For most individuals, Web3 is still a futuristic concept. However, the internet is constantly undergoing new developments (hello, ChatGPT, and artificial intelligence!), and with each passing second, we move closer to a universally available and well-defined Web3. But exactly what is Web3 marketing, and how does it improve your current marketing situation? Keep reading to learn more about Web3 marketing.
What Is Web3?
Web3 is the next progression of the World Wide Web from Web 1.0 and Web 2.0. The internet allows people to access the World Wide Web, a network of interconnected documents.
Web 1.0's distinguishing feature was its use of static sites and image-based content. It came in a “read-only” version, meaning users couldn’t change the content. Only the site’s webmaster could change its content in the age of personal web pages.
Web 2.0 emerged in the early 2000s when social networking sites like Facebook and Twitter began gaining popularity. Web 2.0 allows users to create and edit website content—meaning that content creation is no longer restricted to people with HTML and coding knowledge. Web 2.0 features a two-way exchange rather than a one-way exchange like Web 1.0. Since it freed online publication, Web 2.0 facilitated content creators’ emergence.
Web 1.0 ran from the 1990s to the early 2000s. Web 2.0 has been around since the late 1990s, and the world is now staring at Web3 as the newest and latest iteration. And although Web3 is currently indefinite, early adopters visualize it as a more autonomous web that allows users to create apps that other users can utilize.
Why Web3 Marketing Matters
With Web 2.0, businesses that request customer data (think email addresses or phone numbers) also retain their ownership because everything is in a single primary server. Web3 seeks to change this paradigm by giving users, not businesses, control over their own data and distributing its storage among multiple servers.
Users will be the ones deciding what happens to their data. They get to pick the platforms and methods of dissemination. They can control who can (and can't!) communicate with them. And consequently, marketers will have a bigger audience to target, interact with, and keep happy.
The advent of Web3 will also bring in a new era of collaborative promotion. As the scope of the audience grows, marketing professionals will have to devote more time and energy to discovering what matters most to their consumers and developing strategies accordingly.
Digital marketing tactics like content marketing and search engine optimization (SEO) are here to stay, and marketers will need to integrate them with new Web3 technologies such as tokens and NFTs. User experience will also shift drastically, posing a challenge for digital marketers to meet customers’ evolving expectations through emerging technologies.
How You Can Prepare Your Business for a Web3 World
Marketers who take time to prepare for the upcoming Web3 world will be able to take advantage of its many features—as well as overcome its many formidable obstacles. Here’s what you can do to ensure your marketing efforts are in line with Web3:
Keep Up With the Newest Developments About Web3
Lagging can be expensive. Although there’s always some degree of unpredictability when it comes to forecasting the future of technology, the progress is good so far. As you make business decisions, remember the future is already upon you and moving quickly.
If they fit into your business, consider investing in 3D assets such as virtual reality and 3D models. With a deeper understanding of the recent developments in Web3 trends, you’ll be in a better position to incorporate them into your existing strategies.
Utilize Customer Data Insights Smartly
Although users will have more control over their data and their privacy using Web3, managing customer data safely still plays an important part in a business day to day. Learn about your customers, collect their data, and learn how to integrate that information into your marketing efforts to make sound decisions.
Improve User Experience
The successful blogs and online stores of the future will be dynamic and user-friendly. To this end, it’s crucial that you immediately enhance your digital presence to meet the standards of Web3’s user experience.
Include NFTs in Your Content Development Strategy
Although there are currently no definitive guidelines for developing Web3 material, it’s evident that NFTs will play a significant role. If it makes sense for your business, get involved!
A non-fungible token (NFT) is a component of intellectual property on the blockchain and creates a sense of digital exclusivity. For businesses that have begun developing them, they’ve proven useful in the following:
- Boosting brand loyalty
- Promoting awareness
Make Valuable Marketing Content
Like on the Metaverse, content is more valuable than ever in Web3. In the coming years, effective keywords will not be nearly as crucial as content that is tailored to the user’s needs and provides valuable insights that fulfill their search objective.
Incorporate Memes Into Your Communication Strategy
The Web3 crowd loves memes because they serve as a form of universal online language. They can evoke feelings and are relatable. They’re essential to helping the audience comprehend your creations.
Monitoring everything in a decentralized system will be difficult. Thus, businesses should consider automating repetitive financial and administrative tasks. That will guarantee the timely completion of tasks without overlooking anything.
Begin Forming Genuine Relationships With Clients on Social Media
Whereas it’ll undergo some transformations, social media will remain a key component of Web3. Customers’ loyalty and willingness to share personal information with you depend on your early efforts to forge genuine relationships with them.
Marketers need to change how they view their clients. Establishing a community will be necessary for successful product launches. There’s even a possibility of some products originating from the community.
Study the Drawbacks
Businesses must consider potential Web 3.0 drawbacks and devise strategies to reduce them. You’ll need to understand that achieving complete decentralization is hard and often slows things down.
There’s no such thing as a flawless smart contract, and any bugs in the code might cost you and your customers. Since they’re new, decentralized systems necessitate extra precautions to guarantee their safety against fraud.
Despite its fast development, Web3 is still in its infancy. Whereas collaborative marketing has received much attention, no one can reliably predict what Web3 marketing will turn out like.
There’s still uncertainty regarding the types of marketing approaches that will be in demand as Web3 matures. Nevertheless, successful marketers are flexible enough to respond to shifting trends and exploit novel opportunities.
If you need help steering your online marketing strategy and guidance on what techniques to employ, we at WSI are happy to help.