Is it time to add NFTs to your marketing strategy? Meet the brands pioneering a digital future
The future of marketing is digital. We’re in an era where we can live our ‘second life’ completely online. Technology continues to enable a powerful digital future. From digital currencies to a virtual metaverse, the online sphere is constantly evolving.
From virtual reality to the rise of cryptocurrency, the demand for technological change evolves in line with new consumer needs and gratifications. The question is, how can smart marketers embrace these new digital trends within their strategy?
As NFTs creep onto the marketing scene, they are poised to be the next digital trend consumers will be engaging with. How are experts planning to blend crypto into their game plan? Who are the pioneers leading the way for a more digital future of marketing?
Can NFTs be used for marketing success?
For those of you who have been living under a digital rock, NFTs are basically large chunks of data that are stored on a digital ledger. They are similar to other forms of crypto-asset such as Bitcoin and Dogecoin. However, they are especially unique as they can be applied to creative digital assets such as artwork, memes and even tweets.
The NFT itself can be described as the digital certificate of ownership of one of these creations. They can be sold or traded to others for its virtual value. With the help of a blockchain ledger, NFTs can be exchanged in the same way as cryptocurrencies. They rise up and down in value alongside market trends.
So where does marketing come in? Well, the success of NFTs have only grown in popularity in the last few years, quickly catching the attention of digital natives such as Millennials and Gen Z. As NFT mega sales hit the headlines, such as the sale of Jack Dorsey’s first tweet for a whopping $2.9 million, it’s no surprise that NFT’s engagement success has caught the attention of marketing experts.
In fact, Reuters reported that NFTs sales hit $25 billion in 2021 alone, suggesting that growth is still to come as we embark on 2022. As the new digital concept continues to go viral online, exploring the use of NFTs within branding strategy is a great way to raise brand awareness in the online world.
As the realms of possibility continue to widen for NFT marketing, brands can look into creating NFTs from a number of creative outlets such as fashion, virtual real estate, digital artwork and even elements of the metaverse.
The benefits of NFT marketing
There are a number of benefits associated with adding NFTs to your marketing strategy. From attracting the attention of a digitally active demographic to protecting your brand image, read on to find out why introducing NFT based tactics could be your key to success.
Reach a larger demographic
If you’re looking to widen your audience reach, embracing digital trends such as the rise of NFTs will see you shooting for triumph.
With 15,000-50,000 NFT sales daily, the NFT market is quickly growing in popularity. Especially amongst younger, digitally native consumers. Brands who want to reach new audiences that may not stumble across their product/service outside of the digital realm can use NFT marketing to attract a new diverse group of consumers who can give legacy brands a new lease of life.
Take Bicycle for example. The card company that was founded in 1800 has embraced the world of NFT marketing in an effort to reach a new digital demographic.
(Image Source: Bicycle)
After purchasing NFT assets designed by Adrian Valenzuela, Bicycle customers gain access to card deck presales. They are able to attend exclusive events and get the chance to access a digital deck of NFT cards.
Bicycle’s new digital transformation has shot its audience reach through the roof. This has opened the brand up to digital natives interested in new technologies as well as frequent card players. CEO of Bicycle, Stefaan Merckx, claims that the NFT launch is a great way to reach new consumers while still staying true to the brand’s roots.
“At Bicycle, we’re a heritage brand that has been at the forefront of playing cards for over 135 years and this NFT launch marks a special moment in our history where we’re bridging the gap between tradition and innovation,” he said. “Looking ahead, we’ll continue to reach new consumers and generations, while also staying true to our history.”
Build Brand Awareness
Did you know that #NFT has been viewed over 5.9 billion times on TikTok alone and that number is quickly growing?
If you want to build brand awareness and increase your chances of going viral, it’s time to ‘get down with the kids and start embracing new technological trends within your marketing strategy.
Pizza Hut embraced the NFT strategy in an effort to promote its new pizza flavours. Pizza Hut Canada recently released their ‘One Byte Favourites’ campaign, where customers could purchase an NFT sold for the equivalent of one bite of pizza.
(Image Source: Eater)
The campaign helped promote their four new flavours and increased brand awareness across a digital audience.
Send targeted messages
Adding NFTs to your marketing strategy is an easy way to create a unique customer experience. NFTs can represent a number of creative assets such as art, audio and video in a new campaign. They can encourage interaction and engagement with your brand.
Better still, smart marketers can use NFT tokens to send a tailored message to specific audiences.
Depending on how you want to communicate your concept release, marketers can now choose from a number of social channels. You can use the metaverse for NFT campaigns, using specific platforms to speak directly to their targeted demographics.
How to add an NFT to your branding strategy
If you’re interested in adding an NFT to your next marketing campaign, you’ve come to the right place. From the planning stage to crafting the perfect message. Here are some important steps you should remember when going crypto crazy with your strategy.
Trust your customer insights
Does your target audience know what an NFT is? Are they likely to interact with your campaign? These are the first two questions you need to ask yourself before embarking on an NFT marketing venture.
Trusting your customer insights is key if you want to see success. Using analytic tools such as Finteza or Google Analytics will aid you in tracking audience behaviour and engagement with the content you’re looking to promote. Marketers need to be knowledgeable about their target demographic. Then they can make sure the technology suits the customers they are planning to serve.
Planning to break into the tech sector and advertise your NFT campaign within the realms of the metaverse? You’ll need to make sure that your brand’s demographic is going to follow in your steps.
Pick the perfect partner
Marketing to the many is all about ease of use. If you want a large audience to interact with your NFT, the key is to make it accessible for both beginners and loyal NFT consumers.
Marketers need to collaborate with blockchain partners that are beginner-friendly and widely accessible on a number of devices.
Ethereum was the first blockchain partner to support NFT’s growing popularity. is a great collaboration choice. Known well across the online sphere, Ethereum’s secure and decentralised technology is trusted by crypto fans. It’s also an easy starting point for beginners.
Send a message
While NFTs may be a visual asset and a form of creative branding, like all campaigns they need to send a message to their audience. Looking to promote a product release or demonstrate your brand values? Your NFT campaign needs to incorporate a company message.
Choosing the right partner can also influence the campaign message. Smart marketers should consider partnering up with non-profits to enhance the story they are trying to tell to their audience.
(Image Source: ViciNFT)
For example, Aquarium of the Bay, a San Francisco based aquarium partnered with ViciNFT and launched its own NFT campaign in 2021 that attracted a tech-based demographic while also using its platform to send messages about supporting the sea life environment.
The future of marketing?
NFTs are continuing to become more popular in the online world. It’s up to marketers to start integrating new technological advancements into their strategies. The modern-day consumer is more active than ever before. Brands need to stay on trend if they value customer retention.
As for the future of marketing, it’s clear that the only route is digital. Campaigners should be prepared for extreme digital changes in a post-pandemic landscape. It’s NFTs today, but it’ll be something else tomorrow.