How will marketing evolve on Web3?

The concept of web 3.0 marketing is one of the main priorities for companies today. It's critical to comprehend how marketing will change as the Internet develops.

The promise of a decentralized web on web3 can introduce many innovative advancements for marketers. However, it is important to know the trends that would drive marketing in the web3 landscape to overcome the challenges. In this analysis we describe marketing trends in web 3.0 and the best practices to make the most of the trends.

Main Marketing Trends on the Web3

The answer to "what is web 3.0 marketing" serves to identify how the improvements that we will see with web3 can change companies' marketing strategies. Consumers are in control of their data with web3 in addition to enjoying other benefits of data privacy, transparency, user utility and decentralization.

In addition, new trends like cryptocurrencies, metaverse, NFTs, and decentralized apps are introduced by the web3 development environment. How can marketers adapt to new changes on the web3? Marketers should be aware of the main web3 marketing trends and adapt their strategies with proactive approaches and be inspired by best practices for web3 marketing.

These are some of the top trends in web3 marketing that will dominate the marketing scenario in the future.

NFTs will be great allies 

The introduction of non-fungible tokens, or NFTs, came as a surprise to everyone. Million-dollar sales and emerging profits in the metaverse show that non-fungible tokens have been developed for something other than digital artwork and collectibles. NFTs will be used as assets for web 3.0 marketing, and the trend will continue upwards in the future.

While brands are already easily experimenting with metaverse ads and NFTs, the complexities present an obstacle for marketers.

A novel and different use case for NFTs is the one that Alfa Romeo has developed, with its new Tonale vehicle, with which it has presented a curious use of NFTs that allows the generation of a unique certificate that offers a history of the car's telemetry data, ensuring that it is authentic.

This technology allows us to generate a unique identifier whose data is representative of a moment in time, certifying that it is authentic. generate an NFT of the car's history, certified, unforgeable and transferable, which offers at a glance all the relevant data of a specific vehicle: from the specific data of the car's production, its VIN, to the specific history of the car: mileage , battery cycles, inspections, accident reports, part changes... the range is enormous, and in reality it has no limits.

Content creators increase

The next major trend in developing a web 3.0 marketing strategy is in the domain of content creators. Demand for creative artists and content creators will grow substantially as the appeal of such assets drives marketing for businesses.

Web 3.0 allows companies to offer immersive experiences to their customers. In the field of entertainment we can highlight David Guetta who jumps into the metaverse through Stage 11, the platform on which his fans can enjoy a unique experience called David Guetta Experience, in the metatarsal, with a futuristic theme and his new sound. very characteristic future rave together. .

Mastery of virtual communities

Virtual communities may become more powerful if consumers take back control of their data from centralized organizations. The web3 landscape can enhance virtual communities and associated social connections. At the same time, users have greater control and autonomy compared to web2.

Therefore, a web 3.0 marketing strategy would focus on the active participation of marketers in virtual channels to ensure relevant connections with consumers. Changes in control dynamics towards user communities would imply the need for research to learn about the basic concepts of the web3.

Web 3.0 allows companies to offer decentralized products and services. An example, in the insurance sector, is Etherisc, which has built a platform, open to the entire ecosystem, to develop decentralized insurance applications for the entire industry value chain.

Its goal is to use Web 3.0 technologies to help make the buying and selling of insurance more efficient, have lower operating costs, provide greater transparency in the industry, and democratize access to reinsurance investments.

The Metaverse becomes the new virtual experience

Facebook and many other big tech companies are actively investing in the next iteration of their services for the web3 landscape. New virtual experiences in the metaverse would specify the new benchmark for fully digital experiences. As a result, web 3.0 marketing would also draw deeply on the implications of the metaverse.

We will see how many brands will also follow in the footsteps of large companies and create their own experiences in the Metaverse. Most important of all, the metaverse will expand at an incredibly faster rate than Web3. Therefore, it can serve as an ingredient for marketing in the web landscape3.

One of the ways to move towards Web 3.0 is by offering your current and potential customers a fully immersive shopping experience. This is what companies like Gucci have done, knowing that while purchasing virtual Gucci bags is rewarding at first, it's only a matter of time before these metaverse shoppers become real-life customers.

As part of Web 3.0, the metaverse will continue to blur the lines between digital and physical consumption. For the new generations that line does not even exist. Thanks to AR/VR technologies and high-fidelity 3D graphics, the user interface of the digital web will merge with the physical world. The boundaries between the physical and the digital will blur as we expand the ability to represent physical objects in the digital realm and digital objects in the physical world.

These are other examples of immersive experiences from companies like Nike, among others.

New Technologies and Platforms

The evolution of marketing in web 3.0 will also focus on new technologies and platforms. Many of the new technologies and platforms have helped drive the web3 ecosystem and its adoption. Marketing in the field of web3 will also depend on new technologies and platforms that are gradually emerging.

For example, Mercedes Benz has created a decentralized data marketplace to take companies towards Web 3.0, using the Acentric platform  that is designed for companies to monetize their data. The aim is to make company data accessible to market participants, but with an essential difference: their sovereignty remains in the hands of market participants.

Regulatory Concerns and Consumer Obstacles

Marketing trends based on Web3 would suggest that the customer is in charge. As a result, brands must identify exactly what consumers want. Most important of all, marketers have to create engaging and unique experiences for their customers. At the same time, limited access to user data can have a big impact on marketers' strategies. At the same time, regulatory obstacles will also impose a strong influence on Web 3.0 marketing in the future. The lack of specific guidelines on Web 3.0 suggests that marketers have to work with ambiguous aspects in their strategies. Every new marketing initiative in the web3 landscape will focus on consumers and their preferences.

For example, new technologies like NFTs can serve as a unique advertising tool. Similarly, the metaverse could emerge as the new platform to advertise brands to a broader or niche target audience.

Vibe Bio , is a DAO (Decentralized Autonomous Organization) for rare disease research. Vibe Bio is focused on building a community of patients, scientists and partners committed to identifying promising treatments for rare diseases. To achieve this, Vibe Bio seeks means to finance the development of such research, as well as granting patient communities ownership of the new treatments they need.

Advocating for sustainability

Sustainability will be an important concept for overall marketing in the web 3.0 market. For example, we see how many traditional blockchain networks take advantage of “Proof of Stake” or PoW consensus mechanisms.

Most recently developed cryptocurrencies have used the “Proof of Stake” consensus mechanism. Brands can use Proof of Stake traits as a meaningful indicator of their commitment to sustainability. Marketers could use the social, environmental and governance benefits of web3 Proof of Stake solutions to drive marketing campaigns.