That brands and advertisers interested in the potential of Web3which, however, requires them to do so rethink data management and communitieseven theirs management. Expert advice fromSea, Sales force and World line.
Casino, through its various entities, is preparing for the explosion of Web3 usage in the retail sector. In the world of media and digital marketing, maneuvers are also underway. Reworld Media is located through some of these sites.
In October, Webedia launched its subsidiary Web3. The group has acquired technological skills, including a module for creating NFT. Its ambition: to be a partner for advertisers and agencies, their clients, on Web3 projects. The advertising department of Canal+ share the same goal by integrating non-fungible tokens and metaverse to his offer.
Web3 audience missing, excluding games
The movement is gaining momentum, and advertiser partners are looking for benchmarks like the agency Havas Play.
Audiences today are more on the video game side. This is where we support brands and carry out major operations”, its CEO, Stéphane Guerry, testifies during the conference. Big Data & AI Paris 2022.
The new Web3 virtual worlds has not yet proven himself, he emphasizes. “Audience and the ability to reach a large audience are not the same. Operations are therefore much more targeted, but we believe in it,” continues the manager. The agency also has its own plot in Sandkassen.
There is still time for research to be able to advise brands in the future. Several prerequisites must therefore be met in advance, including one sufficient audience. Companies will also have to adopt new codes and understand the metaverse in a dimension that is not just advertising.
It is possible to offer brands to have a useful presence that makes sense to users who gather in these metaverses”, notes Stéphane Guerry.
Brands that need to let go
Because these communities, like those in music and sports, are not necessarily hostile to brands and their presence. This applies especially to gameassesses the expert.
“Yes, brands can be welcome in these universes”. But the relationship between consumers and advertisers in Web2 does not look good, which translates into intensive use of ad blockersad blockers.
There is a lot of pedagogy missing”, acknowledges the manager of Havas Play. “A large part of the brands do not yet understand that they will have to let go of the power (…) It naturally takes some time.”
In addition to agencies and management, they also position themselves on Web3 publishers specializing in marketing, including Sales force. This new channel does not only concern the gaming sector, notes its Vice President Solutions Engineering France, Kheira Boulhila.
Industry and retail are also extremely present on this virtual channel, complementary to physical and digital channels, especially to reach the new generation, 15-25 year olds.”
The pursuit of data reconciliation in the age of wallets
The challenge for the American CRM giant is to provide its customers with brands, tools to create NFTs and manage these digital assets. To do this, Salesforce has launched NFT Cloud, a so-called low-code solution that is still in the pilot phase.
But who says that additional channel also means spreading or siloing of customer data. The publisher’s promise is therefore to help organisations reconcile Web2 and Web3 data on the same platform. And the application possibilities for these brands are several. Kheira Boulhila mentions loyalty and reward programs in particular.
Any user in possession of the NFT will have access, for example to specific products or to dedicated events (…) The new loyalty card will be an NFT. It will give consumers 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 its vehicles, gives the owner a non-fungible token that collects maintenance data. Motorists thus have a form of dematerialized maintenance log book, the data of which is certified.
The slow adoption of Metamask type wallets
that Web3 however, questions certain now mature practices of data reconciliation to identify customers and tailor marketing actions.
In Web2, cookies are thus the standard – albeit controversial, especially with regard to third-party cookies. They are replaced by walletswhich Worldline, a provider of payment solutions, is familiar with.
The wallet is the way to manage the management of your assets, your means of payment, but also your identity in the most fluid way possible”, defines Frédéric Vieren, ambassador of Worldline R&D and the Retail expert.
Identity in Web3 breaks with the previous generation of the Internet, which relied on an email address and a password for authentication. Thus “reconciliation is quite easy”. that wallet intervenes to sign transactions on the blockchain, while offering more security than the mechanisms used so far.
In the same wallet, you can create as many accounts and identities as you want. You can divide your life”, says Frédéric Vieren. For marketers, these specificities are synonymous with complexity.
But wallets, the most common of which is Metamask, also rhyme with complexity for users. ” Adoption is very slow “. An actor who Arianee strives to simplify the process of creating a wallet. At Casino, a simple mechanism combining QR code and white label mobile application has been developed for the Club Leader Price.
Tomorrow the debate about emotional data in marketing?
However, a purse does not mean the impossibility of brands collect data, although these will be linked to a wallet address rather than directly to an individual. And transactions will be stored on blockchains, most of which can be read by anyone. It remains to associate an identity with it.
For publishers like Salesforce, it is therefore important to provide companies with the means for this vote. The American company is working on this by increasing its capacity to process large amounts of data.
On the Web3 part, it developed a loyalty program, Club Soda 3.0, together with an agency Scotch & Soda by leveraging NFTs. For the brand, it is therefore a new data collection channel that is being created.
The battle has already begun to capture the best and most useful data for marketers”, emphasizes the managing director of Havas Play.
It remains to be seen how Web3 publishers will live up to their original promise empower users. The emergence of new access terminals to the metaverse, such as connected glasses or augmented reality, also raises the question of the collection of so-called emotional data.
Meta already filed a patent on analyze emotions through the collection of biometric data (pupil dilation, tears, smiles, etc.) via connected glasses.
This data is a thousand times more important than most of the data that we depend on for marketing”, comments Stéphane Guerry.
The expert thus predicts the emergence of the era of “emotional data marketing”, which promises to be “ethically very delicate”.
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