September 2026
Intermediate
288 pages
7h 45m
English
Content preview from Customer Engagement Strategy
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5 Centralized virtual environments and the customer journey
Introduction: meeting young consumers in Web2 environments
Reaching younger generations has become one of the most powerful motivations for brands entering Web2 environments. While their decentralized Web3 counterparts we discussed in Chapter 4 are still struggling to become mainstream, Web2 environments are already immensely popular. They offer brands a strategic gateway to new audiences allowing them either to amplify their existing positioning or to reinvent themselves within a new cultural space. Yet despite this potential, many organizations remain uncertain about how to engage with Web2 environments in a meaningful and profitable way (Di Paolo et al, 2025; Fu et al, 2025).
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