Digital marketing for Web3 projects

The metaverse and Web 3.0 are just around the corner - and they will fundamentally change online marketing as we know it to date. For some, Web 3.0 is still a thing of the future - and yes, cryptocurrencies, NFTs and the like are indeed still in their infancy. But those who manage to emerge as Web 3 marketing pioneers at the start of the Internet future will profit from the hype of the hour and be a big step ahead of everyone else.

In this post, we explain the direction Web3 marketing will take and what you can do to be one of the marketing pioneers of the new Internet age.

What is Web 3.0?

Web 3.0 refers to the third generation of Internet services for websites and web applications, which focus on the use of machine-based data. The main goal of Web3 is considered to be the creation of intelligent, open and networked websites. In addition, digital currencies and decentralization play an important role in Web 3.0, as they enable absolute transparency for consumers.

The term Web 3.0 was once coined by Gavin Wood, the co-founder of Polkadot and Ethereum. Its predecessor, Web 2.0, focused on user-generated content hosted on centralized platforms. Web 3.0, on the other hand, is fully decentralized, giving users control over their online data at all times.

Web 3.0 is an important step in the evolution of the Internet, as it aims to create an open and connected world.

The 5 main features of Web 3.0

The differences between Web 1.0 and Web 2.0 are relatively easy to grasp. Whereas with Web 1.0 users passively consult websites and are largely uninvolved in content creation, with Web 2.0 users interact directly with websites and with each other via social media. In addition, Web 2.0 users are increasingly creating content themselves.

The term Web 3.0, on the other hand, is not so clearly defined. It refers to a new evolution of the Internet, its third generation, and includes very specific innovations and practices.

The easiest way to understand the Web3 is by defining its main characteristics:

1. semantic web

Web 3.0 does not merely link information, but enriches web content with machine-readable, semantic metadata and connects it. This optimizes the exchange of information on the Web by enabling machines to distinguish semantic content and process it in a targeted manner.

2. artificial intelligence

Computers in Web 3.0 are becoming even smarter and learning to meet users' needs even better. They will be able to process human language and understand information as humans do, to produce faster and more relevant results.

3. 3D graphics

3D graphics and designs play a central role in Web 3.0 websites and services, including computer games, e-commerce, museum guides, geographic context, etc., to create a clearer and more immersive experience for users.

4. connectivity

By connecting semantic metadata, the user experience evolves to another level of connectivity, leveraging all available information.

5. ubiquity

Every device is connected to the Web, content is accessible to multiple applications via Web 3.0, and all services can be used anywhere. Web 3.0 is ubiquitous.

Blockchain technology on the web3

Blockchain technology, which is also used for cryptocurrency, forms the basis for Web 3.0. The goal is to enable a democratic as well as a user-designed and managed Internet through the use of blockchain technology as well as through the possibility of decentralized data storage. In this way, the centralized infrastructure of today's Web2 is replaced by a network of interconnected, independent computers. In this way, every user is part of the Web3 and has full control over his or her data at all times.

Artificial intelligence (AI) and machine learning

Web3 is being developed with artificial intelligence, ubiquitous computing and semantic web - thus the ubiquity of computer-based IT processes - in mind. This is intended to provide users with more relevant data. Machine learning techniques make it possible to analyze and process large amounts of data quickly and very precisely. Artificial intelligence and machine learning are already showing great potential in areas such as autonomous driving and Industry 4.0.

Decentralized data networks

On the Web3, data is decentralized. This means that users remain the owners of their data and can log on securely using an Internet identity without being monitored. Already today, decentralized data networks enable different users to trade and sell their data without losing their right to ownership or risking their privacy.

The impact of Web 3.0 on digital marketing

The decentralized nature of the Web3 is certainly one of the most important aspects of the new Internet age. It allows all users to comprehensively manage their own content and data. The revolutionary blockchain technology together with this data security make the Web 3.0 a supposedly very safe place for all users.

But: Data collection plays a crucial role for marketers to identify their target groups and their needs. Both the increased personalization of data and the approaching end of third-party cookies pose real challenges for marketers and require entirely new strategies for data collection. The new marketing must be even more personalized and targeted than anything before to truly reach target audiences on the Web3.

Web3 makes community building more relevant

Contextless communication and advertising will penetrate less and less into the consciousness of potential target groups. Messages and information must be delivered in a more contextual way.

In addition, it is becoming all the more important to create relationships within thematic environments. This is how the marketers of the future set anchors in the minds of potential customers. The sharpening and cultivation of one's own brand plays a very special role here, because it creates attention for information and messages.

User Experience (UX)

The more complex the virtual world, the clearer the UX design needs to be to counteract the complexity: The virtual space is endless, the interaction possibilities are diverse and the many old and new devices for consuming XR present UX designers with completely new challenges.

Websites, platforms and online stores must be user-friendly, interactive and three-dimensional in order to survive in the metaverse. That's why it's enormously important to optimize one's online presences now in terms of the UX requirements of Web 3.0.

User Generated Content (UGC)

Especially in Web 3.0, the well-known marketing adage "content is king" applies as never before. This means that instead of keywords, the future Internet will rely on content with added value that fully meets users' needs and search intentions.

How first movers can claim entire markets for themselves

There is hardly an area where you can gain such a strategic and technological edge as in Web3. The fact is: The market is now spreading out and the positioning as first mover and innovator is currently being decided.

Prepare Web3 marketing strategy

A new kind of Internet logically means a new kind of marketing. The privatization and decentralization of data certainly pose a real challenge for marketers. But: Those who already deal with Web3 marketing today have some possibilities to position their brand on the Internet of the future:

1. follow web3 trends & familiarize with technologies.

Web 3.0 is on everyone's lips. It's best to familiarize yourself now with the trends that will prevail in the decentralized Internet in the future.

2. use buyer data, gain insights

Even if everything becomes a bit more private: Data will continue to play a big role on the Web3. It's best to familiarize yourself extensively with buyer data and how to use it skilfully for your future marketing.

3. content marketing with UX focus

In order to survive in the metaverse, you should optimize all your online presences (e.g. websites, platforms, online stores...) already now in terms of the user experience requirements of Web 3.0.

View Web3 marketing holistically

While the goal in Web 2.0 was to improve the front end, the focus in Web 3.0 is on innovations in the back end.

The topic of data protection will have a huge impact on the work of marketers. In the future, they will have to invest more resources to find their customers, really understand them, and build a community. Web3 will mean a rise of community marketing.

In order to achieve a pioneering role in Web3 marketing, it is important to deal with the opportunities and challenges of the new Internet age as early as possible and, in the best case, to bring native experts on board today.

Web3 marketing services: The future belongs to the brave

New possibilities always mean new opportunities - and new challenges.
Currently, we are still at the beginning of the path to the metaverse. But every company can play an active role in shaping this path. What is needed above all is courage and the willingness to leave old paths behind and strive for new ones.

Take your lead: DEUS Marketing accompanies you as an experienced expert in regulatory as well as technological and legal aspects on the way to your Web3-Marketing transformation.

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