THE HYBRIDISATION OF DIGITAL CONNECTIONS

Web3 is still shaping up with a continuum of rapidly emerging capabilities and technologies and my research and work in this area mostly points to the following six topics for marketers to consider in the next 12 months:

Number two of six topics to consider when getting ready for Web3 - Community Connection Building; new rules apply.

With the hybridisation of digital connections and the real world, centres will need to act on these shifts and meet people’s new connection needs and behaviours if they are to resonate with the new connection economy and wish to create new opportunities for building, maintaining and celebrating community.

Many centres have successfully set the foundations of local area marketing with the key message being that the centre is the main community hub for residents and an essential part of every-day life. The opportunity to invest, create and build a stronger community connection has never been as easy as it will be through the development of an omnichannel strategy. Automation will allow the ability to have meaningful, two-way interactions with all consumer segments on a personal level, irrespective of the channel. With the opportunity for consumers to engage how they want, paving the way for a more efficient e-commerce strategy.

I mentioned earlier that shopping centres are often the heart of the community, coming together to assist, especially in times of disaster. A smart, relevant strategy that aligns with the community, can help you tell and share that story and amplify it better than ever. Your community will no longer be reliant solely on social media followings and databases. Community and loyalty can be woven within your website via Web3 consideration and integration. Moreover, focusing on community-building within owned websites will eliminate some of the ambiguity and restrictions imposed by social platforms and their algorithms.

Web3 technologies will allow us to build better communities, providing ample room for belonging, as they will be more specialised and personalised, and dedicated to particular interests, with messaging capability.

All six topics are featured in Shopping Centre News: https://www.shoppingcentrenews.com.au/shopping-centre-news/shopping-centre-marketing/shopping-centres-get-ready-for-web3/

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