The internet currently hosts billions of users, individuals who have embraced technology as a daily part of their lives. This is an environment that has been consolidating and evolving in less than 30 years of history, progressing from static images to an interactive experience.
If today we consider someone living without a smartphone, devoid of any social media presence, or unaware of the benefits of the internet as somewhat outdated, it is the result of a "web culture" that has become ingrained in our relationships, workplaces, and educational realms.
Firstly, let's reminisce about the early days of the web?
Think about how the internet was when you were a child. Many will recall dial-up internet, the sound it made during connection, and even more so, the completely disharmonious layouts of websites from that era. We had no idea how it would evolve into what it is today.
Web 1.0 began in the 1990s to the 2000s, where the internet consisted of static content pages without interactions or ad monetization. Over time, despite the emergence of new programming languages like JavaScript and Flash to enhance web usage, people were still consumers of content without contributing to the functionality of the system.
From 2004 to the present day, web 2.0 brought interactivity and the sharing of information to web pages as content consumers. During this phase, user-generated content in the form of video, text, or photography solidified virtual interaction and established the web as a space.
Currently, we see new levels of speed, dissemination, and data sharing. The pivotal shift to a new era, Web 3.0, involves artificial intelligence collaborating more effectively with humans. Here, there is no longer a need for complex operating systems or "hard disks" for information storage; everything will be in the cloud, faster and more personalized.
Another key aspect of the Web3 structure is blockchain technology, widely known for underpinning cryptocurrencies. This structure allows for the creation of "blocks" and forming chains of data. In an evolutionary scale, while Web 1.0 was based on hyperlinks and Web 2.0 on social networks, Web 3.0 (Web3) will be grounded in blockchain technology.
The new era of the internet promises a new architecture, a much safer environment, and the decentralization from major entities to users.
With this new web era, what changes can we expect for marketing?
It's easy to imagine how this 3.0 scenario contributes to strengthening marketing. The Web and its billions of users are filled with information about consumer behavior and valuable digital movements for companies.
If in the web 2.0 era, organizations turned to digital marketing and advertising for greater market share and efficient audience reach, web 3.0 provides the ingredients for value-based marketing. Blockchain technology can increase data transparency, prevent fraud, and eliminate the need for centralized data collection methods, giving consumers confidence that a company delivers real value.
In this new environment, we move away from the frantic pursuit of views, crisis management, and treating people as commodities to establish trust and control over their data. Additionally, we have new avenues with experiential marketing and realistic interactions possible in the Metaverse, a new currency (tokens), and business models.
Companies can prepare to invest in significant experiences, a well-structured data policy, and immersive differentiators. Focus on the consumer, not the competitor.
Firstly, consider that your company needs to adapt to consumer realities. In marketing 3.0, people are treated as individuals with unique characteristics. We've moved from mass strategies to more personal, in-depth, and simultaneous understanding of both the customer and the brand.
Data, metrics, and marketing automation enable the execution of activities in a massive yet personalized manner. Treating them as people, not sources, is the primary step. What will lead your company to marketing 3.0 is segmentation, user experiences with effective use of SEO, collaboration, technology, and valuable content.
In marketing here at Yellow, we are experts! New paths and useful strategies are always in our portfolio to ensure our clients have the best options for digital marketing.
