For the last few years, the world has moved steadfastly into the new paradigm of Web3, with hundreds of thousands of people buying and selling NFTs, acquiring digital real estate in Metaverses like Decentraland and Sandbox and cryptocurrency investment options now being offered by many brick-and-mortar banking institutions.
However, we will no doubt reach a plateau in adopters. This is when non-tech-savvy people are going to need to get involved, particularly if brands want to utilise this new space for their marketing efforts.
There is one major challenge that brands (South African brands in particular) will need to address if they aim to win at Web3 marketing in the coming years. And it's a big one. A problem that is not spoken about by many players in the space right now.
For a person who has been in the crypto space for a few years, setting up a wallet (most likely Metamask), staking crypto, buying and selling NFTs while understanding the factor that gas has on the purchase may seem like child's play, but for an everyday consumer this is tantamount to climbing Mount Kilimanjaro, blindfolded, with their shoes on the wrong feet.
Luckily this problem is being solved by some very innovative Web3 companies and agencies. The key for brands will be to identify the right partners to bring on board when launching their Web3 projects. The time is now!