The Brands And advertisers interested in the potential of Web3which nevertheless obliges them to do so rethink data management And communitytheirs too check. Expert advice fromHavas, Salesforce And World line.
Casino, across its various entities, is gearing up for the explosion of Web3 usage in the retail industry. Maneuvers are also underway in the world of media and digital marketing. Reworld Media is positioned through some of these sites.
In October, Webmedia has launched its Web3 subsidiary. The group has acquired technological capabilities, including a module for crafting NFTs. His ambition: to partner with advertisers and agencies, 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.
Web3 audience missing, excluding games
The movement is gaining momentum and advertiser partners are looking for landmarks, such as the agency Havas Play.
The public today is more on the side of video games. 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 Web3 virtual worlds they still have to prove themselves, she points out. “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 storyline in The Sandbox.
There is still time to explore with a view to being able to recommend brands in the future. Several preconditions 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 a useful presence that makes sense for the users who congregate in these metaverses,” observes Stéphane Guerry.
Brands that need to let go
Because these communities, like those of music and sport, are not necessarily hostile to brands and their presence. This is especially true for the gamejudge the expert.
“Yes, brands can be welcome in these universes”. However, the relationships between consumers and advertisers in Web2 do not look good, which results in heavy use of ad blockerad blocker.
There is still a lot of pedagogy to be done”, acknowledges the leader of Havas Play. “Most of the brands have not yet understood that they will have to give up the power (…) Of course it takes some time”.
In addition to agencies and management, they also position themselves on Web3 publishers specializing in marketing, including Salesforce. This new channel is not just about the gaming industry, notes its VP 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 era 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 do this, Salesforce has launched NFT Cloud, a so-called low-code solution, which is still in the pilot phase.
But who says the additional channel also says dispersion 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 varied. Kheira Boulhila mentions loyalty programs and rewards in particular.
Any user in possession of the NFT will have access, for example, to specific products, or dedicated events (…) The new loyalty card will be an NFT. It will give exclusivity to consumers”.
In the automotive sector, several manufacturers, including Ferrari and McLaren, have already adopted NFTsbut not only for marketing purposes. Alfa Romeo, when purchasing its own vehicle, 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 wallets
the Web3 however, it challenges some mature practices of data reconciliation to identify customers and personalize marketing actions.
In Web2, cookies are therefore the standard – disputed though, especially with regard to third-party cookies. They are replaced by walletsthat Worldline, a payment solutions provider, knows about.
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 Retail expert.
Identity in Web3 breaks with the previous generation of the Web, which relied on an email address and password for authentication. Thus, “reconciliation is quite easy.” the wallet intervenes to sign transactions on the blockchain, while offering greater security than the mechanisms used up to now.
In the same wallet, you can create as many accounts and identities as you like. You can divide your lives,” explains Frédéric Vieren. For marketers, these specificities are synonymous with complexity.
But even wallets, the most common of which is Metamask, rhyme with complexity for users. ” Adoption is very slow “. An actor like Arianee strives to streamline the process of creating a portfolio. At the casino, a simple mechanism was developed for Club Leader Price that combines the QR code and the white label mobile application.
Tomorrow the debate on emotional data in marketing?
A portfolio does not, however, mean 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 blockchains, most of which are world-readable. It remains to associate an identity with it.
It is therefore essential for publishers like Salesforce to provide the means for this reconciliation to companies. The American company is working on this by increasing its capacity to process large volumes of data.
On the Web3 side, it co-developed a loyalty program, Club Soda 3.0, with an agency to Scotch & Soda leveraging NFTs. A new data collection channel is therefore being set up for the brand.
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 the publishers of Web3 will deliver on their original promise empower users. The emergence of new terminals for accessing the metaverse, 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 through the collection of 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 “marketing of emotional data”, which promises to be “ethically very delicate”.
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