Research On The Realization Path Of Brand Interactive Communication In Web3.0Era

With the rapid development of new media technology, the way of brand communicationbased on the mass media communication has become less attractive. The advent of theWeb3.0era had bring a huge change to digital media platform. In Web3.0era, the way ofinformation communication, the behavior of network users and the information searchpatterns are all different from the web1.0era and Web2.0era. The Interactive brandcommunication appeared which is based on the appearing and development of advertisingcommunication. However, under the background of Web3.0era, the new changes hasappeared in the interactive mode and features of brand communication. Consumers cancontrol of the spread initiative in the brand information communication process. Brandinformation communication is transfer into a brand campaign movement based on the brandcore value of brand from a simple advertising campaign movement. the accumulation processof brand equity in the brand communication is no longer simple including the microeconomiclevel, but also is involved in the macroscopic social assets accumulation; In order to make thecommunication efficiently between consumers and brand in the complex environment, therole of brand`s owner gradually transformed from brand information promulgator into thedefenders of the brand information. Based on the above analysis of communication patternsand characteristics, the brand Web3.0environment interactive communication realization pathV (Value Identification)-I (Big Idea)-C (Interactive Communication)-E (Execute)-R(Result Evaluate):"VICER" implementation realization path has been constructed. TheVICER path has generalizes and decomposes the brand interaction communication realizationpath under the background of the Web3.0era.The article is divided into five parts. The first part of introduction mainly to sort out therelated research of Web3.0, interactive communication and the spreading of interactiveadvertising. The second part of this article makes a detailed interpretation of the researchbackground of Web3.0and the concept of Web3.0defined, summarized its technicalcharacteristics and the way of information communication in Web3.0Era, laid emphasis up on the progress of communication technology that brings the change to the communicationenvironment, the way and elements of communication. In the third part, the article firstlyelaborated the pattern and the characteristics of interactive communication and introduced theconcept of advertising interactive communication. Then, analyzed the communication wayand characteristic of advertising interactive communication, the analysis of advertisinginteractive communication has laid the groundwork for concept of brand interactivecommunication. At the same time, this part emphasized the relationship between brandcommunication and advertising interactive communication, enriched the concept of brandinteractive communication, and made the analysis of several important concepts about brandinteractive communication further. The fourth part has made detailed explanation of brandinteractive spreading through Realization path “VICER” under the background of Web3.0.According to the changes of the interactive communication realization paths in differentcommunication step, using the method of case analysis, the fifth part has introduced brandinteractive communication strategies to analyze the actual brand communication cases. Usingthe specific cases to highlight the particularity of the realization paths of brand interactioncommunication under the background of Web3.0era.