Decentralized autonomous organisations (DAOs) may prove to be a more important web3 opportunity for marketers than the non-fungible tokens (NFTs) which have dominated strategies in this space to date.

The background

NFTs – for instance, unique digital pieces of art and animated characters – have, to date, been at the heart of the marketing hype cycle around web3, an approach to the internet that focuses on decentralisation and using blockchains to keep track of transactions and interactions.