Brand Marketing in The Era of Web3.0
- On September 27, 2022
- brand marketing, china brand marketing, china marketing metaverse, china metaverse
The concept of Web3.0 is approaching us. Brands need to find new marketing strategies when these new concepts are sweeping the Internet circle, so as to better connect brand values and brand concepts with users and scenarios.
So what sparks will be produced when brand marketing collides with Web3.0?
In the past year or so, concepts such as blockchain, NFT, metaverse, and Web3 have swept the Internet circle. It seems that if you don’t understand these new concepts, you will soon fall behind an era until you are finally abandoned by the era.
If Web3.0 really heralds the future, then the way of digital marketing will inevitably change. Now Alibaba, Tencent, Baidu, ByteDance and other Internet companies, the advertising marketing “foundation” they have established on Web2.0 or will be unstable. Therefore, platforms and enterprises with foresight have begun to deploy Web 3.0.
In the face of the new wave, we learned that 78% of brand owners have begun to try or are considering Web3.0 marketing methods. Web3.0 has become a must-answer question for brand marketing. How should brands answer this question well? Fang thinking.
What exactly is “Web3.0”?
Currently, there is a heated discussion on Web 3.0 on the Internet. From Wikipedia’s definition of “Web3.0”, Web3.0 is a concept about the development of the global information network, as long as it is related to blockchain-based decentralization, cryptocurrency and non-currency.
In fact, Web3.0 is relative to Web1.0 and Web2.0, representing different stages of Internet development.
For example, in the era of Web 1.0, the characteristics of the Internet are mainly dominated by online media such as Sohu, Sina, and NetEase. Users can visit websites and browse website content, but they cannot participate in creating content. At this time, the method of digital marketing is mainly the fixed advertising space of the website, which is mainly based on brand exposure.
The era of Web2.0 is the second generation of the Internet, which means that in the current network environment, users can not only browse Internet content but also actively participate in the creation of Internet content, that is, the so-called UGC and PGC producers participate in it, such as WeChat, Weibo, Douyin, Station B and other platforms. At this time, marketing has truly entered the era of digital marketing, resulting in different brand marketing methods such as content marketing, precision marketing, and cross-border marketing.
What will the Web 3.0 era look like?
Web3.0 is the era of the metaverse, although the discussion in the industry is relatively intense, and there are certain differences. There are several important consensuses on Web3.0, which is a new Internet world of decentralization, automation and intelligence.
Simply put, users can freely access the virtual world and the real world, and even break through the physical time limit. Through blockchain technology, users rely on the system of smart contracts to regulate the behavior of the virtual world, which can protect every The user’s data privacy and security ensure that every user enjoys the same fair rights.
When Brand Marketing Meets Web3.0
Web 3.0 is more concentrated on the virtual level, which derives a huge virtual economy, and the metaverse, NET, and digital people are all built on the virtual economy.
How big is their market size? According to PwC, the global metaverse market will contribute $1.5 trillion in 2030. Market research and consulting firm Emergen Research predicts that the global NFT market will reach $130 billion in 2030, and the global digital human market will reach $527.6 billion.
- Metaverse, NFT, digital human, etc., these are equivalent to the infrastructure of Web3.0, and digital human is the interactive virtual avatar in Web3.0;
- NFT is the transaction carrier in Web3.0;
- The metaverse is equivalent to the open space in Web3.0, and these three elements just correspond to “people, goods, and fields” in the real world.
When the infrastructure of “people, goods, and fields” was gradually completed, many Internet giants began to be eager to try out Web3.0 brand marketing with brands.
What is it like to launch a new product in the Metaverse?
First, it gives full play to the combination of virtual and reality in the metaverse world, combining real people with virtual scenes and a series of technological elements to create an immersive press conference; Culture and brand history are presented one by one; finally, users can even experience it in a virtual world. There is also a more common way of brand marketing, which is to publish NFT digital collections.
Brand Marketing Value in Web3.0 Era
Whether it is the Metaverse press conference, or the cross-border marketing of virtual humans, or the release of NFT digital collections, it can be said that Web3.0 is opening the horizons of many brands, and it can even stimulate the greater commercial potential of brands. Many of the digital marketing problems in the past are getting another answer in the era of Web3.0.
After China entered the era of mobile Internet, brand marketing has gradually become the world of digital marketing, and mobile Internet advertising also accounts for the bulk of advertising revenue. Brands are increasingly pursuing the effect marketing brought by clicks and readings, and the drawbacks are gradually becoming apparent.
First, the interaction between users and brands has always been worrying. In digital marketing, Internet advertisements use content materials to induce users and consumers to click, and the clues formed after clicking are valued by brands, but this form of interaction is “inductive” and will not be formed at the user’s mental level. profound impact.
Second, user privacy protection issues frequently occur. Digital marketing has always been pursuing the maximum ROI, using big data, artificial intelligence, etc. to collect user data, and then push accurate advertisements according to consumers’ needs. This is an invasion of consumers’ personal privacy data, which has caused extreme industry big attention.
Third, fake traffic has become a stubborn problem in the marketing industry. In the field of digital marketing, advertising fees are wasted by false clicks one by one, which has always been a chronic disease in this industry, such as brushing, false advertising, false transactions, etc., removing water and false fire is what Internet regulators need to do.
New Ideas for Brand Marketing in the Web3.0 Era
First, in terms of the interaction between users and brands. In the metaverse world, every real person can be transformed into a virtual person or a digital person. Brand content is also placed in the metaverse. The presentation method can be a combination of virtual and reality, so the interaction between users and brands can be different. Restricted by time, space and physics, it is more free and fun.
Third, in terms of fake traffic. Because a great feature of Web3.0 is “decentralization”, and all actions based on blockchain technology will be recorded, so any actions of fake traffic can be discovered.
Although the brand marketing in the Web3.0 era is worth looking forward to, the future challenges of the current Web3.0 cannot be ignored either. For example, Web3.0 will have a certain impact on the existing governance system. In the future, the decentralization concept of Web3.0 will bring new governance and supervision problems. The anonymity of blockchain technology itself will bring new challenges to network supervision. .
To sum up, the marketing method in the Web3.0 era will open a different “window” to the brand side, through which the brand can see a wider world, and “people, goods, and markets” have become Dramatic changes have taken place, and the first batch of early adopters have already entered the market. Seizing the marketing dividends of Web3.0 will be an important strategic goal of the brand in the future.