没有钱包意识，我们只是在构建另一个 Web2

为了充分发挥 Web3 的潜力，营销人员必须根据钱包中的匿名数据个性化内容

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 增长副总裁 PeteCoin 表示，为了充分利用 Web3 的潜力，在我们的营销策略中优先考虑“钱包意识”至关重要。这需要根据用户钱包中存在的丰富假名数据来个性化内容。

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.

尽管 Web3 在去中心化和增强隐私方面取得了进步，但浏览这个生态系统的感觉与 Web2 几乎相同。这篇专栏文章是 CoinDesk Web3 营销周的一部分。

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.

为了创造一个不仅增强而且区别于 Web2 的数字冒险，我们必须利用钱包中丰富的匿名信息来打造独特的交互。不幸的是，Web3 中仍然明显缺乏钱包意识，从而在真正沉浸式和个性化的数字旅程的潜力方面留下了差距。

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，钱包使 Web3 与众不同，但功能与传统登录类似。您连接、签署交易并访问内容，但该网站不会对您钱包中保存的丰富信息做出反应。这将钱包仅限于接入点，而无法增强数字体验。

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.

这种“钱包意识”的缺失是显而易见的。真正的 Web3 内容应该对钱包数据做出反应，创建动态和个性化的交互。在 Web2 中，一些网站已经根据用户数据提供定制体验。 Web3 应该更进一步，默认使用钱包信息来提供精选内容、有针对性的推荐、个性化增长营销和可操作的见解。

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.

我们的钱包保存着大量反映我们兴趣和愿望的匿名数据。钱包意识利用这一点来提供高度个性化的数字旅程。正是这一创新真正将 Web3 区别于 Web2。链上增长营销将是近期采用最多的领域之一。

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

尽管具有潜力，但钱包感知的 Web3 交互仍然很少。

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.

这在 DeFi 领域最为常见，我们经常连接钱包与应用程序进行交互。然而，个性化推荐却很少见。 DeFi 应用程序具有高度交易性，将钱包限制为仅仅是接入点，而不是通往丰富、个性化旅程的门户。

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.

一个更大的问题是，钱包意识，即使是其基本形式，也没有在它应该最普遍的地方出现。除了 DeFi 应用程序之外，加密货币似乎大规模缺乏钱包意识。用户可以经历整个决策流程——从发现项目到投资和质押其资产——而不会遇到它一次。钱包感知体验被埋藏在社区门户中，我们再次仅利用钱包进行短暂交易以分配角色或放入渠道。

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.

在加密货币领域，钱包意识可以发挥作用的地方显然缺乏钱包意识。想象一下，访问一系列加密货币研究网站，在每个网站上连接您的钱包，然后在您浏览的任何地方看到一个“适合您”的页面，其中包含与您所持资产相关的出版物。这应该是常态。

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.

实现全面的钱包意识需要一种构建 Web3 的新方法。 Warpcast (Farcaster) 等应用程序以及 Spindl、Serotonin（我的公司）和 Addressable 等增长营销工具已开始展示其可能性，但仍有大量工作要做。钱包意识是一种愿望，但如果我们想创建一个真正独特的互联网，那么作为 Web3 构建者，这是我们必须致力于的。

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.

为了超越 Web2 的限制和侵入性做法并利用去中心化技术的潜力，我们必须优先考虑钱包意识。通过这样做，我们可以创建一个更加个性化、动态和有吸引力的 Web3，它有别于过去，并为更光明的数字未来铺平道路。

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 的成功不仅仅取决于权力下放和增强的隐私。为了真正区别于 Web2，我们必须拥抱钱包意识。这意味着建立一个为个人量身定制数字体验的互联网，利用我们钱包中的丰富数据来创建独特的 Web3 内容。

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.

想象一下，在一个网络中，每次交互都感觉个性化，内容是根据您钱包中的匿名数据专门为您策划的。这不是一个遥远的梦想，而是现在可以实现的目标。钱包感知的 Web3 可以改变我们与数字世界互动的方式，使其更有意义并根据每个用户的需求和偏好进行定制。

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.

钱包认知度的影响不仅仅局限于现场体验，还影响到您如何获取用户。链上营销可以利用钱包感知来根据钱包活动提供个性化广告。这种方式通过使用假名数据尊重用户隐私，不会窥探用户的个人背景。借助钱包数据，链上营销可以创建建立在尊重和效用之上的广告商与用户关系，根据用户的兴趣和持有量提供相关且有用的广告。这创造了一种更具吸引力和更有意义的营销体验，远离 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.

作为 Web3 领域的构建者和创新者，我们有责任突破界限并努力实现的不仅仅是渐进式改进。我们需要创建一个不仅是去中心化的、而且是高度个性化的、对用户敏感的网络。

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

迈向完全实现 Web3 的道路仍在继续，钱包意识是一个关键因素