The web3 is the most important evolution of the internet since the rise of social media platforms and the emergence of blockchain technology as a major trend. Since the arrival of the first version of the web in the 90’s, the web has undergone several changes especially in terms of interactivity and data usage.

Web 3.0, the most innovative technology of our time, is about to change the way businesses operate and people interact with the digital world. Web 3.0 represents a huge opportunity for brands that are willing to experiment with this new technology. The global Web 3.0 market size reached USD 3.2 Billion in 2021.

In this article, we’ll explain what Web 3 is, why it’s important to marketers, and how brands can make the most of Web 3 to gain a competitive advantage.

What Is Web3?

Web3, also known as Web 3.0, is the evolution of the World Wide Web from Web 1.0 and Web 2.0. Web 1.0, often referred to as the “hypertext web”, ran from the early 1990s to the early 2000s. It was a read-only web where consumers could not modify the content and only a webmaster was able to modify the elements of a site.

Web 2.0, also known as the social web, came about with the advent of social media sites and web applications and their development in the early 2000s and paved the way for interaction between users and businesses. Web 2.0, unlike Web 1.0 where interaction was one-sided, became two-sided by allowing users to publish content on the internet, giving rise to content creators.

Web 2.0 has allowed users to interact freely with each other, encouraging high participation, greater collaboration and real-time information sharing. Some of the most influential Web 2 companies in engaging consumers encouraged them to produce user-generated content (UGC) and create unique profiles for each user, then sell that data to third parties for advertising purposes.

Web 3.0, known as the Semantic Web (SW), is a new iteration of the internet powered by blockchain technology where users are consumers, creators and owners. The main characteristics of Web 3 are: 

Decentralized

 Web3, thanks to blockchain technology, will not need a central authority. The blockchain will drive the process of collecting and managing data on the web. The platforms are decentralized and no organization controls the content, the users do.

Anyone will be able to join the network and contribute by creating an address. The technology will collect all the aggregated data with the help of AI and IoT and convert it into information that cannot be hacked or duplicated.

Transparency

The decentralization of Web 3 through Blockchain technology creates a transparent web where all users of peer-to-peer networks and decentralized applications (dApps) will share open and unalterable databases that they can verify by their own.

Autonomy

In Web 2.0, large companies own the user data they collect and store in a centralized server. Whereas Web 3.0 powered by blockchain allows users to own their data and have it stored in various decentralized servers. Users will be able to decide what information they want to share with companies and advertising agencies and have the ability to profit from it.

The Semantic Web

Web 3.0, taking advantage of technological advances in artificial intelligence (AI) and Big Data, has made computers capable of understanding, analyzing and responding to complex human requests. You can use natural words and conversations to convey your requests to a computer as you would with a normal person. As an example, consider the case of Google Search, which is able to display search results based on users’ actual questions.

Ubiquitous

Web 3.0 is designed to be accessible by anyone, on any device and in any application, making the Internet of Things (IoT) possible. Examples include smart appliances, wearable devices, home security systems and computer peripherals. Everything from phones to watches, cars to drones, refrigerators to ovens will be connected to the internet.

Three-dimensional (3D)

Web 3.0 allows for more applications using 3D product visualizations, such as virtual reality (VR) and augmented reality (AR). This will lead to better and more effective Web3 marketing strategies.

Data storage

Web 3.0, in the absence of a centralized entity and leveraging blockchain technology, offers decentralized storage that first encrypts files and data and then shares them via a peer-to-peer network, which is like saying they are not stored in one place but across multiple nodes.

What Is Web3 Marketing?

The evolution of the World Wide Web has always resulted in marketing trends. In the Web 1.0 era, there were very few content creators, search engine optimization was in its infancy, and SEO tactics were primitive.

The development of Web 2.0, with its focus on the consumer, data and mobile, created great potential for analytical and performance-based digital marketing tactics. Social media platforms have collected a large amount of data and made it available to marketers through targeted advertising.

However, this flood of data that marketers crave is precisely what Web 3.0 hopes to solve. Marketing in Web 3.0 is about user data privacy. With Web 3.0, data will be stored in a distributed network that will be owned and controlled by individual users and no one entity or person will own the data.

Users have control over their data and can decide where and how to share it. Marketers can use content marketing, SEO, NFTs and tokens to engage with users, developers and the communities they engage with. 

What Is the Impact of Web3 on Marketers?

Web 3 will challenge marketers, but it will also provide new opportunities for customer acquisition and engagement.

– Limited access to user data

Web 3.0’s emphasis on decentralization and privacy will allow consumers to better protect their privacy by giving them control over their data and how it is used by companies. Marketers will therefore need to take a more proactive approach to data acquisition.

– A community mindset

The main Web 3 marketing challenge marketers will face is creating loyal and engaged communities that are willing to share their data and even become brand advocates.

– Increased use of content creators

Web 3.0 allows content creators to work transparently and without copyright issues through smart contracts.  Web 3 also gives content creators complete autonomy from the strict guidelines of the platforms they choose to publish on today.

How Can You Get Your Business Ready for Web 3.0 Marketing?

Here’s how you can prepare your brand to adapt to Web 3 marketing strategies.

Follow Web3 trends

The more you know about the latest Web 3.0 trends, the more you’ll discover ways to incorporate them into your business strategies and decisions.

 Add NFTs to your content creation strategy.

NFTs (non-fungible tokens) are blockchain-based elements that prove ownership of digital assets, whether it’s a piece of digital art, a trading card or a video game weapon. The main advantage of NFTs is that they can be traded on the open market, which means they are both investments and art objects.

Including the creation of NFTs in your Web 3.0 content strategy can increase your brand awareness and reach and build customer loyalty on social media.

Make your brand visible in the metaverse

The metaverse is the way people will experience the Web3, using innovative technologies like augmented reality, virtual reality and extended reality. Creating virtual experiences in the growing metaverse and its many virtual worlds is one of the most attractive opportunities for brands’ existing customers, and even to access digital communities already in the metaverse to expand their audience.

The metaverse allows brands and individuals to showcase NFTs, present digital and physical products, and host virtual events.

Create Crypto-currency tokens

Crypto-currencies are, of course, one of the cornerstones of the Web3, and as far as brands are concerned, crypto-currency tokens are gaining ground to replace traditional fan clubs. Owning fan tokens usually confers certain benefits to the holders, such as discounts at club stores and the possibility of winning tickets. The most important example is soccer fan tokens. 

 Measure Web3’s key performance indicators (KPIs).

As Web3 matures, more metrics will likely emerge. Here are some of the metrics you can currently use for Web 3:

– Community size across channels

– Activity and engagement

– The selling price of NFTs

Read More:

 How to Create a Cryptocurrency Website in 8 steps?

11 Best Bitcoin and Cryptocurrency Affiliate Programs

Conclusion

With the rapid development of Web 3.0, the strategies and roles of Web 3.0 marketing will continue to evolve. Web 3.0 offers new opportunities for brands to attract customers. Marketers must be savvy enough to adapt to the new trends and opportunities that Web 3.0 presents.