The next generation of the Internet, Web 3.0, is an environment that is expected to change how we access and consume content. The building blocks of this new wave have only recently begun to appear. Its emergence is being fueled by the development of digital currency, NFTs, metaverse and other decentralized technologies.
To become a more democratic version of the Internet, Web 3.0 will enable users to interact via blockchain on smaller competing service platforms. In today’s digital world, consumers demand control over their data and privacy. In addition, they want decentralization, user-friendliness and transparency. The rise of Web 3.0 already incorporates these core concepts and businesses need to know how to incorporate them into their marketing strategies.
Web 3.0’s Impact on Development and Marketing
Web 3.0 is the third wave of the Internet which is more transparent where technologies such as AI, IoT and Blockchain are combined to create a more secure, private and interactive user experience. Web 3.0, or Semantic Web, will be the next frontier of web development.
The first wave of the Internet was Web 1.0, which began in 1994 and ended in 2000, featuring static websites and graphics. Phase II – Web 2.0 – includes websites that integrate user-generated content and UX. It made everything interactive, social media emerged, and people started connecting through blogs, Facebook posts, and tweets.
Next is Web 3.0 which is the decentralized web. It will interact directly with users, devices and systems in smart vehicles, smart homes and workplaces. Web 3.0 marketing involves exploring the web by analyzing new trends and technologies. The Web 3.0 environment enhances user experiences by offering rich and interactive marketing opportunities. This will benefit the marketers as they can now deliver highly targeted ads to their audience.
Web3 technologies – which include VR and AR, blockchain, cryptocurrency and smart contracts – will completely change how creatives create their content, claim ownership of it and get paid for their work. In addition, they will change the way we perceive and understand the Internet.
How Web 3.0 Will Help Creators
The creator economy has empowered individuals to create digital content blockchain technology, Web 3.0 is anticipated to introduce digital scarcity and restore pricing power to creators. Also, due to the new wave, supporting creators will be more of an investment rather than a philanthropist. It will introduce new programmable economic model which will help creators to earn handsomely through the same work.
Key Technologies Shaping Marketing in Web 3.0
Artificial Intelligence (AI): AI is considered a big Web 3.0 star. Accelerated advances in Natural Language Processing (NLP) technology will enable computers to assess and interpret data and provide accurate information. AI is helping marketers collect essential user data and provide users with ads and suggestions that match their interests.
Internet of Things (IoT): The number of devices connected to the Internet is increasing day by day. This allows the web to be constantly present and available to everyone. It will help marketers to analyze consumer buying habits across multiple platforms. They can collect data about how consumers interact with their products and know where they are in their shopping journey.
Blockchain Technology: Blockchain technology is focused on eliminating centralized systems and creating an open and transparent ecosystem that reinvents the digital marketing landscape. Additionally, it can help with data security and data centralization. Web 3.0 will make companies user-centric and transparent, with users having direct control over their data and privacy.
How Brands Can Prepare for Web 3.0 Marketing
The next evolutionary phase of the Internet will create a place where users will have access to content from anywhere in the world and will not be limited to desktop or mobile screens. As the lines between online and offline experiences blur with the rise of Web 3.0, brands can reach new consumers and engage with them through virtual and hybrid experiences. Through VR and AR technologies, smartphone brands can enhance the customer experience and help buyers make more informed choices. Investing in the Metaverse can help businesses grow because they can produce more immersive content.
In order to provide a great customer experience, smartphone brands have also introduced dedicated AI-powered chatbots that are available 24X7 to the consumers and resolve around 94.5% of their queries. These chatbots are available at the disposal of the customers in the form of personalized guides to provide a personalized solution to the users for effective and efficient communication. They interact through textual method and provide users with real-time solutions to their queries.
To showcase their offerings, brands are now digitizing their launch events and exhibitions, transforming traditional events into an entertaining and interactive world of virtual experiences, where customers can interact with products and buy them digitally. can experience from Smartphone brands are pairing their devices with wearable devices such as AR glasses that allow customers to experience auxiliary reality,
By offering diverse content and complementary IoT products, brands can also reward users for downloading and consuming their content. Rewards can be in the form of bitcoin, any stablecoin or altcoin, coin of your own brand, NFT, or any token that has not yet been visualized. This is definitely one of the most effective web 3.0 marketing strategies that brands can employ to expand their business.
Today, businesses can incorporate live shopping on their social media platforms, 3D virtual shopping tours, and much more into their marketing strategies. Enhancing and driving these experiences will keep customers engaged on their current websites and online locations. It will also open the door for things to come in the new world of Web 3.0. As marketers will be on the front lines of this new wave of the Internet, keeping an eye on new trends is imperative to prepare for the new digital consumer landscape.
– Damayanti Singh KhanoriaChief Sales Officer, Oppo India
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