EXPLORING THE POTENTIAL OF DECENTRALISED DATA
August 18, 2022
Web3 is still shaping up with a continuum of rapidly emerging capabilities and technologies and my research and work in this area mostly points to the following six topics for marketers to consider in the next 12 months:
Number three of six topics to consider when getting ready for Web3.
The Blockchain, data-sharing and digital IDs.
The development of decentralised data and how it will change social media platforms is something to keep an eye on. With technologies such as blockchain and digital ID, there will be no central authority with data, meaning data will be held in various locations and decentralised. You share data across the ecosystem while maintaining privacy and control.
We will all have one digital ID, a set of validated digital attributes and credentials for the digital world, similar to a person’s identity for the real world.
From the research available online, it seems that blockchain adoption among marketers will allow centres to reinvent their relationships with their customers, cutting out the middle-man, using their budgets more efficiently and effectively. This will allow users to be able to collaborate, engage and communicate with each other.
Decentralisation won’t happen overnight (and some say it never will), however, it seems that it will be user-friendly, secure, private and better connected to the internet. As the decentralised system takes hold, we will need to be ready for blockchain technologies to adapt and understand.
All six topics are featured in Shopping Centre News: https://www.shoppingcentrenews.com.au/shopping-centre-news/shopping-centre-marketing/shopping-centres-get-ready-for-web3/
THOUGHTS TO PONDER
1. WITH MARKETING BEING A FOREVER CHANGING LANDSCAPE, ARE YOU ENGAGING THE RIGHT PARTNERS?
Outsource marketing may be the answer to your growing business.
2. YOU NEED EXPERTS ON YOUR SIDE
Marketing is a strategic process involving the planning, organising and the delivery of the right mix to achieve specific objectives.