Why IEX of ‘Flash Boys’ Fame Launched Web3 Marketing Platform Dispatch

Marketing in Web3 is going to be very different from just launching a newsletter, according to newcomers Dispatch.

“Many brands and businesses are exploring Web3 and how they can use available technologies in addition to blockchain, and our goal is to help these businesses transition from Web2 to Web3,” said Sean, Dispatch Product Manager. Spector said in a interview with Decrypt at this year’s NFT Paris event.

Launched last year, Dispatch presents itself as a complete marketing, messaging and advertising technology tool specially designed for Web3.

Incubated by IEX, the exchange that was founded to mitigate the effects of high-frequency trading and made famous in Michael Lewis’ book “Flash Boys,” the New York-based company is developing a way to simplify the transition of Web2 businesses to the new world of Web3while offering a new way to interact with customers.

Onboarding businesses to Web3, according to Spector, also means talking to brands that already have successful playbooks on how to leverage social media tools like Instagram and Facebook for business purposes.

“We see Web3 as the next part of this: how to build tools for brands to access Web3, just like it would be the next social media network, and then provide analytics, infrastructure, and messaging tools. “said Spector. Decrypt.

As for what aspects of Web2 businesses might want to apply to Web3 and what won’t, the first thing Spector points out is the long-established way of communicating with customers through newsletters.

“Imagine you’re a brand in Web2, or you’re a small startup trying to find a market. How are you doing that? You create an email subscription list so that when someone comes to your website, they add their email and they are now allowed to receive notifications from you. Does it already work like Web3? »

According to Spector, “no, not really”.

Tokens: the “social graph” of Web3

Dispatch offers a solution for this, allowing brands and token issuers to communicate directly with wallet addresses connected to their communities via non-fungible tokens (NFT).

This allows businesses to open a direct line to communities, eliminating the need for email addresses and other platforms designed for Web2 consumers.

“We really see tokens as the social graph of Web3,” Spector said. “There’s a brand or a project, and there’s a contract, and then people who sign up and buy the token or mint the token, become part of that project. Now it’s their opt-in distribution channel.

Brands are drawn to blockchain’s open database architecture, Spector said. This can help products with large secondary markets overcome the difficulty of engaging with customers.

“My ability to understand who my customer is is limited by the people who check out my store,” Spector said. “But with the rise of the secondary market, how can I continue to engage with the customer loyal to my brand if I have no data on this subject?”

Blockchain, he explained, gives businesses “the next level of data that allows you to stay in touch with the customer beyond the initial purchase.”

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