In the traditional advertising method of the Web 2.0 era, companies collected consumer data through large-scale platforms and deployed targeted advertising. However, with the spread of AI and blockchain technology, the nature of advertising is beginning to change fundamentally. In order to adapt to the new era, this feature will delve deeper into advertising strategies.
In the Web 2.0 era, advertising methods were mainly classified into four types: long tail, gathering place, listing, and CGM. The long tail type distributes advertisements to personal sites and blogs and collects wide-ranging traffic, and affiliate and AdSense are representative examples. The gathering place type is a method of sharing advertisements with high word-of-mouth value on SNS and blogs, the listing type is advertising linked to keyword searches on search engines, and the CGM type is an advertising method based on user-generated content.
However, in the Web 3.0 era, individuals have ownership of their data, making it difficult for one-way marketing via traditional large-scale platforms to function, and new advertising methods are attracting attention.
Internet advertising has continued to grow rapidly in recent years. In particular, video advertising and social media advertising have shown high growth in recent years, and it is true that platforms such as YouTube and TikTok have become important marketing channels for advertisers.
However, the ban on the use of "3rd Party Cookies" announced by Google and Apple has had a major impact on the Internet advertising industry. 3rd Party Cookies were the main means of tracking user behavior and delivering targeted advertising, but the ban on their use has reduced the accuracy of advertising and made targeting more difficult. This means that advertisers who relied on traditional methods will have to seek new data collection and analysis methods.
In an era where next-generation technology is widespread, consumer privacy protection has also become an increasingly important issue. As regulations on traditional data collection methods are strengthened, it seems that companies will need to adapt to a new privacy protection framework. For example, regulations such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) in Europe require transparency and responsibility in handling consumer data, and penalties for violations are severe.
Companies must take measures to protect consumer privacy by not only obtaining consumer consent for the collection and use of data, but also using data anonymization and encryption technology.
In this environment, SNS advertising, which is less dependent on third-party cookies, is highly valued because it targets users based on their account information and behavioral data.
Video-sharing SNS advertising is currently doing very well, with platforms such as YouTube and TikTok attracting attention in particular. These platforms have long user dwell times and high engagement with video content, making them very attractive marketing channels for advertisers.
A recent trend is the strong performance of short video advertising. YouTube Shorts, Instagram Reels, and TikTok are prime examples.
TikTok has a particularly strong influence on young users. For example, TikTok has a lot of user-generated content, and by incorporating ads in a natural way, it provides a natural advertising experience for users.
A successful example of marketing using TikTok is Kimchi House, a kimchi manufacturer on Sado Island in Niigata Prefecture. In the two months since they started using TikTok, their sales have increased by more than 40 times compared to before. Their Earth Gummy candy, which is designed to encourage sharing by biting into a globe-shaped case that reveals the contents and turns your tongue blue when eaten, has been viewed more than 500 million times on the hashtag "#EarthGummy" and sold more than 100,000 bags in total.
A successful example of marketing using influencers is when Sho Hirano, a member of the three-member dance and vocal group "Number_i," was appointed to advertise "Suntory Gin Sui," and the number of shipments of the product increased by approximately 230% year-on-year in the two weeks from February 5th to 18th. In one example, when a woman was appointed as the Asia ambassador for Yves Saint Laurent Beaute (YSL), the lip product she featured in a commercial for saw sales on the brand's e-commerce site increase by approximately 540 times by noon compared to the previous day.
These examples show that video and social advertising using influencers remains a powerful means of increasing user engagement and raising brand awareness.
As short video advertising and influencer marketing methods continue to evolve, advertisers will need to keep up with the latest trends and respond flexibly.
With the development of AI technology, marketing methods have evolved significantly. In particular, personalization and automation are at the heart of AI use, and companies are developing more efficient and effective marketing strategies.
One notable method is the analysis of customer insights using AI. AI algorithms can quickly analyze large amounts of data and precisely grasp consumer behavior patterns, purchasing history, and preferences. This allows companies to provide targeted users with individually optimized ads and offers. For example, Netflix and Amazon use AI to analyze users' viewing and purchasing histories and provide personalized recommended content.
In addition, the introduction of chatbots is also an example of marketing using AI. Chatbots can respond to customers 24 hours a day and answer users' questions instantly. In addition, by learning conversation data, AI can respond more naturally and human-like, to a level that is indistinguishable from actual human responses. This will improve customer satisfaction and strengthen brand loyalty.
AI automation technology is also being used in advertising operations. In programmatic advertising, AI bids on ad slots in real time and delivers ads at the most effective place and time. This allows advertisers to optimally allocate their advertising budgets and achieve high ROI. Recently, there has been a movement to use AI to automate creative production, and optimization of ad design is also progressing.
While the use of generative AI in advertising has great potential, there are also some challenges. For example, quality control of generated content, ethical issues, and protection of data privacy.
It is certain that these new marketing methods using AI will enable companies to deepen engagement with consumers and increase their competitiveness. We hope that even more innovative marketing methods will emerge as AI technology continues to evolve. Companies will be able to maximize the effectiveness of their marketing strategies by actively adopting the latest technology.
Source: Impress Corporation The AI era is upon us. What is the future of digital marketing? Examples of use for coexistence
When the marketing methods of the Web 2.0 era become ineffective due to technological developments, "token graph" is another idea to solve these problems. Token graph is a new marketing concept based on blockchain technology, and is a method to analyze the hobbies, preferences and behavioral patterns of users based on the information of the tokens (NFTs and crypto assets) owned by the user.
Unlike conventional interest graphs (hobby preference graphs) and social graphs (social network graphs), token graphs are based on the digital assets owned by users, so there is a possibility that more accurate and reliable data can be obtained. This allows companies to not only provide personalized advertisements and offers to target users, but also allows users themselves to clearly understand how their data is being used.
Sushi Top Marketing, a marketing company specializing in blockchain technology, provides a marketing platform that utilizes token graphs, and performs data analysis based on the digital assets owned by client companies to propose personalized marketing strategies. Most recently, on July 11, 2024, the company announced that it would take over two businesses from GEOMETRON LLC: "NFT Pocket," a platform that allows users to distribute and sell NFTs via LINE, and "LOYLE," a SaaS system that manages customers on LINE for users who own NFTs. The company plans to integrate these businesses into its own "Token Graph Marketer" and "LINE Shot."
This will enable an NFT distribution channel that utilizes LINE, which is familiar to Japanese people, and it will be possible to send LINE notifications and tickets only to specific NFT holders.
In addition, when using token graphs, privacy risks can be reduced by using data based on digital assets rather than personal information, and consumers will be able to control how their data is used and use the service with peace of mind.
As mentioned above, token graph marketing is attracting attention as an innovative advertising method in the Web 3.0 era. By utilizing these new marketing methods that will likely develop in the future, companies will be required to carry out more effective marketing activities while also fulfilling their responsibility to protect consumer privacy.
XR (Extended Reality) is gradually taking root in our lives. It seems that the importance of advertising in the metaverse space is finally becoming more and more important.
Nike offers "Nike Fit", a function that allows you to measure your foot size on the official app. Nike Fit uses the latest AR technology to collect data from 13 places on both feet and can measure foot size and width. Based on these measurement results, the system recommends the best shoes for the user.
Shiseido, a major cosmetics manufacturer, has introduced a makeup simulation function using AR on its comprehensive beauty site "Watashi Plus". You can combine eye shadows from various brands and apply them to your face, and you can easily check them without visiting a store.
Data on the cost-effectiveness of metaverse advertising is also attracting attention. Compared to traditional digital advertising, metaverse advertising can boast a high engagement rate. Users who participated in virtual events tend to have a higher rate of actual product purchases, which tends to improve ROI.
Overall, metaverse advertising will continue to evolve and has the potential to become a new marketing channel for companies. Advertisers will be required to actively utilize these new technologies and build next-generation advertising strategies.
Currently, advertising strategies are in a transitional period to the Web 3.0 era, and new technologies such as the use of AI, token graphs, and metaverse advertising are attracting attention. In the future, these technologies will become mainstream and ownership of consumer data will be transferred to individuals, enabling more personalized advertising. Advertising in the Web 3.0 era seems to have great potential for both consumers and companies, realizing more transparent and efficient marketing.
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