At the moment, everything is accelerating. From technology to life, we are rushing to the end at a speed unimaginable. Over the past few decades, when many of our fantasies about the future have become real, we have discovered that the future is not far away.
The Web3 concept is exploding, the metaverse is popular, XR is beginning to become popular, and has gradually revolutionized business, media and marketing, creating a new world that breaks the virtual and the real, creating a lot of emerging scenarios for brand marketing, and opening up new possibilities for growth.
At present, the epidemic situation is still complex and severe, m360 forward-looking Qian Zhan launched the "For the Seal and Front" series of live broadcasts, the more closed, the more sharp, through the light of professional wisdom, illuminate the way forward. The content of Web3, Meta universe and XR series is deeply interpreted, and the trend of technological change and new marketing opportunities are analyzed in a panoramic manner, helping brand owners to make better intelligent decisions and grow through.
The core highlights of this article are tips:
1, the Web 3.0 era: decentralized user direct connection, the ultimate digital intelligence
2, as in the real world, brands need to find a foothold in the metaverse
3. Bridge connecting virtual and real marketing can be +XR in the whole chain
The Web 3.0 era: decentralization
User direct connection Extreme digital intelligence and personalization
Web 3.0 is for Web 1.0 and Web 2.0 and represents different stages of the development of the Internet. Web 1.0 is the first generation of the Internet, users visit websites, browse digital content, but can only read, can not write, and have no way to participate in content creation.
Web 2.0 is the interactive Internet, and the main applications are social networks and e-commerce. At this time, the role of the network platform is to provide an infrastructure, and the vast majority of data content is created by users, such as Taobao, WeChat, etc.
However, Web 2.0 allows people to create a variety of content freely. However, when people create and operate on this content, they must rely on a platform or medium, and all transaction records, chat records, etc. belong to the platform, and the actual creators of these contents cannot enjoy the relevant benefits.
In 2014, Gavin Wood, co-founder of Ethereum and creator of Polka Dot, publicly proposed the concept of Web 3.0 for the first time: digital content created by users, ownership and control belong to users, and the value created by users can be distributed by users who choose to sign an agreement with others.
Therefore, it has also been pointed out that Web 3.0 has important features that are conducive to the "elimination of authority" of the Internet, and there is even a saying that Web 3.0 will be a comprehensive victory for the public against the giants.
The core concept of Web 3.0, that is, decentralization, returns production and ownership to users who participate in the ecology and use the platform, rather than being owned by the Internet platform or a small number of people who control the Internet platform company, and every user will be the creator of the Internet environment in the future.
At present, decentralized social media, gamefi, creator economy, etc., have begun to enter the Web 3.0 application stage.
>> Decentralized social media
Decentralized social media is very different from the way social networks such as Facebook, Twitter, and Instagram are now built. While Twitter users have some control over their social media subscriptions, such as choosing who they follow. But the service's algorithm chooses which posts appear at the top of their subscriptions, which posts can be retained, and which should be deleted, still up to those platforms.
The reason Twitter has begun to move toward a "decentralized" social network is that the platform has become an arbiter of what can be made online and what can't, much to the displeasure of some top executives. In decentralized social media, users can customize their own social media feedback content and establish their own rules to determine what kind of speech is acceptable.
>> Creator Economy
The creator economy is an emerging community of creators, such as artists, musicians, game developers, etc., who connect directly with supporters (fans) and collaborate without intermediaries, allowing creators to obtain independent sources of income.
NFTs are an unforgeable digital asset that has value due to uniqueness. For example, an NFT might represent a unique piece of digital art. NFTs provide creators with new ways to make money, bypassing traditional gatekeepers (intermediaries for commissions), fans can directly participate in the creator's business, which is more beneficial to the creator, they can sell their work directly, without relying on middlemen.
For example, social networks such as Instagram and Twitter don't share any revenue with their creators. But in Web 3.0, creators can make a profit by selling items like NFTs directly to their fans and earn more than 90% of their creative revenue.
>> Gamefi
Chain game, a game based on blockchain, refers to a game built on top of blockchain technology. A key difference between Chaingame and popular games like Fortnite, Roblox, or Minecraft is that everything in the game can be traded into currency and then redeemed for resources in other games.
Blockchain games exemplify how decentralized technology can create new ways for creators to make money: items in blockchain games, such as tools, skins, upgrades, avatars, and experience points, are NFTs owned by players that can be sold with real-world money, traded on the secondary market, and passed between games.
>> brings a definitive revolution to marketing
From the level of marketers, the most concerned is the potential future impact of Web 3.0 on marketing. Justin Peyton has written an article titled "Web 3.0 Will Bring a Definitive Revolution to Media and Marketing," from which some answers can be found. In the Web 3.0 world, individuals will own and control their own identity data, and more and more directly connected to brands, which is the core logic of the marketing ecology transformation in the 3.0 era.
The Decentralized Ad Exchange (DAEX), which acts as a connection between the supplier and the demander by using code to match the parties directly. This means that advertisers will be able to go directly to DAEX to buy data based on the data held in their crypto wallets, definitively targeting target users without having to pay commissions to intermediaries.
If user data is owned by an individual, why should they share it with advertisers? After all, most people don't even like ads. Therefore, since brands pay almost no commission to middlemen, the funds associated with serving ads, which will be paid in the form of tokens to the person receiving the ads, become an incentive model.
But in the Web 3.0 environment, all data is owned by individuals, and if individuals are willing to share it, brands have access to complete data tracked across every touchpoint. By encrypting identity data, age, gender, income — and even access to detailed information about your spouse/partner — in your wallet, this allows advertisers to use a combination of identity data, geolocation data, and more to build an unlimited number of personalized ads.
Same as in the real world
Brands need to find a foothold in the metacosm
The media, entertainment and entertainment of the future are virtual. Almost 2.5 billion people are already involved in the virtual economy. As in the real world, brands need to find a foothold in virtual parallel worlds.
>> more and more brands and institutions are choosing to release new products in the gaming world
Balenciaga released the Fall 2021 series in the video game Afterworld: The Age of Tomorrow. Throughout the game, all the characters wear the brand's Fall 2021 collection of apparel.
>> brands appeared in "Collection! Animal Forest Friends Association" runs a shop
With the release of "Collection! The "Animal Forest Friends Association" is becoming more and more popular, and savvy brand owners have also discovered the business opportunities contained in it - "Brand Island". Up to now, more than 20 catering, e-commerce, and fashion brands have promoted their products by building a "brand island" in "Moving Forest", which can save millions of yuan in advertising costs on the one hand; on the other hand, they can also interact with consumers at close range, which can be described as killing two birds with one stone.
>> the physical brand that has gone the farthest in the digital ecosystem, Nike, applied for the virtual world trademark
According to records filed with the U.S. Patent and Trademark Office, Nike requires the use of Nike's eponymous logo, logo, and "just do it" slogan in its entertainment services, retail stores, and virtual goods "used online and in virtual worlds online." Its newly hired staff will "play a key role in redefining the digital world, guiding us into the virtual world", creating virtual footwear and other products.
>> sell digital goods in the virtual world in order to capture the hearts of Gen Z
Ralph Lauren's collaboration with ZEPETO includes a digital clothing collection and a themed virtual world. Ralph Lauren's clothing was redesigned for ZEPETO's digital world, allowing users to dress their 3D avatars with their products. Ralph Lauren's digital clothing is available for purchase, and this is the company's first entry into the virtual economy.
>> NFTs are the key to connecting brands to the virtual world of the future
LV has developed a mobile game, Louis: The Game, in which users can collect 30 NFTs for free and follow the brand's mascot, Vivienne, to Paris. LV connects virtual idols, NFT marketing, and digital experiences through self-built games, and the games developed by LV are equivalent to LV's virtual peripheral platforms.
>> brands to enter the virtual world to build a digital marketing ecosystem
Japanese high-end skincare brand SK-II has teamed up with JD.com to launch the online virtual city SK-II CITY. Users can enter it and explore the 3D virtual city led by JD.com mascot Joy. The city is home to high-rise buildings that users can visit and play in the virtual streets, as well as enter the virtual cinema to watch the series of films produced by SK-II STUDIO.
A bridge between the virtual and the real
The whole chain of marketing can be +XR
In the mouth of the meta-universe, as a bridge between the real world and the virtual world, the XR track has received unprecedented attention. Known as the next generation of computing platforms, XR is both the primary infrastructure for the current development of the metaverse and the momentum for the future sustainable development of the metaverse, creating a world where virtual and real are fully integrated.
The development of XR technology has expanded new application scenarios for marketing and become a common means of brand marketing: through stronger fun, interactivity and immersion, it attracts the attention of users and creates a comprehensive experience. Whether it is augmented reality, or virtual reality, the combination of marketing is bound to become a force that cannot be ignored, integrated into the whole chain of marketing, from product display, interaction to sales, after-sales and other links, can + XR.
1. XR+ advertising creative content: make the experience more vivid and vivid
As a new form of creativity and expression, in the future, XR will integrate all information, social, information, content, entertainment resources, users will be in the world built by XR, more convenient access to any content they need, brand information is no exception.
2, XR+ social interactive marketing: virtual interaction has become simpler
With the adoption of no-code AR, open source AR toolkits (SDKs), and WebAR, creating and using virtual interactions on social media has become simpler and more efficient. For example, on Snapchat, many brands will customize the brand's exclusive filter, and movie and product brands in various industries will choose custom filters to increase publicity and present a more interesting interactive mode. Virtual reality interaction is now standard on almost every social media platform.
3. XR+ product packaging materials: create a brand private domain entrance
XR marketing can also make brand goods, materials, activities, etc. become a medium, create new traffic entrances, and realize the diversion of online and offline traffic. Consumers scan two-dimensional codes, pictures or gestures through the mobile phone camera to present AR interactive games, animations and other forms of interaction, guide users to receive coupons or leave information, improve consumer experience and conversion rate, help the growth of brand private domain traffic, stimulate users to actively participate and interact, and produce UGC active communication fission.
4, XR+ brand endorsement marketing: digital virtual people are popular
Virtual idols can break through the limitations of "people" themselves, and can also allow brands to contact more young groups, expand the new generation of consumer groups, and achieve circle integration. With the emergence of virtual idols and the popularity of XR technology, more and more brands have launched their own digital virtual spokespersons. Xiaopeng Automobile once held a super long conference at Station B, and broadcast live through virtual scenes and virtual idols, which is also a new attempt.
5. XR+ online retail marketing: "try first and buy later" new experience
AR technology pushes "try before you buy" to a new height. Amazon, Home Depot, Sephora, etc., have provided virtual try-on services through mobile applications. Consumers can use interactive mirrors to see how products are trying on and get feedback from friends in online stores like H&M and Ralph Lauren for free. Grandview Research predicts that AR shopping will grow by about 50% per year through 2027. According to Shopify, the conversion rate of e-commerce products offering such services is 94% higher.