Sydney L!VE - Discord is a window into the consumer mind

Ashley Regan
By Ashley Regan | 8 June 2022

AdNews’ Sydney L!VE focused on the potentials of web3 technologies, including the metaverse, NFTs and crypto, as types of virtual marketing campaigns and future-led customer experience strategies.

However, an older and more familiar platform, Discord, was also discussed as a powerful market research tool.

Ridley Plummer, metaverse and NFT project manager, Tennis Australia, said at AdNews Live: “If [marketers] are not using Discord or not exploring Discord, now is the time to go and have a play and work out how to use it.

“Start bringing your consumers into that world because it is a literal window into your consumer’s mind.”

Discord is a free voice, video, and text chat app that's used by tens of millions of people ages 13+ to talk and hang out with their communities and friends.

The vast majority of Discord servers are private, invite-only spaces for groups of friends and communities to stay in touch.

But there are also larger, more open communities, generally centred around specific topics such as popular games like Minecraft and Fortnite.

“And it is war, believe me,” said Plummer.

“They will absolutely tear your brand to shreds if they're not happy with it.

“[Discord is] non filtered, which is really important because traditional social media is much more curated when people comment and post.

“What you see on Discord and Twitter as well, particularly in this [web3.0] space is really unique and pretty eye-opening at times.”

The event is powered by supporting partners Dentsu, LiSTNR, Pubmatic, Foxcatcher and Boomtown as well as associate partners Piano, Amobee and Resolution Digital.

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