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DCAP Interview Series - Laura Hayek, Lead Marketing at DCAP, talks about the excitement of exploring "unchartered territory" and its abundant possibilities.

April 3, 2023

Dora Medek (Advertising)

For this month's interview, we sat down with Laura Hayek, Lead Marketing at DCAP.

Laura has years of marketing experience in the media and e-commerce industry. Her career path includes, among others, positions at Axel Springer and Ringier. She has a strong entrepreneurial mindset, and her excellent sense of clients' needs and demands as well as her enthusiasm for new technologies, give her the necessary tools to help DCAP prosper from a marketing perspective. She is convinced that the opportunities of Web3 will revolutionise the world.

Laura, in the last two decades, everything in marketing was focused on the collection of user and customer data. How do you see this change with the rise of Web3 marketing?

The main differentiator of Web3 technology is that it is a decentralised web that is built on blockchain technology. This allows for secure and transparent transactions and interactions without the need for intermediaries.

One of the key features of Web3 is its emphasis on user privacy and data ownership. With Web3, users have greater control over their data and can choose to share it selectively with marketers and advertisers. This means that marketers will need to rethink their strategies for data collection and use and focus on building trust with their users by being transparent about how their data is being used.

The rise of Web3 marketing is likely to lead to a shift towards more ethical and transparent data practices, as well as more innovative and personalised marketing strategies that better serve the needs and preferences of individual consumers.

When can we expect Web3 to be used by larger masses? Currently, we are in the early adoption phase, and therefore most marketing activities are still Web2 based, correct?

To be honest, it is difficult to predict exactly when we can expect a broad Web3 adoption, as it depends on various factors such as technological advancements and regulatory frameworks.

I have heard leading voices in the industry, speaking of 5 to 10 years from now.

Many of the applications and use cases are still being explored and developed by a small group of early adopters. However, there is growing interest and investment in Web3 technologies and infrastructure, which could accelerate its adoption in the coming years.

In terms of marketing activities, indeed, most marketing efforts are still focused on Web2 platforms and technologies, as these are more established and widely used. However, we are already seeing some early examples of Web3 marketing, such as NFT-based advertising and blockchain-based loyalty programs, and this is likely to increase as Web3 adoption grows.

There is already a remarkable number of projects in the Metaverse, realized by global leading brands, such as Tiffany & Co or Burberry. How do you think, will this way of positioning and presence change the relationship between brands and customers?

Global brands and large companies have started exploring the opportunities in the Metaverse already some years back. They see it as an opportunity to connect with their customers in new and engaging ways. By creating virtual experiences and environments that complement their physical products and services, they can potentially reach new audiences, enhance brand awareness, and drive sales.

To give you a very recent example: Gucci just announced a multi-year partnership with Yuga Labs, the Web3 leader behind popular NFT collections like Bored Ape Yacht Club (BAYC), CryptoPunks, Meebits, and 10KTF. This creative collaboration will unveil some interesting touching and merging points of fashion and entertainment in the Metaverse.

Robert Triefus, Gucci's Senior EVP Corporate &Brand Strategy, and CEO at Vault & Metaverse Ventures commented very aptly on the new alliance: “this partnership is the result of a shared vision of the potential that Web3 offers for self-expression and community building, inspired by engaging and entertaining storytelling and experiences".

The Web3 space is a bustling environment with endless opportunities and there are many exciting projects. What was your reasoning to enter the space and become part of DCAP?

I am an explorer at heart. How often do you get the opportunity in life, to step on "unchartered territory"? – this is what we like to call the Web3 space. After sleeping on it for a night, I decided to grab the bull by the horns. This industry is full of explorers, cowboys, artists, scientists – you name it. Every day I read or hear something that inspires me and pushes me to go further.

The DCAP team is in a certain sense exactly this in a micro version: we are a diverse team of specialized people – we all bring a specific set of abilities and talents to the table and the result is an extremely capable combination of experts, passionate about the potential of digital assets.

As you know, we like to close our interview with a personal question. What other passions do you have and how do you maintain the so-called "work-life balance"?

For me, the start of the day is crucial. I like to start my day with a dog walk – preferably in the forest. The mind works best when we are physically active.

Also, I am a devoted mother of two and maintain a close-knit relationship with my family. I love hosting guests and it makes me happy to see my loved ones enjoying a good time together.