Web3D: Multidimensional Marketing - TOKEN2049 London 2022

hello uh thank you all for coming I actually didn't expect very many people to show up after a bunch probably all quite sleepy so we'll try and keep it entertaining and as poignant as we can at one time in human history people insisted that the Earth was both flat and the center of the universe Galileo was one of the early such proponents to the reality that Earth is one of many celestial bodies just floating around the Sun the Catholic Church very publicly persecuted him as a result he died in 1642 and it wasn't until 30 years later Halloween 1992 that they formally apologized and admitted that they were wrong during his lifetime Vincent van Gogh suffered scorn and ridicule from his contemporaries some even in his own family who thought him literally insane he couldn't sell a painting to save his life and yet now we know him as the Beloved artist that he is French critics originally viewed Gustav eiffel's Tower as horrific today is the iconic and venerable symbol of the French nation that we know it like Autumn Leaves scattered on the ground history is decorated with these and other examples of visionary thinkers and doers who were often derided oppressed in their day only to Pro only to be proven right and eventually celebrated some of these latest such prophets are here with us today in this room and listening to this presentation that's right we're talking about you how many of you have experienced contempt or scoring for the work you do in cryptocurrency plenty of people can't wrap their mind around the concept of your product because they can't physically wrap their hands around it like they can coins or paper money we understand the challenge that you face convincing people about the future as a species We Fear the unknown the most challenging conventional wisdom is often lonely frightening and sometimes even seen as heretical but that doesn't mean that we shouldn't do it I'm Ross I'm Stuart and we're the co-founders of a creative outfit that we call off-brand although some people maybe think that we're a little off-kilter because like you we're very into the future so over the next few minutes we'd like to open up a discussion uh which should hopefully help your business not only speak to early adopters but also convince them that you are the future most importantly while you're alive and able to witness the results so not very long ago maybe only a generation ago when someone worked to do business with you they would ask you for your business card now that's actually been happening quite a lot today I've given out a lot of my business cards and we've all probably got business cards with us but they probably all look pretty much the same they're probably all flat two-dimensional looking things nowadays your website is really your business cards albeit a digital business card with an awful lot more information on it than any business card could ever have but like a traditional business card your website is probably flat and two-dimensional looking which means your website is probably out of date so this is a moment for introspection you don't need to raise your hands just think about it yourself I'm not trying to embarrass anyone how many people built their website from a template and how many of us don't actually know if the person that built our website used the template we get it you're all busy people you're building out the future of web 3 decentralized Finance you've got better things to do than build out a website we can just farm that out to freelancer well not really if we want people to truly believe that we are the vanguards of the future that we on this stage believe you ought to be that is where multi-dimensional marketing comes in okay so today to stand apart from the crowds business branding needs to be much more than a perfunctory dress-up exercise you can't just use an obtuse phone and a crazy color scheme it doesn't match anymore gone are the days where you could get away with asking if your marketing is good enough now you can't afford to ask if it is as good as you can be and while sure the taste of uh the definition of taste is subjective everybody has their own likes and dislikes uh but most of us and that includes your customers know the difference between a superior product and an inferior product so your brand therefore must convey a feeling a latent desire it has to be attractive interactive alive and most importantly immersive so let's be honest with yourself now if your product is web 3 why is your marketing web too at this point we'd like to you to give us a couple of minutes so we can introduce web 3D multi-dimensional marketing by showing you some of what we've been up to lately in the space [Music] foreign foreign [Music] just imagine how cool that would have looked on the main stage with the big screen behind us um but yeah that was some of the work that we've been doing recently in this space um the the 3D visuals that you saw the sound effects we think that stuff's really cool we love to make it but it's not really the point in the work that we produce the idea is well the idea is that we believe that a website can be an experience it could be something that can really resonate with your target market and something that genuinely can influence people to do business with you so what do we actually mean by that number one we want to make something that looks amazing that's immersive and memorable and all that great stuff but it's more than that when you do business what you want to do is increase dwell times so the amount of time that someone spends on your page you want to increase your call to action rates and ultimately lower your cost per click that is what you can achieve with multi-dimensional marketing and it's more than that not only do we create a one-off experience that's memorable and immersive and brand new something that people are going to remember and maybe even share you add to the vibe of your own company whatever it is that people think about when they think about you you can add something to that and then what are people actually doing when they go onto the web it's not like when you go on your phone and you don't scroll Twitter or Instagram when you go on a website you're normally looking for specific information thank you um so marketing giant dejan they told us that only 16 of people so less than one in five of us actually read all the words on a page so the marketing so the question becomes how do we deliver your key messages and how do we add to your own vibe the answer we believe to be web 3D multi-dimensional marketing so it's concise copy it's original well thought through user experiences it's original and immersive visuals and it's all tied in with your brand so the more emotionally the more emotionally invested customers are when they're visiting your website the better both for them and for you this is what multi-dimensional marketing can do it makes that fantastic first impression while leaving the lasting one that you want your website shouldn't be an afterthought it should be an instantly inspiring method of communicating with the target audience that you've worked so hard to attract website experiences as Stu says no longer to be no longer need to be literal they need to be sensory because remember a website's function is not just to elicit that desired call to action response is also fundamental in establishing your company's brand and provoking the unique vibe that your products create just like logo design the idea isn't to tell you everything at first glance we don't need to be that literal once somebody is engaged they can learn more through all of your channels and all of your subpages the idea is to grab attention instantly communicate something about your brand or company what kind of things do you do what are your products to illustrate this we're going to bring a couple of case studies first one's quite fun uh you meme are blockchain based social media platform with a focus around memes and meme creation they are fun they don't take themselves seriously they're Tech focused and they love 2001 Space 2001 A Space Odyssey the ask was simple create a future forward fun interactive and informative site and here's what we came up with as you can see we've had a little bit of fun with their mascot we brought them to life we've stuck them in space and we've given them a fishbowl so we can breathe and he gets to do what he loves all day which is look at memes on a giant space obelisk I think the key Point here is though that the ease the information is easily discernible and digestible by your users and the background experience while it adds fun and hooks people in doesn't detract from that a little change attack here a little change of vibe we have Morning Star Ventures um these guys are serious they do take themselves seriously they're Giants in the space sure many of you here know who know who they are there's some of the as their investors and some of the biggest names in the industry and they aren't shy about it uh they had a brand to begin with but our task was to demonstrate their explosive reach uh in the cryptosphere while maintaining that brand likeness again with uh the last one and this one if you want to know more you can read more but the idea is you get what they're trying to sell very quickly and that is the power of web 3D multi-dimensional marketing nice so the year 2022 and the month of November Mark a century since archaeologist Howard Carter discovered the nearly perfectly preserved tomb of Tutankhamun in the Valley of the Kings so that Discovery came after years of very expensive and fruitless digging in the deserts of Egypt and as benefactor a man called lord carnivon had given him one final chance so on that day when he finally smashed his way into Tutankhamun's tomb and picked his head inside Lord carnavon asked him can you see anything yes wonderful things reply covered so we don't really know if he actually knew what he could see in front of him the entire field of egyptology the future of Egyptian tourism but you can imagine that at that moment he knew he was glimpsing something significant we hope today at this conference and at this talk specifically you have also enjoyed a similarly memorable glimpse into the future of web3 and of how you should Market it if you'd like to hear more about multi-dimensional marketing we're off brand we'd love to speak to all of you we're really interested in the space and all your projects and products alternatively this is our QR codes you can have a look at our website if you can scan it you can scan it if you can and yeah thank you very much [Applause]