"The new channels known collectively as web3 are expected to revolutionize the world of influencer marketing, brand storytelling and the very nature of customer experience."
""We all know 'content is king'. But for web3, we need to reimagine and remember that 'community is king'," says Kieran Kelly, senior creative strategist at MG Empower."
"As we transition to a decentralized internet, one of the biggest learning curves will be figuring out how brands can bring audiences into the new world with them."
MG Empower launched its own NFT collection as an in-house project to enter web3. Web3 channels are expected to revolutionize influencer marketing, brand storytelling and customer experience. Major brands such as Burberry, Puma and H&M are experimenting with virtual initiatives. Brands increasingly seek expert guidance to navigate web3 and should treat it as a lasting shift rather than a fad. Influencers will gain stronger ownership over communities and act as gatekeepers deciding which brands are permitted access. Brands must carefully select influencers to avoid inauthentic presences. Transitioning to a decentralized internet will require learning how to bring audiences into the new environment.
Read at The Drum
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