Brands use NFT to collect customer data.
This year, Ax promoted his “crypto fragrance” deodorant with NFT . However, not everyone liked this initiative.
SmartMedia Technologies helped develop the NFT for Ax. The company shared data that all 100 tokens were successfully sold, and 1265 wallets were registered in the application.
“They collect all these wallets and wallet addresses. What’s next?” responded Asha Susan Cherian, independent consultant for the Web3 space.
SmartMedia Technologies responded that they see crypto wallets as a new channel through which brands can connect with and engage their users:
“We can collect data about how users interact with NFTs and their wallets and integrate it with CRM Web3.”
Now, many brands that have embarked on the Web3 path are creating programs that will allow them to collect customer data using NFT and beyond. For example, Salesforce launched a platform this summer for similar purposes.
Brands collect customer information such as email addresses through NFT campaigns and then retarget ads and email offers.
The contents of a person’s wallets can reveal what brands they like or even what their disposable income is, especially if they own one of the rarer NFTs.
There is currently a debate in the marketing community about whether NFT drops are a passing fad or lead to a new form of advertising. SmartMedia Technologies admitted that many brands choose the latter.
