Aug 14, 2023

How To Optimize Physical Merchandise in the New Digital Age It’s time to analyze how treasured physical collectibles can be leveraged in a digital environment. August 14, 2023 The new digital era is one of innovation and possibility. For most organizations, adapting will mean emphasizing digital ventures rather than physical ones. As we enter a digital-forward era, the role of physical merchandise and memorabilia has to change, says Nila Lê of Dibbs. Society has remained more or less the same for thousands of years, but the technology surrounding human interactions has changed dramatically, enhancing — or at least intensifying — the ways we engage with each other. For some, the internet as we know it today has seemed like the culmination of technical advancement. But just as steam gave way to electricity, the first digital era is birthing its successor. In a world where the lines between digital and physical are blurred, what does that mean? You might be spending more time designing digital experiences, but that doesn’t mean you should empty the contents of your warehouse into a landfill. Instead, it’s time to analyze how treasured physical collectibles can be leveraged in a digital environment and how an open mind can lead to success. The Internet Is Evolving Beyond Web2 If you’ve been on the Internet long enough, you’ve seen it progress from AOL Instant Messaging to MySpace, Facebook, and Twitter. The next transition is happening, but it won’t be quite as “in your face” as the last shift. In fact, the average person may not even realize what’s happening. Web2, often referred to as the “social web,” emerged in the early 2000s as a response to the static nature of Web1. This second iteration of the internet enabled users to interact, collaborate, and create content on platforms like Facebook, Twitter, and YouTube. The rapid adoption of smartphones further accelerated the growth of Web2, as mobile internet access became a ubiquitous part of modern life. However, the Web2 model has several drawbacks, including data privacy concerns, centralization of power, and an advertising-driven revenue model that often prioritizes profits over user experience. Web3, on the other hand, aims to create a decentralized internet that empowers users and fosters innovation. At the core of Web3 is blockchain technology, which allows for secure, transparent, and tamper-proof record-keeping. By using cryptographic techniques and a distributed ledger, blockchain enables trustless peer-to-peer interactions without the need for intermediaries. Non-fungible tokens (NFTs) are one of the most notable innovations emerging from the Web3 ecosystem. NFTs are a technological class often used in unique digital tokens, such as art, music, or virtual real estate, and are authenticated and secured on a blockchain. They represent a new form of digital ownership that allows creators to monetize their work directly without relying on centralized platforms. This has the potential to democratize the digital content industry, as creators and consumers can interact directly without intermediaries, creating an environment that fosters creativity and new business models. As one example, buying tickets to events online has long caused frustration and even potential rifts between popular artists and their biggest fans. The first-come, first-serve nature of the experience makes longtime supporters feel like they’re no more important to the artist than ticket scalpers out to make a quick profit. But Ticketmaster’s new Ethereum NFT token-gating serviceOpens a new window lets artists set tickets aside specifically for NFT holders, setting up a virtuous cycle within communities where true fans get to enjoy the best access and become even bigger fans in the process. In this sense, NFTs are to Web3 what smartphones were to Web2: a revolutionary tool that reshapes the way we interact with digital content. In this new era, the boundaries between the physical and digital worlds are blurring, with technologies such as augmented reality (AR), virtual reality (VR), IoT (Internet of Everything), and blockchain converging to create seamless, interconnected experiences. By leveraging these technologies, brands can deliver personalized, immersive, and engaging customer interactions that drive loyalty and growth. As consumer behavior shifts towards an increasingly digital lifestyle, businesses that fail to adapt will risk losing market share to more agile competitors. Physical-to-digital transformation enables companies to reimagine their products, services, and business models, unlocking novel opportunities for revenue generation and value creation. For instance, the rise of NFTs and virtual goods has opened up new possibilities for brands to monetize digital assets and engage with their audience in innovative ways. Nila Lê is Dibbs’ Senior Content Manager and is responsible for generating and providing strategic and creative input on marketing materials including social media, video content, blogs, whitepapers and associated landing pages, in addition to creating and maintaining Dibbs’ tone of voice and facilitating interactions with the community across all social and customer engagement channels. Unlike the typical marketer, Nila is a researching scientist turned content marketer. Before joining Dibbs, Nila was a Conservation Geneticist at California Botanic Garden, the largest academic botanic garden dedicated to California native plants. She has consulted for and kickstarted brands online for several small businesses including 8000Kicks, the world’s first waterproof hemp shoe. Nila received her education at the University of San Francisco with a Bachelor’s and Master’s in Plant Ecology and Evolution. She is based in Los Angeles, California. Do you still have questions? Head over to the Spiceworks Community to find answers.