The web has undergone multiple stages of evolution since its inception in 1994. The internet has evolved from a static desktop web page for content consumption to a more interactive experience that enables users to interact and produce content. The introduction of smartphones, social media and cloud storage has fuelled significant changes in user behaviour.

What is Web 3.0?

A decentralised internet is the next generation of internet technology. Web 3.0 will use artificial intelligence and machine learning to enhance and ease the internet experience. Web 3.0 looks to make it a more fair and more transparent internet that anyone can access without losing privacy and security.  

How Will Web 3.0 Influence Digital Marketing?

Web 3.0 is developing to be a decentralised, fair, and secure internet with the objective to make it a safer place for users. Digital marketers will need to change their strategies in data collection due to the end of third-party cookies and the personalisation of data will increase. User experience will change dramatically and challenge digital marketing teams to adapt to new demands in augmented reality, virtual reality and blockchain.

Web3 Marketing Strategies

Advertising in Metaverse 

Development in virtual experiences has kicked off the development in the metaverse that looks to overtake the internet. Marketers can experiment with numerous metaverse platforms available such as Roblox, Decentraland, and Horizon Worlds.

Decentralised Advertising

Blockchain technology can be used for decentralised advertising to provide enhanced efficiency and transparency, and decrease expenses. Blockchain technology can prevent ad fraud since blockchains have a transparent record.

User Privacy

Brands will not have to worry about data capture or audience targeting in the same way. Users that connect their wallets will be able to share a complete view of their past behavioural data right from the start. Data will not be owned by third-party platforms as users will own and control the data themselves.

Summary 

As the internet gradually enters Web 3.0, marketers will need to adapt to the change in the digital landscape. User behaviours will shift towards an enhanced virtual experience where users will spend more time in the virtual world. Marketers can take advantage of the upcoming virtual environment by experimenting with advertising in the metaverse and taking advantage of virtual products.