Baidu unveils a range of web3.0 products to innovate brand marketing

June 24, 2022 0 Comments

Chinese internet giant Baidu has launched a range of web 3.0 products to capitalize on the next iteration of the internet and accelerate marketing innovation for brands and companies.

“A fully functioning Web 3 is probably years aways, and its ultimate form hasn’t been realized yet, but web 3.0 has now arrived at an eruption point with three underlying infrastructure- digital human, non-fungible token (NFTs) and metaverse experiencing rapid growth,” said Cao Yuxin, head of brand marketing at Baidu.

Unveiled at Baidu AI Open Day “AI, I’m going”, Cao has summarized a broad stroke of the company’s roadmaps for its metaverse platform XiRang, Baidu AI Cloud’s digital avatar platform XiLing, and its non-fungible token (NFTs) collections, which is commonly referred as digital collectible in China.

Baidu found that a least 78% of brand marketers surveyed have either tried or plan to try web3.0 marketing techniques, Cao used this data to explain the way of content creation and brand marketing have changed over time as web 3.0 arrived.

The beginning of the internet, or web 1.0, allowed people to read and connect to information. Web 2.0 was the iteration of social media that facilitated a new wave of people connecting with others. And now web 3.0 stands to become a whole new virtual reality, with Metaverse, NFTs, digital human being the underlying infrastructure. Within new digital world better known as Metaverse , people will search for more than information and connection with each other — they will experience a genuine virtual reality immersion.

Metaverse is a relatively old idea and it did get too much attention until recently. As emerging technologies like virtual reality (VR), augmented reality (AR), 5G continue to advance over time, startups and big tech firms rushed into the sector to commercialize the concept.

In December 2021, Baidu has announced the launch of metaverse platform XiRang, which can be accessed via mobile phones, laptops and VR wearable devices such as Pico VR. With live audio chatrooms, graphic effects, and interactive sound, XiRang can conduct events with up to 100,000 guests. Brands and businesses are encouraged to create their own themed virtual places and activities on the platform.

The metaverse has become a target of mainstream brands looking to extend engagement with their customers into the immersive space.

According to Baidu, brands like automaker FAW Bestune, and dairy giant Yili, have already built their themed virtual store within YiRang.

As the production of NFTs continues to create new forms of consumption, more and more premium brands are jumping on this fast-moving train, investing in their new digital collectibles businesses. However, Chinese used a phase “digital collectible” to describe the digital assets it issued, instead of referring it as non-fungible tokens (NFTs) in an attempt to align with the government’s increasing scrutiny of any speculative activities related to crypto.

In order for brands to grow their digital collectible businesses through blockchain, Baidu has launched its consortium chain called Baidu Super Chain to offer technological solutions.

Cao wrapped up her commentary by re-emphasizing that the web3.0 is still very much a dynamic and evolving space. She said that individual creators and big brands alike need to embrace a long-term mindset if they want to be successful in the future of web 3.0 .

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