What Is Web 3.0, and How Does It Impact Digital Marketers?

May 27, 2022
Contributor: Shubham Gupta

Web 3.0 offers better control over data privacy and security and helps deliver a more personalized user experience.

Since its inception, the World Wide Web has constantly advanced, with each new version modifying how we interact with the internet. The current stage of this internet evolution is Web 3.0. 

63% of digital marketing leaders struggle to offer personalized experiences, according to Gartner. Marketing leaders can leverage Web 3.0 to better understand consumer demand and preferences. Web 3.0 provides relevant customer data, helping digital marketers improve their targeting as well as offer more personalized services.

But what exactly is Web 3.0? Read on to learn more about this technology and how it could potentially impact digital marketers. Let’s begin with the evolution of the web.

The evolution of the internet — from Web 1.0 to Web 3.0

The web has come a long way in the past three decades. From the early days of 1.0, when the internet was primarily used for sharing text-based information, to today’s 3.0 era, where we can share and interact with rich media content (such as audio, video, and images), the web has greatly evolved to meet user needs.

That said, the release of Web 3.0 is still in its early stages, making it difficult to predict when it will be implemented. The move from 2.0 to 3.0 could take a few more years. 

As a B2B software marketer, you could profit from this trend and join the ranks of the Web 3.0 pioneers. Start by reading up on the fundamentals of blockchain technology to understand the concept of Web 3.0. 

The journey from 1.0 to 3.0

  • Web 1.0 (a read-only web): The first web version was created in the early 1990s and allowed for only static HTML web pages that could be viewed with a browser. This phase was geared toward publishing information and making it available to as many people as possible.
  • Web 2.0 (a read-write web): The second web phase began in the late 1990s, focused on interactivity and collaboration. With the introduction of blogs, wikis and social media sites, web users were no longer just passive content consumers; they could now create content and share it online.
  • Web 3.0 (a read-write-interact web): The third ongoing phase of the web is focused on interaction and collaboration between humans and machines. The web is becoming increasingly intelligent and adaptable with the advent of new technologies, including semantic web, natural language processing and machine learning. Therefore, Web 3.0 is considered to be the future of the internet.

What is Web 3.0?

In layman’s terms, Web 3.0 is the next-gen decentralized internet, providing a more personalized and interactive experience while giving users more control over their personal data and privacy. 

This new generation of the web includes many new features and enhancements. Chief among those are a more user-friendly interface, increased security and a greater degree of privacy. In addition, Web 3.0 makes it easier for users to find the information they need and share it with others.

About 84% of digital marketers report that using artificial intelligence/machine learning — technologies that are driving Web 3.0 — improves their marketing function's ability to provide real-time, personalized experiences to customers, according to Gartner (full research available to clients).

The three pillars of web 3.0

Importance of Web 3.0: What features to expect

The goal of Web 3.0 is to make the web more efficient and effective by leveraging the massive user data available on it. 

Web users will be able to access information more easily and quickly. In addition, digital marketers will be able to keep up with the latest B2B marketing trends and stay ahead of the curve.

Discussed below are some prominent features of Web 3.0:

  • Decentralization. One of the most important aspects of Web 3.0 is its decentralized nature. That means there is no centralized entity or authority controlling or regulating the internet. Instead, it is a distributed network where each internet user is responsible for their own data and content.
  • Blockchain technology. Blockchain is another key feature of Web 3.0. Blockchain is a distributed database that allows for secure, transparent and tamper-proof transactions. As a technology, blockchain could potentially revolutionize the way people conduct online transactions, making them much more secure.
  • Improved privacy and security. Increased privacy and security are the chief features of Web 3.0. With decentralization comes increased security, as there is no central point of attack. In addition, Web 3.0 makes it easier for each internet user to choose who can access their data and what they can do with it.

Impact of Web 3.0 on digital marketing: What marketers need to know

Historically, businesses have relied on a mix of advertising, public relations and direct marketing to create awareness for their products and services. However, with the arrival of Web 3.0, the digital landscape has changed dramatically. 

For instance, third-party cookies will soon be removed from leading web browsers, making it more difficult for B2B marketers to target specific audiences. This step is because these cookies are used to collect data about people’s online behaviors. 

The information gathered is used for targeted advertising and other marketing purposes. Without this valuable data, marketers will have a harder time understanding their audiences and delivering relevant content.

Ways in which Web 3.0 will impact digital marketing:

1. Data collection and privacy will change

In the Web 3.0 world, data will be more decentralized and secure. This will change how marketers collect and store data, and it could also impact how marketing is targeted and personalized. Since consumers are likely to be more protective of their data with Web 3.0, marketers will need to find new ways to gather information while still respecting consumer privacy.

Most important objectives for collecting customer data

2. User experience will improve

The improved Web 3.0 user experience will require marketers to rethink their digital marketing strategies for reaching and engaging customers. Increased decentralization and privacy will make the internet a more personal and tailored experience. Furthermore, blockchain and augmented reality/virtual reality will change how people interact with the online world.

3. Marketing strategies will need to be updated

The impact of Web 3.0 on digital marketing will require marketers to update their strategies to meet new challenges and opportunities. To effectively target audiences, marketers will need to leverage a variety of user data sources, as third-party cookies would no longer be available. This will help create more personalized and targeted content.

How B2B software marketers can prepare for Web 3.0

Web 3.0 is coming, and with it, a whole new set of challenges and opportunities for B2B software marketers. Here are some ways you can prepare for the arrival of Web 3.0:

1. Stay up to date with the latest trends

Web 3.0 is sure to bring with it a host of new trends. Keep an eye out for these trends (such as artificial intelligence), and start incorporating them into your marketing strategy. This will help you stay ahead of the curve and keep your software marketing strategy relevant.

2. Get acquainted with blockchain

Blockchain technology is likely to play a big role in Web 3.0. If you’re not familiar with this technology, now is the right time to learn. Blockchain is a distributed database that allows for secure, transparent transactions. Use it to power applications and platforms that will emerge with Web 3.0.

3. Leverage customer data insights

When it comes to marketing in the age of Web 3.0, data will be key. To make the most effective decisions, get a good understanding of buyer data and the ways you can use it to drive marketing decisions.

What's next for Web 3.0?

With Web 3.0, the future of marketing has just begun. This new internet era will bring with it a wave of new opportunities for B2B software marketers, from protecting user privacy to leveraging new data sources and tracking marketing campaigns across the digital-first buyer journey.

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Shubham Gupta

Shubham Gupta is a Content Writer at Gartner Digital Markets who ideates and creates purpose-driven content to help modern technology businesses achieve their goals. Outside of work, he enjoys reading thriller novels and Urdu poetry, as well as spending time with his dog. Connect with Shubham on LinkedIn.

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