“I could either watch it happen or be a part of it.”
– Elon Musk
The Internet is changing rapidly, and Web 3.0 is no longer just a “buzzword.” Everyone is talking about how the world will change with the new reality of decentralized cryptocurrencies, innovative technologies, and blockchain marketing. Humanity is facing its turning point, which will require a quantum leap into a more permeable, trusting, and transparent digital future.
Customers today are not satisfied with only a label or a certification for quality. Now they want transparency. They want to see the chain and follow the transactions before they purchase. But what does that mean? In a nutshell, it means they want to see how the product is really made before deciding to buy it. Manufacturers would need to provide information about their suppliers. For example, if you say that your cake is made of organic bio products, you need to show that you made the cake with ingredients from suppliers who grow organic produce. And this is where innovative digital marketing will play a vital role.
As “part of the marketers of tomorrow” at Canesta, we understand how digital marketing will evolve into a collection of more holistic, empathetic, and creative solutions and techniques. The new effective digital marketing strategies will bring brands and customers together in a new form of close, transparent relationship, and we’d like to share our thoughts about these topics with you in this article.
What Is a Decentralized Internet?
So, first things first. What is Internet decentralization? A decentralized Internet means that users will control their personal data on their own devices (instead of it being stored in a central location like on Facebook or Twitter servers). That will give people full ownership of what happens to their personal information online. It would mean that no one else can access or use it without their consent.
It will also be much more difficult for hackers to gain access because there are many different locations (the different user devices) for their data. Their personal information will no longer be stored on one central server. Now imagine the same thing happening to their money. That’s what a decentralized financial system would look like. According to digital experts, this is what Web 3.0 is all about.
How Is Marketing Going to Change for Web 3.0?
Web 3.0 digital marketing will focus on companies connecting with customers on a more personal level if they want to stand out in an information overload environment. That can be achieved through personalization.
At Canesta, we tailor unique marketing approaches based on the brand’s specific needs and those of its audience. For instance, we create an in-depth analysis to answer the following questions:
- Who does the brand need to reach (email campaigns)?
- Where are its users geographically located (geotargeting)?
- What devices do they use most often (mobile vs. desktop)?
- What are the previous visits, and what web materials do they prefer to read, etc.?
A Web 3.0 user will be much more likely to purchase if they are actively engaged with a product or service. They would need to be a part of a community.
Marketers are often tempted to spend large amounts of money or advertising budgets on social media platforms or display ads. Now, they will focus on building communities and providing real value to their members.
Effective targeting and traditional advertising are great for attracting new customers. However, these methods do not always provide the best ROI (return on investment). In the new Internet Era, the best solution would be to seek direct interaction with consumers in the channels where they are most likely to be found. Actively engage with them and provide transparency.
In the future, consumers will be far more engaged with brands. And this is especially true when they actively interact with brands for products or services online. People want to gain real value not only from using their favorite product but from actively participating in the company’s growth and profit from it.
What is Blockchain?
Blockchain is a new type of technology that stacks up data in blocks. It represents a collection of databases. However, instead of being stored on a central server, as we mentioned above, and becoming accessible to all users, blockchain records are stored on users’ computers worldwide. That turns the blockchain into a database with P2P architecture. The data is stored in many places, not just in one central location like before. And “P2P” (peer-to-peer) means that there is no central authority in the system where a master copy of the data is kept.
Blockchain technology makes data confidential, permanent, and verifiable. The record of data and transactions is public, but sophisticated encryption protects its owners from it being available to “uninvited” third parties.
The Impact of Blockchain on Marketing
Blockchain marketing is all about building trust and protection. When stating the advantages of blockchain and the new forms of transaction, marketers will emphasize the advantages of security.
Users already know about blockchain and how it works, but they don’t need in-depth knowledge of the technology to use it. Instead, marketers will become “blockchain preachers” for each brand.
For example, if you have a company that offers cakes and you want incorporate blockchain to interact better with your customers, you will need highly skilled digital marketers. They will bring your brand closer to your customers than ever before. They will increase trust by applying effective techniques to promote transparency, helping them follow your supply chain, reach your brand easier, actively communicate with it, and purchase from you.
Digital experts will implement effective targeting, focusing on creating a community of people who love your cakes and even want to give you ideas for new products (actively participate in your business).
Your digital marketing agency will help you build close relationships with your customers and educate them about the security of their transactions and data.
The Future of Blockchain Marketing
Brands that can develop successful digital marketing strategies will enjoy increased customer loyalty and a boost in sales. Web 3.0 is the next phase of the Internet but also opens the door to a completely new platform for customer engagement and a holistic, more personal, and empathetic approach to marketing that will improve brands’ relationships with customers.
Digital marketing in Web 3.0 aims to create value for consumers through continuous contact and interaction with them, not just trying to make sales or increase the number of page views but making people passionate about the brand and its purpose. That means that companies have the opportunity to fight for customers’ attention at every stage of their customer journey.
No one knows what will happen in 10+ years, but we know that the future of digital marketing and its implementation in the new Web 3.0 Era looks bright. Marketers have a rare opportunity to create and effectively apply new holistic approaches and bring brands and customers together on a new digital level relationship that will look more like a partnership and friendship. At Canesta, we know that the future is here, and we are a part of it.