5 ways Web 3.0 will impact digital marketing

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by Jacob Solomon Jan 31, 2023 News
5 ways Web 3.0 will impact digital marketing

Digital marketers are having a hard time delivering personalized experiences to consumers. The challenges will only get more difficult with the Cookie apocalypse. With plans to retire third-party cookies, as well as other tech giants, marketers are looking for ways to reach customers.

Third-party tracking was disabled in both browsers. Digital marketing leaders were grappling with personalization before third-party cookies began to fall. There's an inherent tension between personalization and privacy according to a recent report.

Web 3.0 may be an answer to the online marketing personalization problem. The latest iteration of the internet is called Web 3.0. Web 1.0 was a read-only method for delivering information with static website content and centralized infrastructure.

The internet became more interactive in the late 1990s. Adding user-generated content to their marketing strategies and tailoring it to their intended audiences was made possible by the use of social media. Today's Web 2.0 uses a lot of cloud utility infrastructure.

Web 3.0 has the potential to improve the internet user experience and further evolve the digital marketing industry Shubham Gupta wrote that "Web 3.0 offers better control over data privacy and security and helps deliver a more personalized user experience" As Web 3.0 begins to be rolled out, marketers can expect some things.

1. Decentralization could lead to increased data privacy

Web 3.0 has the potential to provide better data security and transparency compared to the centralized storage system. It's almost impossible to alter the data being stored with the use of a ledger like the one used in the block chain.

According to Jordan Gutt, customer experience manager and Web 3.0 lead at Glimpse Group, the result will be more security, but not necessarily more privacy. "We can expect certain aspects of Web 3.0 to promote security and data privacy, like the ability to control a Web 3.0 wallet by enforce data confidentiality and integrity, since each transaction requires the owner of the wallet to'sign' it," he said. Users will be able to give permission to companies and advertising firms to use their data and be given the chance to earn and be compensated from it.

2. Data privacy standards might be more stringent

Scott DePeralta, principal consultant of his eponymous sales and marketing consulting firm, said that Web 3.0 might bring about stricter rules and regulations for user data collection and storage. Users may not consent to companies collecting and using their data. "This could lead to more creative solutions for gathering customer insights without relying on personal information," DePeralta said.

Privacy considerations include how social media networks will fare with Web 3.0. The European Union's General Data Protection Regulation is one of the regulations that could force social networks to rethink their business models. Smaller competitors may be able to take advantage of the lack of established tech companies in certain markets.

3. Semantic web improves personalization

Digital marketers are adjusting for the demise of the third-party cookie, and Web 3.0's semantic targeting may prove to be the component needed for personalization. Users can use semantic web technologies to create data stores on the web.

Marketers will be able to track consumer engagement and interactions … to gain better insights into their target audience.
Layla AcharyaFounder and CEO, Edwize

According to the founder and CEO of Edwize, companies can target consumers based on their online activities, interests and behaviors. To gain better insights into their target audience marketers will be able to track consumer engagement and interactions This will allow marketers to better understand the interests and needs of their consumers. The result is better campaigns and better returns.

4. Content freedom improves marketing reach

Ensuring that content has enough reach is one of the challenges of marketing. Digital marketers will have more freedom with Web 3.0.

Matthew Ramirez, founder of Rephrase Media, said that a lot of marketers have been frustrated with the restrictions on social media platforms. Web 3.0 will allow marketers to reach their audience directly through their own websites. They will be able to tailor their content and target their audience. Marketers will get real-time feedback on their products and services if they interact directly with customers.

Web 3.0 will allow marketers to bypass social media and reach audiences directly through their own websites and blogs.
Matthew RamirezFounder, Rephrase Media

Dan Riley, founder of Spotify Unlocked, said that decentralized platforms can allow for more control over the distribution of content as they are not controlled by a single entity. He warned that the content freedom due to Web 3.0 could lead to morecensorship or control over content.

"If Web 3.0 technologies are used to create more centralized and controlled platforms for sharing and distributing content, this could limit the freedom of individuals to share and distribute content as they see fit."

5. Digital marketing strategies will need upgrades

Web 3.0 is a great opportunity for marketers to adjust their marketing strategies. "Integrating a Web 3.0 wallet into existing products is one step marketers need to take, Glimpse's Gutt stressed, adding that this initial strategy will both educate new people of the benefits of Web 3.0 and also create a bigger base of Web 3.0 users."

Gutt said that the term "digital assets" or "digital collectibles" will replace the term "non-fungible token" in the near future. They should be seen as a tool used by companies to engage with their audience. He said that businesses should "own the relationship" with their customers and not have it done through a third-party app.

"With Web 3.0, the future of marketing has just begun," wrote Gupta, who emphasized the importance of following the latest trends as well as using data insights. The new internet era will bring with it a wave of new opportunities for B2B software marketers, from protecting user privacy to utilizing new data sources and tracking marketing campaigns across the digital-first buyer journey.

There is some time before Web 3.0 is common. They will be able to stay ahead of the competition and be ready to roll as more Web 3.0 technologies take hold if they prepare now.