Web 3.0 Marketing: What Is It and How Will It Evolve?
Carol Feigenbaum |
 09/06/22 |
7 min read

Web 3.0 Marketing: What Is It and How Will It Evolve?

Web 3.0 promises enhanced user privacy, better protection from cyber criminals, and an immersive experience full of marketing potential! Businesses will enjoy a more functional online presence and marketers will have a host of new ways to reach their audiences.

Understanding the 4 External Forces Shaping Your Brand - Read Now

At the same time, new standards will be set which will transform digital marketing so much that it will be difficult for many to adapt.

Delivering a hyper-personalized experience during time when consumers are supposed to be more in control of their data presents a challenge. And it means that marketing to current and potential customers is about to get a lot more complex.

Are we ready for such a world? It turns out, we are already in it. Gartner reports that artificial intelligence is already improving the jobs of more than four in every five marketers. Our very own platform usage has shown that the industry is indeed ready for the future.

real-time ai-enabled platform

NetBase Quid’s AI technology offers a great introduction to Web 3.0 marketing.

As we gear up for the full roll-out of Web 3.0 over the next few years, this is the time to come to grips with the concept. Organizations that embrace the new era gradually as it unfolds are bound to have more success than those that wait to start when the evolution is already in full swing. With that in mind, let’s get ourselves acquainted with Web 3.0 marketing.

What Is Web 3.0 Marketing?

Before we get to its implications on Marketing, what is Web 3.0 anyway? Also referred to as Web3, Web 3.0 is the third iteration of the web – the foundational layer for the internet. There have been two previous generations of the web defined by the level of functionality achieved.

Web 1.0 is the technological grandparent born in 1989 and coming of age in the 90’s and early 2000’s. This version of the web was a boon for its time, but it was quite basic. It allowed information sharing on static HTML pages easily viewed on a browser but that was it. You couldn’t interact with the content.

Then came Web 2.0 which matured in the mid 2000’s bringing in the novelty of interacting and collaborating on the internet. This is where we get blogs, wiki sites, and of course social media.

Users don’t just consume content on the internet, they also produce it. This has been great for marketing and business in general with features such as user generated content (UGC).

To make use of the successes of Web 2.0, organizations are turning to the advances of Web 3.0 such as AI which helps them make sense of the massive amounts of consumer/creator data.

These are the early stages of Web 3.0 where we are witnessing the web get smarter and more adaptive to the human way of life. Speculators have a lot of ideas about what it could lead to. However, some things are very clear judging from what we are already seeing: It’s no longer business as usual for marketers.

Web 3.0 marketing takes advantage of the evolving World Wide Web to deliver better outcomes for business. How? For instance, marketing has been able to use natural language processing (NLP) technology to analyze consumer conversations across the internet.

natural language processing in action

Natural language processing interprets human speech.

AI has also been used to take personalization to the next level especially as seen on content rendering and display on websites, ecommerce product delivery, and automated customer service. As the human and machine develop a more symbiotic relationship, we will see more of the features of Web 3.0 affect marketing in profound ways.

Features of Web 3.0

The following are some of the most interesting and talked about features of Web 3.0 that marketers need to know about.

1. Artificial intelligence (AI)

In Web 3.0 marketing, the role of AI will be in data collection and analysis, information sharing, and automation.

On data collection and analysis: This is already happening with consumer and market intelligence tools that are built entirely on the technology.

Users will also get faster, more relevant results on their searches thanks to the personalization capabilities of AI.

There are different levels of AI-enabled automation. According to IBM, we are at machine intervention headed to the fully autonomous phase in 2023 when machines will deliver full automation, though not sentient. This isn’t even the highest level.

2. Decentralization and the blockchain

One of the things that has become clear about Web 3.0 is that it will emphasize decentralized systems and blockchain-backed technologies.

Decentralization simply means that there is no single authority governing the use of web properties: No big tech, no big bank, no big government. This will change the way marketers obtain user data for their campaigns.

For instance, as McKinsey & Company put it, the cookie is crumbling. This will pave the way for new and more ingenious ways of targeting consumers. It will be essential, in fact.

Central to the decentralization shift is blockchain. The idea is that the data will be distributed eliminating the reliance on monopolistic infrastructure. It will also keep track of activity for verifiable proof through the creation of immutable ledgers.

3. Semantic technology

The semantic web will be a global database. Ultimately, it will make use of the vast amounts of data available to teach machines how to understand humans. Meaning, when you conduct a search on a website, for instance, the system will be able to interpret the query the same way a person would.

In semantic search, a query is understood on many levels. The answer you get on your query will be tailored to suit you personally at that particular point in time.

Using AI, semantic technology will understand connections between diverse datasets and use it as it is required. The searcher’s device, physical location, recent search history, and other nuances will come into play, ensuring the most relevant results.

Consequently, a new way of thinking about content marketing will arise in order to enhance visibility by search engines and social networks.

4. Metaverse

As conceived in sci-fi, the Metaverse is an all-consuming iteration of the internet. In reality, it is expected to become a core part of Web 3.0 and promises to be fairly expansive in scope.

Web 3.0’s Metaverse can be compared to Web 2.0’s social network. Users will employ technologies such as virtual reality (VR) and augmented reality (AR) to work, play, and entertain others in a 3D space.

Based on blockchain technology, the Metaverse will transform many aspects of the current business world and probably foster new cultures.

Some of the expected applications of this technology are ecommerce, gaming, concerts, marketplaces for digital assets (such as NFTs), and virtual workplaces (Zoom on steroids).

Web 3.0 Marketing Examples

Since it is clear that Web 3.0 will have a major impact on marketing, let us see how it might actually look through the ideas of NFT and Metaverse marketing.

NFTs and Web 3.0 marketing

NFTs can represent items of art, audio and video files, images, and other forms of creative work. This opens a window for marketers to target people of varying interests. They can also be incorporated into customer loyalty programs where users are offered the chance to own unique items, as an effort to gain their loyalty.

As the market continues to grow, many brands have already started using NFTs in their marketing strategies, and they are getting a ton of press from their announcements – which alone is a big win. Notable examples include Budweiser, Macy’s, and Taco Bell.

budweiser using nfts for metaverse marketing

The Metaverse and Web 3.0 marketing

Characteristic features of the Metaverse include immersive environments, virtual identities for users, and a functional virtual economy. It has the lofty goal of creating digital worlds and lives to parallel the physical, extending the current human capabilities.

Enterprise applications include virtual training and collaboration, product testing, and showcasing, among others.

For marketing, the Metaverse is an opportunity to reach audiences in a new environment where they are completely engaged. It will also provide a chance for businesses to boost their credibility with consumers by touting guaranteed security for transactions done on the blockchain.

A number of organizations including household names such as Microsoft, Facebook, and Nike have started experimenting with this world and their resource commitments signal strong faith in the future of Metaverse marketing.

Web 3.0 and the Future of Marketing

Many concepts of Web 3.0 are still being debated with different individuals and groups of experts offering their ideas. Web 3.0 itself is still being defined as there is no universally accepted explanation of what it really is. In other words, we are building the plane while flying in it.

That said, there is no doubt that Web 3.0 is bringing changes to the modern organization and particularly in how it reaches its customers. Marketers should be fully involved in the process of building this next phase of the World Wide Web not only because there are many potential benefits for the early adopters, but also because they have a responsibility to future generations.

A proper foundation will ensure the future consumer isn’t subjected to today’s problems such as intrusive marketing and poor data protection.

Thankfully, there are some avenues for getting in on the action. You could start experimenting with the Metaverse, test out decentralized finance, or get your feet wet with the billion-dollar NFT market.

But if you are looking for something more likely to contribute to your bottom line today, AI-based research technology will not only introduce you to the evolving Web 3.0 marketing but also equip you with consumer and market intelligence that you can use right away to improve your business.

And this precisely what one finds with NetBase Quid® which, launched in 2004, has been around for all three iterations of the web, adapting and evolving right along with it. Reach out for a demo to see a glimpse of the future and be part of creating it!

Understanding the 4 External Forces Shaping Your Brand - Read Now

Premier social media analytics platform

Expand your social platform with LexisNexis news media

Power of social analytics for your entire team

Media analytics and market intelligence platform

Enrich your media analytics with social data

Media coverage for historical & real-time monitoring

Data streams & custom KPIs for advanced data science

AI, Image Analytics, Reporting Tools & more

Out-of-the-box integration with other data sources