25 May 2022

What is Web 3.0?

Web 3.0 isn’t quite with us yet but big tech companies and brands are already preparing themselves for its arrival. This means you should too.
Web 3.0 or Web3 is the liberal upstart that wants to decentralize protocols and eliminate large intermediaries and governing bodies. By taking the power back from web giants, Web 3.0 seeks to democratize the internet and create a better, more secure experience for all users.
Built on the blockchain, the technology underlying bitcoin, and other cryptocurrencies, Web 3.0 is all about offering a personalized user experience where the individual is in control. That means a much stronger emphasis on owning and controlling your own data and the way you interact with brands online. Web 3.0 seeks to humanize the online experience, by promoting a peer-to-peer network. Harnessing the power of AI and machine learning technologies to connect people more effectively and deliver more accurate results.
The four key features of web 3.0 are:
Semantic web. An extension of the world wide web that is designed to make internet data readable by machines.

Artificial intelligence. Where computers and machines mimic the decision-making and problem-solving abilities of us humans.

3D graphics. Those mind-boggling three-dimensional representations of pretty much anything you can summon up in your imagination.

Connectivity and ubiquity. For example, the Internet of Things and the possibility of having a connected digital assistant in every home.

Why is Web 3.0 relevant right now?

Web 3.0 will become more relevant in the marketing world as 2022 develops. It aims to solve a number of challenges and issues that consumers have with the world wide web. Including:
A lack of trust in 'big tech'

Increasing demand for robust and transparent data protection and privacy protocols.

The need for truly personalized content feeds and more accurate search results.

The need for democratization and centralization of information and the elimination of a central point of control.

The ability to access and adopt blockchain platforms independently, rather than relying on the nonprofits who are currently in control of blockchain permissions as well as managing design and development.

What does Web 3.0 mean for the future of digital marketing?

The combined powers of AI and semantic web architecture will change how we use the internet. Naturally, this will affect digital marketers and the way we attract new customers and engage with our audience.
Here are some of our predictions on what Web 3.0 will mean for the world of digital marketing.

Super-charged personalization

Web 3.0 is expected to transform the website user experience. It will adapt to every user delivering a contextualized, personalized browsing experience where the content adapts automatically to your location, the kind of device you are using and even your accessibility requirements.
Web 3.0 means super-personalized content feeds mapped to the exact preferences and history of an individual. So, when you search ‘best things to see in Paris’ your results won’t be yet another ‘Top Ten’ standardized article. You’ll get recommendations based on what you did when you went to London, the kinds of restaurants you enjoy in your home city, the budget you are usually happy with, whether you prefer exploring on foot or are happy to travel, and so on. All without adding specific search terms.
Web 3.0 will raise the bar when it comes to brands delivering quality content. Though now that every web user is their own buyer persona more quantity will be needed, too. A raft of blogs and resources will be required to cater to the different combinations of keyword targeting, personas, and topics. Your carefully crafted but relatively generalist how-to will no longer bring all the leads to the yard.

Increased data privacy for the consumer

Data protection and privacy have rightly been a concern of both digital marketing producers and consumers for a long time now. Web 3.0 aims to enable users to maintain complete control over their data. This will have a huge impact on search results, in fact, experts reckon they will be unrecognizable from what we see today. This brings us neatly on to the next point…

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