"Brands from Budweiser to Macy's are propelling the move toward web3 at a surprisingly rapid pace, and ushering in a new era of direct-to-consumer (D2C) commerce with innovative crypto offerings. Meanwhile, agencies lag behind, lacking the adaptability and skills needed to help enterprise clients succeed in web3, argues Rightpoint chief commerce officer Phillip Jackson. Per Jackson, it's high time for agencies to shift to the next gear."
"What's more, freelancers and the proverbial 'two-Neds-in-a-shed' don't typically have the big enterprise clients and the attendant substantial, ongoing work. Enterprise clients tend to gravitate to better-established agencies, and for the most part, they're a good fit. Enterprises, with their legacy software and huge organizations, aren't typically on the bleeding-edge of new technologies and are unlikely to request such approaches from their agencies."
"But the emerging technologies of today - crypto, blockchain, NFT (manifestations of what's generally referred to as web3) - are bucking that trend. Agencies are at an inflection point: their clients have embraced web3 faster than they have. Over the past 18 months, enterprise-level companies across numerous sectors have rolled out NFTs and crypto offerings, and announced their intention to build full-fledged, decentralized web3 communities."
Brands including major retailers and consumer goods companies are rapidly launching web3 initiatives, crypto offerings, NFTs, and decentralized community plans that reshape direct-to-consumer commerce. Freelancers and very small shops typically adopt new technologies first because lower overhead enables experimentation, risk-taking, and lower-priced offerings. Traditional agencies have historically trailed emerging technologies and often serve enterprise clients with legacy systems that avoid bleeding-edge approaches. In the current wave, enterprise clients have embraced web3 faster than many agencies, creating a capability gap. Agencies need to develop skills, adaptability, and new service models to effectively support enterprise web3 strategies.
Read at The Drum
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