Connect with us
  • tg

Cryptocurrency

Web3’s revolution: Why the digital wallet is the new marketing gold

letizo News

Published

on

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.

Cryptocurrency

Top 10 Solana (SOL) Ecosystem Projects by Development Activity

letizo News

Published

on

TL;DR

  • Due to recent growth, Solana and its projects have gained popularity.
  • Ecosystem meme coins like Dogewifhat (WIF) and Bonk Inu (BONK) have seen significant declines after a substantial surge earlier this year.

The Unsurprising Leader

Solana and numerous projects built on it have brimming in popularity in 2024. Some factors that could have contributed to this might be SOL’s bull run at the end of 2023 and the beginning of 2024, the growing community, and innovations in the ecosystem.

The crypto analytics platform Santiment recently outlined the top 10 Solana-based projects in terms of development activity in the past 30 days. 

Somewhat expected, the first spot belongs to Solana itself, which collected a score of 186.33. It is worth noting that the protocol’s native token – SOL – has been experiencing a downfall since the end of July, plunging by approximately 30% and currently trading at around $127 (per Coingecko’s data).

Wormhole holds the second position with a ratio of 90.5. It acts as a bridge connecting various blockchain networks, such as Solana, Ethereum, BNB Smart Chain, and others. It enables users to transfer digital assets and data across these blockchains without a centralized intermediary.

Pyth Network is third, with a score of 68. It operates as a decentralized oracle network where multiple providers contribute to a collective data feed.

JITO and Neon round up the top 5 list. The other Solana-based projects down the line include Drift, Orca, Helium IOT, Helium Mobile, and Metaplex.

The Missing Ones

It is interesting to note that meme coins, which are part of Solana’s ecosystem, did not make the list. Such tokens, including dogwifhat (WIF), Bonk Inu (BONK), and many more, were among the top-trending topics in the crypto space at the start of the year due to their skyrocketing prices.

However, their progress has stalled as of late. WIFthe biggest Solana-based meme coin in terms of market capitalization –  currently trades at around $1.52, representing more than a 70% decline from the ATH registered in April.

BONK (the second-largest) is worth approximately $0.00001666 as of the moment, or 60% less than the peak in May.

SPECIAL OFFER (Sponsored)
Binance Free $600 (CryptoPotato Exclusive): Use this link to register a new account and receive $600 exclusive welcome offer on Binance (full details).

LIMITED OFFER 2024 at BYDFi Exchange: Up to $2,888 welcome reward, use this link to register and open a 100 USDT-M position for free!

Continue Reading

Cryptocurrency

These Altcoins Bleed Out as Bitcoin (BTC) Price Fell by $4K in Hours (Weekend Watch)

letizo News

Published

on

Bitcoin’s nosedives continued in the past 24 hours as the asset slumped from an intraday high of $57,000 to under $53,000 within hours.

The altcoins are also in the red, and the total crypto market cap has dumped to $2 trillion for the first time in over a month.

BTC’s Troubles Keep Coming

The primary cryptocurrency lost the coveted $60,000 level last week, and the true downfall followed suit. Aside from a brief attempt to overcome that line on September 3, the bears have been predominantly in control, which culminated yesterday.

Before that, it was rejected a couple of times and marked lower daily highs. A relief rally came on Friday when the US released the job report for August, which showed that there was a slight decline in the unemployment rates.

BTC reacted quickly with a price increase from $55,500 to $57,000. However, that turned out to be a false breakout, and the cryptocurrency headed south immediately after. In a matter of minutes, it plummeted to $54,000 before the bears initiated another leg down that pushed it to a monthly low of $52,700 (on Bitstamp).

Despite recovering to just over $54,000 now, it is still 4% down on the day and more than 8% in the past seven days. Its market cap has plunged to $1.070 trillion, while its dominance over the alts is down to 53.5%.

Bitcoin/Price/Chart 07.09.2024. Source: TradingView
Bitcoin/Price/Chart 07.09.2024. Source: TradingView

Alts in Red Yet Again

The bearish scenario repeated once again, and the altcoins are back in red. Ethereum is among the leaders in this adverse trend, having lost over 4% of value. As a result, it now struggles at $2,250. BNB is down by 3%, XRP by 3%, and SOL by 2.5%.

DOGE has dumped the most from the larger-cap alts. The OG meme coin has seen 5% of its value evaporate over the past day and is below $0.1.

Further losses come from the likes of TON, BCH, SHIB, LTC, OKB, XMR, and many others.

The total crypto market cap has declined by another $50 billion and is down to $2 trillion on CG.

Cryptocurrency Market Overview. Source: QuantifyCrypto
Cryptocurrency Market Overview. Source: QuantifyCrypto
SPECIAL OFFER (Sponsored)
Binance Free $600 (CryptoPotato Exclusive): Use this link to register a new account and receive $600 exclusive welcome offer on Binance (full details).

LIMITED OFFER 2024 at BYDFi Exchange: Up to $2,888 welcome reward, use this link to register and open a 100 USDT-M position for free!

Disclaimer: Information found on CryptoPotato is those of writers quoted. It does not represent the opinions of CryptoPotato on whether to buy, sell, or hold any investments. You are advised to conduct your own research before making any investment decisions. Use provided information at your own risk. See Disclaimer for more information.

Cryptocurrency charts by TradingView.

Continue Reading

Cryptocurrency

Vitalik Buterin Pledges L2 Tokens to Support Public Goods in the Ethereum Ecosystem

letizo News

Published

on

Ethereum co-founder Vitalik Buterin has pledged to donate all Layer 2 (L2) tokens he holds to support public goods within the Ethereum ecosystem or broader charitable causes.

This announcement comes a few days after accusations that he had sold millions in Ether (ETH) for personal gain.

Vitalik Buterin Denies Profit Motive

Buterin was quick to respond to the allegations, emphasizing that he has not sold any ETH for personal profit since 2018. Instead, he clarified that any proceeds from his ETH sales have been directed toward projects that contribute to the Ethereum ecosystem or other charitable initiatives.

In a September 5 update, he expanded on his stance, pledging to donate all L2 tokens he holds, including not-yet-liquid assets, to support similar causes.

He wrote, “All proceeds will be donated, again either to support public goods within the Ethereum ecosystem or broader charity (e.g., biomedical R&D). I also do not intend to invest into L2s or other token projects in the foreseeable future.”

He explained that his aim in funding projects is to support initiatives he believes are important, particularly in situations where other parts of the ecosystem may not fully recognize their value.

The Allegations

On August 30, an X user accused him of selling over $2 million worth of ETH shortly after posting a positive update about Ethereum’s future.

Later on, Lookonchain also revealed that Vitalik had transferred 800 ETH, worth around $2 million, to a multi-signature wallet. Shortly after, the wallet swapped 190 ETH for 477,000 USDC.

Further analysis from Lookonchain indicated that on August 9, he had moved an additional 3,000 ETH, valued at over $8 million, to the same multi-sig wallet.

These transfers fueled speculation that the Ethereum co-founder was liquidating his Ether holdings to realize profits.

Buterin had previously disclosed that his entire Ether holdings came from the Ethereum pre-mining period, which allocated 11.9 million ETH (about 10% of the total supply) to early contributors. As one of them, he received 700,000 ETH for his role in the network’s creation.

According to blockchain tracker Arkham Intelligence, his current holdings amount to approximately 240,000 ETH. This is a reduction of around 460,000 ETH from his initial stash.

SPECIAL OFFER (Sponsored)
Binance Free $600 (CryptoPotato Exclusive): Use this link to register a new account and receive $600 exclusive welcome offer on Binance (full details).

LIMITED OFFER 2024 at BYDFi Exchange: Up to $2,888 welcome reward, use this link to register and open a 100 USDT-M position for free!

Continue Reading

Trending

©2021-2024 Letizo All Rights Reserved