Everything from non-financial transactions (NFTs) to first-party data and everything in between is some of the most intriguing themes that marketers cannot afford to overlook.
In conjunction with Zeta Live ’21, marketers and business leaders discussed the transition to a digital-first world and current hot themes in the field of marketing research and strategy. From near-field communications (NFTs) to first-party data to the Metaverse and everything in between, here are some of the most fascinating themes that marketers can’t afford to miss during the conference.
- E-commerce has transitioned into the experience era
While eCommerce has grown significantly in recent years, the technological advancements achieved within the business have provided consumers with largely static experiences. It’s time to enter the “experience era.”
The experience era provides marketers with the opportunity to provide consumers with the branded experience they desire. What Comes Next for Social Commerce is a panel discussion with industry leaders from Verishop, Snap Inc., ThirdLove, and Yahoo!, who discuss what’s next for social commerce, with an emphasis on one-to-one interaction, sustainability, the Metaverse, and Livestream selling as the holy grails.
- The widespread adoption of Web 3.0, NFTs, and blockchain technologies.
Web 3.0 is the next step in the evolution of the internet as we know it. It is the culmination of the last two decades of development. Blockchain, which is based on the fundamental ideals of decentralization, openness, and high user utility, will be the real value that emerges from the web 3.0 revolution.
Non-fungible tokens, also known as NFTs, are currently at the heart of the blockchain technology that we are all familiar with. The panelists in our session 2022: The Year NFTS Take the Mainstage discussed the possibilities of crypto technology to create a new form of relationship with consumers through exclusivity. Industry executives from TIME and CNBC also shared their thoughts. Fans will benefit from this posture, according to Michael Rubin, CEO of Fanatics, who reinforced it during his session on Sports Marketing in the Digital Era by explaining why he is producing NFT trading cards to improve the fan experience. NFTs and other Web 2.0 product platforms will unavoidably alter the MarTech sector as we know it in the next years, even though we are still a few years away from that happening.
- The Metaverse’s next wave of client engagement is about to hit the scene.
Despite an increase in high-profile stories about the Metaverse in recent months, the reality is that this transition to virtual experiences will not happen suddenly. Wayfair’s chief marketing officer, Bob Sherwin, stated at the session on The Future of Commerce & Creativity that the home goods retailer has been providing similar experiences to its customers for many years. However, the subject of ‘when do customers want to engage with it?’ continues to be debated in the industry.
- In the digital economy, identity is critical because it allows people to be recognized.
Customers are increasingly relying on digital for everyday conveniences, financial transactions, and social interactions. Identity-based marketing – particularly through the use of first-party data – is becoming increasingly vital.
During the session Navigating the Golden Age of Identity, marketing experts from Zeta, Live Ramp, AWS Data Exchange, and T-Mobile discussed the significance of identity as the one thing that unites the consumer experience and how it can help businesses succeed.
- Customer Data Platforms (CDPs) become the marketer’s North Star
In order to overcome these obstacles, whether it’s increased complexity that causes delays or fragmented processes that result in mono-channel marketing, marketers are using a Customer Data Platform (CDP) to power their Martsch stack. As part of the session Technology Bets for the Modern Marketer (Technology for the Modern Marketer), industry leaders from Carter’s, Email Connect, Healthgrades, and SIMON discuss the necessity of using a CDP platform as the foundation of their marketing infrastructure.