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Web 3.0 和 NFT 是推动数字发展的技术。他们指出,他们的发明能够彻底改变用户与他们可用的内容以及其他用户的交互方式。
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.
数字世界正变得越来越复杂,尤其是在当今技术快速发展的情况下,它正在重新定义人们沟通、开展业务甚至建立融洽关系的方式。
During the course of the 21st century, two more terms have emerged – Web 3.0 and NFTs (non-fungible tokens).
在 21 世纪,又出现了两个术语——Web 3.0 和 NFT(不可替代代币)。
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.
所有这些新技术不仅改变了互联网本身和众所周知的营销,而且还从根本上改变了数字格局。
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.
在过去的二十年里,我们看到了社交网站的增长、电子商务业务的出现以及内容流媒体网站的控制。
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.
但现在有了区块链、NFT和Web 3.0,这是数字世界的进步,我们可以认为是飞跃。
Okay, now let’s explore the details of NFTs and Web 3.0, and how they are revolutionizing marketing.
好的,现在让我们探讨一下 NFT 和 Web 3.0 的细节,以及它们如何彻底改变营销。
What are NFTs
什么是 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 于 2021 年初声名鹊起,当时艺术家、音乐家甚至品牌开始销售价值数百万美元的数字收藏品。但它们到底是什么?
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 是一种主权数字资产,记录在区块链网络上。与比特币或以太坊等常规加密货币不同的是,每个代币都具有相同的价值,而每个 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 代币有数十亿种,每种代币的特殊之处在于它都有一组元数据,使其与其他代币不同。
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.
所有这些特征都使得 NFT 可以用来证明你拥有某些东西,或者是某些数字资产(例如艺术品、虚拟土地、音乐甚至推文)的合法所有者。
Consider NFT as a subset of digital assets that fall within the category of informational collectibles.
将 NFT 视为属于信息收藏品类别的数字资产的子集。
They function similarly to baseball cards that you have purchased, sold or otherwise exchanged – but because of blockchain technology, they are now digital tokens.
它们的功能类似于您购买、出售或以其他方式交换的棒球卡 - 但由于区块链技术,它们现在是数字代币。
A key aspect to note is that the appeal of NFTs stems from their transparency, verifiable ownership and decentralization.
需要注意的一个关键方面是,NFT 的吸引力源于其透明度、可验证的所有权和去中心化。
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.
由于区块链技术,NFT的所有者可以很好地识别——因此,数字创作者可以建立某种资产的所有权并将其直接出售给客户,从而避免中间商。
What is Web 3.0
什么是 Web 3.0
Now that we understand NFTs, let’s move towards what we know today as Web 3.0.
现在我们了解了 NFT,让我们迈向我们今天所知的 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.
虽然 NFT 很可能是拥有独特资产的未来,但 Web 3.0 是人们实现这一目标的支柱。
Web 3.0 is termed as the third generation of the internet, which involves decentralization, blockchain technology and cryptocurrency.
Web 3.0被称为第三代互联网,涉及去中心化、区块链技术和加密货币。
To understand Web 3.0, it’s important to understand the evolution of the internet.
要了解 Web 3.0,了解互联网的演变非常重要。
Web 1.0 – static web
Web 1.0 – 静态网页
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.
互联网的第一个版本就像一个公告板系统,信息只能检索而不能发布。人们可以阅读,但积极参与的程度并不高。
Let us compare this with early websites of the 1990, where we only had static HTML pages – text and images without any interaction.
让我们将其与 1990 年代的早期网站进行比较,当时我们只有静态 HTML 页面 - 文本和图像,没有任何交互。
Web 2.0 – dynamic web
Web 2.0 – 动态网络
The second generation is what we have in use today – more so in the various smart devices.
第二代是我们今天使用的——尤其是在各种智能设备中。
First, it’s interactive and social. Second, it is mostly based on the user’s actions and preferences.
首先,它具有互动性和社交性。其次,它主要基于用户的操作和偏好。
Sites like Facebook, X, YouTube and Google are heavily dependent on users’ content and participation.
Facebook、X、YouTube 和 Google 等网站严重依赖用户的内容和参与。
But control and ownership belong to large technology corporations that are making money out of the user data.
但控制权和所有权属于通过用户数据赚钱的大型科技公司。
Web 3.0 – decentralized web
Web 3.0 – 去中心化网络
The third era of the web is about decentralizing the control and power wheel back into the hands of the users.
网络的第三个时代是将控制权和动力轮分散回用户手中。
Web 3.0 enables P2P (person-to-person) interactions since it is based on the blockchain technology.
Web 3.0 基于区块链技术,支持 P2P(人对人)交互。
As compared with Web 2.0, Web 3.0 is about ownership where users own their data, identities and assets, due to transparency.
与 Web 2.0 相比,Web 3.0 是关于所有权的,由于透明度,用户拥有自己的数据、身份和资产。
In essence, Web 3.0 is about decentralization and people taking ownership of their things – their assets, information and experiences.
从本质上讲,Web 3.0 是关于去中心化和人们对自己的事物(资产、信息和体验)的所有权。
Marketing with NFTs
利用 NFT 进行营销
Marketers and brands have been swift to identify the possibilities for NFTs as exclusive commodities for consumer interaction.
营销人员和品牌已经迅速认识到 NFT 作为消费者互动专属商品的可能性。
It also creates an innovative approach towards marketing by using NFTs as a way to provide customers with unique experiences and loyalty gifts.
它还通过使用 NFT 为客户提供独特的体验和忠诚度礼物,创造了一种创新的营销方法。
Some of the noticeable elements that have seen the adoption of NFTs include Nike, Taco Bell and Coca-Cola digital assets.
采用 NFT 的一些引人注目的元素包括耐克、塔可钟和可口可乐数字资产。
Loyalty programs
忠诚度计划
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 可以通过忠诚度计划来实施,客户可以以更便宜的价格特别访问某些活动、产品或服务,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.
一家知名咖啡巨头甚至建议将 NFT 纳入其忠诚度计划中,以留住和激励客户。
Brand collaborations
品牌合作
NFTs also make it possible to incorporate brands in an exceptional manner.
NFT 还使得以特殊的方式整合品牌成为可能。
For instance, one of the major brands collaborated with the gaming platform Roblox to provide virtual accessories that are designed as NFTs.
例如,主要品牌之一与游戏平台 Roblox 合作,提供设计为 NFT 的虚拟配件。
Such assets are not only targeted for fashion enthusiasts but also players
此类资产不仅针对时尚爱好者,还针对玩家
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