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How marketers will use blockchain technology and NFTs in 2022 for identity, branding and engagement

  • 2 wk ago

Blockchain technology and NFTs aren’t going anywhere, and some big brands have already dipped their toes in and demonstrated that they can generate real engagement.

Marketers are always in search of new strategies and technologies to gain a competitive advantage, so it’s not surprising that in outlooks for the upcoming year, there’s been a lot of talk about how NFTs and blockchain technology can give brands a lift. The digital landscape has expanded to include 3D AR and VR environments. Meanwhile, Meta (the company formerly known as Facebook) has gotten out front with the concept of a connected metaverse.

When weighing all of the options that appear on the horizon, marketers should set clear goals and expectations instead of chasing the next flashy gimmick. But they also shouldn’t miss out on the transition to blockchain and virtual environments going on right now in some marketing channels.

Blockchain’s benefits for identity

“The industry has known for a while that blockchain’s transparent, decentralized nature, and immutability have valuable applications in preventing ad fraud and securing the ad supply chain,” said Mel Bessaha, Senior Vice President of Demand for video technology company Connatix. “Those same benefits also deliver great value for brands that are dedicated to building strong first-party data strategies. Those strategies will naturally require as much first-party data as possible.”

Continue reading: https://martech.org/how-marketers-will-use-blockchain-technology-and-nfts-in-2022-for-identity-branding-and-engagement/

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