Branding the Digital Space: From Web 2.0 to Web 3.0
Type of Presentation
Paper
Location
D34160
Start Date
3-31-2023 10:30 AM
End Date
3-31-2023 11:30 AM
Abstract
The digital world is constantly evolving, and with it, the way brands market themselves to consumers. While social media and e-commerce has been vital for brands in the era of Web 2.0, the transition to Web 3.0 demands that brands keep up with the ever-changing digital landscape. To stay active with consumers on social media, brands have been releasing product and service updates, producing branded content that appeals to a targeted audience, sharing behind-the-scenes content, and collaborating with creators who share the same values as the brand and can provide a unique perspective about a product or service. However, as brands transition to Web 3.0, they are exploring new ways to engage consumers. Some brands have started to use open-world video games such as Roblox and Minecraft to create virtual experiences for users to explore. These experiences provide brands with a way to reach new consumers in an entirely new environment. Additionally, brands are using blockchain technology, which is the backbone of Web 3.0, to aid in creating virtual worlds in the "Metaverse." They are also using non-fungible tokens (NFTs) to create virtual products. Artificial Intelligence (A.I.) and Augmented Reality (AR) are also being incorporated into marketing strategies to provide consumers with a digital experience. In this paper, we will explore the branding strategies implemented by brands across different Web 2.0 social media platforms, video game platforms, and blockchain technology. We will also dive into the Metaverse and A.I. technologies, which are shaping the future of marketing.
Faculty / Staff Sponsor
Mohanty, Praggyan
Branding the Digital Space: From Web 2.0 to Web 3.0
D34160
The digital world is constantly evolving, and with it, the way brands market themselves to consumers. While social media and e-commerce has been vital for brands in the era of Web 2.0, the transition to Web 3.0 demands that brands keep up with the ever-changing digital landscape. To stay active with consumers on social media, brands have been releasing product and service updates, producing branded content that appeals to a targeted audience, sharing behind-the-scenes content, and collaborating with creators who share the same values as the brand and can provide a unique perspective about a product or service. However, as brands transition to Web 3.0, they are exploring new ways to engage consumers. Some brands have started to use open-world video games such as Roblox and Minecraft to create virtual experiences for users to explore. These experiences provide brands with a way to reach new consumers in an entirely new environment. Additionally, brands are using blockchain technology, which is the backbone of Web 3.0, to aid in creating virtual worlds in the "Metaverse." They are also using non-fungible tokens (NFTs) to create virtual products. Artificial Intelligence (A.I.) and Augmented Reality (AR) are also being incorporated into marketing strategies to provide consumers with a digital experience. In this paper, we will explore the branding strategies implemented by brands across different Web 2.0 social media platforms, video game platforms, and blockchain technology. We will also dive into the Metaverse and A.I. technologies, which are shaping the future of marketing.