最近一年，数字人、数字藏品、元宇宙等诸多 Web3.0 概念席卷互联网营销圈，显示出强劲的营销驱动力，对于在诸多不确定因素下寻求韧性增长的品牌来说，Web3.0 注定是一道绕不过的必答题。
In the past year, many Web3.0 concepts, such as digitals, digital collections and meta-cosmos, have swept through the Internet marketing community, showing a strong marketing drive, and Web3.0 is bound to be an inevitable answer to brands that seek to grow resiliently under many uncertainties.
近日，百度营销联合凯度推出行业首份《Web3.0 营销白皮书》（以下简称《白皮书》），聚焦特征玩法、价值认知、趋势方向等维度，对 Web3.0 营销进行了全方位的解析与预判，并首创全新营销沟通模式下的营销法则「PRE-SCIENCE」，帮助营销人致胜 Web3.0 营销时代。
In recent days, the 100-cent marketing association has launched the first industry White Paper on Web3.0 Marketing (hereinafter " White Paper " ), which focuses on the dimensions of character play, value perception, trend direction, etc., providing a full interpretation and prejudgion of Web3.0 marketing, as well as the introduction of the marketing code "Pre-SCIENCE " under the new marketing communication model to help marketers win the Web3.0 marketing age.
营销驶向「虚实共生」，三大触点构建以用户为中心的沉浸式营销系统
marketing moves towards , with three main tentacles building user-centred .
从 Web1.0 时代到 Web3.0 时代，每一次的技术革命，都带来数字经济的颠覆式创新。随着品牌、平台、用户之间的关系和沟通方式不断迭代，全新的营销模式也应运而生。
From the time of Web1.0 to the time of Web3.0, every technological revolution has led to disruptive innovation in the digital economy. As brands, platforms, user relationships and modes of communication continue to evolve, new marketing models should also emerge.
《白皮书》指出，Web3.0 时代的营销，是虚实融合的互动体验营销，与用户实现平等互信沟通，达成价值共创。Web3.0 营销下，内容天然具备的唯一稀缺性，也让消费者更愿意为虚拟物品付费。此外，主动交互也逐渐成为 Web3.0 时代的重要用户触达方式。
The White Paper states that marketing in the Web3.0 era is an interactive marketing experience of virtual integration, with equal mutual trust and communication with users and value creation. Under Web3.0 marketing, the only natural scarcity of content also increases consumers’ willingness to pay for virtual goods. Moreover, active interaction has gradually become an important way of reaching users in the Web3.0 era.
当前的 Web3.0 营销，主要围绕数字人、数字藏品、元宇宙三大触点展开。数字人是品牌以虚拟身份与消费者进行对话的主要载体，数字藏品是品牌与用户社群进行价值共创的连接工具，而元宇宙则是进行品牌和用户互动沟通的主要场域。
The current Web3.0 marketing is centred on the three main contact points of the digital person, the digital collection, and the meta-cosm. Digital people are the main vehicles of brand dialogue with consumers as virtual identities, digital collections are value-sharing connectivity tools between brands and the user community, while the meta-cosm is the main arena in which brands and users interact.
如何将不同营销触点得以连接，实现营销价值最大化？《白皮书》指出，Web3.0 时代，不同的营销触点组合使用、连贯互通，将发挥出 1+1+1＞3 的效果。例如近日，百度开创性地举办了国内首档 Web3.0 元宇宙沉浸式歌会，应用 AIGC 赋能更多元的场景。作为 AIGC 的重要表现形式，度晓晓担任歌会 AI 制作人，与众多明星大咖共同实现「真数同台表演」，展现出了听说读写、唱跳能力以及个性化的互动能力。在文心大模型的支持下，度晓晓已具备了很强的理解和生成能力，在 AI 作画、AI 写歌、AI 剪辑等领域频频出圈。
For example, in the recent past, 100-degree pioneering web3.0 meta-cosm soaking the country’s leading web-cosm, using AIGC as an important manifestation of AIGC’s ability to become an accelerator of the song and to work with a large number of stars to achieve “the same number of real performances” has shown the ability to read, sing and interact with each other. With the support of a grand core model, it is already well understood and productive, with a high number of circles in the fields of AI painting, AI writing, AI editing, and AI editing.
这背后，是百度对 Web3.0 生态的抢先布局。百度构建了国内唯一完整的 Web3.0 全链路场景，提供更加多元的 Web3.0 营销解决方案。通过智能云曦灵数字人平台，打造了具备完善 AIGC 能力的数字人矩阵，为企业提供便捷的数字人制作和运营服务；百度超级链作为拥有自主知识产权的区块链技术，已帮助众多行业伙伴实现数字藏品的发行和管理；百度推出的国内首个元宇宙 APP 希壤，为更多品牌提供了「虚实共生」的营销新体验。
Behind this is the 100-degree pre-positioning of the Web3.0 ecology. 100-degree construction of the country’s only complete web3.0 full-chain landscape, providing a more diverse web3.0 marketing solution. Through the Smart Clouds Digital Man platform, a digital human matrix with perfect AIGC capabilities has been built to provide easy digital production and operation services to businesses; 100-degree superlinks, as a block chain technology with autonomous intellectual property rights, have helped numerous industry partners to distribute and manage digital collections; and 100-degree-based, first-ever, national meta-cosm APP Symphony, has provided new marketing experiences for more brands.
相关行业专家指出，Web3.0 是一场确定性的革命，将创造一个打破虚拟与现实的全新世界，颠覆式革新现有的商业、媒体与营销。品牌可以在 Web3.0 世界中，为用户提供量身定制的沉浸式交互体验和消费机会。每一个品牌都需要尽早在虚实融合的平行世界中找到立足之地。
According to industry experts, Web3.0 is a definitive revolution that will create a new world that breaks virtual and reality, and reverses existing business, media, and marketing. Brands can provide users with customized immersion and consumption opportunities in the Web3.0 world.
六成消费者对 Web3.0 营销感兴趣，八成广告主未来 1 年或将切入新赛道
60% of consumers are interested in Web3.0 marketing, 80% of advertisers are going to be in the next 1 year or are going to be in the new track
随着过去一年 Web3.0 营销概念的持续渗透，消费者对数字人、元宇宙等相关玩法已不陌生，表现出较高热情。近 7 成受访者期待喜爱的品牌开展 Web3.0 营销。参与过 Web3.0 活动的消费者中，有 6 成左右因为对数字人、元宇宙的喜爱或感兴趣而参加相关营销活动。 With the continued penetration of the Web3.0 marketing concept over the past year, consumers have become familiar with and more enthusiastic about digital people, meta-cosm, and other related games. Nearly 7 respondents expect their favorite brands to market Web3.0. About 6% of consumers who have been involved in Web3.0 have been involved in marketing activities because of their love for or interest in digital people, meta-cosmos, etc. 《白皮书》指出，有独特性、新鲜感，成为吸引消费者参与 Web3.0 营销活动的重要因素。这就要求品牌未来需加强游戏化运营思维，提供更有趣的互动玩法，才能抢先抓住占领用户心智的钥匙。 The White Paper points out that uniqueness, freshness, is an important factor in attracting consumers to the Web3.0 marketing activities. This will require brands in the future to strengthen their playful business thinking and provide more interesting interactive play methods in order to seize the key to the mind of the user in the first place. 对于亟需开拓年轻人市场的品牌主来说，Web3.0 营销也是一个必须坚定并尽早切入的新赛道。八成广告主认为未来 1 年可能参与 Web3.0 营销，最看重说服效果和长期效应。数字人共创内容、自建品牌元宇宙社区等，也是广告主们最有兴趣探索的方向。 Web3.0 marketing is also a new track that must be firmly and quickly introduced for branders who are in dire need of a market for young people. Eighty percent of advertisers believe that the next 1 year may be associated with Web3.0 marketing, with the greatest emphasis on persuasion and long-term effects. 品牌主在短暂观望过后，将进入新的 Web3.0 营销阶段，百度等平台型企业通过打通数字人、数字藏品、元宇宙，将帮助更多品牌探索 Web3.0 营销新模式。未来随着算力和技术水平的提高，Web3.0 创作技术门槛将进一步降低，具备 Web3.0 全生态建设的新兴创业力量将大幅增长。 After a short visit, brand owners will enter the new Web3.0 marketing phase, and platform-based businesses such as 100 degrees will help more brands explore new Web3.0 marketing models by connecting digital people, digital collections, and meta-cosmos. In the future, the Web3.0 threshold for creative technologies will be further reduced, and the new entrepreneurial power for full eco-building of Web3.0 will grow significantly as computing and technology improves. 首创「PRE-SCIENCE」营销法则，探索 Web3.0 营销致胜打法
在洞察各方诉求和玩法趋势后，品牌想要实现营销效果最大化，必须基于整体性前瞻战略思考洞察，创新升级与消费者的互动方式。为帮助品牌更好进入 Web3.0 营销，《白皮书》首创 Web3.0 营销「PRE-SCIENCE」效能法则，这是一个以 Web3.0 思维为支撑，以虚实共生的互动为中心的营销沟通方法论。
In order for brands to maximize their marketing effects, they need to think about how to interact with consumers based on a holistic forward-looking strategy. To help brands get better access to Web3.0 marketing, the White Paper pioneered the Web3.0 Marketing "Pre-SCIENCE " efficiency rule, which is a marketing communication approach underpinned by Web3.0 thinking and centred on virtual symbiotic interaction.
道为体，术为用。所谓「道」即 P-R-E，它是 Web3.0 营销活动策划的顶层设计先行原则，从前瞻洞察（Prospects）到连续规划（Roadmap）再到目标明确（Explicity），环环相扣，步步深入。Web3.0 营销首先需要建立在对玩法趋势的理解以及对消费者的调研上，同时需要具备长期战略意识。
The " Way" is called P-R-E, a top-level design principle for the design of web3.0 marketing activities, from Prospects to Roadmap to Explicit Planning, rounded up and advanced. Web3.0 marketing needs to be based first and foremost on an understanding of trends in play and research into consumers, with long-term strategic awareness.
S-C-I-E-N-C-E 是「术」的层面，它代表在 Web3.0 底层新技术和开放性新思维下，对互动体验关系的升级重构实践，是品牌实战的具体指导。具体而言，品牌可以通过虚实共生（Symbiosis）、连贯互通（Continuity）、深度互动（Interactivity）、情感共鸣（Empathy）、稀缺营造（Non-Fungibility）、价值共创（Co-Creation）、高效传达（Efficiency）七个方面，最终与消费者建立互信共生的亲密关系，从而达成品牌长期数字资产的沉淀。
S-C-I-E-N-E, which is the "Technology" dimension, represents the upgrading and re-engineering of interactive experiences in the context of new technologies at the bottom of Web3.0 and new open-minded thinking, and is a concrete guide to branding. Specifically, brands can eventually build a long-term digital asset default with consumers through virtual symbiotics, Continuity, Deep Interactivity, Emotional Resonance, Noon-Fungibility, Co-Creation, Effective Communication, seven dimensions.
在「PRE-SCIENCE」法则指引下，更多品牌主将加入 Web3.0 营销赛道，驱动更多创新技术和体验的诞生。《白皮书》预测，未来，元宇宙的基础互动体验将大幅升级，实现真实和虚拟世界的融合与叠加，数字人也将实现对消费者全设备、全时段、全平台的陪伴，数字藏品应用的想象空间也将进一步打开，或将开创社群价值共享新玩法。
Guided by the Pre-SCIENCE law, more branders will join the Web 3.0 marketing track to drive more innovative technologies and experiences. The White Paper predicts that, in the future, the fundamental interaction experience of the meta-cosm will be significantly upgraded to integrate and superimpose the real and virtual world, that digital people will be accompanied by full-time, full-time, platform-wide consumer support, and that the imagination space for digital collections will be further opened, or that new ways of sharing community values will be created.
正如相关行业专家预测，每个企业都需要在 Web3.0 时代重塑营销，IP 力、内容力、体验力、场景力和交互力，都将成为 Web3.0 时代营销决胜的关键要素。在 Web3.0 时代，品牌将建立真正属于自己的虚拟场域，用户和品牌关系更加亲近平等的同时，二者寻求共同价值的营销观念也将被重新确立。在百度等先驱品牌引领下，Web3.0 营销将成为一把火炬，带领品牌在不确定性中走出一条确定之路。
As industry experts predict, each enterprise will need to re-create marketing in the Web3.0 era, where IP power, content power, experience, scene power, and interaction will be key elements of the Web3.0 era’s marketing victory. In the Web3.0, brands will create their own virtual domain, and user-brand relationships will become closer to equality, while marketing ideas that seek common values will be re-established.
来源：互联网
Source: Internet.
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