The internet is in a constant state of flux. This often makes locking down effective digital marketing practices difficult. Trends are always changing, always evolving, leaving us marketers to pick up the pieces and figure out – what works?
Take the advent of social media for example.
Before TikTok and Instagram were providing brands with new and exciting ways to connect with the world, we were just making commercials and banner advertisements meant to hopefully be seen by our prospects. IT was like fishing for a goldfish in the ocean, hoping one swims by at the right time.
So what is next?
Enter: Web 3.0.
Web 3.0 is the next step in the structure of the internet, and in turn is the next big thing marketing professionals have to navigate to effectively boost their business’ revenue.
Gartner.com details the journey from Web 1.0 – 3.0:
Web 1.0 (a read-only web): Created in the early 1990s and allowed for only static HTML web pages that could be viewed with a browser. This phase was geared toward publishing information and making it available to as many people as possible.
Web 2.0 (a read-write web): Began in the late 1990s, focused on interactivity and collaboration. With the introduction of blogs, wikis and social media sites, web users were no longer just passive content consumers; they could now create content and share it online.
Web 3.0 (a read-write-interact web): The ongoing phase of the web is focused on interaction and collaboration between humans and machines. The web is becoming increasingly intelligent and adaptable with the advent of new technologies, including semantic web, natural language processing and machine learning. Therefore, Web 3.0 is considered to be the future of the internet.
In simpler words, artificial intelligence is playing a bigger role in the systems and interactions we see online. This is a result of the decentralized blockchain intended to make the online experience more personal and protected for the user.
Here’s a quick video from Eric Siu talking about how marketing is going to change with the advent of Web 3.0:
- Web 3.0 is coming, and your company should be aware of the current trends and practices of tech giants
- Marketing practices will be directly impacted by the change
- The heart and sole of your marketing practices will be fostering strong communities
Increased privacy means less data
Currently, you can go to Google Trends or Facebook Suite and look up exactly who is reading your content and where they tend to congregate online. It’s an important part of sharing your content through paid advertising that we’ve grown accustomed to in the world of Web 2.0.
This data is often bought in bulk or included in your subscriptions to these services. It’s not just important to your current marketing efforts, it’s actually the backbone to them.
With Web 3.0 becoming the standard, tracing purchasing habits and online presence will become much more difficult and less reliable than it is today. Not having access to mass data will change the way we think about finding our target demographics and prospects.
New decentralized social media
More and more companies have started blockchain-based services meant to mimic ones we currently have. Things like Youtube and Facebook are already seeing new Web 3.0-centric platforms popping up. While not every one is guaranteed to be the next Myspace, it shows the importance of social media in the new age.
Because we won’t have access to purchasable mass data, the focus shifts to building your community that comes directly to you. This is done through the business side of things, by providing quality products and services that compete (and win) over the competition.
Source: 101 Blockchains
We will have to innovate new forms of content across all kinds of media (written, video, photo) to separate ourselves from the competition. It’s not like we’re starting from scratch though, because content that performs well won’t necessarily look entirely different from how it does now.
It will simply need to be reformatted and readjusted for the new platforms on the horizon.
As marketers, we have our current social media skills that have helped us through the present age. These skills will be transferable (slowly!) to the new way of commerce. If anything, it means our jobs are more important than ever in drawing people in and keeping them on our sites and pages.
Staying up on trends
Congrats, you’re probably already doing this part! If you’re a successful marketer or SEO writer, you already know that staying on top of the current climate is crucial to success in your endeavors. This won’t change with the structure of the internet.
Subscribing to tech journals and blockchain-based startups will keep you in the know of what’s working and what’s not. Don’t forget to keep your eye on the larger companies that have the most to lose from Web 3.0 too.
The Facebooks and Googles of the world are preparing for the oncoming storm, make sure to check out how they’re going about trying to stay on top of the game.
With the recent crypto crash there’s been lots of questions as to the direction of crypto currency and its role in Web 3.0. Find the voices in the community that have been the most correct thus far (everyone who wasn’t isn’t on top anymore) and think about how you can apply their methods and ideas to yours.
Deep breaths – don’t be scared! Web 3.0 is just the next challenge you’ll be tackling as a marketing professional. As we discussed, many of your skills are in fact transferable and make you as valuable as ever to your company.
By maintaining a strong brand presence and voice across old platforms and new platforms and staying informed about crypto and the blockchain, you will be more than prepared to handle what’s next. Get to planning your next steps!
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