NFTs are digital assets that are certified and traded on the blockchain. The underlying concept of NFT is proof of ownership of non-replicatable things. In other words, the NFT is “Make sure something is genuine and missing. “Brent Annels, Chief Marketing Officer of SmartToken Labs, a Web3 technology company, said.
Smart Token Labs recently collaborated with digital artist Carla Chan to support Swiss luxury skin care brand La Prairie’s with the first NFT drop.
Annells explained that brands like La Prairie are beginning to look for NFTs as a way to reach out to the consumer base.
“We’re in this phase of NFT 2.0. So far, it’s about profile pictures and generative art around them, which has created a new community and built some brands from it. Of the 1000 NFT projects, there are some that have emerged as brands that surround the real community, such as the Bored Ape Yacht Club...
“I think the second wave is like a crossroads between far more mainstream brands that do things with technology, and at the heart of it is using technology to get closer to their customers. I think it’s something to do. “..
approach
In reality, brands are becoming more and more difficult to reach and engage with consumers. For example, things like Facebook and Instagram ads will be more expensive, and brands will have to compete with hundreds, if not thousands, of other brands competing for the limited attention of consumers. ..
“It’s getting harder and harder to connect with customers. The problem for brands is that the point of connection to their customers goes through these centralized points. Therefore, other platforms have We own all the mind and timeshares with our customers. ” Annels said.
Brands can use NFT technology to strengthen their ties with brands with exclusive perks “Super fan”...
“Brands enable an experience of surprise and joy. What we do for our loyalty and rewards program is great for the most enthusiastic fans.”Annels said.
In the case of La Prairie, we released it in collaboration with Chan. Space Beyond. The collection consists of 365 + 1 editions of unique and ever-changing artwork generated in real time using weather and demographic data. Each artwork represents a day of the year in the 31 most populous cities in the world.
The important thing is that the brand must be loyal to itself, Annels said. He advised that brands shouldn’t mess around with NFTs alone or chase audiences outside the consumer base.
“The mistake can be when you’re out of the place you’re already in. Smart players, smart players, NFTs realize something great for their customers, current brand ambassadors, current brand custodians, I’m thinking about how to build from there. ..
“The mistake is trying to do something that isn’t yours. If you suddenly jump into the middle of a crypto-native community that doesn’t really connect and just pushes your brand, it’s like a parent appearing at a school disco. It’s not cool. “..
Possible future
As this technology evolves, Annels states that these tokens may determine how consumers interact with the brand.
“What happens over time-and we’re still seeing all this work, so it’s not entirely clear how it works-but one of our beliefs. The part is that everyone will have a digital wallet, and it’s going to fill up with tokens. Over time, these tokens will be almost like reverse cookies...
“They describe who you are, what you own, what rights and permits you have, and how you are willing to interact with the brand. So if, as a brand, you can create something for a customer who already has an affinity with your brand, it’s in their wallet and suddenly you’re completely to them. Get a new touchpoint. “..
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