‘Web 3.0 will have a remarkable impact on digital marketing.’
This is what I think. Why? I’ll explain it in this blog.
Our generation has been progressing with evolving technology.
Earlier generations (the generation of our grandfathers and fathers) needed money, hence jobs for a living. Thus came industrialization. The next generation was more into liabilities for living a comfortable life, and this was the time when IT companies and jobs were at their peak. Today’s generation (us) believes in living a contented life. It is the time of social media and marketing. Rather than a big package, we people look for good office culture, work-life balance, and focus on investments.
This is how the generations have changed along with the turning points in the structure of the internet and advancements in marketing.
Do you know that 3 million users all over the world make killing on Internet technology every single day? The internet has progressed without slowing down, from a static desktop modeled for content utilization to a more immersive experience. These changes are powered by three prime additions: smartphones, cloud storage, and social media.
And so comes the topic of Web 3.0. It is quite evident that technology has tremendously swapped the way we do business. In marketing explicitly, there have been three waves of tech advancement: Web 2.0, Social Media, and now Web 3.0.
(Web 1.0 is more precisely about text and graphics).
By now, it must have been clear to you that today we are going to talk about Web 3.0 and digital marketing.
So, let’s get into it.
Hereabouts of Web 3.0
Web 3.0 (decentralized internet) is the next-gen internet technology. It focuses more on artificial intelligence (AI) and machine learning (ML). However, it is still an improving technology, so giving a specific definition is not possible.
But, you can view it as the World Wide Web, it is decentralized, constructed, uses a blockchain system, and keeps the user’s information secure.
The overall idea of Web 3.0 is transparency, openness, and data privacy. With AI and ML, Web 3.0 gives an internet experience that is more personalized and user-specific.
Therefore, Web 3.0 is a semantic web.
According to a study by Gartner, 63% of digital marketing directors struggle to provide personalized experiences. Marketing leaders should use Web 3.0 to better acknowledge end-users demands and preferences.
Web 3.0 offers relevant consumer data and helps digital marketers enhance their targeting and help them offer more personalized services.
I hope Web 3.0 is a little bit clearer to you now. Keep reading to understand more about web 3.0 in digital marketing.
Web 1.0-Web 3.0: How Did We Get Here?
The internet has seen several changes and has been through stages of evolution. During the time of Web 1.0, static web pages ruled. Along with offering news and information, websites usually allow some end-users to exhibit their interests and hobbies. However, to save bandwidth, images and videos were put off in Web 1.0.
Soon, Web 1.0 evolved into Web 2.0, a more effective, personalized, and accessible internet. Due to this, websites have become more interactive. The images and videos no longer slowed down the websites, and we started sharing them in just a few clicks. Now is the time for Web 2.0 to pave the way for a more intelligent Web 3.0.
Moreover, Web 1.0 is a read-only web, Web 2.0 is a read-write web, and Web 3.0 is a read-write-interact web.
Web 3.0: A Closer Look At Their Characteristics
The main aim of Web 3.0 is to make websites more effective and interactive by using the mammoth amount of user data available there.
Let’s have a closer inspection of the characteristics of Web 3.0:
This technology is the pillar of Web 3.0. It connects information containing blocks that cannot be swapped, erased, or captured. Each data containing blocks links to each other, so whenever a block is created, it links to the other blocks and adds up in the chain.
This decentralized chain guarantees the security and privacy of the customer’s information.
Artificial Intelligence and Machine Learning
AI and ML give computers the power to perform half-autonomously. In the real world, this autonomy is possible due to Web 3.0.
Both AI and ML algorithms offer several benefits for users and organizations. They make it easy for end-users to reach out for what they need and help companies make golden forecasts.
These algorithms are capable of recognizing the end-users work and search patterns. This way, the search assistants precisely filter and provide better user options.
Web 3.0 uses AI algorithms for decision-making and analyzing procedures.
Web 3.0 has decentralized data, which means the end-users possess their data.
The decentralized networks allow the go-getters to use, sell, or trade their data. So, tech giants like Meta cannot use or control the user’s data without their protection. So, now ownership has become important for data privacy. In addition, it also protects the real-life identities of the users.
Web 3.0 allows user-generated content. It will allow users to generate content even if they don’t have a platform in their own name. The end-users are free to create and publish the content.
Moreover, it is beyond the control of central authorities. It can be risky, but it also opens up a vast space for content creators.
3D graphics are widely used in Web 3.0 services. Every sector holds a unique space for 3D virtuality, like computer games, virtual reality tours, virtual commerce, and digital marketing. They use this feature productively.
It lets users design more realistic virtual words.
The Semantic Web
Web 3.0 improves the interaction between users. The semantic web is one step ahead and allows systems to communicate with end-users.
The semantic web is a machine that can recognize and analyze the users’ internet data. It improves the user experience.
Thus, it’s quite evident that Web 3.0 impacts every industry that uses the internet in one way or another. Moreover, advertising and digital marketing will have the most significant beneficial effects.
Web 3.0 and Digital Marketing
Web 3.0 is transforming the digital marketing industry through transparency, data privacy, and blockchain technologies.
It also provides several opportunities for marketers to build users’ trust and connections.
Some of the transformations in digital marketing because of Web 3.0 are as follows:
- User-generated content will be accessible for digital marketing.
- The users will be the keepers of their data and can maintain their privacy.
- Many virtual communities will come to the fore.
- Digital marketing will be using dApps.
- AI and the semantic web will take over the marketplace.
User-generated content will be accessible for digital marketing
User-generated content has more value in Web 3.0. End-users are important in this web version for digital currencies, holding their content, and positions on platforms.
And the digital marketing field should have to transform itself according to the changing situation.
Web 3.0 allows users to create their own networks with all kinds of devices. Digital marketers should use this space and merge consumers as content creators into the game to reach out to a larger audience.
Giving acknowledgment to user-generated content will set up a trustful and genuine relationship between the marketers and their target audience.
The users will be the owners of their data and can maintain their privacy.
End-users are self-governing in Web 3.0. The user will be the sole owner of their private data and they will have all the rights to sell and trade it.
If marketers become familiar with blockchain technology, they will have to find a way to retrieve data from the users without any infringement on the consumer’s privacy.
Many virtual communities will come to the fore
Web 3.0 focuses on the relationship between users to strengthen connections. Digital marketers should be present in these groups. This is because by entering these channels only, they can access the virtual communities.
Digital marketing will be using dApps
Digital marketers should support decentralized applications (dApps). Because the centralized data collection method is beyond Web 3.0, digital marketers should create decentralized implementations based on blockchain technologies. dApps allow marketers to secure end-users privacy, avoid censorship, and have unlimited development events.
AI and the semantic web will take over the marketplace
Web 3.0 will direct digital marketing to use AI and semantic web benefits in a wide area. Marketers can use open-data sources through AI algorithms to reach out to the targeted audience.
Accordingly, digital marketing will create more personalized content for its end-users. The semantic web will assist digital marketing to develop from a broader perspective. This way, marketers can understand the consumer’s behavior more clearly and develop strategies.
To Sum Up
We are heading towards a future where consumers will have full control and power over their data and privacy. These are all the consequences of the blockchain system, artificial intelligence, machine learning, virtual reality, and semantic web technologies.
In the end, the turning point is Web 3.0. Transparency in data usage, more personalized, accurate insights, user freedom, and decentralization are the basics of web 3.0.
This is the future of digital marketing.
This also means that whoever enters early will reap the most benefits. We understand that digital marketing can be mind-boggling, especially when you are new to this industry.
This is why we wrote this blog and we are always here to help you with building your audience and building your brand by managing your brand’s marketing in the Web 3.0 ecosystem.
Extern Labs is a Web & Software Development Company that serves clients over the globe with its innovative development and digital marketing services.