Back to the future: Application of Web3 technologies in marketing
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...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Srpsko udruženje za marketing
2023-01-01
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| Series: | Marketing (Beograd. 1991) |
| Subjects: | |
| Online Access: | https://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2023/0354-34712304243A.pdf |
| _version_ | 1797223758391410688 |
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| author | Andrić Anđela Vlastelica Tamara Štavljanin Velimir |
| author_facet | Andrić Anđela Vlastelica Tamara Štavljanin Velimir |
| author_sort | Andrić Anđela |
| collection | DOAJ |
| description | 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 practical 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. |
| first_indexed | 2024-04-24T13:42:19Z |
| format | Article |
| id | doaj.art-ed6126ba04e64b27b4cab45c69aa0e0c |
| institution | Directory Open Access Journal |
| issn | 0354-3471 2334-8364 |
| language | English |
| last_indexed | 2024-04-24T13:42:19Z |
| publishDate | 2023-01-01 |
| publisher | Srpsko udruženje za marketing |
| record_format | Article |
| series | Marketing (Beograd. 1991) |
| spelling | doaj.art-ed6126ba04e64b27b4cab45c69aa0e0c2024-04-04T08:28:39ZengSrpsko udruženje za marketingMarketing (Beograd. 1991)0354-34712334-83642023-01-0154424325010.5937/mkng2304243A0354-34712304243ABack to the future: Application of Web3 technologies in marketingAndrić Anđela0Vlastelica Tamara1https://orcid.org/0000-0003-1247-4142Štavljanin Velimir2https://orcid.org/0000-0001-5450-806XSAP Fioneer, Beograd, SerbiaUniverzitet u Beogradu, Fakultet organizacionih nauka, Beograd, SerbiaUniverzitet u Beogradu, Fakultet organizacionih nauka, Beograd, SerbiaThe 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 practical 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.https://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2023/0354-34712304243A.pdfweb3 technologiesdigital marketingdecentralised advertisingmetaversenft |
| spellingShingle | Andrić Anđela Vlastelica Tamara Štavljanin Velimir Back to the future: Application of Web3 technologies in marketing Marketing (Beograd. 1991) web3 technologies digital marketing decentralised advertising metaverse nft |
| title | Back to the future: Application of Web3 technologies in marketing |
| title_full | Back to the future: Application of Web3 technologies in marketing |
| title_fullStr | Back to the future: Application of Web3 technologies in marketing |
| title_full_unstemmed | Back to the future: Application of Web3 technologies in marketing |
| title_short | Back to the future: Application of Web3 technologies in marketing |
| title_sort | back to the future application of web3 technologies in marketing |
| topic | web3 technologies digital marketing decentralised advertising metaverse nft |
| url | https://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2023/0354-34712304243A.pdf |
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