Web3.0时代，品牌营销该怎么做？

作者：Toby Lu，文章来源于公众号：Brandverses品牌元宇宙（ID：brandverses）

Author: Toby Lu, article from the public number: Brandverses brand dollar universe (ID:brandverses)

互联网行业从来不缺乏新词汇。

The Internet industry has never lacked new terminology.

在过去的一年多时间里，区块链、NFT、元宇宙、Web3等概念席卷互联网圈，仿佛你不了解这些新概念，就会很快落后一个时代，直到最后被时代所抛弃。

Over the past year or so, the concepts of block chains, NFTs, Woncosmos, Web3 and so on have swept through the Internet, as if you were not aware of these new concepts, and would soon lag behind an era until it was finally abandoned.

Morketing长期以来关注数字营销领域，主要是基于Web2.0时代的营销方式。倘若Web3.0真的预示着未来，那么在数字营销的方式必然发生改变，现在阿里巴巴、腾讯、百度、字节跳动等互联网企业，它们在Web2.0上建立起来的广告营销“地基”或将不稳。因此，已经有先知先觉的平台和企业开始布局Web3.0了。

Morketing has long focused on the area of digital marketing, largely based on Web 2.0-era marketing. If Web3.0 really augurs well for the future, the way digital marketing is bound to change.

面对新浪潮袭来，我们了解到有78%的品牌主开始尝试或者正在考虑Web3.0的营销方式，Web3.0已经成为一道品牌营销必答题，品牌应该如何回答好这道题，值得各方思考。

In the face of the new wave, we know that 78% of brand owners have started to try or are considering Web3.0 marketing, that Web3.0 has become a mandatory issue for branding, and that it is worth thinking about how brands should answer it.

当前，互联网上对Web3.0激起了激烈的讨论，普通人要参与进来，必须要从基本的定义了解。

Web3.0 is currently the subject of intense discussion on the Internet, and ordinary people need to be informed by the basic definition in order to be involved.

Morketing查询维基百科对于“Web3.0”的定义，其中的表述Web3.0是关于全球资讯网发展的一个概念，只要是基于区块链的去中心化、加密货币以及非同货币有关。

Morketing enquired about Wikipedia's definition of “Web3.0”, which states that Web3.0 is a concept of global information network development, provided that it is based on the decentralization of block chains, encrypting currencies and non-monetary aspects.

最早这个词语是出现在2006年，万维网创建者Tim Berners-Lee提出了Web3.0的概念，当时是为了与Web2.0作区别开的形态描述。

The original term appeared in 2006, when Tim Berners-Lee, the creator of the World Wide Web, proposed the concept of Web3.0, which was intended to provide a morphological description different from Web 2.0.

后来在2014年，由以太坊联合创始人 Gavin Wood（加文·伍德）第一次在公开场合提出来，他发表了一篇论文阐述了对“Web3.0”的构想，希望基于 P2P 协议来从软件层面重塑互联网，打造一个以去中心化、隐私为主要特征的网络服务。

Later in 2014, for the first time in public, Gavin Wood (Gavin Wood), a co-founder of the Etherms, published a paper on the concept of “Web3.0”, hoping to restore the Internet from the software level on the basis of the P2P protocol and to create a network service with decentralized privacy as its main feature.

Web3.0时代，品牌营销该怎么做？

其实Web3.0是相对Web1.0和Web2.0而言的，代表了互联网发展的不同阶段。

In fact, Web3.0 is relative to Web1.0 and Web 2.0 and represents different stages of Internet development.

比如说在Web1.0时代的互联网特点，主要是搜狐、新浪、网易等网络媒体为主导，用户可以访问网站，浏览网站内容，但不能参与创造出内容。此时，数字营销的方式主要是网站的固定广告位，以品牌曝光为主。

The Internet features of the Web 1.0 era, for example, are dominated by web-based media such as fox search, new wave, and web-friendly, where users can access websites and view their content, but not be involved in creating content. At this point, digital marketing is mainly based on fixed advertising slots for the site, dominated by brand exposure.

Web2.0时代即第二代互联网，意味着我们当前所处的网络环境中，用户不仅可以浏览互联网内容还可以主动参与创造互联网内容，也就是所谓的UGC和PGC制作方参与其中，如微信、微博、抖音、B站等平台。此时，营销真正进入数字营销时代，产生内容营销、精准营销、跨界营销等不同品牌营销方式。

The Web 2.0 era, the second generation of the Internet, means that, in our current network environment, users not only have access to Internet content, but can also be actively involved in creating Internet content, i.e., the so-called UGC and PGC producers are involved in platforms such as micro-mail, microblogging, shivering, and site B. At this point, marketing really enters the digital marketing age, generating different brand marketing methods, such as content marketing, precision marketing, cross-border marketing, etc.

那么，Web3.0时代会是什么样子的呢？

So what's going to be the Web3.0?

Web3.0即元宇宙时代，虽然业界讨论的比较激烈，且有一定的分歧，但对于Web3.0有几点重要的共识，就是去中心化、自动化、智能化的全新互联网世界。

Web3.0, the time of the meta-cosmos, despite the intense and somewhat divisive discussions in industry, there is a number of important points of consensus on Web3.0, namely, decentralizing, automating, intelligent and all-new Internet worlds.

简单来说就是，用户可以在虚拟世界和现实世界中自由的访问，甚至突破物理时间的限制，通过区块链技术，用户依靠智能合约的制度来规范虚拟世界行为，能最大程度的保护每一个用户的数据隐私安全，保证每一个用户享有一样的公平权利。

Simply put, users can freely access the virtual world and the real world, even breaking the physical time limit. Through block-chain technology, users rely on smart contract systems to regulate virtual world behaviour, maximize the security of data privacy for each user and guarantee the same fair rights for each user.

Web3.0更多的是集中在虚拟层面，由此衍生出庞大的虚拟经济，而元宇宙、NET、数字人都是建立在虚拟经济之上的。

Web3.0 is more concentrated on the virtual level, resulting in a huge virtual economy, which is built on meta-cosmos, NET, and digital people.

它们的市场规模有多大？根据普华永达预计，全球元宇宙市场在2030年将贡献1.5万亿美元。市场研究和咨询公司Emergen Research预测称，全球NFT市场规模将在2030年达到1300亿美元，全球数字人市场规模将达到5276亿美元。

What is their market size? According to Pricewaterhouseunda, the global meta-cosm market will contribute $1.5 trillion in 2030. The market research and consulting firm Emergen Research predicts that the global NFT market will reach $130 billion in 2030, and the global digital market will reach $52.76 billion in 2030.

元宇宙、NFT、数字人等，这些相当于Web3.0的基础设施，数字人是Web3.0中的交互虚拟化身；NFT是在Web3.0中的交易载体；元宇宙相当于Web3.0中的开放空间，这三个要素刚好对应现实世界的“人、货、场”。

The metacosystems, NFTs, digital people, etc., are the infrastructure equivalent to Web3.0, the interactive virtualization in Web3.0; the NFT is the trading vehicle in Web3.0; and the metacosystem is equivalent to the open space in Web3.0, which corresponds to the “human, cargo, field” of the real world.

当“人、货、场”的基建逐渐完备之时，有很多互联网大厂开始跃跃欲试，拉上品牌一起尝鲜Web3.0品牌营销了。

When the infrastructure of Man, Goods, Fields is gradually complete, a lot of Internet giants are starting to jump and pull up brands and taste Web3.0 brands.

一方面是投资，另一方面是亲自下场。据虎嗅此前的报道，阿里巴巴收购的香港销量最高的英语报纸——南华早报，成立了一家NFT公司Artifact Labs；腾讯在3月参与投资了澳大利亚NFT初创公司Immutable，这家公司目前估值25亿美元，新晋为独角兽。

On the one hand, investment and, on the other hand, personal end. According to earlier reports, Alibaba’s highest-selling English-language newspaper, the South China Morning Post, founded an NFT company, Artifact Labs, which in March was involved in investing in Immutable, Australia’s NFT start-up company, which is currently valued at $2.5 billion and is now a unicorn.

Web3.0时代，品牌营销该怎么做？

百度发布元宇宙产品“希壤”

The 100-degree release of the dollar cosmodrome product, "Hyati."

在去年12月10日，百度宣布正式发布元宇宙产品“希壤”，并且百度Create 2021（百度AI 开发者大会）也在希壤APP举办。据了解，这是国内首次在元宇宙中举办的大会，可同时容纳10万人同屏互动。

Last December 10th, 100 degrees announced the official release of the meta-cosm product, “Hyoma,” and 100 degrees Create 2021 (the 100-degree AC Developers Assembly) was also held in APP, Greece. It is understood that this was the first national congress in the meta-cosmos, which could accommodate 100,000 people at the same time to interact with the screen.

Morketing了解到，希壤平台主要有三大核心功能点，分别是可以做虚拟空间的定制，为商家打造一个专属的品牌世界；可以全真人机互动，每一个人拥有一个专属角色；可以作为商业拓展平台，包括展览、演出、演讲等活动。

Morketing learned that the platform has three main core features: it can customize virtual spaces and create an exclusive brand world for merchants; it can interact with the whole person and each individual has an exclusive role; and it can serve as a business outreach platform, including exhibitions, performances, speeches, etc.

在元宇宙中发布新产品是一种什么体验？有汽车品牌正在尝试，一汽旗下自主品牌奔腾就在百度希壤中发布了首款战略新车奔腾B70S。

What is it like to publish new products in the Woncosmos? There are car brands being tried, and the first strategic new B70S has been launched in the Bado-Hyati.

首先，它充分发挥了元宇宙世界中虚拟与现实的结合，将真实的人与虚拟的场景和一系列科技元素进行结合，打造出一场沉浸式的发布会；其次，一汽奔腾在希壤中建了品牌数字展馆，将品牌文化、品牌历史一一呈现；最后，用户甚至可以在虚拟世界中进行试驾体验。

First, it fully combines virtual with reality in the meta-cosmos world, combining real people with virtual scenes and a range of technological elements, and creates a immersed launch; secondly, it creates a brand digital museum in Greece, presenting brand culture and brand history one by one; and finally, users can even test driving in the virtual world.

Web3.0时代，品牌营销该怎么做？

（龚俊数字人和AI度晓晓）

YOON-JUN DIGITAL MAN AND AI DO EYES

还有，当虚拟人遇上品牌虚拟人，会碰撞出什么样的火花？

And what kind of sparks do a virtual encounter with a branded virtual?

今年6月份，荣耀70系列在官微发布了由龚俊数字人和AI度晓晓合作的唱跳Vlog。在Vlog中，两位高颜值的虚拟形象唱跳互动，引发了粉丝们的广泛热议。Morketing了解到龚俊是荣耀70系列的全球代言人，同时也是百度APP的代言人，这是双方首次在元宇宙世界中的营销尝试。

In June this year, the 70 Series of Glory launched the Vlog, with the collaboration of Goon Joon Digital Man and AI Do Xiaoqiao. In the Vlog, two high-value virtual images sang together, sparking widespread enthusiasm among fans. Morketing learned that Jun was a global voice for the 70 series of glory and was also a spokesperson for 100-degree APPs, the first marketing attempt of both sides in the meta-cosmos world.

Web3.0时代，品牌营销该怎么做？

（可口可乐以“元宇宙”为主题的新款可乐产品）

"The new Coca-Cola product on the theme of the meta-cosmos"

将产品与元宇宙概念相结合。今年5月份，可口可乐中国官微宣布，旗下全球创意平台“乐创无界”在中国市场推出首款以元宇宙概念为灵感的可口可乐“律动方块”。

In May of this year, Coca-Cola China announced that the global creative platform, Music without Borders, had launched the first Coca-Cola block in the Chinese market, inspired by the concept of the meta-cosmos.

Morketing了解到“律动方块”也是以元宇宙为灵感的限定产品，外观原型最早诞生于可口可乐和电竞组织 PWR 在游戏《堡垒之夜》中共同创建的像素岛。而且消费者可以通过扫码可口可乐产品上的二维码，进入元宇宙AR游戏体验，增加与消费者的互动性。

Morketing understands that the Molotov cocktail is also a defined product inspired by the meta-cosm, and that the prototype was first born of a pixel island created by Coca-Cola and the electric competition PWR in a game called Fortress Night. And consumers can gain interaction with consumers through a two-dimensional code on a coca-Cola product that allows them to enter the meta-cosm game experience and increase their interaction with consumers.

还有一种更为普遍的品牌营销方式，就是发布NFT数字藏品。据统计，目前伊利、金典牛奶、威马汽车、小鹏汽车、安踏等品牌都在尝试。

There is also a more common branding method, which is the release of NFT digital collections.

不管是元宇宙发布会，还是虚拟人跨界营销、发布NFT数字藏品，可以说Web3.0正在打开很多品牌的眼界，甚至是可以激发出品牌更大的商业潜能，品牌在Web2.0时代面临的很多数字营销的难题，正在Web3.0时代下得到另一种答案。

Whether it is a meta-cosm launch or a virtual cross-border marketing of NFT digital collections, it can be said that Web3.0 is opening the eyes of many brands, even creating greater commercial potential, and that many of the digital marketing challenges that brands face in the Web 2.0 era are receiving another answer in the Web3.0 era.

Morketing观察到，中国进入移动互联网时代后，品牌营销逐渐变成数字营销的天下，广告收入上也是移动互联网广告占大头，在2020年中国互联网营销市场总规模突破万亿大关，达到10457亿元。品牌越发的追求点击量、阅读量带来的效果营销，逐渐的弊端渐显。

Morketing observed that, when China entered the mobile Internet age, brand marketing gradually turned into digital marketing, with advertising revenues also dominated by mobile Internet advertising. In 2020, the total size of China’s Internet marketing market was 100 billion yuan, amounting to 1045.7 billion yuan.

一，用户和品牌的互动性一直堪忧。在数字营销上，互联网广告是通过内容素材，诱导用户、消费者点击，点击之后形成的线索是品牌方所看重的，但这种互动形式存在“诱导性”，并不会在用户心智层面形成深刻的影响。

First, the interaction of users and brands has been worrying. In digital marketing, Internet advertising is a product that induces users and consumers to click, and the leads that emerge from the clicks are valued by the brand, but the interaction is “guiding” and does not have a profound impact on the mental dimension of the user.

二，用户隐私保护问题频发。一直以来数字营销都在追求最大化的ROI，用大数据、人工智能等方式收集用户数据，再根据消费者的需求进行精准广告推送，这是对消费者个人隐私数据的入侵，已经引起行业极大的关注。

Second, user privacy protection issues are frequent. Digital marketing has been seeking to maximize ROI, collecting user data using big data, artificial intelligence, etc., and then accurate advertising based on consumer demand. This is an intrusion into consumer privacy data and has been of great concern to the industry.

三，虚假流量成为营销行业顽疾。数字营销领域，广告费被一个个虚假点击而浪费，是这个行业一直以来的顽疾，比如刷量、虚假广告、虚假交易等等行为，去掉水分、去掉虚火是互联网监管者需要做的事。

Third, false flows become a persistent problem in the marketing industry. In the area of digital marketing, advertising fees are wasted by a false click, and it is a persistent problem in the industry, such as scalding, false advertising, false trading, etc., that removes water and fires is something that Internet regulators need to do.

那么，针对上面三个营销问题，Web3.0时代的品牌营销会有新思路吗？

So, for the top three marketing issues, would there be new ideas for the Web3.0 era of brand marketing?

一，在用户和品牌的互动性方面。在元宇宙世界中，每一个现实中的人都可以化身为虚拟人、数字人，品牌内容也是置于元宇宙中，呈现的方式可以是虚拟与现实的结合，那么用户与品牌的互动可以不受时空、物理的限制，更加的自由和畅快。

i, in terms of the interaction of users and brands. In the metaspace world, every person in reality can become a virtual person, a digital person, and brand content can be placed in the metacosystem in ways that can be combined with virtual and reality, so that users can interact with brands without time, physics, freedom and speed.

二，在用户隐私保护方面。基本可以确认的是，Web3.0时代用户数据隐私将通过加密算法和分布式存储等手段得到保护，也就是基本的区块链技术的应用。

ii, in the context of user privacy protection. It is generally recognized that user data privacy in the Web3.0 era will be protected through encryption algorithms and distributed storage, i.e. the application of basic block chain technology.

三，在虚假流量方面。因为Web3.0的一个很大的特征是“去中心化”，并且基于区块链技术一切的行为都会被记录，那么虚假流量的任何行为都可被发现。

iii, in the case of false traffic. Because one of the great features of Web3.0 is “decentralization” and all actions based on block chain technology are recorded, so any actions of false traffic can be detected.

尽管，Web3.0时代的品牌营销非常值得期待，但当下Web3.0的未来挑战同样不可忽视。比如说Web3.0对现存治理体系产生一定的冲击，未来Web3.0的去中心化概念将会带来新的治理和监管难题，区块链技术本身的匿名性，对网络监管带来新挑战。

While the branding of the Web3.0 era is very promising, the future challenges of the current Web3.0 cannot be ignored. For example, Web3.0 has a certain impact on existing governance systems, and the future Web3.0 decentralisation concept will pose new governance and regulatory challenges, as well as the anonymity of the block chain technology itself, posing new challenges to cyberregulation.

综上所述，Web3.0时代的营销方式，将给品牌方打开一扇不同的“窗户”，透过这扇“窗户”品牌能看到更广阔的世界，“人、货、场”已发生剧烈改变，第一批尝鲜者已经上场，抢占Web3.0营销红利，将是接下来品牌方重要战略目标。

In summary, the Web3.0-era marketing approach will open a different “window” for brands to see the wider world through this “window” brand, where the “people, goods, fields” have changed dramatically, and where the first tasters have come to take advantage of the Web3.0 marketing dividend will be an important strategic goal for brands.

注册有任何问题请添加 微信：MVIP619 拉你进入群

文章转载注明 网址：https://netpsp.com/?id=68580