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.
Cryptocurrency
3 Possible Reasons Behind Ripple’s (XRP) 15% Surge Past $1.6
Ripple’s native token has been among the best performers in the crypto market in the past few days, surging by over 60% since last Saturday. Despite retracing below $1.6, it reached that level for the first time since May of 2021.
Here are some of the possible reasons behind this impressive increase.
WisdomTree’s Ripple ETP
The Europe-based crypto asset manager WisdomTree has launched its latest exchange-traded product tracking the performance of a certain cryptocurrency, this time Ripple’s XRP.
The announcement reads that the WisdomTree Physical XRP ETP, with the ticker WXRP, is already live for trading on SIX Swiss exchange in USD and Swiss francs, on Euronext Amsterdam in USD, and on Xetra and Euronext Paris in euros.
“With risk-on sentiment building, altcoin exposures like XRP could outperform a standard bitcoin and ether allocation. XRP can sit alongside these mega caps in a multi-asset portfolio and reduce investors’ exposure to a single token.
Cryptocurrencies represent more than 1 per cent of the market portfolio, and should, therefore, be a component of a well-rounded investment strategy. As an asset class with low correlation to traditional asset classes, crypto can help enhance diversification and potentially improve risk-adjusted returns in a multi-asset portfolio.” – Commented the company’s Digital Assets Research Director, Dovile Silenskyte.
Gensler’s Exit
Perhaps the most valid reason behind XRP’s increase to over $1.6 earlier today is the hype by Gary Gensler’s announcement from Thursday evening. At the time, the current SEC chair said he would leave his position on the day the president-elect, Donald Trump, is inaugurated on January 20, 2025.
Although the move was expected, given Trump’s previous promise to fire Gensler on day 1 and the fact that SEC chairs have typically left their positions after a change in the presidency, it still sent shockwaves in the crypto industry.
Due to the four-year battle between the agency and Ripple, the latter’s native token skyrocketed by over 25% within the first 12 hours after the news broke. XRP went from about $1.15 to over $1.4. However, its rally continued on the next day, as mentioned above, and Gensler’s exit remains a highly plausible reason.
Regulatory Change and ETF Hopes
Gensler quitting the SEC is only a part of the overall wave of changes that will hit the US regulators after the Republicans take office. Reports are emerging frequently these days claiming that Trump has picked pro-crypto candidates for numerous key positions in his upcoming administration.
This is also regarded bullish for the entire market, which has added more than $1.2 trillion since the elections on November 5. XRP is no exception as, alongside other assets like Solana (SOL), is expected to have its own exchange-traded fund in the US. There have been a few filings with US regulators since September and experts believe the resolution could be just months away.
With a more favorable guard at the SEC, that resolution could be quite positive for the XRP army. After all, Ripple’s CEO has frequently noted that an XRP ETF is ‘inevitable.’
Also, the “average” turnaround time to get an ETF approved is 6-12 months so, we are probably looking at some time next summer (assuming things go as expected with the appeal).
— Jeremy Hogan (@attorneyjeremy1) November 18, 2024
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Cryptocurrency
Here’s What Users Expect as Donald Trump Begins Tenure as Crypto President: Bybit
It’s been barely a few weeks since the pro-crypto candidate Donald Trump won the United States presidential elections, and the digital asset market still feels the impact of that victory. As the Trump administration prepares to take complete charge of affairs at the White House by January, crypto users anticipate what this could mean for the industry.
According to a quarterly institution report by the digital asset exchange Bybit and the crypto research firm Blocks Scholes, market participants are expecting a transformative period in the industry, with a focus on areas like heightened institutional interest, regulatory reforms, and increased value for bitcoin (BTC) and altcoins.
Trump to Provide Regulatory Clarity
Trump was previously a crypto skeptic, but he eventually turned around and centered his 2024 campaign on advocating for BTC. The U.S. president has declared that he would create clear policy and regulatory frameworks for digital assets to ensure the United States takes a leadership position in the crypto space.
Bybit and Blocks Scholes said Trump’s re-emergence as America’s first crypto president could foster an environment more conducive to innovation. Trump wants to make the U.S. the crypto capital of the planet, and his goals align with those of digital asset stakeholders.
The crypto space will likely see significant regulatory changes with a Republican majority in both chambers of the U.S. Congress. The Bybit report revealed that targeted political spending by crypto entities during the election reshaped legislative priorities, especially in key Senate races.
As pro-crypto lawmakers take office, bills like the Financial Innovation and Technology for the 21st Century Act (FIT21 Act), which aimed to provide regulatory certainty for digital assets, could be enacted into law. The bill faced legislative challenges while passing Congress chambers.
Favorable Environment For Altcoins And DeFi
Furthermore, Trump’s win increases the potential for altcoins to gain traction even as BTC continues to dominate the market narrative. The incoming administration may cause investors to show fresh interest in the decentralized finance (DeFi) sector and networks powered by smart contracts.
The Biden administration took an unfavorable stance toward DeFi and even took legal action against some decentralized entities. However, as regulatory clarity emerges, Trump’s presidency could attract increased investment in these platforms.
Meanwhile, BTC has already gained over 47% since Trump won. With the cryptocurrency about 2% away from the $100,000 mark, traders are optimistic of a continued rally in the coming months.
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Cryptocurrency
Double-Digit Price Surges From These Altcoins as BTC Was Stopped Before $100K (Weekend Watch)
Bitcoin tried and tried to break into a six-digit price territory but was stopped just inches below $100,000 and has been pushed south by around a grand.
Its dominance over the alts has slumped in the past day, as many, such as DOGE, ADA, AVAX, and DOT, have charted double-digit surges.
BTC Fails at $100K
Bitcoin had a highly positive business week, which started with a price surge to over $90,000 on Monday. After a brief retracement, the bulls returned and helped BTC chart a new all-time high of $94,000 on Tuesday.
However, that was just the start as the asset kept climbing and broke above $95,000, $96,000, $97,000, $98,000, and $99,000 by Friday.
Naturally, all eyes turned to the coveted $100,000 target, which many speculated could be broken immediately. However, the bears managed to defend that level well. As such, bitcoin failed to overcome it on Friday, even though it came just $250 away from it.
Since then, the cryptocurrency has corrected slightly and now sits below $99,000. Nevertheless, its market cap is still above $1.950 trillion, placing it as the seventh-largest asset in the world, but its dominance over the alts has taken a big hit and is down to 56% on CG.
Alts on the Rise
The declining BTC dominance means only one thing – alts are exploding. While that cannot be said about ETH, SOL, and BNB, other larger caps have charted mind-blowing surges in the past day.
As already reported, these include XRP, DOGE, and ADA, all of which have shot up to multi-year peaks. The landscape is similar for Avalanche and Polkadot, as they have skyrocketed by 22% each. AVAX now sits close to $44, while DOT is near $7.5.
Even more notable surges come from XLM (52%), ALGO (33%), and VET (31%).
The total crypto market cap reached a new all-time high earlier at over $3.5 trillion on CG.
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