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THE ULTIMATE WEB3 MARKETING GUIDE FOR EVERY BRAND

December 9, 2022

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WEB3

More than 3 billion users worldwide benefit from internet technology every day.
The internet that we know today has gone through multiple stages of evolution
since 1994. It has evolved from static desktop web pages geared for content
consumption to a more interactive experience.

This change was primarily fuelled by three key innovations: smartphones, social
media, and cloud storage.


THE EVOLUTION OF THE INTERNET



Source: Fabric Ventures

The internet has gone through several stages of evolution since its creation.
Static web pages ruled the day in Web 1.0. In addition to providing news and
information, some websites allow users to showcase their interests and hobbies.
Moreover, to save bandwidth, images and videos were discouraged in Web 1.0.



As the twenty-first century began, Web 1.0 transformed into Web 2.0, a more
dynamic, customizable, and user-driven internet. Websites began to become more
interactive. In Web 2.0, images and video no longer slowed down websites, and we
began sharing them in a matter of a few clicks.



And now it's time for web 2.0 to pave the way for a new and intelligent Web 3.0.


SO, WHAT EXACTLY IS WEB 3.0?

The decentralized internet, or Web 3.0, is the next generation of internet
technology. It places a high emphasis on artificial intelligence and machine
learning.  Web 3.0 promises to create a more fair and transparent internet in
which anybody can participate without being afraid of losing privacy and
security. In many aspects, Web 3.0 is a return to the original web, where no
permission from a central authority is required.

Web 3.0 is also called the web of value because it connects the concept of
decentralization with human rights, resulting in a collaborative environment in
which everyone is equal and delivers actual value to its consumers.

Web 3.0 will impact every industry that uses the internet in some way. However,
advertising and marketing will have the most significant positive effects.

Here's a thread in which Chris Dixon, an entrepreneur and general partner at
crypto venture a16z explained the significance of Web 3.0.




KEY ELEMENTS OF WEB 3.0


1. SEMANTIC WEB

The Semantic Web is a web extension that aims to make internet data machine
readable. Time Berners Lee, the creator of the World Wide Web, created the term.
Berners-Lee stated his concept of the Semantic Web in 1999 as follows:

I have a dream for the Web [in which computers] become capable of analyzing all
the data on the Web – the content, links, and transactions between people and
computers. A "Semantic Web", which makes this possible, has yet to emerge, but
when it does, the day-to-day mechanisms of trade, bureaucracy and our daily
lives will be handled by machines talking to machines. The "intelligent agents"
people have touted for ages will finally materialize.

According to him, the most important quality of the internet is its
"universality," which means that anything must be capable of linking to
anything.

The semantic web is an umbrella term for implementing and improving online
technologies by enabling internet users to create, share, and link material
through search and analysis based on the ability to understand the meaning of
words rather than keywords, ultimately allowing a search engine and humans to
communicate more efficiently.


2. DECENTRALIZED AND OPEN-SOURCE NETWORKS

Web 3.0 is also known as the "decentralized web" since it incorporates
open-source and decentralized data networks. The current version of the internet
stores data on centralized servers.

Web 3.0 will use decentralization to store data in numerous locations and in a
decentralized manner by utilizing peer-to-peer networks. This could get rid of
the need for centralized middlemen and cut down on the need for big data farms
to store information. 


3. BLOCKCHAIN TECHNOLOGY

Blockchain technology will play a critical role in altering traditional ways for
storing and managing user data. Web 3.0 apps will be trustless, allowing
participants to engage directly without going through a trusted intermediary,
and permissionless, allowing everyone to participate without authorization from
a governing body.

Cryptocurrencies, NFTs, the Metaverse, and many other innovations have all been
made possible by blockchain technology.


4. AI AND ML

Through machine learning and artificial intelligence, websites in web 3.0 will
be able to filter and give the best quality content for users. In web 3.0,
brands can gather user feedback in order to better evaluate the quality of a
product or asset.

This data will help machine learning algorithms analyze information in the same
way that humans do and give relevant and helpful predictions and decisions.


6. 3D GRAPHIC, AR AND VR

By incorporating 3D technologies and virtual experiences through AR and VR, Web
3.0 is already blurring the borders between the actual and virtual worlds. This
will enable several industries, like gaming, fashion, health, and real estate,
to provide a significantly more dynamic customer experience.

Moreover, platforms such as Roblox, Decentraland, and Sandbox have begun to
provide immersive virtual user experiences.

Read more: How are brands embracing marketing in the Metaverse?


HOW WEB 3.0 IS DISRUPTING THE INTERNET WE KNOW TODAY


1. NEW BUSINESS OPPORTUNITIES HAVE OPENED UP IN THE METAVERSE

The Metaverse has the ability to usher in the next great digital revolution. Our
internet access is no longer limited to the screen in front of us, but rather to
the world around us, thanks to Web 3.0. The metaverse represents a shift away
from traditional advertising and toward more engaging and interesting marketing
experiences.

Read more: Marketing opportunities in the Metaverse


2. TOKENS WILL BE THE NEW CURRENCY OF WEB 3.0

In web3, users are rewarded with tokens rather than loyalty points or vouchers.
These tokens can be used to vote on the application's future, in addition to
being used as payment. The web's value generation will benefit an increasing
number of people and corporations, and interoperability between these entities
will improve significantly.

Examples of applications of tokens in web 3.0:

 * Token-gating [L: Token gating article]: Token holders are given special
   privileges, such as exclusive access to certain products or content.
 * Airdrops: Sending tokens directly to token holders' wallets. These may
   provide value, or they may just be designed to encourage brand followers to
   join in more meaningful ways.
 * POAPs: With cookies about to vanish, POAPs can become the new tracking
   parameters of a person's behaviours and interests. However, they can be
   better than cookies in that tokens can be granted to consumers for both their
   digital and real-world acts, allowing for a much more thorough understanding.


3. NFTS WILL RESHAPE THE MARKETING EXPERIENCE

NFTs and Web3 are inextricably linked. You've probably heard of NFTs, which is a
method of permanently transferring ownership of a digital asset. As you may have
seen, digital works of art ranging from music to doodles are riding the NFT wave
right now.

Find out more about NFTs, their uses, and how to market your own NFT project.

Related articles

How To Build An NFT Loyalty Program For Your Brand

Should Your Next NFT Launch Use The Free-to-mint Model?

NFT for Music - How Musicians Can Use NFTs to Increase Profit?


4. NEW BUSINESS OPPORTUNITIES

Web 3.0 has the ability to not only disrupt internet technology but also to
create economic opportunities. Entrepreneurs can build new business prospects by
leveraging web 3.0's fundamental technology, such as decentralized applications
(Dapps), decentralized finance (DeFi) solutions, blockchain-based games, and the
launch of decentralized autonomous organizations (DAOs).

NFTs can also be used by artists and content creators to launch their digital
assets as non-fungible tokens, giving a new way for them to monetize their work.

Resources to help you learn more about the business opportunities in web3

DAO Use Cases And How To Build A DAO?

DeFi Marketing: 7 Powerful Marketing Strategies To Get More Users

Explaining Play-to-Earn Crypto Games' Business Model in Simple Words

Blockchain Gaming: Best Blockchain Networks To Build Web3 Games


5. DECENTRALIZED SOCIAL MEDIA PLATFORMS WILL BECOME A REALITY

Social media encourages networking, community development, and knowledge
sharing. People can use social media to market their businesses, push social and
political change, create awareness about key topics, generate donations for
people in need, and drive social and political change.

Decentralized social networks run on their own servers rather than on a
centralized server owned by a company. Mastodon is one such decentralized social
network. It is built on an open-source platform and works similarly to Facebook
and Twitter.


6. WEB3 DOMAINS

Web3 domains, also known as NFT domains, are the blockchain version of DNS
addresses, which are used to access websites like GrowthChain via the internet.
These are new web extensions (like .com or .info) that have been deployed as
smart contracts on public blockchains like Ethereum or Polygon.

These domains employ blockchain technology to completely on-chain registration
of domain names. Users can register unique, easy-to-remember domain names that
can be used to substitute wallet addresses and decentralized websites (DWebs).


7. WALLET-BASED IDENTITIES

Blockchain-based decentralized wallets are a distributed but secure and reliable
method for storing personal information. A decentralized wallet can secure user
identity while also allowing a third-party website or platform access to
the user data.

Furthermore, data supplied via a wallet connection is likely to be much more
comprehensive than that shared via cookies and pixels. This means that a
business might gain considerably more meaningful and actionable insights about a
person with only one wallet connection than is normally feasible over years of
engagement farming as it is currently done.


DIGITAL MARKETING IS ALSO EVOLVING IN WEB 3.0

Marketing has always evolved in conjunction with the evolution of the web. Web
1.0 was the first to adopt "digital marketing" when web-ad banners first
appeared on websites in the mid-1990s. Then came Web 2.0, and the era of social
media began.

Since then, businesses and organizations have turned to digital marketing and
advertising to gain a larger market share and efficiently reach out to their
target audience. However, Web 2.0 has some disadvantages, such as a few big
corporations controlling the entire internet, the presence of multiple middlemen
in the process, a lack of transparency, and the internet being restricted to
screens alone.

The move to Web 3.0 provides the necessary ingredients for marketers to
efficiently connect brands to consumers. Blockchain technology can increase the
data transparency, prevent fraud, and eliminate the need for centralized data
collection methods.

In Web 3.0, the emphasis will move from chasing views, resolving errors, and
treating people as targets to matching the proper messaging and experience. Web3
allows marketers and advertisers to re-establish trust and reconnect with their
consumers by giving them control and ownership over their data and providing
actual value to their users.

When it comes to the internet, the longer you wait to get up to speed, the more
challenging it will be for you to keep up. Brands are already exploring the Web
3.0 ecosystem.

For instance, Nike has recently acquired RTFKT, an NFT studio. The RTFKT
(pronounced artefact) is the driving force behind some of the most popular NFT
drops.

Budweiser paid 30 ETH for the beer.eth domain and 8 ETH for the rocket NFT
domain in August 2021. It's been nearly impossible to avoid hearing about top
brands releasing NFTs in recent months.

Facebook renamed itself to Meta to emphasize its focus on the metaverse and web
3.0. Recently the social media giant also introduced the integration of NFTs on
Facebook and Instagram.


BEST WEB3 MARKETING STRATEGIES


1. ADVERTISING IN METAVERSE

The Metaverse is a one-of-a-kind, interactive virtual experience that is slowly
overtaking the internet. There are numerous metaverse marketing opportunities
for marketers to experiment with and determine what works best for their
company.

There are numerous metaverse platforms available, such as Roblox, Decentraland,
Horizon Worlds, and others, and some will be better than others for providing a
certain purpose.


2. UTILITY NFTS

One thing that everyone is soon going to focus on in web3 marketing is using the
power of NFTs for providing access to benefits and services to their consumer.
Utility NFTs are digital tokens that can be used for token gating and grant NFT
holders access to exclusive merchandise, products, services, or anything you can
imagine.

While NFTs carry a value in relation to market demand, like fine art, utility
NFTs can offer immediate and direct value to the buyer upon purchase by sharing
immediate access to specified privileges.

Read more: 7 Best NFT Marketplaces For Artists And Crypto Projects in 2022


3. DECENTRALIZED ADVERTISING

Blockchain technology is a perfect fit for decentralized advertising. We can
dramatically enhance efficiency and transparency, decrease expenses, and prevent
ad fraud using blockchains, since they are distributed, immutable, and have a
transparent record.

Read more: An Introduction To Decentralised Advertising And Its Benefits


5. USER PRIVACY

The inclusion of a decentralized identity will mean that brands don’t have to
worry about data capture or audience targeting in the same way. Users who
connect their wallets will be able to share a complete view of their past
behavioural data right from the start. This will be possible because people will
own and control the data themselves. It will not be owned by a 3rd party
platform.


THE FUTURE OF MARKETING HAS JUST BEGUN.

Web 3.0 offers advertisers a wonderful opportunity to get back to fundamentals
and engage directly with users while providing actual value and experiences.
With Web 3.0, we can expect a complete makeover of how we use the web and how we
do business online. There is no doubt that there are flaws in how various Web
3.0 features are being adopted right now. Still, there is also a lot of optimism
that the issues of Web 2.0 can be rectified with the next phase of the internet,
which makes it worth paying attention to, even if it causes its own issues in
the process.



LET'S PREPARE YOUR BRAND FOR WEB 3.0

The transition towards Web 3.0 is inevitable, and whoever gets in it earliest
will reap the most benefits. We recognize that marketing in Web 3.0 can be
overwhelming, especially if you are new to the industry. That is why we are here
to assist you in building your audience by managing your brand's marketing
strategy in the web 2 and Web 3.0 ecosystems.


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