What In The World Is Web 3.0?
Born in ‘92, I was privy to ancient technologies such as the VHS player, Myspace, and MSN Messenger. I finished my twenties experiencing the advent of NFTs, the FTX collapse, and talk of the Metaverse, and am peering into a future that has big promises for essentially every industry. One of the biggest topics is the shift into Web 3.0, which in essence is a smarter internet that offers a more tailored experience to users and a much more relevant tool to brands.
As someone who’s worked with brands for the better part of the past decade I find it important to have a clear understanding of the tools that are at a brand’s disposal. Traditional tools, such as email campaigns, continue to see growth and popularity, so is it realistic to expect mass migration to Web 3.0?
First, let’s explore a couple of definitions.
What is Web 3.0?
Web 3.0, also known as the "Semantic Web," is a concept that refers to the next generation of the World Wide Web, in which the internet becomes more intelligent and interconnected.
Web 3.0 is based on the idea that the internet should be able to understand and process the meaning of the information it contains, rather than just the words or characters used to represent that information.
How on earth does that work?
This is achieved through the use of structured data and metadata, which can be used to describe the meaning and context of the information on the web.
Web 3.0 technologies include things like semantic markup languages, ontologies, and natural language processing algorithms.
So Web 3.0 is a smarter internet that uses algorithms such as NLPs to interpret context in a more human manner. It’ll allow for interoperability between different systems and devices, allowing them to share and exchange information more easily. Organizations that are angling toward Web 3.0, such as Tronic, are advocates for the development of new technologies, search engines, and stacks that can offer this new experience.
So what will the landscape of digital marketing look like as we shift toward Web 3.0?
Improved targeting
Web 3.0 technologies could enable digital marketers to target specific segments of their audience more effectively, by using structured data and metadata to understand the context and meaning of the information they are sharing.
Enhanced personalization
Web 3.0 could allow digital marketers to personalize their marketing efforts more effectively, by using machine learning algorithms to understand the preferences and interests of their customers.
Greater accountability
Web 3.0 could enable more transparent and accountable marketing practices, by allowing customers to more easily access and verify the information being shared with them.
Sounds exciting, right? Or, does it sounds like a lot of what’s already happening, but with a layer of promise, that tells us a lot of what we already know about the current digital marketing age? Most folks have had the Black Mirror-inspired conversation about how they received an Instagram ad moments after having a chat with a friend about an air fryer. Companies like Apple, Meta, and Google are constantly circling the drain on privacy, security, and accountability topics, but at the end of the day, data is being collected and sold at a rate that certainly isn’t slowing down.
So what’s a brand to do? Here are a couple of thoughts on how a brand can navigate the future state that seems to be our current present:
Know your audience
Invest in ways to gather qualitative feedback from your customers. Take the time to have legitimate conversations with them so your brand understands their needs and what will extend CLV (customer lifetime value). Innovate, but don’t show them a big, new thing that doesn’t speak to their needs (ie. you’re a neighborhood cafe – do your regulars expect an NFT series or is an investment in sourcing beans from ethical farms more important?).
Typeform - this is a great tool for an easy and interactive survey
Mailchimp - probably more popular than a bored ape. Email campaigns are a great way to keep your audience engaged and find out where they find value.
Focus on education
Users, customers, and clients are always looking for value, and knowledge is power. Understand your category and invest in channels where you can effectively disseminate information. Then, package that information in digestible ways that your audience will respond to.
Reels & TikToks - this is not a forever thing but for the time being short form, low-budget content is king. The Instagram algorithm rewards Reels nearly 200% more than a static post, and Tiktok’s revenue increased by 142% in 2021. Those are numbers that can’t be ignored.
Long-form content - yes, it’s a joke that everyone and their mother has a podcast, but there’s a reason for it. With the increase of WFH folks are tuning into and sticking to long-form content more than ever. Spotify’s investment in podcasts and Youtube’s success with 30 minute + videos are a testament to this.
Your brand is a living thing
From the moment a brand is rolled out it is a living, breathing entity. Every user interaction is a moment in that brand’s life that defines and redefines it. However, it’s critical for a company to have ownership of its brand. Sharing moments with an audience and ensuring that they’re invested is crucial, but a brand must be confident and self-aware. Find ways to innovate, evolve, and improve. This increases the perception of value for a brand’s audience.
Brand development - the process of launching a brand is a forever thing. Expanding a color pallet strategically, introducing a new direction of photography, and even reworking an icon (Starbucks knows a thing or two about this) are crucial activities that brands must invest in.
Continuity - so you want to start making Reels and TikToks. Don’t leave behind your brand values and prove to your audience that you’re loyal to them by investing in cohesion between the old brand and new activities.
I’m thrilled about the future. We’re racing toward more personalized experiences for users and mechanisms that will enable brands to serve their customers in a much more refined manner. In the world of brand development and art direction one thing is clear to me: the age-old ethic of maintaining a striking, focused, and confident brand is more important than ever. Knowing where to grow and how to do it should be driven by customer engagement and responding to that feedback is imperative.
Have questions about Web 3.0, creating a TikTok strategy, or how to reengage your audience with a new and improved brand? Let’s talk about ideas:
Want access to my notes and research? Read more here.