Book contents
- The Cambridge Handbook of Law and Policy for NFTs
- The Cambridge Handbook of Law and Policy for NFTs
- Copyright page
- Dedication
- Contents
- Figures
- Tables
- Contributors
- Acknowledgments
- Part I Introduction and Background
- Part II Financial Regulation and Investor Protection
- Part III Capital Markets, Community, and Marketing
- 7 Non-Investment Finance in an NFT World
- 8 Asymmetric Information in Blockchain-Based Fundraising
- 9 Power to the People
- 10 The Nexus of Gaming and NFTs
- Part IV Intellectual Property and Ownership Rights
- Part V Data Protection, Privacy, Cybersecurity, and NFTs
- Part VI Other Legal Issues with NFTs
- Part VII Conclusions and Future Directions
- Index
9 - Power to the People
Consumers, NFTs, and Marketing in Pursuit of a Decentralized World
from Part III - Capital Markets, Community, and Marketing
Published online by Cambridge University Press: 02 November 2024
- The Cambridge Handbook of Law and Policy for NFTs
- The Cambridge Handbook of Law and Policy for NFTs
- Copyright page
- Dedication
- Contents
- Figures
- Tables
- Contributors
- Acknowledgments
- Part I Introduction and Background
- Part II Financial Regulation and Investor Protection
- Part III Capital Markets, Community, and Marketing
- 7 Non-Investment Finance in an NFT World
- 8 Asymmetric Information in Blockchain-Based Fundraising
- 9 Power to the People
- 10 The Nexus of Gaming and NFTs
- Part IV Intellectual Property and Ownership Rights
- Part V Data Protection, Privacy, Cybersecurity, and NFTs
- Part VI Other Legal Issues with NFTs
- Part VII Conclusions and Future Directions
- Index
Summary
This chapter delves into the challenges and opportunities surrounding the use of non-fungible tokens (NFTs) as a marketing tool. It explores how advertising and marketing have undergone a transformative shift in the 2020s, fueled by user-generated content and advancements in technology. The rise of the Creator Economy and the significant role of NFTs within this ecosystem are thoroughly examined. The chapter places a specific focus on the connection between NFTs and consumers, with an emphasis on early adopters and younger generations such as Gen Z (born between 1996 and 2010) and Gen Alpha (born between 2011 and 2025) consumers. It delves into their preferences, perspectives, and interests in NFTs, while taking into account the broader landscape of the evolving Creator Economy. Ultimately, the chapter advocates for marketers to understand the immense potential of NFTs and embrace consumer empowerment. By doing so, they can navigate the Web 3.0 era effectively and harness the power of NFTs to drive engagement and establish meaningful connections with their target audience.
- Type
- Chapter
- Information
- The Cambridge Handbook of Law and Policy for NFTs , pp. 179 - 195Publisher: Cambridge University PressPrint publication year: 2024