"Cov neeg xav tau kev koom tes, kev sib raug zoo nrog cov hom, kho lawv cov neeg siv khoom … [+]
txais
Web 3.0 tab tom los sai. Txawm hais tias nws tseem tsis tau paub meej, nws tau cog lus tias yuav kos qhov kawg ntawm kev tswj hwm hauv internet los ntawm lub zog platforms, xws li Google.
"Lub tiam thib peb ntawm cov kev pabcuam hauv internet no yuav yog lub hauv paus rau kev siv internet tshiab, txuas cov ntaub ntawv-tsav thev naus laus zis xws li kev txawj ntse thiab kev kawm tshuab rau cov ntaub ntawv xa tawm tag nrho," tus phooj ywg Forbes.com Danial Araya sau tau.
Hauv qhov tseeb, Web 3.0 yuav hloov lub zog ntawm Is Taws Nem los ntawm qhov nqaim ntawm lub platform uas cov khw muag khoom thiab cov npe tam sim no tso siab rau kom ncav cuag cov neeg siv khoom. Lub hwj chim ntawd yuav hloov mus rau hauv txhais tes ntawm cov neeg siv khoom koom nrog hauv cov zej zog txaus siab uas nws cov tswv cuab yuav cuam tshuam thoob plaws ntau lub platform.
Raws li yav tom ntej nthuav dav, cov neeg siv khoom yuav tsis cia siab rau cov tub ceev xwm, xws li cov npe, muab cov ntaub ntawv lawv xav tau, tab sis ntawm ib leeg.
'Early adopters' nthuav tawm lub neej yav tom ntej
Cov neeg tau txais kev pabcuam raug cais raws li "cov neeg txais yuav ntxov" tuaj yeem yog peb cov lus qhia rau cov hom lag luam yav tom ntej hauv Web 3.0. Cov menyuam yaus thaum ntxov yog ib feem ntawm cov neeg siv khoom uas feem ntau yog cov hluas, muaj kev kawm ntau thiab tau nyiaj.
Lawv yog cov harbiners ntawm kev hloov pauv hauv cov neeg siv khoom lag luam, khaws cov thev naus laus zis tshiab thiab cov qauv tshiab uas peb tus so thaum kawg ua raws. Lawv kuj zoo li yog cov neeg siv khoom kim heev, muab lawv cov kev lag luam siab dua thiab kev kawm tiav.
Txhawm rau saib dhau lub qab ntug ntawm qhov hloov pauv tseem ceeb thiab kev cia siab ntawm cov neeg siv khoom thaum ntxov thiab Web 3.0, Boston Consulting Group tau tshawb fawb nrog Highsnobiety, kev zam thiab kev ua neej nyob tshaj tawm platform uas yog qhov nyiam ntawm cov chav kawm thaum ntxov. Hauv kev kawm, muaj cai Khoom kim heev 3.0, lawv hu lawv "Cultural Pioneers" thiab saib tshwj xeeb ntawm lawv cov kev nyiam hauv khw muag khoom kim heev.
Tab sis tsis txhob dag. Qhov cuam tshuam ntawm txoj kev tshawb no mus deb dhau ntawm kev lag luam khoom kim heev thiab cov khoom kim heev. Nws tuaj yeem pab txhua tus neeg siv khoom muag khoom muag thiab cov npe tau npaj rau lub zog hloov pauv los ntawm Web 3.0.
Thiab ib yam li "cov neeg siv khoom thaum ntxov" yog lub bellwether rau cov kev hloov pauv uas yuav los rau cov neeg siv khoom lag luam dav dav, khoom kim heev yog lub bellwether thiab. Khoom kim heev yog qhov chaw zam, kev zoo nkauj thiab kev ua neej nyob pib thiab tom qab ntawd tau muab txhais mus rau hauv kev lag luam loj.
BCG's Sarah Willersdorf, uas yog tus thawj coj txoj kev tshawb fawb, sau tseg tias cov khoom kim heev tau ua ntej ntawm qhov nkhaus hauv kev siv Web 3.0 muaj peev xwm xws li blockchain, DAOs (cov koom haum tswj hwm tus kheej) thiab NFTs txuas rau cov khoom siv lub cev thiab digital. Tab sis ntau lub npe loj tau poob lawv cov ntiv taw hauv Web 3.0 ib yam nkaus, suav nrog Coca-Cola, Pepsi, Burger King, McDonalds thiab Gap
"Web 3.0 yog tus cwj pwm los ntawm kev faib tawm mus deb ntawm ib txwm muaj peev xwm ntawm txoj cai," tsab ntawv ceeb toom piav qhia, thiab cov npe ntawm txhua tus nqi taw tes tau yog ib txwm muaj cai. "Luxury 3.0 [los yog nyeem Consumer 3.0] sawv cev rau kev hloov pauv loj uas tib neeg thiab cov zej zog muaj kev tswj hwm ntau dua li cov lus piav qhia dua li yav dhau los."
Cultural Pioneers coj thiab ua lag luam loj raws li
Ntawm ntau tshaj 4,000 cov neeg siv khoom kim heev tau tshawb fawb, tsawg dua li ib feem peb tau muab cais ua Cov Pioneers Kev Cai. Lawv txawv los ntawm cov neeg siv khoom kim heev uas tau tshawb fawb los ntawm kev paub ntau ntxiv txog hom, zam thiab kev tsim qauv. Lawv kuj skewed yau thiab siv 38% ntau ntawm cov khoom kim heev dua li cov neeg siv khoom kim heev.
Tab sis tsis txhob raug sidetracked los ntawm "khoom kim heev" daim ntawv lo. Cov neeg siv khoom kim heev yuav ntau ntau lwm yam tsis yog khoom kim heev thiab cov khoom lag luam. Qhov tseem ceeb tshaj plaws ntawm txoj kev tshawb no tsis yog ntau npaum li lawv tus cwj pwm yuav khoom kim heev tab sis lawv cov kev puas siab puas ntsws lossis kev xav ntawm cov neeg siv khoom, uas siv thoob plaws txhua pawg neeg siv khoom lawv koom nrog.
Raws li ib pab pawg, Cultural Pioneers tau koom nrog hauv kev tshaj xov xwm, nrog txog ob feem peb koom ib hnub ib zaug lossis ntau zaus. Lawv nyiam Instagram (89%) thiab YouTube (50%) kom koom nrog lawv cov zej zog online. Facebook txoj kev taug qab, tsuas yog siv los ntawm 33% ntawm Cov Pioneers Cultural Pioneers, thiab lawv muaj ntau dua ntawm Reddit (33%) thiab Discord / Slack (19%) dua li lwm cov neeg siv khoom tshawb fawb. Lawv kuj muaj ntau cov thwjtim hauv online, ua rau lawv xav tias cov thawj coj thiab cov muaj feem cuam tshuam hauv lawv pawg.
Cultural Pioneers tshaj-index hauv cov zej zog hauv online tau teeb tsa nyob ib puag ncig khau ntaub thiab cov khaub ncaws hauv kev (ob leeg 57%), cov khoom kim heev (52%), hom tshwj xeeb (46%), crypto nqis peev (20%) thiab kev sib raug zoo (20%). Lawv hais txog qhov sib npaug ntawm cov neeg siv khoom kim heev hauv kev ua kis las (31%), khiav / qoj (24%), gaming (22%), thiab kev ua haujlwm / kev lag luam (14%).
Sawv ntawm metacommunities
Raws li Web 2.0, cov zej zog cov hom lag luam tau ua lag luam loj thiab ua haujlwm, uas muaj nyob rau ntawm cov txheej txheem nqaim ntawm cov channel uas lub hom lag luam tswj cov zej zog. Piav tias yog monolithic, kaw thiab linear nrog rau saum-down hom kev sib txuas lus, cov hom lag luam cov zej zog muaj cov pab pawg sib koom ua ke ntawm cov neeg nyiam ua lag luam tam sim no los qhuas lub hom.
Cov qauv kev lag luam hauv zej zog ntawd tau hloov pauv hauv Web 3.0 los ntawm cov qauv kev faib tawm, ncig uas BCG hu ua metacommunities.
Willersdorf tau hais tias "Metacommunities yog kua dej, muaj zog thiab tsis sib haum xeeb," Willersdorf tau hais. "Nws yog ib qho kev xav txawv tshaj li lub hom phiaj tham nrog nws cov zej zog ntawm cov neeg yuav khoom rau lub hom. Koj tab tom tham nrog ntau pawg neeg sib txawv thiab cov neeg tuaj saib nyob ib puag ncig lub npe, yog lawv cov kiv cua, cov neeg siv khoom, detractors lossis cov neeg tawm tswv yim. "
Hauv Web 3.0, cov hom lag luam yuav tsum koom nrog cov neeg tuaj saib ntau dua li qhov nqaim ntawm cov neeg siv khoom. Cov tib neeg raug coj mus rau hauv cov zej zog sib cais feem ntau los kawm yam tshiab, tau txais cov ntaub ntawv sab hauv los ntawm kev sib tham hauv pab pawg, thiab tawm tswv yim tawm ntawm lwm tus hauv pab pawg. Willersdorf taw qhia rau Diet Prada, Slow Factory, Qub Celine thiab Dank Art ua piv txwv ntawm cov metacommunities tshiab.
Willersdorf tau hais tias "Thaum peb xav txog kev koom nrog cov neeg tuaj saib, tsis yog cov neeg siv khoom xwb, nws yog hais txog kev sib qhia cov dab neeg thiab cov kev paub hauv kev lag luam sab hauv," Willersdorf tau hais.
Lwm qhov sib txawv ntawm Web 2.0 thiab 3.0 yog qhov kev xav ntawm kev sib koom ua ke. "Nws tau hloov lub luag haujlwm ntawm lub hom phiaj tus thawj coj muaj tswv yim los ntawm kev los nrog cov tswv yim tshiab thiab thawb lawv tawm mus rau hauv kev ua lag luam mus rau kev sib raug zoo nrog lwm tus neeg tsim txawm tias nws cov khoom tsim los yog kev tshaj tawm," nws hais.
"Cov neeg xav tau kev koom tes, kev sib raug zoo nrog cov hom, kho lawv cov neeg siv khoom raws li cov neeg koom tes sib luag hauv kev sib raug zoo. Lawv cia siab tias ob txoj kev sib txuas lus uas tsis muaj ua ntej, ”nws hais ntxiv.
Thiab cov khoom lag luam yuav raug lees paub yog tias lawv tsis nyiam txog cov neeg hauv zej zog cov kev cia siab. Lawv thov kev lav phib xaub los ntawm cov khoom lag luam ntsig txog ESG (ib puag ncig, kev sib raug zoo thiab kev tswj hwm) cov teeb meem thiab xav kom cov hom lag luam mloog thiab ua raws li cov lus pom hauv zej zog. Yog tias lawv paub tias tsis muaj kev ntseeg siab, lawv yuav tsis nyob twj ywm.
Sib npaug ntawm lub zog hloov
Nws yuav yog ib qho kev sib tw rau txhua lub lag luam, los ntawm huab hwm coj mus rau khoom kim heev, mus rau lub ntiaj teb tshiab ntawm Web 3.0 thiab yuav ua li cas cov hauv paus ntsiab lus tsim cov neeg siv khoom lag luam yuav hloov pauv cov kev sib raug zoo ntawm cov neeg siv khoom lag luam.
Ntev dhau lawm, cov khoom lag luam tau ntseeg tias lawv tuav qhov sib npaug ntawm lub zog hauv kev sib raug zoo, tab sis raws li Web 3.0 hloov zuj zus thiab lub zog ntawm metacommunities loj hlob, lawv yuav kawm txawv.
Hauv kev kaw, BCG / Highsnobiety tsab ntawv ceeb toom hais txog Céline Semaan, tus tsim ntawm Slow Factory Foundation. Nws tau hais meej meej txog cov kev hloov pauv tuaj thaum metacommunities nce thiab pib siv lawv lub zog tshaj cov npe hauv Web 3.0.
“Cov zej zog tsis muaj nyob hauv lub tshuab nqus tsev. Cov zej zog tsis koom nrog cov hom. Cov zej zog muaj nyob ntawm nws tus kheej ntawm hom. Cov zej zog tsis xav tau cov npe. Cov khoom lag luam xav tau cov zej zog," Seaman hais thiab ntxiv, "Cov zej zog muaj nyob ib puag ncig kev txaus siab. Nws yog nyob ntawm cov hom lag luam txhawm rau txuas qhov sib txawv ntawm lawv cov txiaj ntsig thiab lawv cov kev ua los ntawm kev ua raws li cov kev nyiam. "
Tau qhov twg los: https://www.forbes.com/sites/pamdanziger/2022/07/17/how-web-30-and-evolving-consumer-psychographics-will-change-the-brand-relationship/