How Marketing For Web 3.0 Will Evolve In 2022 (Part I)
Technology remains an ever-evolving part of our society that both complicates and simplifies our lives. Part of that technology — the World Wide Web — has evolved from Web 1.0 in the 1990s to its current iteration, Web 2.0.
In today’s digital-first world, consumers continue to demand control over data and privacy, as well as decentralization, openness and greater user utility. The dawn of Web 3.0 has already begun to encapsulate these core concepts with the growing prominence of NFTs, cryptocurrency, the metaverse and other decentralized technology — and marketers need to know how to talk about these topics effectively.
1. NFTs Will Become Mainstream
Non-fungible tokens and the metaverse will eventually become more mainstream. In 2022, we will start to see the trend slowly increase. It still needs time to develop an identity, with many moving parts in respect to technologies and regulations, which will have an impact. There are a lot of complexities within the industry, but it certainly will see many more brands explore and experiment in this space.
2. Creatives Will Command Top Dollar
Marketers go where their audiences go. Unless you’re specifically trying to reach high-income digital art buyers, crypto traders, kids playing Roblox or anyone who claims to have entered the metaverse, there’s no need to worry here yet. However, Web 3.0 is also building FOMO and scarcity of access. Creatives and artists will command top dollar for content sponsorships and exclusive merchandise drops.
3. There Will Be A Larger Focus On Sustainability
Sustainability is going to be a big focus in this industry. A lot of traditional blockchains use the competition-based proof-of-work (PoW) system. With more people demanding transparency in this space and quickly shifting away from PoW, coins developed over the last several years have adopted proof-of-stake (PoS) methodologies in place of PoW, which offers an environmental, social and governance (ESG) angle for marketers to leverage.
4. Virtual Communities Will Reach New Heights
Web 3.0 will take virtual communities and social connections to new heights, while also giving users more power and autonomy than Web 2.0. It will be important for marketers to enter and actively participate in these virtual channels to remain relevant and connect with their consumers. These changes will move fast, and marketers should use this time to research and learn the foundations of Web 3.0.
5. There Will Be More Investment In The Metaverse
Savvy organizations will take the metaverse very seriously because of its potential to transform the way we conduct business. With Facebook (aka Meta) investing billions of dollars in the metaverse through its virtual reality and augmented reality labs, other companies will continue to sit up and notice. This is not just for gamers — and it is going to move much faster than you think.
6. More Power For Users Will Mean More Community-Driven Efforts
When Web 3.0 evolves into something tangible, it’s highly likely to put greater power in the hands of the users, owing to its decentralized structure. Consequently, we might see more community-driven efforts surfacing across the board. For marketing, this could mean a higher degree of transparent, inclusive, co-creation with power users, customers and influencers.
7. Audiences Will Expect More Immersive, Exploratory Experiences
The metaverse will lead to expectations of virtual events with more immersive, exploratory experiences, rather than people talking at an audience. Following a narrative will be less important than allowing audiences to choose what content they want to engage with when they want to engage.
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