The CMO’s Guide to Understanding the Future of Brands, Consumers, and Community in a Web3 World

Buckle up, entrepreneurs. You are in a entrance row seat on a ride to the upcoming revolutionary iteration of the online: World-wide-web3. 

Conceptually, World wide web3 is a decentralized, permissionless, trustless web experience—not necessitating the help of a dependable intermediary—that employs peer-to-peer conversation and meritocracy to place power and ownership in the arms of men and women relatively than centralized entities. It is envisioned as a electronic house in which solutions are operated, owned, and improved on by communities of end users. 

Concretely, Web3 is a new technologies platform that employs electronic improvements these as blockchain, cryptocurrency, the metaverse, decentralized autonomous corporations (DAOs) and non-fungible tokens (NFTs) to build this vision for a new, far better internet. 

Substantially of what it will choose to make World-wide-web3 totally scalable and operable does not nevertheless exist. But make no blunder, Website3 is imminent. And it is unavoidable. It will alter the way customers interact with brands and how models method consumer life time benefit. Consequently, it is very important for CMOs to comprehend the inner workings, alternatives and client added benefits of Web3 to direct their companies on the journey into Internet3—and to secure a appropriate put in the long run. 

At a recent CMO Club Innovation Discussion board on World wide web3, marketing leaders explored the basic knowledge and perspective wanted to make certain that World-wide-web3 is positioned and deployed properly inside their corporations. This manual incorporates the information and insights presented at the discussion board.

“Much of what you are looking at nowadays is basically Net 2. using the blockchain,” notes Brian Solis, international innovation evangelist with Salesforce. Blockchain technology enables quite a few of the current and foreseeable future elements of World wide web3, from metaverses to DAOs and dApps.

Solis notes the significance of this difference for entrepreneurs, “With World-wide-web3, we have an opportunity to change the hierarchy of how we watch model and customer—to change from customer to community.”

New approaches of thinking…

“In a decentralized earth, models have to consider experientially and also ‘immersively,’” advises Solis. “This phone calls for a change into two regions further than brand name layout: romantic relationship style and design and practical experience design and style. Immersive experiences can only be imagined for a new internet and have to be built as these types of. We can’t acquire what used to exist and put it in an totally new entire world and anticipate it to ‘work.’”

You can down load The CMO Club Internet3 Playbook in this article.