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Produktmarketing in der Web3-Ära

In: Praxishandbuch Digitales Management

Author

Listed:
  • Fabian Zentel

    (z19 ventures)

Abstract

Zusammenfassung Die sozialen Dynamiken und die technologischen Möglichkeiten im Zeitalter des Web3 markieren einen bedeutenden Wendepunkt in der digitalen Ökonomie und revolutionieren die Art und Weise, wie wir Produkte vermarkten und konsumieren. Im Kern steht Web3 dabei für die nächste Entwicklungsstufe des Internet, das durch Tokenisierung neue Formen des digitalen Eigentums ermöglicht und gleichzeitig die Bedeutung von Communitys als aktive Mitgestalter in der Wertschöpfung erheblich steigert. Die steigende Relevanz von digitalen Produkten, das Verschmelzen von digitalen mit physischen Angeboten und neue Wertversprechen führen zu einem Paradigmenwechsel. In diesem Kapitel wird untersucht, wie tokenbasierte Elemente und communityzentrierte Modelle traditionelle Produktmarketingstrategien verändern.

Suggested Citation

  • Fabian Zentel, 2026. "Produktmarketing in der Web3-Ära," Springer Books, in: Stefan Detscher & Michael Hepp (ed.), Praxishandbuch Digitales Management, pages 549-569, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-49614-2_89
    DOI: 10.1007/978-3-658-49614-2_89
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