Tokenization and The Future of Brand Marketing: Building The Next Phase of Consumer Engagement

As the evolution of brand strategy, digital marketing, and consumer behaviors catch up to the possibilities of accessible blockchain technology, brands and marketers will develop and expand new models for consumer engagement models. Just as social marketing, programmatic media, streaming video, and other innovations transformed the landscape, the third phase of the internet is upon us, one where ownable assets and digital tokens will be earned for participation, and can then be used as rewards to access exclusive content, experiences, and products/commerce. In this session, we will revisit established strategic frameworks and principles and demonstrate how these new tools and platforms enable brands to reclaim ownership of their content, data, and relationship with consumers. While terms like "Web3," "metaverse" and "blockchain" can be confusing, Web3 is already enabling much more than just collectibles and cash grabs. Nearly 2/3 of Fortune 100 companies have already gotten started, and the future of inclusivity, accessibility, and composability is bright. So how do marketers integrate concepts like ownership, token-enabled validation, and blockchain transparency to unlock access, deepen relationships with their communities, and build their brand?