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Surprisingly, NFTs are currently the most dynamic blockchain development in recent years. It is now known that NFTs are an excellent opportunity to develop digital marketing strategies that are much more effective than traditional ones. Examples abound of brands that have integrated NFTs into their marketing campaigns linked to the physical world with great success. With the development of new digital resources aimed at web 3.0, all the traditional methods and tools of digital marketing 2.0 have rapidly begun to be insufficient for the trends and needs of increasingly demanding and specialized consumers. Like almost the entire blockchain ecosystem, NFTs within brand marketing strategies began as an experiment that exceeded expectations and has gradually become an essential resource. Regardless of the value that NFTs have by themselves within the collections market, and on what their growth depends particularly on speculation. The versatility of NFTs also makes them powerful tools that allow the way in which brands and their customers interact to evolve.  Why should a brand consider NFTs in their digital marketing budget? Transparency is one of the most important values ​​that the blockchain has given to the world since its appearance. The evolution of our digital communication tends to place great value on transparent exchange between brands and consumers. In this way, the identity of a brand is aimed at evolving towards transparency and close communication between it and its community. NFTs have the quality of offering multiple applications and serving various purposes. For a brand linked to new digital trends, the integration of NFT within its marketing campaigns offers an indelible link with its community. An undeniable precept of marketing and especially of digital marketing, postulates the ability to mobilize communities based on empathy. Once a brand has managed to connect with its consumers through the development of communication channels and content that foster empathy, the brand has a highly valuable power of influence and loyalty. In this context, NFTs are a resource like never before, which allows taking advantage of the natural traction of a brand, in the NFT marketing campaigns extremely effective and attractive to people.

Previously sustainable marketing campaigns, or cause-based marketing, have been a very recurring tool for campaigns in all kinds of brands. From campaigns where a brand promises to allocate a percentage of its profits to the purchase of one of its products, to some social action, or fundraising campaigns for some ecological cause, the objective of companies is to generate loyalty and increase their sales. based on dynamics that seek to foster empathy. In most cases, the ability to monitor and provide transparency to consumers with this type of campaign is usually too limited, and eventually, social engagement campaigns tend to become irrelevant in a very short time. For new consumers, their loyalty to a brand depends on the level of commitment and consistency that it offers abroad. Especially when it comes to social action campaigns, the public’s expectations are always focused on knowing the evidence about the actions that were carried out with their support. In this context, the NFTs represent the link that a marketing campaign with social content needs to guarantee its reputational relevance in favor of a brand. There are already examples of how NFTs complement the social marketing campaigns of brands around the world. Examples like coca-cola, pipers, or even crypto projects like Nat 5, attest to how a marketing campaign with a social cause linked to NFT, has significant positive repercussions on its reputation. A brand that decides to launch a campaign of NFT marketing with social work, you can carry out the sale of Tokens through which the community itself will be responsible for its activation and conclusion. Once a minimum amount of financing has been obtained, the smart contract can activate various actions automatically, such as fund transfers, reforestation campaigns, purchase of goods, etc; that will allow the community to know about its final destination. Another example is the use of NFTs as commitment or action certificates, which will allow consumers to faithfully and rigorously monitor these campaigns, and obtain NFT certifications based on certain actions carried out. Beyond involving the NFT in marketing campaigns with a cause with the simple purpose of achieving reputation and commercial results, a brand must consider within its marketing strategies marketing the integration of NFTs as an indelible resource that will allow them to move towards the new digital marketing trends within web 3.0.