Dating back to the earliest days of the internet and social media, there has always been tension for brands between investing in emerging communication technology while balancing risky investment (and precious time!) in efforts that may not play out or pay off. It can be a long road to build support for new communication technology at most organizations, and the Web3 era is no exception. Using this uncertain time as the opportunity to make strategic bets and build foundational knowledge is the best way to ride today’s fads and strategically invest in “what’s next.” Read more in MediaPost from Chief Creative + Strategy Officer Greg Swan this month.
