As technology evolves, so too does the world wide web. We are sprinting head-first into the Web 3.0 era. Web 1.0 was characterized by static pages and images, whereas Web 2.0 was bi-directional. Users read data but also wrote their own, thanks to advancements in social media. Now, for Web 3.0, we are entering the semantic web: where users build applications that others can interact with and utilize.
In her recent article for Influencer Marketing Hub, writer Gergana Mileva provides marketers with a Web 3.0 primer: what it is, what it entails, and what it means for marketing. In Web 1.0, there were few content creators, and most internet users were consumers. Web 2.0 saw a digital marketing explosion, with innovations like influencer marketing, geo-targeted ads, and internet-based marketing. Now, in Web 3.0, the internet will place consumer data in the hands of users, which will give rise to consumer-centric campaigns like NFTs and tokens. In this new environment, brands must build loyal and engaged communities willing to offer their data and rely more heavily on content creators.
However, brands must also prepare themselves for the downsides of Web 3.0, with the most pressing being the need for technical knowledge to navigate this new landscape. As more and more companies acclimate to the latest version of the world wide web, it will be interesting to see what innovations they create in the years to come.