Povratak u budućnost – primena Web3 tehnologija u marketingu
Back to the Future – Application of Web3 Technologies in Marketing
Apstrakt
Novu generaciju veba karakteriše decentralizacija, transparentnost, veća autonomija i privatnost korisnika sa jedne strane, dok marketinškim stručnjacima pruža više slobode i prostora za kreativnost, fokusirajući se na korisničko iskustvo i izgradnju odnosa i zajednica pre, tokom i nakon prodaje proizvoda. U radu su prikazane mogućnosti koje otvara nova generacija veba u oblasti marketinga, identifikovani su novi instrumenti koji su razvijeni pod uticajem Web3 tehnologija i analizirana njihova upotreba u marketinške svrhe. Cilj istraživanja prikazanog u ovom radu je unapređenje teorijskog okvira marketinških strategija i tehnika, kroz analizu postojeće praktične primene Web3 tehnologija u ovoj oblasti i ispitivanje upoznatosti potencijalnih korisnika sa osnovnim pojmovima, kao i utvrđivanje njihove dosadašnje izloženosti i efekata Web3 marketinga. Na osnovu pregleda literature, analize uspešnih primera iz prakse i sprovedenog istraživanja, doneti su zaključci o trenutnoj zastupljenosti i mogućnostima primene Web3 tehnologija u marketingu i definisane su smernice za buduća istraživanja i praktičnu primenu ovog koncepta.
Abstract
The new generation of the web is characterized by decentralization, transparency, greater user autonomy, and privacy on one hand, while providing marketing professionals with increased opportunities and space for creativity, with a focus on user experience, and the establishment of relationships and communities before, during, and after product sales. This paper explores the opportunities offered by the new web generation in the field of marketing, identifies new tools that have been developed based on Web3 technologies, and analyzes their use for marketing purposes. The goal of the research presented in this paper is to enhance the theoretical framework of marketing strategies and techniques by analyzing the existing practi cal applications of Web3 technologies in this field and examining the awareness of potential users regarding key concepts, as well as assessing their prior exposure and the effects of Web3 marketing. Based on the literature review, an analysis of successful case studies, and the conducted research, conclusions were made on the current market penetration of Web3 and guidelines have been defined for planning marketing activities carried out within the Web3 environment.
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