Romina Rodriguez and Nicolás Cavaliere, from Accenture, spoke about Web 3.0 as a business opportunity for brands
The advancement of technology and social networks has made the world go from analog to digital and the advertising sector has evolved along with it.
Printed pieces went online in a leap of a few years and digital became a fundamental part of the success of a piece, but as evolution is constant, the third wave of technology, known as Web 3, brought brands a new form of business and a new challenge.
“In this new technological moment, the main challenge for brands is to teach people what this new era is”, said Romina Rodrigues, managing director HSA at Accenture Song during the lecture “Web 3: The future of the subscription economy”, presented at the second day of the Festival El Ojo de Iberoamérica.
During the presentation, Romina and Nicolas Cavaliere, director of innovation at Accenture, talked about how NFTs and the metaverse make it possible for the public to be more than a mere consumer and become a kind of shareholder of that brand or company.
“Web 3.o allows fans to become owners of brands and allows the public to also become a kind of shareholder in that company”, added Romina.
Even with this new wave happening and with many brands entering this new universe, executives pointed out that before deciding to venture into algorithms, companies need to have a purpose in being there.
“When a company enters this market, it needs to understand that it is not selling a product, a technology. She’s selling an experience. For example: when a person buys an NFT, it gives him a pass to a kind of exclusive community, in addition to other advantages, exclusive offers, activations, etc. Cavalieri.
