Your Small Business and Web 3.0 Marketing
You won’t have to wait long for the changes brought about by Web 3.0 marketing – they’re already here. Whether you’ve been aware of it or not, the business landscape has already been altered because of Web 3.0 marketing, and those changes will become much more profound in the near future. So what’s it all about? In general terms, Web 3.0 is a brand-new way of interacting online, and before long it is likely to affect every inch of the globe. In more specific terms, Web 3.0 provides a way for your private and personal data to be completely separated from your online activity, so you can enjoy the privacy you crave, while still having the freedom to carry out any kind of online transaction you want to do.
In many ways, Web 3.0 is similar to Blockchain, because all data is stored in a decentralized system that cannot be hacked because the data is not stored in any kind of central location. All transactions are duplicated and distributed, but no one location retains the data, so it is safe from breaching or corruption. You can think of it as a system where everyone owns their data, with privacy and security being paramount features of the system. The decentralization of data means that your online persona is completely separate from your real actual self.
You won’t have to wait long for the changes brought about by Web 3.0 marketing – they’re already here. Whether you’ve been aware of it or not, the business landscape has already been altered because of Web 3.0 marketing, and those changes will become much more profound in the near future. So what’s it all about? In general terms, Web 3.0 is a brand-new way of interacting online, and before long it is likely to affect every inch of the globe. In more specific terms, Web 3.0 provides a way for your private and personal data to be completely separated from your online activity, so you can enjoy the privacy you crave, while still having the freedom to carry out any kind of online transaction you want to do.
In many ways, Web 3.0 is similar to Blockchain, because all data is stored in a decentralized system that cannot be hacked because the data is not stored in any kind of central location. All transactions are duplicated and distributed, but no one location retains the data, so it is safe from breaching or corruption. You can think of it as a system where everyone owns their data, with privacy and security being paramount features of the system. The decentralization of data means that your online persona is completely separate from your real actual self.
What does this mean for businesses?
It means your marketing strategies will have to change dramatically. Under Web 3.0, customers will own their own data, not the giant corporations like Amazon, Google, or Facebook. The online personas of customers will therefore be separate from their real-life selves, and they will be much more willing to share their online information. That will entitle them to more customized information from business entities, and that will be to their advantage. Here are some of the specific ways your strategies will have to change in order to be successful in this new environment:
It means your marketing strategies will have to change dramatically. Under Web 3.0, customers will own their own data, not the giant corporations like Amazon, Google, or Facebook. The online personas of customers will therefore be separate from their real-life selves, and they will be much more willing to share their online information. That will entitle them to more customized information from business entities, and that will be to their advantage. Here are some of the specific ways your strategies will have to change in order to be successful in this new environment:
- Advertising – you’ll have the opportunity to deliver far more targeted ads to customers, and when they engage with your ads, you can reward them with tokens that can be used later. Customers will have the option of choosing the kinds of ads that interest them, and that they’d like to see more of.
- Content Marketing – all your online content, including your website, must be made extremely easy to find and digest. User experience will become the biggest driver of SEO signals – some companies have already ceased tracking cookies and are beginning to monitor user actions and behaviors. You’ll need to create much more content than you do now, and it will have to include all the features that appeal most to customers, e.g. video, interactive, social, audio, and images. In addition, users will have the capability to create more content featuring brands they follow and products they prefer.
- Direct Marketing – customers will be better able to experience your products through augmented reality and virtual reality. New email marketing tools will be used that have the capability of changing headlines and copy that’s personalized to specific recipients. You’ll love the fact that 60 or 90-day invoicing will go away, and that instead you’ll get paid immediately for products delivered. Machine learning will help to identify ideal customers much more quickly than ever before. Referrals will be far more prevalent and more desirable, so you should be thinking about how to leverage all those referrals. The only contacts you’ll have are the ones you collect through email broadcasts, and you won’t be able to count on contacts from social media platforms.
Web 3.0 already in place
You probably haven’t realized it, but some elements of Web 3.0 have already been put in place, and this is largely in response to the outcry of users around the globe for more privacy and security in online transactions. Here are some of those elements which are already in effect:
You probably haven’t realized it, but some elements of Web 3.0 have already been put in place, and this is largely in response to the outcry of users around the globe for more privacy and security in online transactions. Here are some of those elements which are already in effect:
- Apple iOS 14 – this is a feature that allows users to choose the option for having no tracking. It costs you more for this option, but it means that things like ad targeting and email opt-ins will not be troubling you.
- Cookies – for years, tracking cookies have been used to monitor your activities without your consent, and this of course is a real hit to your privacy. These tracking cookies do nothing to provide you with a more satisfying experience on websites, but will simply track all your activities across those websites.
- General Data Protection Regulation (GDPR) – this stems from legislation that requires any organization collecting personal information about you to provide full protection of that data while it is in their possession.
Hallmarks of Web 3.0
If you’re looking for the distinguishing characteristics of the new environment that will be created by Web 3.0, here are the primary hallmarks:
If you’re looking for the distinguishing characteristics of the new environment that will be created by Web 3.0, here are the primary hallmarks:
- Users will own data – it is very likely that the new model will call for users to own all their own data, and if companies wish to access that data for targeted ads, they will have to buy it from users. In any case, users will own the data and decide how much, if any, they wish to share.
- Digital advertising will be driven by AI – it will be much easier for decentralized companies to create personalized ads for their target audience because digital advertising will largely be driven by sophisticated artificial intelligence.
- Data transparency – hidden data will become extinct, as companies will no longer be able to protect their core algorithms from the public. Users will have far more control in the decentralized world, and corporate hidden data will fall by the wayside.
- Consumers will be empowered – on a centralized Internet, user data is stored by the big corporations on central servers. When decentralization becomes the norm, consumers will be empowered by owning their own data, and central servers will not be in use.
- Blockchain will replace ad-based marketing – in the coming decentralized environment, ad-based marketing will slowly fade away. Ad-blocking will become far more common, as users insist on personal privacy like never before.
- Digital marketplace reigns supreme – people can buy and sell all kinds of goods on digital marketplaces, and these will reign supreme on Web 3.0. Businesses like Airbnb, Etsy, and Amazon Handmade have already shown how successful these platforms can be, and there will be many more of them in the future. All these marketplaces will quickly become more decentralized, and this will add to the security and privacy that can be offered to participants. It will also reduce the amount of overhead associated with doing business.
Looking to prepare your small business for web 3.0?
Contact Aqaba at strategy@aqabatech.com for a free consultation
Contact Aqaba at strategy@aqabatech.com for a free consultation
