What is Web 3.0? How Did We Get Here?

Web 3.0, also called decentralized internet, is the evolution of web 2.0 and the most recent internet technology which is based on blockchain technology. Web 3.0 leverages artificial intelligence, blockchain and machine learning to attain real-world human communication. The term "Web3" was coined by Ethereum co-founder Gavin Wood in 2014, and the concept attained curiosity in 2021 from cryptocurrency fanatics, venture capital companies, and several big technology firms. It is believed that this new internet revolution is likely to become the future of the marketing world which is now known as none other than Web 3.0 Marketing

Web 1.0 was the initial surge of publicly made internet websites and services. Web 1.0 was made when great minds like Sir Tim Berners-Lee and Robert Cailliau, and others published the earliest World Wide Web protocol and HTTP webpages while being unaware of the fact that it will led to the global revolution. This unique set of rules or protocols led to the innovation of websites and apps like AskJeeves.com, Yahoo.com, and AOL Instant Messenger. All of it resulted in a great increase in the number of online users from million to billion, and the .com bust, which was the new era of websites like Facebook and Google search, and marketplaces like Amazon and made extremely centralized platforms such as Android operating systems and the iOS.

Music and Video streaming became crucial for everyone as well as wireless internet (WiFi and LTE), which also played a major role in the development of the world wide web. When all of this took place, it resulted in tremendous and groundbreaking development in personalized services and created various platforms for users and business assistance. From 2003 to 2018, this period is marked as Web 2.0. Because of how software apps track numerical patterns for their upgrades, it led us to the present day's version of WWW, which we now call Web 3.0.

What is Web 3.0 Marketing? How Will Web 3.0 Impact Business?

Web 3.0 Marketing is an idea that examines the web by discovering new technologies and trends. This new concept is not only developing, but it's making far-reaching effects on how we think about the internet. It is more than search engine optimization(SEO) and websites. Web 3.0 proposes numerous opportunities in marketing; for example, Web 3.0 is a place where everything will become decentralized. You don’t have to depend on Amazon or banks.

A Web 3.0 setting improves the user experience by furnishing interactive and rich advertising opportunities. It is a stroke of luck for marketers as they will now be able to provide more targeted ads to their customers and reach more people. Web 3.0 will help marketers deliver a more persuasive approach and promote their products efficiently. The state-of-the-art user experience abilities of Web 3.0 marketing will enable marketers to explore a completely different world of innovation in marketing and advertising.


Key Characteristics of Web 3.0 And Web3 Marketing

Decentralization is a popular concept. However, what if today's generation's internet can also be decentralized? Web 3.0 is the advancement of web interaction and how we use it, incorporating the conversion of the web into a "database."

Take a look at some of the key characteristics of web 3.0:

Semantic Web
Connectivity
Ubiquity
Software negotiation with other softwares
Artificial Intelligence
3-D Graphics or Metaverse
Decentralization
Machine learning.


Web 3.0 furnishes an excellent customer-centric and customized browsing experience for everyone. Web 3.0 marketing will permit consumers to choose where and when they will desire to be promoted or advertised. They will regulate their data and they'll be able to monetize it as well. The fee to post content and promote or advertise something in a Web 3.0 domain will be quite affordable. Reducing the fee of joining a market facilitates small business innovation and enables more new small businesses to thrive. Web 3.0 will link data from people, machines and enterprises cryptographically with efficacious machine learning algorithms, resulting in the advancement of new markets and related business models.

Semantic Web (SW): The Semantic Web, also called Web 3.0, is an extension of the World Wide Web that strives to deliver a framework for reusing and sharing data across different applications. The most standard interfaces to the World Wide Web offer it as a Web of documents, connected differently, incorporating hyperlinks. The semantic Web strives to make internet data machine-legible.

Technologies like Web Ontology Language (OWL) and Resource Description Framework (RDF) allow semantics encoding with the data. These technologies are employed to delineate metadata officially. Some examples are BBC World Cup site, Best Buy, Google, Flipboard and Facebook. Web 3.0 pivots on how the backend of the internet is arranged. These types of “natural conversations” with computers will be feasible by arranging information semantically.

Artificial Intelligence (AI): Artificial intelligence (AI) is a comprehensive branch of computer science that deals with creating smart machines that can execute tasks that normally mandate human intelligence. The term can likewise be used for any machine that shows features linked with a human mind, for example, problem-solving and learning. The main feature of artificial intelligence is its capability to streamline and take ideal measures to attain a certain goal successfully. Moreover, it will help in attaining great results and success in the Web 3.0 marketing domain too.

Machine learning is a subset of artificial intelligence, which means that computer programs can learn from and adjust to new data automatically without the assistance of humans. Four types of Artificial intelligence include Limited Memory, Reactive Machines, Self-Awareness and Theory of Mind. Web 3.0 uses Artificial intelligence technology so that computers can sufficiently comprehend a user’s data inputs. In response, they will generate precise and fast responses.

Ubiquitous: Ubiquitous computing refers to a potent change in computation, where people work, play and live in a seamlessly intertwining computing environment. Web 3.0 is created to be ubiquitous, which implies it will be available and accessible for everyone on any application or device. Ubiquitous computing proposes a virtual world where people are encompassed by computing machines and a computing infrastructure that helps us in whatever we do. The Ubiquitous Web aims to widen the abilities of browsers to allow new types of web applications, specifically those incorporating coordination with different gadgets.

Decentralization: Decentralization is the core of Web 3.0 and Web 3.0 marketing. In contrast to Web 2.0, where information is kept in a single server at a distinct location, information on Web 3.0 will be stored all together in different locations. There will be no main data storage. Decentralization will manage the critical problems encompassing data security plaguing and data privacy Web 2.0 today. Businesses usually require decentralization to keep up orderliness in their operation. Decentralization concepts have been used in managerial science and group dynamics in private organizations and businesses, law, political science, public administration, technology, economics, and money.

It has many advantages, including:

Less chance of the server breaking down
Less chance of data-stealing
Expanded data ownership

The Role of Blockchain on Web 3.0 Marketing


Blockchain is a record of transactions and information(data) in a block form. It is hosted and designed to be used in a decentralized network of computers, and that is why it cannot be changed but only can be reviewed. A Blockchain system functions include viewing the activities of the people storing and transferring the content from one block to another in a concealed way.

Web 3.0 is a decentralized web managed by technology and coded rules for supporting individual transactions and actions. That is why Web 3.0 supports Blockchain technology for modifying the way to store and manage data over the internet, thereby providing a universal layer.

Role of Blockchain on Web 3.0 Marketing:

The main role of blockchain in web 3.0 marketing is that it can change some of the aspects of marketing and help move to the next stage of the internet (3.0). This is called a smart contract. A Smart contract program runs on a blockchain wherein collected data dwell at a specific address on the blockchain. Allowing users to exchange anything of value without an intermediary, this smart contract in a blockchain describes the rules and penalties of an agreement by implementing those rules.


How To Prepare Your Brand For Web 3.0 Marketing
A marketing revolution is going to happen. Certainly, Web 3.0 is still under evolution; however, it might occur in a short time as well.

Take a look at how you can prepare your brand to adjust to Web 3.0 marketing approaches.

Track Web 3.0 trends.
Include NFTs in your content design plan.
Initiate making sincere rapport with clients and customers over social media.
Make new Web 3.0 KPIs to gauge the effectiveness of your endeavours.

These metrics are still in their early stages as Web 3 has to be uncovered and developed. Currently, marketers can concentrate on metrics that assess community and product engagement. As Web3 develops, additional metrics would possibly occur.

Find Ways To Follow The Web 3.0 Trends
These days people cannot afford to be old-fashioned. We ought to make business pronouncements cautiously, considering the fact that the future is almost here and continually rekindling. Hence, businesses should obtain 3D assets based on their assiduity. For example, If you own a retail eCommerce company, attempt to make virtual reality stores or 3D models.

Take a look at some of the Web 3.0 marketing trends you can follow:

Artificial Intelligence
Semantic Web
NFTs
Cloud Computing Technologies
Decentralized social media.

The trends mentioned above are little hints of a giant revolution, and it is not a detailed list. Because Web 3.0 technologies are yet to be fully developed, most people are not certain about how everything will look like while moving ahead in the future.

Content Creation - Add NFTs
It is good that businesses are concentrating on content creation as a marketer. Because nowadays, there is not any specific guide for this new marketing generation. Moreover, we also understand that in the future, NFTs will be vital for the digital marketing enterprise as it has already become a trend. There is already a huge community for NFTs, mainly CryptoPunks, and nobody will ever afford to miss the opportunity of incorporating it into their brands. Basically, it is a great way of uniting with customers, brands, and communities.

Web 3.0 Marketing Strategies To Follow In The Business

Web 3.0 is the new innovative avatar of the internet that will change the environment and outlook of users and content. It creates a decentralized internet, where people connect on small competitive platforms through blockchain with the big tech companies. With augmented reality( AR) and virtual reality (VR), these new developments will show up the face of digital marketing and business strategies for brands everywhere. It is an approach that serves as an answer to the needs and desires of the people, and this concept has a mission, vision, and values that are important to the world. By providing interacting advertising opportunities, web3. 0 enhances the experience of the users. As a boon for marketers, Web 3.0 marketing will deliver more targeted ads to consumers providing efficient strategy and advertising of the products.


Create Decentralized Applications Rather Than Just Apps
Decentralized applications known as Dapps are digital applications on a blockchain network of computers. Certain advantages of the decentralized applications include:

Protecting the privacy of users
Flexible in the development
Dearth of censorship

Considering the above advantages, it is advisable for businesses to create decentralized applications over other apps, which is the best marketing strategy.

Make Use Of Creator Coins To Reward Creators And Customers
It is the best strategy for businesses to attract more creators and customers. Creator coins are used to connect the creators, writers, performers, and artists with people offering digital services or products. This strategy is beneficial to both the creators and their subscribers.

Post Limited Edition Content
Creating a limited edition NFT version of the given content (or new content) with extra benefits like video, interviews, a podcast episode, etc., can also be used. People can easily collect these things and can easily sell and trade them. People who collect more benefits can also get other favors like invitations, new content, and product features of the required product.

Pay Your Audience For Consuming Your Content.
Time is the new strategy to expand the businesses. With a lack of time, many things are left unresolved, undone, or unattended. Paying people or rewarding them to download your content and finishing the task is also considered. The reward is given to the people in terms of price money. These rewards can be in the form of Bitcoin, NFT, or any other means.

Trade NFTs For A Useful Reason
A digital asset that represents real objects like art, music, and videos is called NFTs. Selling NFTs for social and environmental causes has become common. They are used to support good causes. When these things go mainstream, the novelty dividend expires. Many such art shows or music shows are still in the novelty zone; to harvest the dividend from those shows, many opportunities are there which can be grabbed for the noble cause.

Web 3.0 And Social Media
Social Media is considered a sensation in today's world which is rapidly growing at its own pace. Facebook and Youtube rank first in terms of their popularity among the users. Introducing new features helps in modifying the online communication of the users and their experiences. Web 3.0 continues to bring notable changes in Social media marketing.

Web 3.0 marketing is all about building significant relationships with customers and creating partnerships that would benefit everyone involved. Basically, now it's time for businesses to stop thinking of customers and considering them as the numbers in the database; instead, people should also build relationships with others. For instance, in the decentralized app called dApps, there would be no centralized authority over the users' data because of the decentralized structure of Web 3.0. Users will become more cautious.

What is the Metaverse?
The term "metaverse" was coined by author Neal Stephenson in his 1992 science fiction novel Snow Crash. According to Mathew Ball (a private investor and venture capitalist), “metaverse, in general, is the 3D version of the Internet and computing”. A lot of experts also consider the metaverse as a 3D internet model. On the whole, it is a world similar to the real world, where people live their digital lives. A place where people will have an avatar, and you will be able to interact with them and do different activities such as hooking up with friends, attending meetings and music festivals, going door to door selling digital collectables, purchasing and trading assets, land, apartments, and so on.

While the discussions on describing the metaverse vary from person to person and from case to case, it is, in the most straightforward terms, a divided and intercommunicated virtual space that is immersive, hyper-realistic, and interactive. Likewise, metaverse will incorporate your customized avatar and digital acquisitions documented on a blockchain. In view of its high-value prediction, the metaverse is endorsed as the leading influence in developing the digital economy. The confluence of artificial intelligence (AI), edge computing, and 5G will, in the near future, make it more convenient to furnish more satisfying, seamless, and reasonable AR, and VR experiences across various connected gadgets.

Understanding the Metaverse (History of Metaverse)
The term "metaverse" was initially used in Neil Stevenson's 1992 dystopian science fiction book, Snow Crash. Stevenson's metaverse was a virtual space where characters could go to flee from uninteresting authoritarian reality. In the book, Stephenson writes about the metaverse as an all-inclusive digital world that resembles the real world.

“Cyberspace” is a word that originated in 1982, which signifies a virtual computer world. A vision of an environment different from the real world pertains solely to communications via computer networks. In a manner, it was a pretty rudimentary metaverse which devises the notion of our online activity happening in an environment distinct from the real world. In 2000, Gartner defined an amalgamation of a virtual/digital world with the real world, known as the Supranet. It links to metaverse history because it visualizes a palatial virtual world and how it is going to have contact with the real world.

A massive part of metaverse history stemmed from gaming. A video game known as Second Life, which was released in 2003, is broadly regarded as the foremost ‘metaverse’ in the history of the metaverse. Roblox is another example of a game that has gained the tag metaverse. It’s a significant characteristic of the history of the metaverse because the company is likewise preparing to create its own contemporary metaverse. Massively multiplayer online role-playing games are additional examples of gaming metaverses as they enable players to go and interact with each other in a virtual world.

Marketing in the Metaverse
With the increase in technological inventions, the world nowadays is rapidly engaging with the virtual environment. Everything is rolling over the internet with expanding engagements. The Metaverse is a unique and captivating 3D internet model ruling the internet nowadays. It is a digital platform continuously raising and providing incredible value. The Metaverse shares a virtual space with the users, thereby providing the opportunity to grow based on their decisions and connections within the space. The network keeps on expanding as more users join in. It also permits user-friendly content; thereby, metaverse users can generate and share content that other users can enjoy too. It is an identical approach to user-generated content in social media marketing that has been an excellent approach to increasing brand awareness in the digital world.

After understanding the Metaverse and its potential, the marketers need to speed up their networks, consciously keeping in mind the fact that Metaverse is the next big thing that can happen in the digital world. The marketers need to acknowledge the value of millennials and GenZers as a target audience. This generation uses many other forms of Metaverses like Roblox and technologies like VR in different ways, making metaverse marketing an apt step for exploring the new digital world.


Parallel Metaverse Marketing Within The Bounds Of Real-life Marketing
Metaverse marketing will enable you to enter into the virtual avatar. It helps you to enter the digital world, which serves as a good start by imitating real-life marketing into the parallel digital world. While conducting the Metaverse marketing, when you introduce your real-life strategies and plans in the metaverse, it can help engage with more brands.

There are certain advantages and disadvantages to using a metaverse market strategy.

Advantages:

● Reduced cost and risk of supply chain
● A fascinating experience with users
● Brand engagement and recognition increases.

Disadvantages:

● Planning of campaign consumes too much time
● Before implementing the strategy, a massive marketing effort is needed.

Immersive Experience As A Solution
In metaverse marketing, virtual marketing has gained momentum where brands can get the advantage of using virtual billboards through virtual advertising. Likewise, for example, a video tech company can help their businesses by using gaming ads for engaging and creating immersive and experimental advertisements. Immersive and experimental advertisements offer branded installations and events wherein users interact with the advertisement and marketing initiatives, which is far better than simple ads. Virtual advertising enables valuable rendering to its users, with the help of which brands have discovered new streams by collaborating with Roblox metaverse and other metaverses.

Collectibles Are Offered
People are fond of collecting things, and the metaverse serves as another space that gives them a chance to display their interests. This same interest is experienced in the metaverse by contributing the limited edition items or branded assets that are only offered in the metaverse. Digital tokens are also displayed to the users in the metaverse. For instance, the Gucci Garden experience on Roblox has a Collector's Room, which helps people to collect the limited edition items in the metaverse. The collectibles are offered to increase the significance of the space (metaverse) as branded and limited edition items are delivered and gathered easily.

Engaging With Existing Communities
Advertisements are generally not accepted by all the people, so when the brands try to enter the Metaverse, it's essential not to disturb people who are already present. Moreover, the positive reactions of these users will be helpful in marketing to them. Don't forget to take into consideration the new format while entering a new platform. For example, when brands get more traction in the Metaverse, engage with existing communities to develop the items and experiences. Considering it as an influencer campaign, user-generated content is essential; that is why existing community members serve as a necessary part of this space for the implementation of the campaign.

Continuous Experimentation
Metaverse marketing is entirely a new concept in the digital world. There are guiding principles that guide marketers in making strategies and plans. As a new platform, Metaverse offers enough room for the experiments. For using this platform, best practices are yet to be established, and the model is yet to be created, which gives marketers enough room in their unique, creative and experimental metaverse marketing approaches.

Metaverse Boosts Effortless Introduction
Metaverse nowadays is developing bigger opportunities across the wide range of segments in networking and games. It is slowly becoming a place where AR and VR interact with the users, which means apart from the socializing and entertainment through avataric transactions, it also helps in promoting business visits. As the interaction between online and offline worlds is limited, the metaverse is lined up to become one of the most essential parts of interacting with the customers. Activities like sampling, trails, and feedback can also be promoted and presented creatively.

Metaverse Promotes Buying Experience.
The brands that can be discriminated against in the online buying experience will have an increased market share. And this increases numerous metaverses, which will offer experimental brand plugins for increasing consumerism. People can get the same product delivered in the real world by e- visiting a brand outlet in a foreign country in an avatar of their choice and can shop for the same. All these are being done at home without the hustle of going away from their homes.

Metaverse Will Accelerate the Adoption of Digital Money
Metaverse serves as home to crypto, digital tokens, and NFTs that can speed up and make people aware of the digital world, which can help adapt digital currencies in the near future. While travelling, it's difficult to get involved in any type of overseas experience; for this reason, crypto could work as a currency provider to make it hassle-free. In India, there is a lack of clarity surrounding crypto, which tends to be the future of digital currency.

Technological revolution always impacts the lives and lifestyles of the people through creative marketing ideas. Metaverse being a nascent space, will give a unique platform to the users. It creates a virtual space wherein users are disguised as an avatar. It creates a parallel universe with more value and experiences. Metaverse boosts sales by engaging its audience. GENZ and Millenials remain the best brands in the Metaverse. And that is the reason Metaverse or metaverse marketing is known as the marketing game-changer.

Examples of Metaverse
While the Metaverse is almost ready to become an absolutely new sensation, you will have probably noticed social channels, worlds, and games that have similitudes to this new trend. Considering these instances will give you a notion of how your brand can use the Metaverse in the coming times.


Take a look at some of the examples of Metaverse:

1. Second Life: Possibly the foremost model of a virtual world with avatars, second life made space for people where they can customize their appearances and communicate with people around the world. There are more than 70 million accounts on this platform, which is lower as compared to most. However, this earliest company created a route for new virtual reality worlds.

2. Roblox: More than half of all American kids use Roblox, which estimates to have almost 50 million day-to-day users. Just like Fortnite, it’s a free-playing game based on an immersive world built via existing gaming tech. It presently has around 24 million ‘digital experiences’ for players, making it an essential gateway for completely immersive Metaverse experiences. Roblox chief business officer Craig Donato states, "Roblox is creating a Metaverse that is both "social and immersive". On this social side, he witnesses the high demand for invention and a massive chance for businesses that are about to set up how users will create avatars and interact in the Metaverse.

So What Could Be Next for Marketing and the Metaverse?
Marketing for your business incorporates changing your perspective and acclimatizing to a virtual reality outside gaming and recreation. The objectives and goals need to dissect more to unite, express, and socialize within the Metaverse. Your metaverse marketing approach must have targeted SEO, for example, using the word “metaverse” in your brand name, headlines, or products, to be found in the Metaverse. Moreover, building virtual experiences on your website and listings will likewise adjust your marketing strategies. There would be so much more for marketing and the metaverse so let’s check out some other vital characteristics of it.

Combined Reality And Virtual Conferences And Conventions
The pandemic propelled us into a new era of digital invention and made a substantial demand for cutting-edge technologies that let us do our day-to-day cores and business from home. Businesses that relied on trade shows and meetings had to shift quickly. The Metaverse will provide excellent opportunities for businesses to meet via virtual reality, preserving company and attendee's time, money spent on travel, accommodation, and different related expenses. Participants and employees will be able to put on VR glasses from the convenience of their residences and join the meetings and conduct metaverse marketing. Bands and artists will be able to host virtual shows from anywhere across the globe. The possible benefits are nothing less than a new revolution.

Targeting Gen Z And Millennials
Targeting Gen Z and millennials is of the highest significance for brands. They have an instinctual knowledge of technology unparalleled in earlier generations. They are even more overwhelmed as compared to many different age groups. As per some research, Gen Z deems digital lives as essential as physical lives. For others, there is slight to no distinction. Social media and the virtual world are not different lives. It likewise results in friendships globally more of current reality and provides exposure to businesses they might not usually find.

This vaunts a two-fold influence on metaverse marketing and trading possibilities for businesses, exposure is endless with no physical restraints, and physical and digital products also get the same importance. If a brand’s target audience is shifting to be digital, it’s no wonder that brands ought to seek digital inventions to stay in the game.
This is the time for businesses to discover what opportunities the Metaverse will bring.

A More in-depth Level Of Customer Loyalty
The Metaverse doesn’t rest; it exists in a 24/7 knowledge, communication, and interaction loop. To enable and execute metaverse marketing, marketers must create a boots-on-the-ground, real-time strategy for customer loyalty to keep on succeeding amid such infinite possibilities for consumers. The Metaverse cannot replace the existing marketing system as much as it will augment it. Brands have to remain loyal to who they are in a wholly digital space. Once the Metaverse exists and works in its entirety, succeeding over new customers may become even more complex than before.

The Future Is in the Metaverse
Metaverse is the confluence of numerous distinct technologies, which are rapidly growing for mainstream utilization. Concurrently, those technologies will fulfill the experience of an immersive, 3D setting in which people can interact within that environment with others as if they are in an intercommunicated virtual space. It will also enhance and support metaverse marketing which will take businesses to greater heights by providing them full convenience and accessibility.

There are 4 significant factors that will drive the future of metaverse, and its evolution will rely on consumer response and the result of those four fundamental factors. Those factors are standardization, market fragmentation, user interface and governance.


Because the future of the metaverse is still obscure, there are some steps decision-makers can take now:

Do Not Underrate its Potential: Develop a metaverse plan but make it open-ended and adaptable to adjust to transformations in technology and consumer choices.

Consider The Long-Term Notion: Considering the mainstream metaverse and related income generating sources are probably many years off, businesses should consider a long-term stance on acquisitions and view KPIs around consumer and employee engagement besides ROI.

Concentrate On Requirement And What Encourages Users: Companies should create compelling content and engrossing experiences, for example, robust data, sole collaborations, insights collection, and user-developed content tools, to establish a fair share and stay reasonable.

Commit To A “Reliable Metaverse”: Companies will have to handle a spectrum of intricacies and hazards in the metaverse, for example, security, privacy, accessibility, sustainable energy consumption, and guarantee that they are actively creating a reliable metaverse and efficiently sustaining employee and consumer trust.

Challenges in the Metaverse
Have you ever thought about why metaverse is not ready and exists yet or why we can’t go ahead with metaverse marketing now? Is it because the VR headsets are quite hefty, and the hardware is expensive? Well, hardware accessibility is not the sole problem the metaverse is facing but there are other challenges, too. Let's take a look at them.

Hardware: Presently, metaverse wholly relies on Virtual Reality (VR), Augmented Reality (AR), and Mixed Reality (MR) technologies and machines. Because most of these are not portable, lightweight, or inexpensive, metaverse can't have a broad-scale adoption.

Identity: Another challenge lies in establishing your true identity because bots can efficiently imitate your character, style, data, and entire identity. For authentication, you will require various verification procedures such as facial detection, voice recognition, and retina scans.

Other challenges include:

Dependence and mental well-being
Data & Privacy Security
Law
Jurisdiction
Currency and Digital Payments.

Conclusion
Metaverse is not a daydream anymore, it's about to become a reality, and our real world will become even more virtual in the future because of this technology. With time, virtual reality and metaverse marketing will evolve and carry our experiences to the next level. Just like any other newly emerging and growing technology, the metaverse is experiencing numerous difficulties. However, developers and innovators are working 24/7 to make this virtual world a wonderful reality.

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