NFTs (non-fungible tokens) are digital items that have been authenticated on the blockchain. Though originally a niche interest, the rising prices of NFTs have spawned a community of creatives, collectors, and speculators. Digital-native generations, who grew up streaming and renting, are seeing a new level of genuine participation. Brands are also getting involved, seeing an opportunity to connect with a crypto-savvy audience.
Marketers should prioritize community-building, and consider how the customer journey can be extended or enhanced with NFTs. They should also look for experienced community-builders, and technology partners with NFT experience. Participation in NFT culture and pilot tests will help marketers better understand the space and create a strategy.
The cultural influence of NFTs is growing, and marketers should be paying attention. Some believe NFTs are the first step towards a hyper-digital future, and Meta is shifting its company strategy towards this vision. Savvy marketers should dive in to learn the ins and outs of NFTs to anticipate adoption.
What Marketers Need to Know About NFTs
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