The internet continues to evolve as new technologies emerge and trends change.
As we move into the next stage of the internet, commonly referred to as Web 3.0, marketers will need to get creative and anticipate changes in consumer behavior to create campaigns that stand out.
But, what exactly is Web 3.0, and what does it mean for digital marketers? Let’s dive in.
What is Web 3.0?
As the name suggests, Web 3.0 refers to the third generation of the internet.
Web 1.0 represented the early days of the internet in the 1990s through the early 2000s when everything was decentralized and, well, basic. There weren’t a lot of graphics (or colors, for that matter). It was sort of a slow-moving Wild West of technology.
Around 2005, things started to evolve, and we met Web 2.0. During this era, social media rose to prominence. Blogs became mainstream, and e-commerce businesses emerged. Amazon, eBay, and all the other e-commerce giants that dominate our lives were in their infancy in the early days of Web 2.0.
The second generation of the internet was when data became a valuable commodity for marketers and companies. Arguably, we are still in Web 2.0, as internet websites and businesses gain access to our data and use it for various marketing purposes.
Web 3.0 aims to take some of the power away from marketers and businesses and put it back into consumers’ hands.
A primary tenant of Web 3.0 is decentralization. The aim is for content to be stored in several places at once instead of being housed at a fixed location (i.e., website). Thus, internet giants (e.g., Google) would no longer hold the majority of user data. Instead, that data would be owned by users who could decide to keep it or sell it.
What Web 3.0 Means for Marketers
Consumers may appreciate the decentralization of data with Web 3.0, but marketers have other feelings. However, even though change can be daunting, it isn’t always negative.
Here are some of the challenges and opportunities Web 3.0 will bring to marketers.
Advertisers will need to convince consumers to hand over data
Without automated methods for collecting consumer data, marketers will need to get creative in enticing consumers to hand over their personal information. While this presents some obvious challenges, it isn’t all bad. After all, once consumers have decided to give a company their data in Web 3.0, they will be more likely to continue engaging with that brand because something drew them to it in the first place.
Blockchain technology is for more than cryptocurrency. In Web 3.0, consumers will be able to transact without an intermediary. This will allow for more direct communication and transparency during transactions.
NFTs will reign supreme
If you’ve been ignoring the NFT trend, hoping it would just go away on its own, we have some bad news. NFTs will be a vital part of Web 3.0, and the marketers who master the medium will reap the benefits. So, brush up on your knowledge of NFTs and start getting creative in coming up with new NFT content that represents your brand.
Ready or Not, Web 3.0 is Coming
Exactly when we’ll be fully immersed in Web 3.0 isn’t clear. However, now is the time for marketers to start preparing for this new age of digital marketing.
For healthcare marketers, that means taking an omnichannel approach to marketing with HealthLink Connect from HealthLink Dimensions to reach more providers on different platforms. Contact us to learn more.