What is Web 3.0 and Why is it Important for the Future of Marketing

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If you have a business, are concerned about growing your revenue, and care about your content (and you should!), then Web 3.0 should be at the heart of your concerns. Some, like Elon Musk, are skeptical about this new idea of the web. However, we recommend that you remain alert about this new generation of the web that could attract a lot of internet users.

What is Web 3.0?

Web 3.0 refers to the third generation of web services and applications. It is the latest addition to the family and, unlike its two predecessors, it is characterized by greater interactivity, better customization, and better data integration. In order to understand how this could change everything in your strategy, we offer you a brief history of the web.

Web 3.0: What are the differences between Web 1, Web 2, and Web 3? Major characteristics related to the different generations of the web.

Web 1.0: the static web (1990 to 2004-2005)

This first generation is mainly consultative and devoid of major interactions for internet users. The main use made of it is to adapt real content for the virtual world and offer users the opportunity to consult it. In other words, information is unidirectional and comes from the creator to the reader.

Web 2.0: the participatory web (2004 – present)

With the arrival of the web 2.0, content is created by the individual for the individual. This is the emergence of blogs. It is the era of communities. Forums, recommendation platforms, and our famous social networks then develop. We no longer just go on the web for an answer but to meet, exchange, and develop ideas. A few big names then control the digital space: Facebook, Twitter, etc. This is a web centralized around these important players.

Web 3.0: the decentralized web

The future of the web raises a lot of discussions and concerns. Among these, there is a question of giving consumers – but also content creators – control over their data and online actions.

Blockchains, artificial intelligence, crypto in Web 3

When we talk about the idea behind web 3.0, keywords such as blockchain, AI, cloud, VR, IoT, cryptocurrencies, or decentralized apps appear. But what does web3 really imply?

Web 3.0 is a response to the current excesses of the internet. We aspire to trust and values. We turn more towards the user. With this new generation, the aim is to offer an even faster, more secure, and ultra-personalized user experience. This internet technology exploits AI, machine learning (including algorithms), and blockchain. The goal is to develop open websites and apps, connected to internet users, and intelligent thanks to the semantic web.

Machines are then able to recommend personalized content more quickly and intuitively understand the content created and desired by a unique target. In short, we will see websites that adapt to the information of each user, like a salesperson would adapt to their client in the real world.

According to Gavin Wood, creator of the term “Web 3.0”, this new generation must correspond to “an ocean of decentralized information, managed by blockchain, available to websites and applications to use with individual users“.

Why should Web 3.0 interest digital marketers, business leaders, and developers?

More effective search engines

Thanks to the semantic web and metadata, users’ browsing experience will be more practical. In addition, the interconnection of information allows for more data related to products sold on the internet. This characteristic has the impact of providing more data to connect these products to a user’s specific needs.

Better ads, agile marketing strategies, and sharp data protection

In the same way as search engines, the semantic web, AI, and hyper-connectivity of data will allow marketing ads to become increasingly relevant for each user. Indeed, if each ad you receive corresponds to your current needs, online advertising would become a useful daily tool, instead of a source of continuous frustration.

Let us not forget the end of third-party cookies, which worries digital marketers around the world. However, when it comes to marketing in the era of Web 3.0, data will be essential thanks to the blockchain. Artificial intelligence will complement this need and allow marketers to reach the right target audience in a personalized way.

Effective customer service

Finally, customer support is still a major obstacle for companies with digital products. It complements users’ UX experience and can help to retain your target audience. Among the solutions that web 3.0 recommends, smarter and more efficient chatbots could help to ensure genuinely useful support agents. Note that these innovations are already underway and continue to evolve.

Conclusion

Whether you are convinced or skeptical about the arrival of this new generation, the web continues to constantly evolve and it is important to stay alert to new trends and technologies related to it. One thing is certain, we are gradually entering an era where the individual consumer is at the forefront. Every initiative, whether it be marketing or development, must now be based on personalization. A strategy aimed at maximizing the personalization of your offers is possible, particularly thanks to advances made in the field of artificial intelligence, which should now become your best ally.

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