Eriksen: There are sweeping changes to the Marketing and Communication market

The era of Web3 forces businesses to build brands through purpose-driven campaigns. This was the main message of the presentation by Arnt Eriksen, Chief Strategy Officer, Founder (Creative Alchemist, ChangeMaker), Marketing at Heart.

Speaking at the 20th Marketing, Advertising and Communication Conference, he explained that changing consumer expectations and the decentralised nature of the digital landscape are aligning. "With Web3 technologies, consumers have greater access to information and transparency, making them more demanding about the values ​​embodied in the brands they choose," he explained. Eriksen added that these values ​​are inextricably linked to sustainability and social impact.

In addition, Web3's decentralised platforms enable customers to be an integral part of the brand, co-creating value. Somehow, brands are now able to differentiate, inspire and thrive in the ever-evolving landscape of digital marketing and advertising.

During his speech, the founder of the popular company analysed the influence that purpose-driven strategies have on the consumer public and the reasons why Organizations committed to the development of purpose-driven strategies have a greater impact on consumers and create a positive impact on society.

"To understand the customer well, to be transparent, to have empathy and ethics, to put your ideas into action and most importantly to have speed and direction", he said, finally, calling on the professionals to be bold in their journey to reach... magic.

Organised by IMH, the 20th Marketing, Advertising and Communication Conference is taking place in Nicosia on 30 June. The event is sponsored by ImarComms, NetU, Red Wolf, and Webarts.