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 technologies — and marketers need to know how to talk about these topics effectively.
Part I can be found at: https://bit.ly/3K3Ikyn
8. New Approaches, Technology, and Platforms Will Proliferate
The fact that these underlying areas are decentralized means that they will continue to go in a variety of directions. New approaches, technologies, and platforms will continue to come onto the scene. There will be a struggle to align any area along one clear trajectory. Prepare for continued turbulence in the Web 3.0 world.
9. Brands Will Differentiate Through Experiences.
Brands will lead with experiences as their main differentiator, ensuring that they’re prepared for immersive customer journeys that focus on customer happiness versus conversions. Web 3.0 will lead brands to think about customer relationships as a long runway and stress the importance of stringing together touch points for an overarching experience that’s built for longevity.
10. There Will Be Regulatory Hurdles To Overcome.
Whereas Web 2.0 exploded into popularity and never looked back, there are a whole slew of regulatory hurdles that Web 3.0 has to overcome. This will be a slow, hands-on process for government authorities to handle and coordinate. Give it time. If Web 3.0 doesn’t fully take root in 2022, it may still be further down the road as policy infrastructure catches up.
11. Loyalty Will Be Rewarded in New and Exciting Ways
With proof of ownership verified through blockchain, brands are able to give additional assets to those who meet selected criteria (that is, who own one or more assets). This may be based on physical goods purchased, digital assets owned or tokens earned through attendance. This change can let brands reward loyalty in a more impactful and authentic way, giving rise to a new kind of influencer.
12. More Engaging Customer Experiences Will Be Created.
This year, marketers will have the ability to create more engaging and immersive experiences for customers. This will be the first step toward helping brands prepare for more holistic metaverse participation. Those experiences will also make it easier for customers to talk about what they want and need in real time through more detailed, self-selected interactions that they can choose.
13. Brands Will Create Their Own One-of-a-Kind Opportunities
Web 3.0 in 2022 will be about brands creating their own metaverse spaces (think H & M and Nike), interactive marketing opportunities (Gucci in Roblox, for example), and NFT content (such as NBA Top Shot digital cards), acquiring users and figuring out business models.
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