Web3.0时代如何颠覆营销：人、内容、场景都面目全非？

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6月23日，我去参加百度的《AI呀，我去！》的系列活动，这次活动的主题是“Web3.0：一道品牌的必答题”。

June 23, I went to the 100-degree 'Ai, I go!' series of events on the theme "Web3.0: The answer to a brand."

是我感兴趣的话题，因为现在Web3.0堪称是最炙手可热的话题，营销作为最追逐前沿的领域，自然是不能绕开。

要说Web3.0时代的营销，自然需要首先知道Web3.0的定义。

to say Web3.0, it is natural to first know the definition of Web3.0.

Web 3.0的概念是由以太坊联合创始人Gavin Wood在 2014 年提出的，它是下一代互联网时代的底层网络架构。

简单来说，Web 1.0是互联网的过去，即PC互联网时代，而Web 2.0是互联网的现在，即移动互联网，那么Web 3.0则是互联网的未来。

In short, Web 1.0 is the past of the Internet, the PC Internet age, while Web 2.0 is the present of the Internet, the mobile Internet, and Web 3.0 is the future of the Internet.

Web 3.0在内容生产、终端、交互等方式上都将发生变革。就像百度集团品牌负责人曹语馨所说，Web3.0时代的预设特点是开放的、确保隐私的、用户共建的以及体验升维的，本质上是需要对过去的内容生产、经济系统、用户体验以及实体世界内容等进行大量的改造，建设一个共享共创的去中心化网络。

Web 3.0 will change in content production, terminals, interactions, etc. As Cao Cao said by the head of the 100-degree brand, the age of Web 3.0 was pre-defined in terms of openness, privacy, co-construction by users, and experience enhancement, in essence requiring a massive overhaul of past content production, economic systems, user experiences, and physical world content, building a co-founded decentralized network.

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营销的三要素是人、内容、场景，那么我们就从这三个方面看看Web 3.0时代的营销将是什么样子：

The three elements of marketing are people, content, scenes, so let's see what Web 3.0 marketing will look like: .

一，Web 3.0时代的“人”

我认为，Web 3.0时代的“人”，最重要的一个特点是数字人的涌现。看看现在的营销世界，“人”主要由品牌、用户以及明星、KOL/KOC等组成，在Web 3.0时代，他们都将有自己的数字分身。

I think the most important feature of the Web 3.0 era is the emergence of digital people. Look at the current marketing world, where "persons" are made up mainly of brands, users, stars, KOL/KOC, etc., and will all have their own digital divers in the Web 3.0.

拿百度来说，最有名的数字人就是度晓晓，百度也特别擅长抓热点，度晓晓40秒写了40篇高考作文，得分48分的新闻刷屏。而度晓晓和龚俊数字人联合发行的MV也吸引了荣耀70系列的赞助。

. , and the MV issued jointly by Xiaoqiao and Yong Jun Digital Man attracted 70 series sponsorship.

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甚至可以下一个大胆的断言：未来真人明星代言将会被数字人所替代！因为数字人不会出现真人明星各种各样的塌方问题，而且性价比也更高。

even the next bold assertion: because digital people don't have all kinds of collapse problems with real stars and have a higher value.

而且，数字人在营销中将能扮演很多不同的角色：不仅可以做代言人，还能做客服，以及带货主播……

and digital players will be able to play many different roles in marketing: can not only be a spokesperson, but also a customer service, as well as lead cargo...

二，Web 3.0时代的“内容”

我认为，Web 3.0的“内容”，有几个典型的关键词，一个关键词是“NFT”，也就是数字藏品。NFT作为表示数字资产（包括jpg和视频剪辑形式）的唯一加密货币令牌，会是消费最重要的介质。也可以说，NFT数字藏品将是品牌在Web3.0时代重要的“货”，当然也是其和用户互动的重要的内容之一。

I think the word Web 3.0 will be "content" with several typical keywords, one of which is "NFT, which is a digital collection. NFT, as the only encrypted currency token that represents digital assets (including jpg and video clippings), will be the most important medium for consumption. NFT digital collections will be branded as important “goods” in the Web3.0 era and, of course, one of the important elements of their interaction with users.

另一个关键词是“AIGC”，即AI产生内容，据百度移动生态事业群组市场部总经理尹英利介绍，AIGC的效率极高，可以在很短的时间里生成上百个相关内容。显然，AIGC给品牌带来的价值一个是节省了内容生产的成本，另外还能基于不同用户匹配相适应的内容，即千人千面，从而提升转化率。

The other key word is “AIGC”, i.e. AI produces content, which, according to YOON Yingli, the Managing Director of the market department of the 100-degree mobile eco-business group, is extremely efficient and can generate hundreds of related content in a very short time. Clearly, the value that AIGC brings to brands is one that saves the cost of content production and can also increase the rate of transformation based on matching content with different users, i.e. thousands of faces.

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AI度晓晓 ，赞 1.1万

三，Web3.0时代的“场景”

strang>III, The “scene” of the Web3.0 era

显然，Web3.0时代最重要的场景是元宇宙。代表性的硬件或者说终端就是XR设备，这是现实世界和虚拟世界的重要接口。

The most important scene of the Web3.0 era is clearly the meta-cosm.

我们已经看到有很多品牌开始尝试元宇宙的场景。例如一汽奔腾B70S就在百度希壤元宇宙中开了第一场汽车的产品发布会，而领克汽车则在百度希壤元宇宙中做了一个汽车数字展厅等等。

We've seen many brands begin to try the meta-cosm. For example, an accelerator B70S opened the first car launch in the Bido-Hykyo universe, and the cockpit made a car-digital gallery in the Bido-Hykyo-Cosmos and so on.

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值得注意的是，百度确实在Web3.0营销上走到了业界前列，其目标很宏大，“要做Web3.0里的基础设施”。在数字人、NFT、元宇宙这三大Web3.0时代的基础设施上，百度都有比较深的布局：目前百度已经发布了首个国产元宇宙产品希壤和多款数字人，百度超级链也已入局NFT数字藏品。

It is noteworthy that 100 degrees did reach the forefront of industry on Web3.0 marketing, with the ambitious goal of “ making the infrastructure of Web3.0 miles . 100 degrees have a deeper layout on the infrastructure of the three main Web3.0 eras: 100 degrees have now published the first national-producer cosmos product, the Greek and multi-digitals, and the 100 degrees Super Chain has entered the NFT digital collection .

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当然，Web3.0也并不是没有挑战，我认为，起码有以下不确定的因素：

of course, Web3.0 is not without challenges, and I think there is at least the following uncertainties:

1，在国内，因为对加密货币的strict regulation，使得Web3.0在国内有非常不一样的路径。例如，NFT就是无币化的，也没有二级市场交易。未来到底如何，不确定。

1, at home, because of the encrypt currency stric regulation, Web3.0 has a very different path in the country. , for example, NFT is non-monetary and has no secondary market transactions. What is the future, no certainty.

2，XR设备的成熟仍然需要时间。最近，分析师郭明祺透露，Meta将2022年VR硬件出货量预期下调40%，从1100万台下调至700-800万台；推迟2024年后所有AR/VR/智能眼镜产品。从我的体验来看，VR仍然存在眩晕等问题。

strang>2, XR equipment still needs time to mature. Analyst Guo Myung-jung recently revealed that Meta is expected to reduce VR hardware shipments in 2022 by 40%, from 11 million to 7-8 million; delay all AR/VR/Swiss glasses after 2024. From my experience, VR still suffers from dizziness.

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3，目前Web3.0的很多东西还是处于初级阶段，例如上面介绍的营销，虽然看起来有创新，但大多仍然是用Web2.0时代的思维去考虑未来问题，到底未来如何，一定有很多方面是和现在不一样的，这就像是我们在2000年的时候展望2010年一样幼稚。

strang>3, much of Web3.0 is still at an early stage

你有什么看法，欢迎留言。