沒有錢包意識，我們只是在建立另一個 Web2

為了充分發揮 Web3 的潛力，行銷人員必須根據錢包中的匿名數據個人化內容

To fully harness the potential of Web3, it’s crucial to prioritize “wallet awareness” in our marketing strategies, says PeteCoin, VP of Growth, Serotonin. This entails personalizing content based on the rich pseudonymous data present in users' wallets.

Serotonin 成長副總裁 PeteCoin 表示，為了充分利用 Web3 的潛力，在我們的行銷策略中優先考慮「錢包意識」至關重要。這需要根據用戶錢包中存在的豐富假名數據來個性化內容。

Despite Web3's advancements in decentralization and enhanced privacy, navigating this ecosystem feels almost identical to Web2. This op-ed is part of CoinDesk's Web3 Marketing Week.

儘管 Web3 在去中心化和增強隱私方面取得了進步，但瀏覽這個生態系統的感覺幾乎與 Web2 相同。這篇專欄文章是 CoinDesk Web3 行銷週的一部分。

To create a digital adventure that not only enhances but also distinguishes itself from Web2, we must leverage the rich pseudonymous information in our wallets to craft unique interactions. Unfortunately, wallet awareness is still conspicuously absent from Web3, leaving a gap in the potential for a truly immersive and personalized digital journey.

為了創造一個不僅增強而且有別於 Web2 的數位冒險，我們必須利用錢包中豐富的匿名訊息來打造獨特的互動。不幸的是，Web3 中仍然明顯缺乏錢包意識，從而在真正沉浸式和個性化的數位旅程的潛力方面留下了差距。

Right now, wallets set Web3 apart but function like traditional log-ins. You connect, sign a transaction, and access content, but the site doesn't react to the rich information your wallet holds. This limits wallets to mere access points without enhancing the digital experience.

目前，錢包使 Web3 與眾不同，但功能與傳統登入類似。您連接、簽署交易並存取內容，但網站不會對您錢包中保存的豐富資訊做出反應。這將錢包僅限於接入點，而無法增強數位體驗。

This absence of “wallet awareness” is glaring. True Web3 content should react to wallet data, creating dynamic and personalized interactions. In Web2, some sites already offer tailored experiences based on user data. Web3 should go even further by using wallet information to deliver curated content, targeted recommendations, personalized growth marketing, and actionable insights by default.

這種「錢包意識」的缺失是顯而易見的。真正的 Web3 內容應該會對錢包資料做出反應，創造動態和個人化的互動。在 Web2 中，一些網站已經根據使用者資料提供客製化體驗。 Web3 應該更進一步，預設使用錢包資訊來提供精選內容、有針對性的推薦、個人化成長行銷和可操作的見解。

Our wallets hold vast pseudonymous data reflecting our interests and desires. Wallet awareness leverages this to offer a highly personalized digital journey. It’s the innovation that will truly set Web3 apart from Web2. And on-chain growth marketing will be one of the areas with the most near-term adoption.

我們的錢包保存著大量反映我們興趣和願望的匿名數據。錢包意識利用這一點來提供高度個人化的數位旅程。正是這項創新真正將 Web3 區別於 Web2。鏈上成長行銷將是近期採用最多的領域之一。

Despite its potential, wallet-aware Web3 interactions remain sparse.

儘管具有潛力，但錢包感知的 Web3 互動仍然很少。

It’s most common in the DeFi landscape, where we frequently connect wallets to interact with apps. However, personalized recommendations are rare. DeFi apps are highly transactional, limiting wallets to mere access points instead of gateways to rich, personalized journeys.

這在 DeFi 領域最為常見，我們經常連接錢包與應用程式互動。然而，個人化推薦卻很少見。 DeFi 應用程式具有高度交易性，將錢包限制為僅僅是接入點，而不是通往豐富、個性化旅程的門戶。

A bigger issue is that wallet awareness, even in its basic form, is absent where it should be most prevalent. Outside of DeFi apps, crypto seems to lack wallet awareness at a massive scale. Users can go through an entire decision-making funnel — from discovering a project to investing and staking its asset — without encountering it once. Wallet-aware experiences are buried in community portals, where we once again only leverage wallets to transact briefly to be assigned a role or placed into a channel.

一個更大的問題是，錢包意識，即使是其基本形式，也沒有在它應該最普遍的地方出現。除了 DeFi 應用程式之外，加密貨幣似乎大規模缺乏錢包意識。用戶可以經歷整個決策流程——從發現專案到投資和質押其資產——而不會遇到它一次。錢包感知體驗被埋藏在社群入口網站中，我們再次僅利用錢包進行短暫交易以分配角色或放入管道。

The places in crypto where wallet awareness could shine are conspicuously lacking it. Imagine visiting a series of crypto research sites, connecting your wallet on each one, and seeing a 'for you' page with publications relevant to your holdings everywhere you browsed. This should be the norm.

在加密貨幣領域，錢包意識可以發揮作用的地方顯然缺乏錢包意識。想像一下，造訪一系列加密貨幣研究網站，在每個網站上連接您的錢包，然後在您瀏覽的任何地方看到一個「適合您」的頁面，其中包含與您所持資產相關的出版物。這應該是常態。

Achieving full wallet awareness requires a new approach to building Web3. Apps like Warpcast (Farcaster) and growth marketing tools like Spindl, Serotonin (my company), and Addressable are starting to show what’s possible, but there’s still a lot of work to be done. Wallet awareness is an aspiration, but it’s one we as Web3 builders must commit to if we want to create a truly unique internet.

實現全面的錢包意識需要一種建構 Web3 的新方法。 Warpcast (Farcaster) 等應用程式以及 Spindl、Serotonin（我的公司）和 Addressable 等成長行銷工具已開始展示其可能性，但仍有大量工作要做。錢包意識是一種願望，但如果我們想創建一個真正獨特的互聯網，那麼作為 Web3 建構者，這是我們必須致力於的。

To transcend the limitations and invasive practices of Web2 and harness the potential of decentralized technology, we must prioritize wallet awareness. By doing so, we can create a more personalized, dynamic, and engaging Web3 that stands apart from the past and paves the way for a brighter digital future.

為了超越 Web2 的限制和侵入性做法並利用去中心化技術的潛力，我們必須優先考慮錢包意識。透過這樣做，我們可以創造一個更個人化、動態和有吸引力的 Web3，它有別於過去，並為更光明的數位未來鋪平道路。

I believe Web3's success hinges on more than just decentralization and enhanced privacy. To truly differentiate it from Web2, we must embrace wallet awareness. This means building an internet where digital experiences are tailored to the individual, leveraging the rich data within our wallets to create something uniquely Web3.

我相信 Web3 的成功不僅取決於權力下放和增強的隱私。為了真正區別於 Web2，我們必須擁抱錢包意識。這意味著建立一個為個人量身定制數位體驗的互聯網，利用我們錢包中的豐富數據來創建獨特的 Web3 內容。

Imagine a Web where every interaction feels personalized, where content is curated just for you based on the pseudonymous data in your wallet. This is not a distant dream but an achievable goal right now. A wallet aware Web3 can transform the way we engage with the digital world, making it more meaningful and tailored to each user's needs and preferences.

想像一下，在一個網路中，每次互動都感覺個性化，內容是根據您錢包中的匿名數據專門為您策劃的。這不是一個遙遠的夢想，而是現在可以實現的目標。錢包感知的 Web3 可以改變我們與數位世界互動的方式，使其更有意義並根據每個用戶的需求和偏好進行客製化。

The effects of wallet awareness reach further than just on-site experience and into how you acquire users. Onchain marketing can use wallet awareness to deliver personalized advertising based on wallet activity. This approach respects user privacy by using pseudonymous data and does not pry into the personal background of the user. With wallet data, on-chain marketing can create an advertiser-user relationship built on respect and utility, offering relevant and useful ads tailored to the user's interests and holdings. This creates a more engaging and meaningful marketing experience, far removed from the intrusive practices of Web2.

錢包認知度的影響不僅限於現場體驗，也影響您如何獲取使用者。鏈上行銷可以利用錢包感知來根據錢包活動提供個人化廣告。這種方式透過使用假名資料尊重使用者隱私，不會窺探使用者的個人背景。借助錢包數據，鏈上行銷可以創建建立在尊重和效用之上的廣告商-用戶關係，根據用戶的興趣和持有量提供相關且有用的廣告。這創造了一種更具吸引力和更有意義的行銷體驗，遠離 Web2 的侵入性做法。

As builders and innovators in the Web3 space, it’s our responsibility to push the boundaries and strive for more than just incremental improvements. We need to create a Web that is not just decentralized but also deeply personalized and responsive to its users.

作為 Web3 領域的建構者和創新者，我們有責任突破界限並努力實現的不僅僅是漸進式改進。我們需要創造一個不僅是去中心化的、而且是高度個人化的、對使用者敏感的網路。

The path towards a fully realized Web3 is ongoing, and wallet awareness is a

邁向完全實現 Web3 的道路仍在繼續，錢包意識是一個關鍵因素