Monthly DOTS Digital Digest - END OF THE YEAR. ‘21 Edition





Digital Marketing brings us new realities in 2022.

This component of digital marketing is here to stay and will only continue to grow. As the world slowly regains its footing, advertising and marketing leaders should shift their focus and marketing efforts to anticipate the needs of an evolving and largely digital consumer population.

The evolution of Web3

In the next era of the internet, you won't have a social account for each platform you will just have a single account and be able to move seamlessly from platform to platform.

Web 3.0 goes deeper into building a fairer and more transparent internet. For this reason, it is often associated with blockchain technology.

Web3 enhances the internet as we know it today with a few other added characteristics. web3 is:

  • Verifiable
  • Trustless
  • Self-governing
  • Permissionless
  • Distributed and robust
  • Stateful
  • Native built-in payments

Web3, the metaverse, cryptocurrencies, and NFTs (non-fungible-tokens) are said to be the next era of the internet.

The Metaverse

The metaverse is a term coined by novelist Neal Stephenson in his 1992 novel "Snow Crash". The novel defines the metaverse as a place where people use virtual reality headsets to interact in a digital game world. The novel has inspired many entrepreneurs and is being made into a series.

The Metaverse is defined most simply as a virtual world where people can socialize, work, and play. Many comparisons to the movie “Ready Player One” have been made but the reality of this is still a few years away.

Large brands however are already braving the new world and embracing the digital space by implementing innovative ways to connect with the consumer.

Wendy's – Keeping Fortnite Fresh

Wendy’s created a character and instead of “playing within the game” they headed to the freezer of a restaurant to destroy all the frozen beef. This games was streamed over Twitch and quickly garnered awareness reaching over 1.5 million minutes watched and receiving a Cannes Lion

Coca-Cola – Auctioning NFTs

Coca-Cola created a collection and sold that NFT for over 500K for charity. The NFT auction resulted in a strong buzz in the crypto community and portrayed Coca-Cola as an innovative brand that knows very well where its customers are.

Gucci – Selling Digital Bags That Are More Expensive Than the Physical Bag

To celebrate the 100th anniversary of Gucci a virtual garden was created for all users on Roblox to explore.

A digital Gucci bag on gaming platform Roblox has sold for more than the 'real' value of its physical version.

Louis Vuitton – Louis The Game

Louis created a game for their birthday sharing different NFT as you pass through the different levels of the game. They are collectibles but not for sale. Louis Vuitton hopes that through the game and investments into the future, the collection of NFTs will attract a new wave of customers to their world of fashion.

Adidas - enters the metaverse

Adidas is the newest fashion brand to partner with artists such as Bored Ape Yacht Club to enter the metaverse and NFT market. The developers behind the initiative said the following

“This autumn, Adidas, known for celebrating ideas at the bleeding edge of originality, it settling in at the frontier of creativity: The Metaverse. Our goal there? To see every one of its inhabitants thrive. The Metaverse is where anyone can express their most original ideas and be their most authentic selves, in whatever form they might take. And thanks to the blockchain [and NFTs], those pioneers can own a piece of what they create.”

What’s Old Is New Again: Long-Form Content Retakes Center Stage

It’s clear that 2021 was the year for short-form media. The boom of TikTok, the increase of Instagram Reels, and the introduction of YouTube Shorts had everyone focusing on 15 second messages. There’s been a subtle change happening across social platforms since Q3 2021. TikTok has expanded to 3 minutes in length. Reels went to 60 seconds. These tiny little changes are the beginning of a pendulum swing back towards longer-form content.

The platform aims to keep the users on as long as possible so it makes sense for them to aim to create content that keeps the user engaged for longer periods of time in the future.

2022 we look forward to what you have in store for everyone.

Although we are open to explorig and enjoying the new digital worlds we do hope that you and all your loved ones are able to experience a much more personal and loving holiday this year.

So, that’s all from us this time. And, If you want to keep up-to-date and learn more about the world of marketing, follow us on LinkedIn and Instagram. And don’t forget to subscribe to our newsletter to receive our monthly DOTS Digital Digest and other updates directly to your inbox.

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