How will Web 3.0 impact digital marketing?

The internet of the future is Web 3.0. Since its inception in 1994, the internet has gone through a number of stages of change. When it comes to marketing, three waves of technological innovation have occurred: Web 1.0, Web 2.0, and now Web 3.0.

Evolution of Web 3.0

Web 1.0 (1989-2005) was a static information provider in which users viewed web pages but rarely interacted with them. Web 2.0 (2005-present), on the other hand, is a social and interactive web that allows users to collaborate. As a result, Web 3.0 might, probably, alter the process of creation of websites as well as how users interact with them.

Web 3.0 will be the next step in the evolution of web businesses, building on Web 2.0’s interactive and socially connected websites as well as Web 1.0’s informational sites.

Web 3.0 is an improved version of Web 2.0 that is defined by the creation of a virtual world on the Internet via websites such as online virtual shopping malls that allow users to communicate with one another and buy things.

This could imply a space where people work on decentralised, almost anonymous platforms. That, in turn, means turning away from the hands of tech behemoths such as Google, Facebook, and Twitter.

What is Web 3.0 Marketing?

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Web 3.0 Marketing is a concept that looks at trends and new technologies to explore the web. Websites and search engine optimisation aren’t the only aspects of Web 3.0 marketing.

In this marketing environment, customised and intelligent information will be available at our fingertips, on any device, from anywhere in the world.

Factors impacting Web 3.0 marketing include – browsing behaviours, browsing ways, more intelligent information, the experience we seek, and the openness of the Internet.

Key Features of Web 3.0 Marketing

Semantic Web

Web 3.0 is going to offer the Semantic Web. According to Tim Berners-Lee, “The Semantic Web is not a separate Web but an extension of the current one, in which information is given well-defined meaning, better-enabling computers and people to work in cooperation”.

It establishes a framework for information reuse and sharing among programmes, communities, and businesses. As a result, computers and humans will be able to converse more effectively.

Artificial Intelligence

Artificial intelligenceNatural language processing (NLP) is an artificial intelligence area that aids computers in comprehending, interpreting, and manipulating human language. NLP technology allows computers to think more like humans and better understand the data at hand. Thus, resulting in more accurate and timely answers and responses.

Ubiquitous

Web 3.0 is ubiquitous. That is, it is accessible to anybody, on any device, and in any application. The Internet of Things (IoT), which enables the omnipresent online, is increasing the number of gadgets connected to the Internet every day.

Decentralisation

The cornerstone of Web 3.0 is decentralisation. Instead of being stored in a single location, information in Web 3.0 would be stored in multiple locations at the same time. As a result, there would be no data storage centre. There would be no colossal databases controlled by a single authority in this fashion.

This would also eliminate intermediates, reduce the danger of server failure, and eliminate the need for external authorization.

3-Dimensional

In the future, people will be more interested in 3D design since it can help them grasp things better than two dimensions.

Furthermore, as it evolves, more and more apps, such as virtual reality (VR), augmented reality (AR), and 3D product visualisation, employ three-dimensional design.

This is something we’re already seeing in action. Facebook is putting time, effort, and money into the Metaverse, an Oculus-supported Virtual Reality environment.

Role of Blockchain Technology

Blockchain technology will play a key role in the advancement of Web 3.0.

blockchain

To begin with, Blockchain is a rapidly evolving technology that is changing the way we live. It’s all about removing centralised processes and establishing an open environment that will revolutionise the digital marketing sector.

Blockchain technology will provide data security and decentralisation for Web 3.0. Businesses can directly connect to the clients. Customers would also have control over their data privacy. Thanks to blockchain technology ensuring data openness and security.

As a result, it’s safe to conclude that blockchain would be assisting in making it more efficient and transparent.

How to prepare your business for Web 3.0 Marketing?

Web 3.0 is the next step in the evolution of the internet, with seamless interfaces and communication channels connecting website content and users. With this connectivity, businesses can provide a more personalised experience that can be accessed on any device or screen size and enables real-time data sharing.

Because of their decentralised structure, businesses would be very user-centric and transparent. To maintain data openness and open access, they would have to implement blockchain technologies. Resultantly, users would be able to take control of their data and privacy.

Businesses will have to make informed judgments, keeping in mind that the future is nowhere and will continue to refresh. For instance, try curating 3D models or virtual reality storefronts if you have a retail e-commerce firm.

Content Marketing

With enhanced decentralisation, Web 3.0 returns the financial reward of creativity to the hands of creatives. Now, given you’re a marketer, content marketing is undoubtedly one of your most widely used techniques.

NFTs (non-fungible tokens) are a sort of cryptographic token that represents a singular digital asset. Now that NFTs have taken over the scene, it’s critical not to lose out on the opportunity to join the NFT community.

Consider it a new approach to communicate with your consumers and communities.

Social Media

Social media marketing will undergo significant changes as a result of Web 3.0. Decentralised apps, or dApps, for example, would exist, with no centralised authority over users’ data due to the decentralised nature. Users would pull the reins.

Conclusion

Control and power accumulated within centralised organisations have far-reaching and long-lasting consequences. Be it a bank or social media platform, trust was lost. All of this fueled people’s yearning for decentralisation.

The advancement of AI and blockchain technologies lubricated Web 3.0’s gears.

Given that NFTs and Virtual Reality are only the first items of Web 3.0, it’s safe to conclude that we’re in for a shower of marketing breakthroughs.

What are the benefits of Experiential Marketing?

Experiential marketing is defined as a type of advertising designed to allow customers to experience a brand, whether digitally or physically, without first paying for it.

The 2022 digital era is all about in-person events and experiences, and marketers should incorporate these into their campaigns. The global COVID-19 pandemic pushed people to stay at home and in front of their phones. It hastened the adoption of digital systems that provide seamless event management and engagement experiences.

The future of experiential marketing looks bright thanks to digital technologies. Resultantly, immersive technologies such as virtual reality (VR), augmented reality (AR), and artificial intelligence (AI) play a significant role in today’s experiential marketing scene. And will continue to influence new trends in the years to come.

Benefits of Experiential Marketing

Experiential marketing has an edge over traditional marketing. It breaks through the clutter of advertising that people are bombarded with on a daily basis. Also, it provides something that people want to experience. Some of the advantages of experiential marketing include:

1. It fosters synergies that boost customer loyalty (Forbes, 2018).
2. It encourages audience participation in a variety of situations, including offline, online, and mixed.
3. It fuels Word-of-Mouth marketing.
4. It gets things into the hands of customers immediately.
5. It appeals to the senses, promotes authenticity, and leaves a lasting impression.

Experiential Marketing Trends in 2022

The year 2022 has arrived, and customers will join the new century with fresh perspectives and ideas. Why not ponder on this and follow the trends that your target audience would enjoy? Therefore, here are a few experiential marketing trends to keep you in front of your target audience in 2022.

1. Virtual Experiential Marketing (VEM)

The internet and digital tools are used in virtual experiential marketing (VEM) to generate audio and visual experiences that appeal to a company to its prospects and customers.

14 Examples of Experiential Marketing Campaigns That'll Give You Serious Event Envy

Marketers utilise the internet to create visual and audio tools that help them communicate with their customers. Simple content to AR/VR experiences is among the technologies available.

Importantly, A 6Cs structure for virtual experiential marketing must be followed.

It is as follows:

  • Content
  • Customization
  • Customer Care
  • Communication
  • Community
  • Convenience

However, there is no one-size-fits-all solution. On one hand, some businesses just provide legible information to improve their digital experiences. Short movies, infographics, e-books, manuals, and other sorts of media are used to supplement this.

On the other hand, some companies go all out. They use everything from CRM suites to web-based live chat solutions. Therefore, only you can determine what your company genuinely need in order to provide superior virtual experiences for its customers.

Most importantly, don’t forget to tie these experiences to real-world, offline experiences.

2. Digital Games and Applications

The user experience should always be your primary focus, regardless of the nature of your business or what you’re selling. For a variety of reasons, games are extremely immersive. Therefore, incorporating video games and interactive apps into your events may engage your audience and make them feel at ease.

Marketers can use mini-games in browsers to take advantage of the pure VEM digital experience. So, this is a great place to go into additional detail about your offerings, your history, or your new campaign.

Firstly, the mobile game industry is a great place to start. Furthermore, you can collaborate with a game developer to customise a game for your business. Other special applications can be created to enhance the live event experience.

3. AR and VR

Things are quite immersive with Augmented Reality (AR) and Virtual Reality (VR) technologies. These relatively recent technologies provide us with a new perspective on the world. As a result, they’re an ideal lubricate for businesses to use to create unique, shared, and impactful experiences.

A while ago, IKEA, for example, used augmented reality to create an app called IKEA Place. The app allows you to virtually arrange IKEA objects in your home. Customers could use their phones to make design and purchase selections. How fun does that sound!

IKEA Place, the retailer's first ARKit app, creates lifelike pictures of furniture in your home | TechCrunch

Above all, you may also connect it with your cloud-based e-commerce platform to make it easier to convert leads.

4. Art Installations

Outdoor events are preferred by 44 per cent of consumers, according to a 2020 survey. Customers love to attend outdoor events, so art and brand displays can attract a large audience. Why not take advantage of this in 2022?

By taking images and uploading them on various social media networks, your audience will go nuts. A well-designed art exhibit can help you gain social media traction. You’ll have more interactions and engagement as a result of it. And a lot of people are doing it. This trend, which started a few years ago, is still going strong.Interactive art installation and creatively engaging marketing campaign

Brands don’t need to spend a lot of money on their installations. They can also range from simple storefront graphics to full-fledged street art installations. To assist you to build a visually beautiful experiential art display, you can work with local artists or advertising companies.

5. Miscellaneous

Seminars, Conventions, Video Content, Social Media Contests and Challenges.

Experiential Marketing for Dentists

Dental marketing can be a risky business. Consequently, it is a tough task for a marketer to engage with constituents, educate communities, and promote new goods. Fortunately, when it comes to getting customers (patients) to connect with feelings, emotions, thoughts, and/or meaning in healthcare, doctors and hospitals have a largely untapped edge over consumer and retail brands.

Dental marketers can benefit greatly from experience marketing. Thus, a strategic experiential marketing plan is easier to achieve than you might believe.

Recently, Sensodyne launched a delightful setting in which to discuss oral health. Consumers entertained themselves by playing games and taking photographs. Also, they also had the opportunity to speak with a competent dentist about their sensitive teeth in private.

In addition, some of the ways in which the healthcare industry could adapt to experiential marketing are by sponsoring booths recording ‘get-well-soon’ wishes, interviewing doctors, or just a concise health screening test.

Summing Up

Experiential marketing establishes a company’s reputation while also cultivating long-term brand loyalty. However, can you say the same thing about all the advertising that you’re running?

In conclusion, experiential marketing can alter consumer perceptions, humanise a brand, and foster consumer relationships. Hence, in 2022, an experience technique may be just what the doctor needed if you need to communicate a story or modify attitudes.