What Web3 is and its impact on the digital marketing industry
Technology continues to evolve and influence all areas of human life and activity. At the same time, the Internet, a technology without which modern man cannot imagine his life, is developing. The current iteration of the Internet – Web 2.0 – is still widely used. However, it is gradually being replaced by Web 3.0 – the third wave of the Internet, more perfect and user-oriented.
Web 3.0 is the third generation of the Internet, which is characterized by better speed, more features, and independence for the user. The first generation is familiar to those who first encountered the World Wide Web in the 1990s or early 2000s. It was a time of static pages and sites with primitive designs and features that limited the user experience. We live in the wave of Web 2.0, which is characterized by the general evolution of the digital sphere and the emergence of social networks.
Web3 features
To better understand the difference between the three generations of the Internet, it is worth explaining what Web3 means. The main and unique feature of the third generation is the unification of websites and applications into an ecosystem, as well as the proliferation of metaverses. This will give the user a completely new experience and allow complete immersion in the virtual world.
Another feature of Web3 is privacy. Cybercrime is evolving as digital technology improves, so privacy is now a top priority that will not lose its relevance for a long time to come. The third generation of the Internet will give users more control over their data, and it will no longer be necessary to give consent for data to be processed in order to carry out full activities and receive services online. This will be possible through the use of blockchain and decentralized applications – dApps. Such applications will help take power out of the hands of large hosting providers and give it to ordinary users. With Web3, people will be able to share data on the Internet without intermediaries. Any user will be able to access content that has been shared with other users and, conversely, share data with other people.
Given these possibilities, it is important to anticipate the impact of Web3 on marketing. The third wave is still in its developmental stage. So it is impossible to say for sure how it will affect the sphere. However, one can make an accurate guess based on the three technologies at its core. There are the semantic web, artificial intelligence, and blockchain.
Web3 technologies
The first thing to consider is the protection of user data. It will be impossible to get enough data from a platform under Web3, so it will be important for marketers to find creative ways to convince people to share data voluntarily.
The role of NFTs will increase. And while it’s far from a new phenomenon in Web 2.0, it will play an important role in Web3. Marketers should prepare to create branded NFTs.
The development of AI will give marketers more ways to engage customers. Users will be able to have a more realistic and high-quality immersive experience by visiting virtual shopping malls instead of standard online stores.
Content marketing and creation, community development, and user centricity will remain important for marketers. And Web3 will only enhance their capabilities.
