You are already acquainted with Web 2.0, whether you recognize it or not.
You went to our website, clicked on this article, and now you're reading it. Think of yourself as a Web 2.0 expert.
Web 2.0 is the web that you've been accustomed to over the last 15 years or so. Marketers have learnt to leverage the internet to assist clients in need, and social media is available... Hence why data privacy is currently a topic of discussion in Congress.
Web 3.0 is the web's next generation.
It appears to be intimidating since it encompasses several new realms that you are unfamiliar with, such as bitcoin and blockchains. However, you do not need to be an expert in crypto or blockchains to grasp what Web 3.0 is.
You don't know how the modern web (Web 2.0) operates, do you? Nope. Despite this, you're navigating it with ease, promoting, purchasing things, and communicating with your network on a regular basis.
Let's go over everything you need to know about Web 3.0 so you can figure out where you fit in with your digital marketing knowledge.
What exactly is Web 3.0?
Web 3.0 is a more recent version of the present web. The web follows the same process as creating a beta product, turning it into an official product, and optimizing and improving that product over time.
We've utilized three different web browsers: Web 1.0, Web 2.0 (your current web experience), and Web 3.0.
Web 1.0 (1991-2004)
Web 1.0 was an easy period. There was no login button, no comments, and no sharing. Every page was static, indicating that it was the digital equivalent of a newspaper. You could read it all you wanted, but there was nothing else on that page for you to do.
You had nothing to distract you from the stuff you were reading for nearly a decade. This will be remembered as the "quietest" period on the internet. People who used the Internet were not viewed as ad campaign consumers in the same way that they are now.
They were only users of the information available on the websites they frequented. And, to our Web 2.0-adjusted eyes, those websites were complicated, difficult to navigate, and slightly overwhelming.
Then came Google Ads (that same year). This would represent the Internet's transition from individuals utilizing it as a source of information to becoming the product itself.
Web 2.0 (2004-Today)
Web 2.0 is been there for a while and has evolved into the online experience we've come to expect. We've forgotten about the days of Web 1.0, with their plenty of blue hyperlinks, absence of adverts, and lack of data collecting.
People utilized the web to gain information from its pages when it was still in its early stages. People today utilize the web's sites to gather information.
What product are you looking for, and how likely are you to purchase it in the next days?
Did you put something in your basket that you forgot about?
Here's a coupon code to assist you ultimately make the purchase.
This data collecting has evolved into the foundation of digital marketing. We use Google and social media marketing networks to precisely target our ideal clientele. Prior to data rules and privacy concerns gaining traction, marketers had access to a seemingly limitless supply of information about their clients owing to these ad platforms.
This is the distinguishing feature of Web 2.0: companies capture and sell user data to marketers.
It has also resulted in a loss of privacy for consumers. Even when regulations are established to try to protect consumer data, navigating which cookies you want enabled, GDPR, and how to avoid spam emails from flooding your inbox isn't totally apparent.
We have no idea what other people's online experiences are. Every newsfeed is tailored to the interests of the user, displaying different articles even though we follow the same individuals.
Web users have matured with Web 2.0. More individuals are realizing they don't want to be the product, especially if they aren't compensated for their contribution to the profits of mega-corporations.
As a result, Web 3.0 has emerged, a web in which we control our material.
3.0 Web (Present)
Web 3.0 is seen as the next step in the evolution of the Internet. It is based on blockchain technology since one of the primary drawbacks of Web 3.0 is that it is decentralized.
Blockchain technology is a meticulously maintained record of public transactions. This is different from the transactions you're familiar to (which aren't stored on the blockchain). These transactions are stored on several computers on a network and are available to anybody who is interested. People prefer blockchain technology because it is less vulnerable to hacking and public transactions provide transparency that was previously unavailable.
They also like how it is decentralized. Blockchains produce a decentralized online experience rather than having one firm or person in charge (centralized). Mark Zuckerberg, for example, has complete control over what Facebook does (and, of course, has lots of help and insight from his team). Because we don't own Facebook, we didn't get to vote on the company's recent name change to Meta.
We're Facebook users, and we ride the wave wherever the platform takes us...and our material.
The goal of Web 3.0 is to return control of the web to the user. There are two primary methods for accomplishing this:
Instead of a centralized leader, Web 3.0 is controlled by decentralized autonomous organizations, or DAOs, in which the individuals who own the most tokens in that organization vote on how the firm changes. It cannot be shut down without a governing authority, and material cannot be restricted (which is also an argument against Web 3.0).
Our digital identities are not linked to our real identities, as is the case with Web 2.0. When you look at a product on a Shopify ecommerce store, it appears in your Facebook newsfeed and on YouTube ads. You may read pages, goods, and make purchases in Web 3.0 without their being part of your newsfeed or online experience.
Web 3.0 gained traction when blockchains and bitcoin became more prominent, just like Web 2.0 did when Google Ads gained traction. And as marketers, we have a golden rule: promote where people are paying attention.
How to Market in Web 3.0
We have some good news: Web 3.0 marketing is the same as Web 2.0 marketing. Because the platform has changed, the marketing underpinnings cannot alter. You employ the same text methods in newspapers as you do in Facebook advertisements. The sole distinction is the platform (and some updated imagery).
Step 1: Identify Your Customer Avatar
Knowing who your consumer avatar is is the first step in selling any product on any version of the web. Without this phase, you won't be able to produce content, generate message that sells your product, or know WHO to advertise to.
The Consumer Avatar Worksheet reveals more about your customer than where they reside and how old they are. Using the Customer Avatar Worksheet, you will determine:
What your customer avatar's goals are in relation to (and unrelated to) your products: Do they want to spend more time with their family, and your productivity platform allows them to do so by giving them an hour back every day?
Your customer avatar's job and life values are as follows: Do they care about the environment and decreasing their reliance on fossil fuels, and does your e-bike help them do so?
The difficulties they face are causing friction and pain: Is it costing them hundreds of dollars in samples to locate a dropshipping firm to sell their stuff via, while your solution links them with vetted merchandise dropshipping factories?
You'll also learn what books and blogs they're reading, who they look up to in their business, and where they spend their free time networking with others. This allows your content (and brand) to connect with people in ways that a firm that hasn't done this effort can't.
Step 2: What is your product's after state for them?
Your product's After State for your customer avatar is their ultimate aim. It's the light at the end of the tunnel they've been looking for, and your product provides it. We divide this into two parts: the Before State (what are they feeling right now?) and the After State (what do they wish to experience as a result of alleviating their pain spots and challenges?).
The Before and After Grid has five questions for each "state":
In the "Before" stage, what does your customer avatar have? In the "After" stage, what does your customer avatar have?
In the "Before" condition, how does your consumer avatar FEEL? In the "After" stage, how does your consumer avatar FEEL?
In the "Before" condition, what is an AVERAGE DAY like for your customer avatar? What is an AVERAGE DAY in the "After" stage like for your customer avatar?
What is the STATUS of your customer avatar in the "Before" state? What is the STATUS of your customer avatar in the "After" state?
What is the EVIL that is afflicting your customer avatar in the "Before" state? In the "After" condition, how does your customer avatar overcome it and deliver more GOOD to the world?
You have the exact messaging you need to promote your products and services to your customer avatars thanks to your Customer Avatar Worksheet and your Before and After Grid. Your material is nearly created for you; now it's just about overcoming their reservations and ensuring they're completely aware about the product/service.
Step #3: In Web 3.0, What Do They Need to Know About the Product?
Even if you're not selling on Web 3, you're addressing a similar issue. If you're marketing a coaching program, your prospects must understand what they may expect from the program. The same is true for Web 3.0. Your clients must understand what to expect from the product and, in the case of Web 3.0, the benefits of selecting this web experience.
This is why it is critical to complete the Customer Avatar Worksheet and Before and After Grid. If your customer avatar is bored of Facebook selling their data and following them across the Internet, you have a selling point for why this client wants to buy your product/service and experience it on Web 3.0 rather than Web 2.0.
Prior State: Is enraged by their newsfeed displaying them items they sought for on another platform and believes that their every move is being recorded by large businesses.
After State: Has the freedom to explore the web without having to worry about centralized businesses gathering and selling their information, and feels liberated in their Internet experience.
Alternatively, if your consumer persona wishes to migrate away from platforms with centralized authority (such as Google, Facebook, TikTok, Twitter, and so on) and toward platforms that are decentralized and allow their users sovereignty over their material, that's the messaging in your marketing.
Before State: Has a negative leaning against centralized authority on platforms, removes material for breaching terms and conditions without explaining why, and believes their platform is no longer a dependable location to develop an audience.
After State: Has removed the fear of a platform mistakenly removing their material or profile despite not uploading content that violates terms of service and feels confident expanding their following on a platform that they can take with them into Web 3.0.
Hello Web 3.0.
Web 3.0 isn't as intimidating as it may have appeared. If you ever feel like you're in over your head, remember that you don't have to comprehend every element of cryptocurrencies, blockchains, and decentralization in order to use these services. You must understand the concept, not every detail of the complicated mechanisms that make it a reality.
In Web 2.0, you applied the same philosophy. You don't need to understand how the Internet connections connecting throughout the world transfer data from New York City to Tokyo. To comprehend what the web is and how to utilize it, you only need to know the fundamentals.
As Web 3.0 becomes a larger part of the Internet experience, marketers should remember that marketing on Web 3.0 follows the same laws as marketing in newspapers, billboards, and websites:
Know who your customer avatar is.
Determine the After State in order to create compelling messaging.
Remove their reservations by explaining exactly what the product is (for example, what Web 3.0 benefits they will receive from it).
How wonderful to be aware of the transfers through the different stages of the web!