Cryptocurrency
Web3’s revolution: Why the digital wallet is the new marketing gold
The marketing landscape has shifted in the past few years and is ready for upheaval in the coming few years. Stringent regulations, the retirement of third-party cookies, privacy-conscious Gen Z, etc., will increase customer acquisition costs (CAC). The average CMO will likely shift dollars to pay a premium for higher-quality, zero-party data and to drive higher consumer engagement.
Amid this evolution, Web3 emerges as a beacon of possibility for the cookie-less internet. The killer application will be the user-owned digital wallet which can reconfigure consumer-brand relationships with an emphasis on privacy.
Key drivers
Rising customer acquisition cost (CAC)
The digital marketplace is more saturated than ever, with countless brands vying for user attention. This has led to an exponential rise in Customer Acquisition Costs (CAC). Companies find it more challenging and expensive to capture and keep user attention using traditional methods. With this ballooning CAC, brands are searching for more efficient, direct and personalized means of connecting with users. An NFT-enabled wallet with unique identifiers is emerging as a new channel of establishing trust in a consumer-owned internet.
Retiring third-party cookies
Google’s announcement of phasing out third-party cookies by 2024 sent shockwaves throughout the digital advertising ecosystem. As one of the dominant players in data arbitrage, this move underscored a seismic shift away from the old guard of browser-based data tracking and towards a more privacy-centric browsing experience. The shift could make it harder for marketers to target, engage and know their consumers.
Privacy-aware demographics
There’s an increasing public consciousness about online privacy with the emergence of new demographic segments and Gen Z’s focus on digital sovereignty. These users demand transparency about how their data is used and are wary of traditional tracking mechanisms, further pushing brands to rethink their engagement strategies.
Upcoming regulations
Global regulators are catching up with the evolving digital domain. From the European Union’s General Data Protection Regulation (GDPR) to the California Consumer Privacy Act (CCPA) in the U.S., governments are imposing stringent rules on data collection, usage and sharing. Such regulatory landscapes require innovative solutions that respect user privacy while ensuring seamless brand engagement.
The digital wallet: Web3’s answer to the cookie-less internet
Faced with these challenges, the digital wallet emerges as Web3’s pioneering solution. So, why is the wallet likely poised to become the new cookie?
Direct connection between users and brands
Using digital wallets, brands can establish a direct, 1:1 relationship with users. Instead of relying on intermediaries and third-party trackers, brands can interact with users in a hyper-personal and meaningful manner. Wallets foster user ownership and trust to enable custom experiences based on genuine user preferences.
Inherent privacy
Digital wallets, at their core, are built on the principles of decentralization and privacy. Unlike cookies that track user activity across the web, wallets give users full control over their data. Brands can only access information if the user permits (opt-in), creating a transparent and consensual relationship, boosting loyalty and combined loan-to-value ratio (CLTV) in a mutual value exchange.
Multi-dimensional utility
Unlike cookies, which serve a primary tracking purpose, wallets are multi-dimensional. Beyond helping with transactions, they can store a variety of digital assets such as offers, experiences, access, NFTs (non-fungible tokens), etc. For brands, this offers a plethora of opportunities to create unique value propositions and experiences. Imagine loyalty programs based on tokenized rewards or exclusive access to digital art for brand enthusiasts.
Long-term engagement
With cookies, user engagement was often transient and fragmented. Digital wallets can foster long-term relationships. By connecting with a user’s wallet, brands can maintain an enduring connection, offering services, products, or experiences over an extended period with better retention rates, and less churn resulting in higher CLTV.
The future of brand engagement
Web3’s promise of a decentralized, user-centric digital ecosystem is slowly coming to fruition. As third-party cookies fade into obsolescence, the digital wallet emerges as a resilient, adaptable and innovative channel for brand engagement in this new era.
Brands willing to embrace this transformation stand to gain a competitive advantage. By focusing on genuine, transparent and long-term relationships facilitated by wallets, they can reduce CAC, enhance loyalty and boost CLTV.
However, brands must embrace open wallets and not create their own silos or custodial wallets. Siloed wallets will merely mean using new technology to drive their old methods of data hoarding and this could diminish user trust.
Open and non-custodial wallets provide chief marketing officers with the unique opportunity to craft brand narratives around privacy and direct engagement, resonating with today’s consumers. Leveraging digital wallets allows for personalized brand experiences and data-driven strategies, offering innovative avenues for engagement across brands and potentially driving more revenue.
Concluding thoughts
The cookie-less internet presents an opportunity, not a risk. It has the ability to redefine and strengthen the connection and trust between consumers and brands. A user-owned digital wallet can become the upgraded and sophisticated replacement for obsolete cookies from the prior incarnation of the internet.
Nitin Kumar is a growth CEO and co-founder at zblocks. He is a recognized leader, author, former consulting partner and VC investor.
This article was published through Cointelegraph Innovation Circle, a vetted organization of senior executives and experts in the blockchain technology industry who are building the future through the power of connections, collaboration and thought leadership. Opinions expressed do not necessarily reflect those of Cointelegraph.
TL;DR
- ETH has dropped 11% over the past month, with analysts warning of a possible further decrease to $1,800 if key support levels fail.
- Others predict a potential rebound, citing a “bear trap” pattern and historical trends.
Further Pain for ETH Bulls?
Ethereum (ETH) has been among the worst-performing cryptocurrencies (from the top 10 list) lately, with its price dipping by 11% on a monthly scale. It is down 4% in the past 24 hours and currently trades at around $2,300 (per CoiGecko’s data).
One popular analyst who thinks ETH’s decline could be far from over is X user Ali Martinez. He outlined the $2,290-$2,360 range as a “key support” level, where 1.9 million addresses hold approximately $52.3 million worth of the asset.
The crypto enthusiast believes ETH could crash by 20% to as low as $1,800 should its price dip below that zone. Recall that its valuation briefly plunged to $2,260 a few hours ago.
Certain on-chain metrics also suggest that Ethereum could experience a further correction in the near future. One example is the “In the Money” indicator, which is down by 0.19% daily. It shows the change in the number of ETH investors currently sitting on paper profits. As of now, 54% are in the green, while 39% are underwater.
The Bullish Scenario
Contrary to Ali Martinez’s assumption, numerous other analysts are optimistic that ETH is poised for a revival. The X user Phoenix thinks the asset’s chart has formed a “bear trap,” signaling a potential resurgence in the following months.
JAVON MARKS claimed that Ethereum’s pattern seems to have mirrored the one from 2023, which led to a 165% price increase.
“2023 looks to have been the blueprint for another massive upside that can soon be transpiring in this crypto market. Target is at $4,723.5, and a break above can welcome $8,100+ into play, projecting another near 2X in price, if not much, much more,” the analyst argued.
Last but not least, ETH’s RSI has recently plummeted to a bullish ratio of around 30. The Relative Strength Index (RSI) helps traders assess overbought or oversold conditions and thus predict possible price reversals. Readings below 30 generally indicate that ETH is oversold, which could be a precursor of a rally. Conversely, a ratio above 70 could be interpreted as bad news for bulls since it can be followed by a correction.
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Ethereum is at its weakest level against Bitcoin since early 2021 as the ETH/BTC ratio continues to break down.
The ratio is a measure of the price of ETH in Bitcoin terms, not in US dollars. Despite falling 21% from its all-time high, Bitcoin has remained robust, whereas Ethereum remains down 53% from its peak in 2021.
In a post on X on Sept. 16, ITC Crypto founder Benjamin Cowed predicted that the ETH/BTC ratio will “likely bottom between 0.03-0.04 and then trend up in 2025.”
It’s almost over.
I think #ETH / #BTC will likely bottom between 0.03-0.04 and then trend up in 2025.
It could bottom as early as this week or as late as December
Based on prior capitulations, I think it will happen sooner rather than later
Will make a video about it tomorrow https://t.co/rwqj5u4n8A pic.twitter.com/lc7iMruoqf
— Benjamin Cowen (@intocryptoverse) September 16, 2024
He added that it could bottom as early as this week or as late as December, but “based on prior capitulations, I think it will happen sooner rather than later.”
Whales Offloading ETH
Head of research at Galaxy, Alex Thorn, also observed the disintegration of Ethereum prices, reporting that ETH/BTC just traded on a 0.03 handle for the first time in three and a half years.
ETHBTC just traded on a 0.03 handle for the first time in 3.5 years (apr 2021)
-53% since the merge in sep 2022
what stops this train? pic.twitter.com/Olj6SGEiVe
— Alex Thorn (@intangiblecoins) September 15, 2024
Meanwhile, analyst ‘Master Kenobi’ said that these patterns were cyclical. The ETH/BTC pair historically declined after a Bitcoin halving, with trend reversals occurring 168-224 days following the event in previous cycles. He added that a reversal is expected soon as it is currently around 150 days after the halving.
“Fundamentally, nothing has changed for Ethereum in a negative way,” he said before adding:
“The current movement is artificially driven by a lot of FUD in the market, and the reality is that they want you to sell your ETH at a low price. The underlying strength of Ethereum remains intact, and this downward pressure appears to be a tactic to shake out weak hands.”
On Sept. 16, Galaxy Trading observed that markets are now seeing the lowest sentiment for Ethereum since 2017 before adding:
“In my opinion, people are in such disbelief that they forget how quickly ETH can surge once it starts moving.”
“Right now, ETH is approaching its biggest support line since its inception,” they said before adding, “This isn’t the time to be bearish.”
Half of my feed is ETH FUD at this point.
— antiprosynthesis.eth ⟠ (@antiprosynth) September 15, 2024
ETH Price Outlook
On Sept. 16, industry observer Colin Wu reported that an “ancient whale” who received 16,636 ETH from ShapeShift at $5.23 per coin in February 2016 has now started selling.
This has added to the negative sentiment sending ETH plunging 6% on the day, dumping the asset to an intraday low of $2,260 during Monday morning trading in Asia.
Ethereum has been trading at its lowest level since January, but there is solid support here, which may remain until the overall market sentiment improves.
Even renowned analysts were piling on the ETH FUD:
How it started How it’s going pic.twitter.com/PdLawNI2yT
— _Checkmate ⚡☢️️ (@_Checkmatey_) September 16, 2024
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Cryptocurrency
Onboard Secures Funding from Coinbase Ventures & LAVA to Drive Global Expansion and Unlock Onchain Economy Potential
[PRESS RELEASE – Lagos, Nigeria, September 16th, 2024]
Onboard is excited to announce a significant expansion and rebrand, coupled with a successful capital raise from Coinbase Ventures and LAVA. This expansion marks the evolution of Onboard from a digital money app and a global P2P exchange, to a comprehensive platform and ecosystem designed to empower onchain builders and creators globally.
The world is facing unprecedented challenges, with over 3.5 billion people living below the poverty line, 75-90% currency devaluation, and rampant double to triple-digit inflation across various regions. Onboard believes that rather than battling outdated systems, the way we change this, is by focusing on the transformative possibilities of the onchain economy.
Onboard empowers independent builders and creators to help bring the world onchain. Onboard’s vision is to enable anyone, anywhere to come onchain and live a radically better life. Their gateway enables people to come onchain with as little as $1 in under 2 minutes. However, the true value lies in the applications and experiences that make this economy accessible, engaging, and transformative.
“To truly unlock the potential of the onchain economy, we need to support the creation of actually useful onchain apps and experiences. This is where builders and creators come in. This rebrand signifies our commitment to fostering a thriving onchain ecosystem that benefits everyone.” – Yele Bademosi, Co-Creator of Onboard.
Onboard is dedicated to building the ultimate financial platform and support community for onchain dreamers—those independent builders and creators. We believe that by inviting the world’s best minds to join us, we can create exceptional onchain applications and experiences that will inspire and enable more people to embrace the possibilities of this new economy.
The capital raised from Coinbase Ventures and LAVA will be pivotal in accelerating Onboard’s growth and expanding its offerings to meet the needs of the global onchain community. This funding will support the development of new financial tools, resources, and community initiatives aimed at empowering onchain creators and builders.
The onchain economy holds tremendous potential to empower people around the world. Onboard’s on and offramps enables safe, low-cost, and low-barrier entry to the onchain world, bringing the benefits of this new economy to people who need it most. We’re excited to partner with Onboard in making economic freedom more accessible to all.” – Shan Aggarwal, Vice President, Corporate & Business Development, Coinbase Ventures.
About Onboard
Onboard is building the ultimate financial platform and support community for onchain dreamers—independent builders and creators developing applications and experiences to bring the world onchain. With a mission to expand the onchain economy and make it universally accessible. Onboard is committed to enabling anyone, anywhere, to live a radically better life through the possibilities of the onchain economy.
Website: onboard.xyz
Farcaster: @Onboard
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