Around 5 billion people from all over the world have access to the internet, so it’s no wonder that digital marketing has become such an important pillar for most brands’ marketing strategies. In Web 2.0, digital marketing has relied heavily on cookies and users’ data. However, with blockchain powering Web 3.0, marketing tactics will have to stop relying on cookies.
There are many ways in which this new era of the internet will change digital marketing. So let’s dig into it so your brand is ready for the future:
1. More privacy for users, more creativity for brands
Not relying on cookies anymore does not mean that personalisation will become a thing of the past. In fact, true personalisation will be accelerated thanks to Web 3.0 technology. This internet evolution only means that brands will have to fully understand their communities and offer digital marketing that adds value to them as people.
Research shows that 63% of digital marketing leaders struggle to offer personalized experiences. Web 3.0 technologies give marketers the channel to experience moments alongside their customers and get real-time feedback. This gives brands the opportunity to try out different ways of interacting and engaging with their community.
2. More and better engagement with target market
Web 3.0 is sometimes referred to as Semantic Web. The reason for this is that Web 3.0 is powered by Artificial Intelligence and the goal of the semantic web is to make Internet data machine-readable.
As web 3.0 technology such as AI becomes more mainstream, digital platforms are becoming savvier at showing personalised content depending on a user’s activity. An example of where this technology is headed is a users’ “for you page” on Tik Tok. It’s a curated feed of videos from creators you might not follow, but TikTok’s algorithm thinks you will like based on your interests and past interactions.
In the Web 3.0, someone looking for “what to eat after a run” will get different search results based on whether they’re training for a marathon or a 52-year old running newby. This means that marketers will have to create content with more emphasis on broader topics. So marketing strategies need to cover particular topics and keywords from multiple angles and with enough depth to appeal to multiple personas.
3. NFTs will level up the game
It’s not just about pieces of art, the blockchain technology that underpins NFTs can be leveraged by marketers to create new experiences for their customers. Why are consumers getting them?
- Humans have a tendency to collect: Purely for the satisfaction of seeking and owning them.
- Financially support artists/ projects: By buying an NFT, a fanbase is directly endorsing an artist. Moreover, if you decide to sell that NFT in the future, the artist will get royalties from it.
- Utility: Buying an NFT is more than a .jpg file. They give you access to special sessions with the artist, giveaways for NFT holders, and more.
- You become part of a community: Collectors from certain NFT drops build communities on Twitter or Discord to discuss interests in common. Such as when the next drop is, similar NFT collections or just a chat amongst comrades
NFTs can revolutionise performance marketing by giving the creator (brand) royalties every time a token is traded, creating a new revenue stream.
4. New marketing worlds
A revolution is coming and it is powered by the metaverse. With Web 3.0, our internet access is no longer limited to the screen in front of us but rather to the world all around us. The metaverse is blurring the lines between physical and digital transforming traditional advertising toward more engaging and intriguing brand experiences.
These new environments will give marketers more room for creativity as we discover new horizons together.
5. Build communities to thrive
Web3 is all about giving back the power to users through decentralisation and encrypted information. The idea is that consumers will decide and promote the ideas they’re most interested in, instead of being in the passenger seat. With this shift, marketers will have to lean more on building a strong community.
As distrust of brands and how they use data grows, community is more important than ever.