What is Web 3.0 and what do marketers need to know about it?

Web 3.0 is (unsurprisingly) the upgrade from Web 2.0. And, whether you realise it or not, you’re already very familiar with Web 2.0. It’s the version of online that most of us have become very familiar with over the past 15 years, using it for everything, from marketing to buying products. If you’re finding the whole Web 3.0 conversation intimidating just remember that you’ve been using Web 2.0 very effectively without a deep understanding of what it is and how it works - and Web 3.0 will be much the same. That said, there are some key parts of Web 3.0 that marketers can benefit from focusing on.

What came before Web 3.0?

Web 3.0 is a far cry from Web 1.0, which was the very first version of the web where it wasn’t possible to like or comment and all web pages were static. In Web 2.0 the focus shifted from the internet being somewhere that people went to find information to it being a place where information could be gathered from people. This is also the place where data privacy concerns emerged from and why we now have regulation like the GDPR.

What is Web 3.0?

Simply put, it's the update to the current web. It’s built on blockchain technology because it’s less susceptible to hacking and much easier to maintain transaction transparency. It’s also a decentralised web experience, which means that there isn’t one single person in charge. Instead, Web 3.0 is run by decentralised autonomous organisations, which is viewed as more democratic. It also doesn’t tie our real identities to our digital ones, which Web 2.0 does. All this is meant to make the web a more empowering place for the user.

What do marketers need to know about it?

The main thing you need to know is that marketing in Web 3.0 isn’t going to be that different to marketing in Web 2.0. You’ll still be using many of the same steps that you are today, with perhaps a few additions. Marketing in Web 3.0 is likely to look a lot like this.

  • Step 1. Identify the customer avatar so that you can create the write message/product/copy etc that sells. What are their goals and values and what does your customer face in terms of challenges and pain points?
  • Step 2. Identify what your product or service does for them. What does the customer have and feel before your product or service and after? What happens to their pain points and how does your product or service affect their day-to-day experience?
  • Step 3. Tell them what they need to know about the product or service in Web 3.0. For example, if they feel in Web 2.0 like product recommendations etc mean they are being constantly tracked and monitored online, Web 3.0 will free up their online experience without data being collected and sold by big corporations.

While Web 3.0 isn’t going to make a huge difference to marketing it’s essential to understand the fundamental perspective shift that is taking place - and the technology that’s going to be used to make that happen. To find out more about Iconic Digital’s award-winning website design services get in contact today on 020 7100 0726.

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