14 lines
2.5 KiB
JSON
14 lines
2.5 KiB
JSON
{
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"HubID": "2175",
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"Date": "3/14/2023",
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"HubTags": [
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"External Platform Posts"
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],
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"Contacts": "",
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"Companies": "",
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"File": "",
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"Image": "",
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"Summary": "This is a recent marketplace example on the #web3 equivalent of #emailmarketing, but which is much more dynamic, targeted, personalized and relevant, via networked products using #nfc chips.",
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"Notes": "<p>This is a recent marketplace example on the #web3 equivalent of #emailmarketing, but which is much more dynamic, targeted, personalized and relevant, via networked products using #nfc chips.</p><p>CULT&RAIN Inc. is a web3 native #consumergoods company with networked products using NFC chips tied to the corresponding digital NFT.<br /></p><p>Besides holder benefits, the brand is pursuing one-to-one communication via the NFC chip, replacing email. It appears there is an app that presumably connects via phone to the NFC chip to reveal the communications. The app and platform is LTD.inc, an NFT creation and purchase platform.</p><p>This quote from the brand's CMO Andy Griffiths is interesting: “This is marketing through the product, as opposed to the channel, effectively replacing emails. Once you have mass adoption of NFC chips, people won’t need to receive an email; you’ll just get notifications through your products.” </p><p>Marketing via email is to the person, whereas here it is to the product, which the person owns, and if the person sells or transfers the product, the marketing goes along with it.</p><p>In the future, this marketing will be also be one-to-one at scale using artificial intelligence.</p><p>Another significant difference between web2 email marketing and web3 NFT notifications is that in web2, marketing is about collecting data on and marketing to identifiable people. This does not work great because it is difficult to collect enough reliable and current data on people to be able to make data-driven decisions about marketing offers.</p><p>In web3, marketing is to the NFT, because if that NFT is transferred to another wallet (it could have been sold, lent out or just sent to another wallet for safekeeping), the marketing follows it. </p><p>If marketing stayed with the original owner, then that marketing is useless because they may no longer own the NFT.</p><p>Further, if that NFT acquires history via other NFTs attached to it, or experiences the current owner attaches to it, that is the data that could be more reliable from which to target marketing and communications.</p><p><br /></p><p><br /></p>"
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}
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