campaigns.
So in Web2, cookies are the default – however controversial, especially with regard to third-party cookies. They are replaced by walletswith which Worldline, a payment solution provider, is known.
The wallet is the most fluid way to manage the management of your wealth, your means of payment, but also your identity”, defines Frédéric Vieren, ambassador of the Worldline R&D and Retail expert.
Identity in Web3 breaks with the previous generation of the web, which relies on an email address and password for authentication. So “reconciliation is quite easy”. the wallet intervenes to sign transactions on the blockchain, while providing more security than the mechanisms used so far.
You can create as many accounts and identities as you want in the same wallet. You can split your life”, explains Frédéric Vieren. For marketers, these specifics are synonymous with complexity.
But wallets, of which Metamask is the most common, also rhyme with complexity for users. ” Adoption is very slow “. An actor like Ariane aims to simplify the process of creating a wallet. At Casino, a simple mechanism has been developed for Club Leader Price that combines QR code and white label mobile application.
Tomorrow the debate about emotional data in marketing?
However, a wallet does not mean the impossibility for brands of collect data, although these will be linked to a wallet address rather than directly to an individual. And transactions are stored on blockchains, most of which are readable by anyone. It remains to associate an identity with it.
For publishers like Salesforce, it is therefore essential to provide the resources for this reconciliation to companies. The American company is working on this by increasing its capacity to process large amounts of data.
As for Web3, it has co-developed a loyalty program, Club Soda 3.0, with an agency Scotch & Soda by using NFTs. For the brand, it is therefore a new data collection channel that is being set up.
The battle has already begun to capture the best and most useful data for marketers,” emphasizes the CEO of Havas Play.
It remains to be seen how Web3 publishers will deliver on their original promise enable users. The emergence of new access terminals to the metaverse, such as connected glasses or augmented reality, also raises the question of collecting so-called emotional data.
meta has already applied for a patent analyze emotions by collecting biometric data (dilation of the pupil, tears, smile, etc.) through connected glasses.
This data is a thousand times more important than most of the data we rely on for our marketing,” says Stéphane Guerry.
The expert thus anticipates the emergence of the era of “emotional data marketing”, which promises to become “ethically very delicate”.
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