The key to being a successful marketer is developing brand strategy that is broad enough to reach an entire demographic of potential consumers, but also targeted enough to make potential consumers feel valued. As the internet becomes more decentralized amidst NFTs, cryptocurrency, and the metaverse, there are more opportunities for marketers to effectively target consumers.
However, it’s important to stay up to date and educated in order to take full advantage of new industry shifts. One of the latest developments is the rise of Web 3.0, and its role in shifting marketing and advertising strategy. While Web 3.0 is a bit of an abstract concept, we are here to break it down so your brand can incorporate the most effective strategies into your marketing plan.
What is Web 3.0?
In order to fully grasp Web 3.0 and the purpose of its new role, it is first helpful to understand Web 1.0 and Web 2.0. Web 1.0 Web 2.0 is closer to the internet most users are familiar with today. It is dominated by major technology companies like Twitter and Google, and there is a lot of communication between users and websites.
Web 3.0 is the next iteration of the internet that is better able to process information that users input at a higher level and, as a result, provide a more personalized experience. Rather than having a set definition, there are a few key indicators that can help differentiate Web 3.0 from its predecessors.
- Semantic Web. First, Web 3.0 uses Semantic Web, which is able to truly understand words and phrases that users input, rather than basing results on relevant keywords and numbers. In addition,
- Artificial Intelligence. Web 3.0 uses artificial intelligence (AI) to further interpret information on a human level, as opposed to a computer-generated response.
- Three-Dimensional. From a design perspective, Web 3.0 is more interactive and embeds three-dimensional graphics into its display.
- Semantic Metadata.Information is more easily accessible for users and marketers alike.
With Web 3.0 accessible within a free streaming media ecosystem, brands will move toward a “watch-to-earn” model, allowing consumers to be compensated for their time and personal data through digital assets or currency. This shifts the revenue stream from the enterprise to the individual, simultaneously increasing the value of an ad-free experience for these platforms. Through a blockchain infrastructure and decentralization of data, Web 3.0 will allow for individual ownership over personal data in addition to the ability to monetize it, if you like.
Web 3.0 impact
Web 3.0 is revolutionary for the marketing sector, as it will allow brands to deliver the most targeted advertisements possible to potential consumers. With improved AI and Semantic Web, Web 3.0 can gauge users’ interests and purchasing habits at a human level, and can deliver information and advertisements accordingly. This is beyond the hyper-targeting capabilities of today. Plus, with improved graphics and capabilities, brands will lean into 3D advertisements and metaverse relationships more than ever.
What can your brand do?
Let’s chat about what the advancement toward Web 3.0 means to your business, and how your marketing strategy should evolve to take advantage of this giant leap in media and targeting.