The internet is constantly evolving. And even if you can’t spot it yet – web3, the next iteration, is upon us. Over the next few years, web3 will continue to become integrated into the day-to-day, and in the process completely transform the digital marketing industry as we know it. To stay ahead of the game, marketers will need to stay up-to-date with the latest trends and developments as Web3 technologies continue to mature.
Here are 3 ways that Web3 will disrupt marketing over the next couple of years:
1. Decentralized and personalized experiences.
One of the key features of Web3 is decentralization, which means that it empowers individuals to have more control over their online identities, data, and interactions. This will enable marketers to create more personalized marketing experiences that cater to each individual’s unique preferences and needs.
Instead of relying on centralized social media platforms to reach their target audience, marketers can leverage decentralized social networks (Mastodon is a great example) to engage with niche communities and build more authentic relationships with their customers. Web3 technologies, such as blockchain-based identity solutions, can help marketers verify and validate the identity and preferences of their customers, which will allow them to deliver more personalized and relevant content and offers.
2. Advertising will become more transparent and accountable.
One of the biggest challenges facing the advertising industry today is ad fraud and the lack of transparency in the advertising supply chain. Web3 has the potential to address these issues by providing more transparency and accountability in advertising.
Look at blockchain-based advertising platforms, such as Brave or AdEx, and you’ll see the future: smart contracts that enable advertisers to directly pay publishers and content creators for their ad placements, eliminating the need for intermediaries and reducing the risk of fraud. Moreover, Web3 technologies, such as non-fungible tokens (NFTs), can help marketers track and verify the authenticity and ownership of their ad creatives, which will increase trust and accountability in the advertising ecosystem.
3. Levelling up customer loyalty and retention programs.
Customer loyalty and retention programs have been a staple of marketing for decades, but they are often seen as a cost center and a necessary evil rather than a strategic asset. Web3 has the potential to change that by creating new types of loyalty and reward programs that are more engaging, transparent, and mutually beneficial for both customers and brands.
For example, blockchain-based loyalty programs, such as Loyyal or Qiibee, use digital tokens to incentivize customers to engage with brands and provide valuable feedback and data. These tokens can be used to redeem rewards, access exclusive content or services, or even trade on secondary markets, creating new opportunities for customers to benefit from their loyalty. Moreover, Web3 technologies, such as decentralized autonomous organizations (DAOs), can enable customers to have more say and influence in the development of loyalty and retention programs, making them feel more invested and valued.
Web3 technologies have the potential to transform the marketing industry in ways we haven’t seen before. Decentralization and personalization of experiences, increased transparency and accountability in advertising, and innovative approaches to customer loyalty and retention are just a few examples of the ways Web3 will impact marketing in the coming years. Figuring out ways to stay up-to-date with the latest trends and developments (ahem, like sign up for THE DEPT OF NEXT newsletter…) will equip you to leverage the full potential and advancements. By embracing Web3, marketers can deliver more personalized and engaging experiences to their customers while also promoting greater trust and transparency in the industry.
Looking to stay ahead of the curve in the marketing industry and take advantage of the opportunities presented by Web3 technologies and AI? The Dept of Next can help you navigate the complex landscape of Web3 and AI marketing to achieve your business goals. Drop us a note and find out how we can assist you in developing and implementing effective marketing strategies that leverage the latest advances in technology and stay ahead of the competition.