Brands Ponder Hyper-Personalized NFTs

Online users must frequently contend with an oversaturation of ads, despite their minimal return for the advertisers. Fortunately, forward-looking brands are beginning to create tailor-made promotions for prospective customers.

Customizing these promotions is imperative, as even semi-personalized email solicitations don’t have anywhere near the same impact. Today, a successful hyper-personalized campaign can boost marketing ROI by 800 times ( Deloitte).

Highly personalized NFTs (non-fungible tokens) are uniquely well-suited for this task, given their high customer engagement rate. Those that offer lasting value and utility are even more valuable, especially when they connect fans to their favorite brands.

Brands can make NFTs trackable to pursue unique segmentation and engagement strategies, based on a number of variables. Even past ownership can enter into the marketing mix.

The result is an abundance of analytics that can be parsed to help a brand stay competitive. Brands are even beginning to hyper-personalize NFTs as a custom service, such as CryptoKickers.

Many more prominent brands remain unaware of NFTs, however. They may even view NFTs as somewhat a high-priced fad. Nonetheless, NFT fans generated $1.5B in NFT transactions in the first quarter of 2021.

Hyper-Personalized NFTs Require Data

Enterprises that can leverage customer data will have an edge in creating personalized NFTs.

Enterprises can achieve this capability if they have a means to onboard and segment individual consumer data. They might also want to incorporate blockchain identity and data encryption into this process. Once they record individual customer activity, they will then need to make it available for application-specific data views.

While this will require some heavy lifting, the payoff here is tremendous. Enterprises with access to highly granular customer data can easily create hyper-personalized and intelligent NFT engagement campaigns.

Using AI with NFTs

Brands may also want to use AI agents to analyze a customer journey. as it will enable them to optimize and automate personalized data-driven user engagement decisions that align with it (such as how the customer responds to various discounts, vouchers, and rewards).

For instance, a company might gear a hyper-personalized NFT campaign towards a segment of football fans who generally purchase high-end tickets but haven’t attended a game within the past year. Their lack of attendance seems to correlate with a publicly unpopular decision to change the team’s name.

For instance, AI might predict that a particular segment of fans will respond well to participatory incentives (as opposed to ticket discounts). Appealing to this marketing segment might mean creating an interactive NFT that offers these fans voting rights to team decisions.

Incorporating this type of offer into an NFT smart contract may soon represent the future of NFT brand marketing.

Brands that seek to optimize hyper-personalized branding should see to access a customer’s purchasing data, behavioral data, and browsing behavior. With AI agents, this data can also serve as the foundation for more predictive analytics.

Concluding Remarks

Enterprises seeking to increase their market share should consider creating and distributing hyper-personalized NFTs. With mass advertising having less and less impact, a granular understanding of customers is quickly becoming less of a luxury every day. In contrast, hyper-personalized NFTs provide fans with far more meaningful content and utility. They also ensure that brand awareness is top-of-mind.