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Web 3.0 和 NFT 是推動數位發展的技術。他們指出,他們的發明能夠徹底改變使用者與他們可用的內容以及其他使用者之間的互動方式。
The digital world is becoming increasingly complex, especially with the rapidly evolving technologies today – it’s redefining the ways that people communicate, conduct business and even establish rapport.
數位世界正變得越來越複雜,尤其是在當今科技快速發展的情況下,它正在重新定義人們溝通、開展業務甚至建立融洽關係的方式。
During the course of the 21st century, two more terms have emerged – Web 3.0 and NFTs (non-fungible tokens).
在 21 世紀,又出現了兩個名詞——Web 3.0 和 NFT(不可取代代幣)。
All of these new technologies are not only changing the internet itself and marketing as you know it, but they are also fundamentally transforming the digital landscape.
所有這些新技術不僅改變了網路本身和眾所周知的行銷,而且還從根本上改變了數位格局。
In the last two decades, we have seen the growth of social networking sites, the emergence of e-commerce business and the control of content streaming sites.
在過去的二十年裡,我們看到了社群網站的成長、電子商務業務的出現以及內容串流網站的控制。
But now there is blockchain, NFT and Web 3.0, which is the advancement in the digital world that we can consider as the leap.
但現在有了區塊鏈、NFT和Web 3.0,這是數位世界的進步,我們可以認為是飛躍。
Okay, now let’s explore the details of NFTs and Web 3.0, and how they are revolutionizing marketing.
好的,現在讓我們來探討一下 NFT 和 Web 3.0 的細節,以及它們如何徹底改變行銷。
What are NFTs
什麼是 NFT
NFTs rose to fame in early 2021 when artists, musicians and even brands began selling digital collectibles worth millions of dollars. But what exactly are they?
NFT 於 2021 年初聲名鵲起,當時藝術家、音樂家甚至品牌開始銷售價值數百萬美元的數位收藏品。但它們到底是什麼?
An NFT is a sovereign digital asset and is recorded on a blockchain network. In contrast to regular cryptocurrencies such as Bitcoin or Ethereum, where each token has equal value, each NFT is distinct.
NFT 是一種主權數位資產,記錄在區塊鏈網路上。與比特幣或以太坊等常規加密貨幣不同的是,每個代幣都具有相同的價值,而每個 NFT 都是不同的。
There are billions of NFT tokens, and each is special in that it has a set of metadata that makes it different from another token.
NFT 代幣有數十億種,每種代幣的特殊之處在於它都有一組元數據,使其與其他代幣不同。
Each of these traits makes NFTs useful for proving you own something or are the rightful owner of some digital asset such as art, virtual land, music or even a Tweet.
所有這些特徵都使得 NFT 可以用來證明你擁有某些東西,或者是某些數位資產(例如藝術品、虛擬土地、音樂甚至推文)的合法所有者。
Consider NFT as a subset of digital assets that fall within the category of informational collectibles.
將 NFT 視為屬於資訊收藏品類別的數位資產的子集。
They function similarly to baseball cards that you have purchased, sold or otherwise exchanged – but because of blockchain technology, they are now digital tokens.
它們的功能類似於您購買、出售或以其他方式交換的棒球卡 - 但由於區塊鏈技術,它們現在是數位代幣。
A key aspect to note is that the appeal of NFTs stems from their transparency, verifiable ownership and decentralization.
需要注意的一個關鍵方面是,NFT 的吸引力源於其透明度、可驗證的所有權和去中心化。
Due to the blockchain technology, the owner of NFT is well identifiable – thus, digital creators can establish ownership rights to a certain asset and sell them directly to clients, avoiding middlemen.
由於區塊鏈技術,NFT的所有者可以很好地識別——因此,數位創作者可以建立某種資產的所有權並將其直接出售給客戶,從而避免中間商。
What is Web 3.0
什麼是 Web 3.0
Now that we understand NFTs, let’s move towards what we know today as Web 3.0.
現在我們了解了 NFT,讓我們邁向我們今天所知的 Web 3.0。
While NFTs are likely the future of owning unique assets, Web 3.0 is the backbone that enables people to achieve this.
雖然 NFT 很可能是擁有獨特資產的未來,但 Web 3.0 是人們實現這一目標的支柱。
Web 3.0 is termed as the third generation of the internet, which involves decentralization, blockchain technology and cryptocurrency.
Web 3.0被稱為第三代互聯網,涉及去中心化、區塊鏈技術和加密貨幣。
To understand Web 3.0, it’s important to understand the evolution of the internet.
要了解 Web 3.0,了解網路的演進非常重要。
Web 1.0 – static web
Web 1.0 – 靜態網頁
The first version of the internet was like a bulletin board system where information could only be retrieved and not posted. People could read, but there was not much active participation.
網路的第一個版本就像一個公告板系統,資訊只能檢索而不能發布。人們可以閱讀,但積極參與的程度並不高。
Let us compare this with early websites of the 1990, where we only had static HTML pages – text and images without any interaction.
讓我們將其與 1990 年代的早期網站進行比較,當時我們只有靜態 HTML 頁面 - 文字和圖像,沒有任何互動。
Web 2.0 – dynamic web
Web 2.0 – 動態網絡
The second generation is what we have in use today – more so in the various smart devices.
第二代是我們今天使用的——尤其是在各種智慧型設備中。
First, it’s interactive and social. Second, it is mostly based on the user’s actions and preferences.
首先,它具有互動性和社交性。其次,它主要基於使用者的操作和偏好。
Sites like Facebook, X, YouTube and Google are heavily dependent on users’ content and participation.
Facebook、X、YouTube 和 Google 等網站都嚴重依賴用戶的內容和參與度。
But control and ownership belong to large technology corporations that are making money out of the user data.
但控制權和所有權屬於透過用戶資料賺錢的大型科技公司。
Web 3.0 – decentralized web
Web 3.0 – 去中心化網絡
The third era of the web is about decentralizing the control and power wheel back into the hands of the users.
網路的第三個時代是將控制權和動力輪分散回使用者手中。
Web 3.0 enables P2P (person-to-person) interactions since it is based on the blockchain technology.
Web 3.0 基於區塊鏈技術,支援 P2P(人對人)互動。
As compared with Web 2.0, Web 3.0 is about ownership where users own their data, identities and assets, due to transparency.
與 Web 2.0 相比,Web 3.0 是關於所有權的,由於透明度,使用者擁有自己的資料、身分和資產。
In essence, Web 3.0 is about decentralization and people taking ownership of their things – their assets, information and experiences.
從本質上講,Web 3.0 是關於去中心化和人們對自己的事物(資產、資訊和體驗)的所有權。
Marketing with NFTs
利用 NFT 進行行銷
Marketers and brands have been swift to identify the possibilities for NFTs as exclusive commodities for consumer interaction.
行銷人員和品牌已經迅速認識到 NFT 作為消費者互動專屬商品的可能性。
It also creates an innovative approach towards marketing by using NFTs as a way to provide customers with unique experiences and loyalty gifts.
它還透過使用 NFT 為客戶提供獨特的體驗和忠誠度禮物,創造了一種創新的行銷方法。
Some of the noticeable elements that have seen the adoption of NFTs include Nike, Taco Bell and Coca-Cola digital assets.
採用 NFT 的一些引人注目的元素包括耐吉、塔可鐘和可口可樂數位資產。
Loyalty programs
忠誠度計劃
NFTs can be implemented in terms of loyalty programs, where customers are given special access to certain events, a product or service at a cheaper price or even merchandise.
NFT 可以透過忠誠度計劃來實施,客戶可以以更便宜的價格特別訪問某些活動、產品或服務,甚至是商品。
A well-known coffee giant has gone as far as suggesting that it may include NFTs in its loyalty program to retain and incentivize customers.
一家知名咖啡巨頭甚至建議將 NFT 納入其忠誠度計劃中,以留住和激勵客戶。
Brand collaborations
品牌合作
NFTs also make it possible to incorporate brands in an exceptional manner.
NFT 也使得以特殊的方式整合品牌成為可能。
For instance, one of the major brands collaborated with the gaming platform Roblox to provide virtual accessories that are designed as NFTs.
例如,主要品牌之一與遊戲平台 Roblox 合作,提供設計為 NFT 的虛擬配件。
Such assets are not only targeted for fashion enthusiasts but also players
此類資產不僅針對時尚愛好者,也針對玩家
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