Recently, tech forums often discuss Web 3.0. This hot topic has not come to an end with a precise conclusion for definition, operation, pros, and cons. However, it still results in certain attractions for many industries, including marketing, because the shift may create many unforeseen consequences. How do future marketing trends happen with 3.0 genres? Our article may pave the way.
The Overview Of Web 3
What Is Web 3.0?
The pioneers define Web 3.0 as the advanced generation of the Internet. It consists of decentralized connected data without a server.
In the early days of the Internet, humans used the web as a passive portal. Over time, technological developments brought humanity to the second stage of enhancement, also known as Web 2.0. The biggest improvement is the interaction between the user and the sites, such as login, social content posts, comments, etc.
However, Internet usage has reached a new level in the digital age. People look for the fastest and most convenient way to satisfy their demands. This gave birth to Web 3.0, aka Semantic Web.
Source: Chris Jobling.
Initiated by the World Wide Web Consortium (W3C), this innovative concept emerged to standardize the current data format. It is geared toward intelligent information processing and the Internet of things by promoting the inclusion of semantic content.
Simply put, Facebook shows ads that tick all your boxes due to the Semantic. Or else, Spotify automatically finds songs that match your taste. Based on this definition, some believe we are now going through the early stages of the 3.0 era.
Web 3.0 Controversies
On the other hand, the Internet’s future is still left open because the debate is still going on. The technical upgrade of the new generation of Internet sites failed to convince opponents, including Jack Dorsey and Elon Musk – new tech billionaires.
They believe that Web 3 performance cannot adapt to databases created by current users. In fact, the most popular blockchain today is inefficient in handling the daily amount of data needed for Youtube or Facebook. Developers must build a centralized service that goes against this new concept to deal with this situation.
In addition, the fact that Meta and Microsoft announced their participation in 3.0 raised concerns about control. This trend could simply be another variation of 2.0. The big techs become the intermediaries and still retain their dominion. Once again, this defeats the greatest purpose of the latest generation.
Finally, some IT professionals are concerned about security as it goes beyond data in this new area. Web 3 makes it more difficult to investigate cybercrime without central control and access, including cyberbullying, violent social words, abusive imagery, etc.
The Connection Between Web 3 & Metaverse
The metaverse became popular recently when Mark Zuckerberg outlined a new direction for Facebook. Simply put, this concept refers to the vivid digital universe accessed through virtual reality.
In some ways, the metaverse and Web 3.0 have a certain connection because they take blockchain technology as the premise of their formation and development. Some believe that the centralization of the next Internet level unleashes the freedom of interconnected virtual spaces.
Besides, digital assets become accessible in the virtual world through NFT (non-fungible token). This is the key to creating the value of the metaverse.
Using e-wallets, nothing can stop users from purchasing traditional digital goods and even physical ones. They can observe and hold them through 3D models to make informed shopping decisions.
Web 3.0 And The Future Of Marketing
Despite the ongoing controversy, getting ready for 3.0 or simply the Internet upgrade is necessary, especially for marketers. If the development of technology successfully brings people closer to intelligent features, these are the changes that will take place in the marketing industry.
Limited User Data
Web 3.0 means that customer files become scarce. The reason comes from the user’s decision-making power over the sharing and use of personal information.
This contrasts with the current situation in which digital marketers collect this data easily. They can utilize this resource for promotional strategies or sell it to third parties.
Needless to say, brand marketers may face more challenges in getting customer insights and delivering tailored services. This situation requires transparency in research or other approaches to accomplishing business goals.
The Focus On Community Values
On the optimistic side, Web 3 empowers more ordinary users who are average shoppers. Instead of passively receiving information, they decide what interests them and promote it widely via the Internet.
Moving to a business perspective, this shift drives adaptation by building a loyal community. As soon as there is a credibility crisis, this approach becomes a savior.
Information from the corporation may be questioned or disputed in terms of objectivity. However, reviews from a group of buyers come to change the game because customers tend to trust those who follow the same values.
The Invasion Of Content Creators
Following the significant change above, it is time for content marketers to become more important than ever. If the 3.0 genre succeeds in proving its superior benefits and becomes an accepted concept, content creators will lead the marketing industry.
It has been a long time since some people likened Youtube, Apple Music, Spotify, etc., to bandits. The content owners who contribute resources to these large platforms get only a scanty portion of the total revenue. It is unfair that your creativity does not pay off, even if it actually becomes popular with the community. For example, composers receive a small percentage of what a customer pays to download their song.
Fortunately, this situation never happened again with this upcoming generation. As Charlie Neer, at MIQ – leading programming media partner, stated in a CMS Wire article: “This will rapidly change with the Web 3.0 revenue model, and the content creators will be the ones in control.”
Without a doubt, the above scenario cannot work right now, as people still have a long way to go and may also reach another destination. However, It is never superfluous to prepare in advance to become an agile marketer.