Web3 has got a lot of people talking in tech. It’s fair to say there’s been some debate about the term and what it means. But the development of blockchain technology has the potential to change a lot in the way we use services.
So what do these changes mean for us as marketers, developers and designers? What happens if we’re moving towards decentralisation of the internet?
Web2 was a radical change for the world, and Web3 could have an even bigger impact. Read on to learn more about Web3.
What is meant by Web3?
Web3 is the next evolution of the internet. As a brief recap …
Web1 refers to the earliest version of the internet. The early stages of the internet was composed of web pages joined by hyperlinks, without all the additional visuals, controls and tools that we use today. It was virtually a ‘read-only’ web.
Web2 gave way to the birth of user-generated content, ability to interact and collaboration with online tools. Social media sites like Facebook, Twitter and YouTube brought digital media into spaces that focused on user experience and engagement. E-commerce and digital marketing opportunities also became readily available and commonplace.
Web3 is the supposed new third age of the internet. It will use blockchain technology to move towards decentralisation, allowing more capabilities and freedom for users. Web3 will make the user experience even more interactive and engaging with the use of AI and further sharing of data. There are even proposals to build virtual worlds within the internet. For us as digital marketers, the change will be huge…
What are the key changes with Web3?
Web3 promises a big shake-up of the way the web works. Here are some of the main changes.
The internet is mostly centralised at present. Data flows and is stored in centres owned by a handful of enterprise corporations. Some major players are in control of the most widely-used services and platforms. Think Google, Meta and Microsoft.
Decentralisation moves data storage and handling away from large corporations and gives it back to the people. This means that as a user, you are less dependent on centralised platforms that would otherwise reap the benefits of your hard work. Web3 is a system away from centralised services that use public blockchains or ‘ledgers’ to facilitate these transactions and exchanges.
Experts also foresee a more ‘semantic’ version of the internet. Tim Berners-Lee describes semantic web in these words:
“Semantic web is not a separate web, but an extension of the current one, in which information is given well-defined meaning, better-enabling computers and people to work in co-operation”
With Web3 we are moving towards a more personalised and interactive experience through advanced AI and data-sharing. The semantic web will be able to understand user behaviour better to offer this kind of personalised experience. The semantic web will also be ubiquitous, and more accessible than ever before.
Blockchain, Cryptocurrency and NFTs
The term Blockchain refers to the technology and ‘building block’ that has made decentralisation possible. Blockchain provides an ecosystem that records the transactions and movements of digital assets. It is an unchangeable ledger that has no government, unlike say PayPal.
Using this blockchain technology, users are able to share digital assets such as cryptocurrency and NFTs. What does this mean for businesses? Well, many have already made changes to adapt to trends in blockchain technology by accepting cryptocurrency as payment, investing in crypto and using blockchain for their own tech.
What will Web3 mean for us as marketers?
There is a big change on its way for the marketing world. The signs and initiatives are already on their way. Seeing Facebook changing their name to Meta to focus on building a Metaverse is just one example. The cultural shift will change the way people use the internet, and we as marketers will have to adapt to that change.
Web2 brought new possibilities of building customer personas through data collection. The birth of social media allowed companies to build more accurate customer personas for their marketing. Eventually, this lead to the General Data Protection Rights act of 2016, in which data leaks caused worldwide panic.
Web3 proposes to give users control and security over their data, with no private entities claiming ownership of it. With this data security the internet could be a much safer place. However as marketers, we use data collection to our advantage to identify target audiences and their needs. With increased personalisation of data, marketers will have to find new strategies for data collection.
How to prepare your brand for Web3 marketing
We’re still in the world of Web2, and that’s how we do digital marketing. But it’s definitely a good idea to think ahead, to ensure you’re ready for these shifts. Here are some of our top tips.
- Creating content with human meaning and value
It is more important ever that your content makes sense and connects with human beings rather than just the algorithm. SEO is great for getting people to your site, but worthless without there being real substance. Instead of relying on keywords, it is likely that users and the internet will be more swayed by the value of written material in the coming years.
- Optimise your user experience
To survive with competing platforms that offer interactive, user-friendly web experiences, it’s important to stay up to date with your website UX. Soon users will be familiar with the metaverse and will be less impressed by static, dull websites. It’s important to make an engaging user experience to connect people to your services.
- Find new ways of collecting customer data
Data security and protection will continue to change in the run up to Web3. The methods in which you collate data may change too. Be ready and stay up to date with modern trends such as Google Analytics 4.
- Get ahead of the game with your SEO
Imagine starting SEO from scratch in the complex world of Web3? Get ahead with it now by starting a blog, updating your web pages and expanding your current web content. You’ll be in a much better starting position for when Web3 hits.
- Try out new channels
Get to know the tools that are available. The horizons are getting broader. If you haven’t taken the steps into social media or video marketing yet, now is the time. Don’t get left behind.
How can GetCrisp help?
All of this new tech may seem like a lot. If you’re looking for a service that can give you a balance of marketing that stays true to your brand and your people, we’ve got you. We offer what we like to call a ‘marketing mezze’ that you can pick and choose from! Sound good? Head to our contact page for more info.