{"id":106510,"date":"2023-09-07T08:52:09","date_gmt":"2023-09-07T08:52:09","guid":{"rendered":"https:\/\/kr.cryptonews.com\/?p=106510"},"modified":"2023-09-07T08:52:10","modified_gmt":"2023-09-07T08:52:10","slug":"nfts-and-metaverse-activewear-and-luxury-brands-embrace-web3-innovation","status":"publish","type":"post","link":"https:\/\/cryptonews.com\/kr\/news\/nfts-and-metaverse-activewear-and-luxury-brands-embrace-web3-innovation\/","title":{"rendered":"NFT\uc640 \uba54\ud0c0\ubc84\uc2a4: \uc6f93 \ud601\uc2e0\uc744 \uc218\uc6a9\ud558\ub294 \ub370 \uc55e\uc7a5\uc11c\ub294 \uc561\ud2f0\ube0c\uc6e8\uc5b4\uc640 \ub7ed\uc154\ub9ac \ube0c\ub79c\ub4dc"},"content":{"rendered":"
\"\"
\n

출처: 어도비스탁<\/span><\/p>\n<\/figcaption><\/figure>

2022년 암호화폐 붕괴로 인한 차질에도 불구하고 웹 3.0는 여전히 마케터의 흥미를 자극하고 있으며 액티브웨어와 럭셔리 브랜드 분야에서 특히 이러한 경향이 두드러진다.<\/span><\/p>

웹 3.0는 탈중앙화 애플리케이션과 블록체인 기술이라는 원칙을 기반으로 데이터와 데이터 자산에 관한 소유권을 제공하며 다양한 브랜드에게 혁신적 계획을 실행할 새로운 길을 열어주었다. <\/span><\/p>

최근 인사이더(Insider)와의 인터뷰<\/span><\/a>에서 디지털 결제 업체 디스패치(Dispatch)의 공동창업자이자 CEO 바이론 소렐스(Byron Sorrells)는 2022년 가상화폐 붕괴가 웹 3.0 기술 산업에서 필요했던 투기와 진정한 유틸리티 간 구별을 가져왔다고 말했다. <\/span><\/p>

소렐스는 웹 3.0를 기존의 경험을 완전히 대체하는 것이 아닌 기존의 경험을 증강시키는 기술로 보았다. <\/span><\/p>

그는 “이렇게 되기까지 큰 사건이 벌어져야 했던 점은 안타깝지만, 그 속에서 살아남은 플랫폼은 진정한 사용 사례를 제공한다는 사실이 서서히 명확해지고 있다.”라고 설명하며 다음과 같이 덧붙였다:<\/span><\/p>

\n

“웹 3는 우리가 그 전까지 해오던 활동을 대량으로 대체하는 무언가가 아니다. 대신, 지금껏 해오던 일을 증강시키는 신기술일 뿐이다.”<\/span><\/p>\n<\/blockquote>

그러나 CMO(최고마케팅책임자)들은 사용 가능한 기술의 방대함 속에서 오히려 헤매고 있다. <\/span><\/p>

IEX 그룹의 CMO 마리야 지바노비치-스미스(Marija Zivanovic-Smith)는 이에 관해 웹3 공급사가 단지 기술적 솔루션을 제공하는 것이 아니라 브랜드와 마케터들이 직면하는 특수한 사업적 문제에 대응할 필요가 있다고 주장했다. <\/span><\/p>

지바노비치-스미스는 예시를 들며 애플이 쿠키를 제거한 후 타겟팅 알고리즘의 정확도가 감소한 문제 등을 해결하는 것이 중요하다고 강조했다. <\/span><\/p>

그는 이를 “디지털 충성도 향상 문제를 해결하는 것”이라 묘사하며 “애플이 쿠키를 제거한 후 타겟팅 알고리즘의 정확도가 30% 감소한 문제를 해결”하는 것이라고 부연했다. <\/span><\/p>

웹3 채택 속도의 둔화<\/strong><\/h2>

<\/span><\/p>

맷 모루트(Matt Moorut) 가트너 분석가는 웹3 채택의 속도가 12개월에서 18개월 전 메타버스 인기가 절정일 때에 비해 둔화되었다고 지적했다. <\/span><\/p>

지속되는 가상화폐 시장의 높은 변동성과 인플레이션 우려로 인해 마케터들은 웹3에 신중하게 접근하게 되었으며, 주로 기업에 실질적 가치를 줄 수 있는 사용 사례에 집중했다. <\/span><\/p>

모루트는 “웹3.0가 죽었다는 뜻은 아니다”라고 하며,<\/span><\/p>

마케터들은 여전히 관심이 있지만 “서두르기보다 조금 더 합리적 태도로 접근해 조직에 가치 있는 웹3 기술 사용 사례를 선별하려고 한다”라고 말했다. <\/span><\/p>

모루트는 액티브웨어와 럭셔리 브랜드가 웹3 채택의 선두에 있다고 짚었다. <\/span><\/p>

나이키와 아디다스 등의 회사는 웹3의 얼리 어답터로, 로열티 프로그램에 블록체인 기술을 도입하며 관련 커뮤니티를 구축했다. <\/span><\/p>

나이키의 스우시(Swoosh) 커뮤니티는 2022년 11월에 출범했으며 회원이 온라인 및 오프라인 활동에 참여하고 나이키 선수 및 크리에이티브와 상호작용하며 가상 나이키 장비를 게임 속에서 사용할 수 있는 환경을 제공한다. <\/span><\/p>

나이키가 커뮤니티와 공동 제작한 아워 포스 1 가상 컬렉션은 2023년 4월에 출시되었다. <\/span><\/p>

이러한 브랜드의 성공적 프로젝트에도 불구하고 소비자의 웹3 활동은 아직 저조하며, 주로 젊고 부유한 남성이 사용층을 구성한다. <\/span><\/p>

모루트는 아직 NFT를 사용하거나 가상화폐 지갑을 소유한 소비자의 수가 전체 인구 대비 적다고 지적하며 다음과 같이 말했다:<\/span><\/p>

\n

“소비자 채택에 큰 변화가 발생하지 않는 한, 웹3는 마케터에게 핵심적 사안이 아니라 부차적 요소로 남을 수 있다.”<\/span><\/p>\n<\/blockquote>

함께 읽을 만한 기사<\/strong><\/p>

DYDX 토큰, DYDX 체인 통합에 커뮤니티의 전폭적인 지원<\/span><\/a><\/p>

2023년 투자하기 좋은 ICO(코인 초기 공개) 코인 순위<\/span><\/a><\/p>



<\/p>","protected":false},"excerpt":{"rendered":"

출처: 어도비스탁 2022년 암호화폐 붕괴로 인한 차질에도 불구하고 웹 3.0는 여전히 마케터의 흥미를 자극하고 있으며 액티브웨어와 럭셔리 브랜드 분야에서 특히 이러한 경향이 두드러진다.웹 3.0는 탈중앙화 애플리케이션과 블록체인 기술이라는 원칙을 기반으로 데이터와 데이터 자산에 관한 소유권을 제공하며 다양한 브랜드에게 혁신적 계획을 실행할 새로운 길을 열어주었다. 최근 인사이더(Insider)와의 인터뷰에서 디지털 결제 업체 디스패치(Dispatch)의 공동창업자이자 CEO 바이론 소렐스(Byron Sorrells)는 […]<\/p>\n","protected":false},"author":249,"featured_media":106542,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[34],"tags":[],"editors":[48],"sponsored_companies":[],"class_list":["post-106510","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-nft-news","editors-sanghee"],"acf":[],"yoast_head":"\nNFT\uc640 \uba54\ud0c0\ubc84\uc2a4: \uc6f93 \ud601\uc2e0\uc744 \uc218\uc6a9\ud558\ub294 \ub370 \uc55e\uc7a5\uc11c\ub294 \uc561\ud2f0\ube0c\uc6e8\uc5b4\uc640 \ub7ed\uc154\ub9ac \ube0c\ub79c\ub4dc<\/title>\n<meta name=\"description\" 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