Welcome back to our intro series where we break down the fundamentals of Web3 and blockchains. In a previous post, we discussed how the Blockchain works and how business leaders can utilize it to make better decisions and save money. Today we’re going to cover NFT’s and how they could be beneficial for your business.

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Why Business Leaders Are Taking NFTs Seriously

When Louis Vuitton’s Via program launched its phygital drops in 2024-25 — offering items like a $8,450 leather varsity jacket available only to 200 holders, and earlier Treasure Trunks priced at roughly $41,700 each — it underscored how luxury brands are using NFTs as more than hype: to deliver exclusivity, utility, and brand prestige. Meanwhile, digital collectibles platform VeVe is doing strong numbers: roughly $33.6 million in estimated annual revenue, 10 million transactions for VeVe Comics in the past year, and over $100 million in consumer spending via its app. These aren’t just pilot projects — they show that NFTs can drive real engagement, revenue, and customer loyalty for brands doing it well.

If you’re a business leader who’s heard the term “NFT” but dismissed it as “just expensive JPEGs,” it’s time for a clearer picture. The most successful Web3 marketing strategies aren’t about selling digital art—they’re about creating new ways to engage customers, generate revenue, and build competitive moats.

What Exactly Is an NFT?

A non-fungible token (NFT) is a unique digital certificate that proves ownership of a specific digital asset. Think of it as a digital deed or certificate of authenticity that cannot be duplicated, forged, or destroyed.

The term “non-fungible” simply means “not interchangeable.” Unlike a dollar bill (where any dollar has the same value as another), each NFT is unique and has its own distinct properties and value.

Relevant Business Characteristics:

Verifiable Ownership: Blockchain technology provides tamper-proof records of who owns what NFTs

Scarcity and Exclusivity: Limited quantities create a natural demand and premium positioning

Programmable Benefits: Smart contracts can automatically deliver rewards, access, or services

Transferable Assets: Owners can sell or trade their NFTs, creating secondary markets

Beyond Digital Art: What Can Be an NFT?

While media coverage focuses on expensive digital artwork, NFTs in business contexts include:

• Access passes to exclusive events, services, or content
• Digital collectibles tied to physical products or experiences
• Membership certificates for clubs, communities, or loyalty programs
• Certificates of authenticity for luxury goods or limited editions
• License agreements and intellectual property rights
• Gaming items and virtual world assets

How Leading Companies Use NFTs in Business Strategy

Creating New Revenue Streams

Companies are discovering that benefits of NFTs for marketing extend far beyond traditional advertising. NFTs can generate revenue through:

• Direct sales of digital assets or experiences
• Ongoing royalties from secondary market transactions (typically 2.5-10%)
• Premium pricing for exclusive NFT-holder experiences
• Licensing opportunities for digital intellectual property

Building Stronger Customer Relationships

Traditional customer engagement relies on points, discounts, and email campaigns. NFTs offer something different: actual ownership of exclusive digital assets that customers can showcase, trade, or hold for long-term benefits.

Case Study: When luxury fashion brand Gucci launched their NFT collections, they weren’t just selling digital items—they were creating a new category of customer relationship where ownership of digital assets translated to exclusive access to physical events, early product releases, and direct communication with brand executives.

Operational Efficiency and Transparency

Blockchain technology underlying NFTs provides unprecedented transparency in supply chains, authenticity verification, and customer interactions. This is particularly valuable for:

• Supply chain management: Track products from creation to customer
• Anti-counterfeiting: Provide unforged proof of authenticity
• Licensing and IP management: Automate royalty payments and usage rights
• Customer data: Direct, transparent relationship without platform intermediaries

How This Directly Impacts Marketing Teams

While NFTs offer broad business applications, marketing departments are often the first to implement and see results from NFT marketing initiatives.

For Marketing Leaders Specifically:

Enhanced Customer Segmentation: NFT ownership provides clear customer segments with verifiable engagement levels and spending patterns.

Community Building: Digital collectibles marketing creates communities of brand advocates who have financial investment in the brand’s success.

Content Strategy: Token gated content brands can offer exclusive content to NFT holders, creating premium content tiers and increased engagement.

Campaign Amplification: Limited NFT releases generate social media buzz and earned media coverage that often exceeds traditional campaign reach by 10-50x.

Direct Customer Data: Unlike social media platforms that control customer relationships, NFT ownership creates direct, unmediated connections between brands and customers.

Marketing Use Cases in Practice:

• Loyalty Program Evolution: Replace traditional points with tradeable, valuable digital assets
• Influencer Partnerships: Create co-branded NFTs with influencers or industry leaders
• Product Launch Strategy: Use NFT drops to generate pre-launch excitement and early access
• Customer Retention: Offer evolving benefits and experiences exclusive to NFT holders
• User-Generated Content: Enable customers to create and monetize content related to your brand

Addressing Business Concerns and Risks

Technology Complexity

Concern: NFTs and blockchain seem too technical for traditional businesses.

Reality: Modern NFT platforms offer user-friendly interfaces. Many customers can now purchase NFTs with credit cards, eliminating the need for cryptocurrency wallets. Partner with experienced blockchain developers for NFT marketing to handle technical implementation.

Legal and Regulatory Issues

Concern: Unclear regulations around digital assets.

Reality: While regulations are evolving, legal issues with NFTs marketing are manageable with proper legal counsel. Most concerns relate to clearly communicating what rights customers receive with NFT ownership.

Market Volatility

Concern: NFT markets are speculative and volatile.

Strategy: Focus on NFT utility rather than speculation. Create ongoing value through access, experiences, and benefits rather than relying on price appreciation.

Best Practices for Business Implementation

Start Small and Strategic

Start with small, fun experiments that get your customers excited about owning something unique from your brand. Test how your audience responds to the idea of digital ownership and see what gets them most engaged before rolling out larger initiatives.

Focus on Customer Value

Successful NFT launches aren’t about showing off cool technology or hoping it skyrockets in value —they’re about giving loyal customers something they genuinely want to own and show off. Instead of asking “What can this blockchain do?” ask “What would make our customers excited to wake up and check their digital wallet?” Think about ongoing perks, exclusive experiences, or that feeling of being part of an inner circle that others wish they could join.

Choose the Right Platform

Comparing ERC-721 vs ERC-1155: ERC-721 creates individually unique tokens (ideal for collectibles), while ERC-1155 enables both unique and semi-fungible tokens (perfect for loyalty programs with common and rare rewards).

Build Gradually

Exciting NFT rollouts feel like the culmination of months of excitement building, not a surprise announcement that catches everyone off guard. Start dropping hints, sharing behind-the-scenes content, and getting your community genuinely curious about what the business has planned. Use your existing social media, email lists, and customer touchpoints to build that ‘I need to be part of this’ feeling. By the time you actually launch, people should already be refreshing their browsers waiting for the drop.

Partner with Experts

Web3 customer relationship strategy requires specialized knowledge. Don’t try to become a blockchain expert overnight—partner with people who’ve already made all the expensive mistakes. The best Web3 strategy comes from teams who can translate your business goals into smooth customer experiences without all the technical headaches. You want partners who speak both ‘business results’ and ‘smart contracts’ fluently, so you can focus on what you do best while they handle the technical magic behind the scenes. In the future, we’ll be highlighting some Web3 agencies that can do that.

Frequently Asked Questions

Which blockchain should we use for business NFTs?

Ethereum offers the largest ecosystem but higher transaction costs. Polygon provides lower fees with Ethereum compatibility. Solana offers fast, inexpensive transactions. Choose based on your customer base and cost requirements.

What legal rights do NFT buyers have?

NFT ownership doesn’t automatically include copyright unless explicitly granted. Clearly define what rights and benefits come with NFT ownership in your terms and conditions.

How should we price business NFTs?

Consider creation costs, exclusivity level, included benefits, and ongoing value. Start with accessible pricing to build community, then increase value as benefits expand.

What business metrics should we track?

Monitor adoption rates, customer engagement levels, secondary market activity, earned media value, customer lifetime value changes, and conversion rates from NFT holders to other products/services.

The Strategic Opportunity

The benefits of NFTs for marketing and broader business strategy are becoming clear: early adopters are building competitive advantages through enhanced customer relationships, new revenue streams, and operational efficiencies that will be harder to replicate as markets mature.

This isn’t about jumping on a technology trend—it’s about recognizing a fundamental shift in how businesses can create, deliver, and capture value in digital relationships with customers.

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