The Marche And advertisers interested in the potential of Web3which however requires them to do so rethink data management And communitytheirs too check. Expert advice fromHava, sales force And World line.
Casino, through its various entities, are preparing for the explosion of use of Web3 in the retail sector. In the world of media and digital marketing, maneuvers are also underway. Reworld Media it is placed through some of these sites.
In October, Webedia launched its subsidiary Web3. The group has acquired technological capabilities, including a module for creation NFT. His ambition: to be a partner of advertisers and agencies, of his clients, on Web3 projects. The advertising department of Channel + shares the same goal by integrating the non-fungible tokens and the metaverse to his offers.
Public Web3 lacking, games excluded
The movement is gaining momentum and advertiser partners are looking for benchmarks, such as the agency Hava plays.
Today’s audience is more on the video game side. This is where we support brands and carry out large-scale operations, ”testifies its CEO, Stéphane Guerry, during the conference. Big Data and AI Paris 2022.
The new ones Virtual worlds Web3 they have yet to prove themselves, he stresses. “The audience and the ability to reach a large audience are not the same. The operations are therefore much more targeted, but we believe in them ”, continues the leader. The agency also has its storyline in The Sandbox.
There is still time for exploration to be able to recommend brands in the future. Therefore, several conditions must be met in advance, one of which sufficient 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 offer brands a useful presence that makes sense for the users who congregate 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 of the gamejudges the expert.
“Yes, brands can be welcome in these universes”. However, the relationships between consumers and advertisers in Web2 don’t look good, which results in intensive use of ad blockerad blocker.
There is still a lot of pedagogy to do ”, acknowledges the leader of Havas Play. “Most brands have not yet realized that they will have to leave power (…) Of course it takes some time.”
In addition to agencies and management, they also rank on the Web3 publishers specializing in marketing, including sales force. This new channel is not just about the gaming industry, notes its vice president of Solutions Engineering France, Kheira Boulhila.
Industry and retail are also extremely present on this virtual channel, complementary to physical and digital channels, in particular to reach the new generation, that of 15-25 year olds ”.
The pursuit of data reconciliation in the age of portfolios
The challenge for the American CRM giant is to provide its customers with brands, tools for creating NFTs and manage these digital assets. To do this, Salesforce launched NFT Cloud, a so-called low code solution, which is still in the pilot phase.
But those who say that an additional channel also say dispersion or silotation 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 manifold. Kheira Boulhila specifically mentions loyalty and rewards programs.
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 auto industry, several manufacturers, including Ferrari and McLaren, have already adopted NFTbut not just for marketing purposes. Alfa Romeo, when purchasing one of its vehicles, it gives the owner a non-fungible token that collects maintenance data. Motorists thus have a form of dematerialized maintenance booklet whose data is certified.
The slow adoption of Metamask-type portfolios
the Web3 however, it questions some mature practices of data reconciliation to identify customers and personalize marketing actions.
In Web2, cookies are therefore the standard, however disputed, especially with regard to third-party cookies. They are replaced by walletsthat Worldline, a payment solution provider, is familiar with.
The wallet is the way to manage in the most fluid way possible the management of your assets, your means of payment, but also your identity ”, defines Frédéric Vieren, ambassador of Worldline’s 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. Hence, “reconciliation is quite easy”. the wallet intervenes to sign transactions on the blockchain, while offering greater security than the mechanisms used so far.
In the same wallet, you can create as many accounts and identities as you want. You can share your lives ”, explains Frédéric Vieren. For marketers, these specificities are synonymous with complexity.
But wallets, the most common of which is Metamask, also rhymes with complexity for users. ” Adoption is very slow “. An actor like Ariane strives to simplify the process of creating a portfolio. At the Casino, for Club Leader Price, a simple mechanism has been developed that combines QR Code and white label mobile application.
The debate on emotional data in marketing tomorrow?
A wallet does not mean, however, the impossibility for brands to collect data, although these will be attached to a wallet address rather than directly to an individual. And the transactions will be stored on blockchain, most of which are readable by everyone. It remains to associate an identity with it.
For publishers like Salesforce, it is therefore essential to provide the means for this reconciliation to companies. The American company is working on this by increasing its ability to process large volumes of data.
In the Web3 part, he developed a loyalty program, Club Soda 3.0, to in collaboration with an agency Scotch & Soda leveraging NFTs. For the brand, it is therefore a new data collection channel that is being configured.
The battle has already begun to capture the best and most useful data for marketers, ”said Havas Play CEO.
It remains to be seen how Web3 publishers will deliver on their original promise empower users. The emergence of new metaverse access terminals, such as connected glasses or augmented reality, also raises the question of the collection of so-called emotional data.
Half has already filed a patent for analyze emotions by collecting biometric data (pupil dilation, tears, smile, etc.) via connected glasses.
This data is a thousand times more important than most of the data we rely on for marketing, ”comments Stéphane Guerry.
The expert thus anticipates the emergence of the era of “emotional data marketing”, which promises to be “ethically very delicate”.
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