INTEGRATION OF BLOCKCHAIN AND METAUNIVERSE INTO MODERN WEB2 INTERNET SPACE AND PREPARATION OF UPDATE TO WEB3 VERSION

Abstract

This work examines the realities of social networks around the platforms of media giants on the world stage and the potential transition to a new stage - web3 marketing, thanks to the development and modernization of blockchain technologies. Advertising platforms are already changing marketing strategies and interactions with customers through targeted and sensory marketing, and the opportunities and challenges facing the industry in implementing centralized and decentralized technologies in the blockchain ecosystem are discussed. To begin with, modern approaches to promoting brands with the help of online marketing were considered, taking as an example targeted advertising on web resources. The next stage of the analysis of the marketing complex is the content strategy of attracting the target audience by means of the calculation of key metrics. Through this, you can gain insight into ways to directly influence key metrics to better understand your target customer's desires. The third stage revealed the history of the development of the Internet from version web1 to web3 using examples that influenced the development of modern finance and marketing strategies for brand promotion. The final stage in the work was the disclosure of the concept of decentralized and centralized financial systems based on blockchain technology. Thanks to this, it is possible to see the impact of these systems in the world economy, as well as to reveal their positive and negative sides, which mutually replace each other, looking at the problem set by the user, using blockchain technology, as an exchange of financial assets. As a result, the principle of setting up the metauniverse as one of the most promising traffic channels for the world economy is explained.