What Paid Media Skills Do You Need for Web 3.0?

In-App Advertising
Programmatic
Remarketing
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Virtual Reality

Digital is a fast-moving industry. With so many new tools, apps and platforms on the market - how do you take your marketing to the next level? 

 

THE WEB 3.0 WILL LITERALLY BECOME OUR PLAYGROUND.

Web 3.0 is the next step in the evolution of the World Wide Web. It promises to connect us in new and exciting ways thanks to more mobile-centric, app-based functions that give users control over how they access the Internet.

As people continue to get more control over their digital lives, we will see the Internet become more decentralized, levelling the digital field for everyone with emerging technologies such as blockchain. This promises to democratize data as we know it.

In Web 3.0, users will be able to exert greater control and ownership over their data and even use it as an asset.

This gives marketers an unprecedented ability to use customized and user-generated content to achieve their goals. They can take advantage of the hottest new eCommerce marketing trends to create immersive content, NFTs, etc.

But it also means that many of us will have to level up our marketing skills to keep up with the pace of technology. Let’s figure out what that means.

 

WHY SHOULD PAID MEDIA AND DIGITAL MARKETERS UPSKILL FOR WEB 3.0?

The issue with Web 2.0 is that digital superpowers like Apple, Facebook, Amazon, and Google dominate it. Brands and content creators are no longer in control of their virtual ‘property’ and must constantly submit to the tech titans. More data gathered by these companies means more power, money, and regulations about what we may do or say online.

Web 3.0 fills this space. It combines Web 2.0’s current functionality and attractive UX with Web 1.0’s decentralized, community-minded attitude. So instead of profiting from consumers, tech giants invest directly in the creative services and products that users perceive worthy of investment. Users own their data, not Facebook.

Web 3.0 closes the gap between the physical and digital worlds. Creating an online identity profile is just the start of your adventures on Web3.

The good news is that Web 3.0 is already here, and you are on it. It hasn’t taken over yet, but a lot of effort is being made to provide the foundation for a better tomorrow for the projected 4.66 billion users who have access to the Internet. Virtual reality, the Metaverse, and non-fungible tokens are all part of it.

During the Covid-19 pandemic, Metaverse evolved as a powerful new marketing platform. So much so that Facebook rebranded itself as Meta and started marketing its own exciting new virtual world with the same name.

Here, you can build entire worlds and interact with your friends and others who live in the same world as you. And since it’s a digital ecosphere of sorts, businesses too can stake their claim in it.

Marketers have taken the use of Facebook to promote businesses to the next level. As banks open virtual branches and athleisure brands start selling their products as virtual goods, there are tremendous opportunities to make their mark in the Metaverse.

The question is – do we have the ability to take advantage of the opportunities this presents?

 

PREPARING FOR METAVERSE AND WEB 3.0 

Metaverse and Web3 development promise to substantially affect future marketing trends. This paradigm change can be a wonderful opportunity with digital marketing possibilities.

Sooner or later, online marketing courses will teach Metaverse and Web 3.0 to allow marketers to adapt to the upcoming internet transition. In the meanwhile, spend some time working on the following skills:

 

#1 Semantic Content Marketing

Developing content marketing techniques and skills is vital as the web becomes less consolidated. As a result, the large firms dominating today’s digital space are losing their monopoly.

Web 3.0 will force marketers and brands to create content-based articles on semantics rather than keywords or phrases. It’s just human nature that we all have the skills to imagine and visualise, we do it a lot, we might say to a friend - ‘I can imagine how you are feeling’ or we’ve all heard the phrase ‘put yourself in someone else’s shoes. When you utilise a semantic approach, you may create targeted content that perfectly matches a user’s search intent.

In the age of the Metaverse, strengthening your content marketing skills will promote actual engagement and improve your rankings in the SERPs.

 

#2 Advanced UI (UX)

User experience (UX) has long been a priority for digital marketers, and in an increasingly immersive, decentralized world, honing your talents will provide you with a competitive advantage.

Websites, platforms, and online commerce must be 100% interactive, user-friendly, and even 3D to survive in the Metaverse. Improving communication abilities and UX design is critical to meet changing consumer expectations. You can use business texting to establish proper communication with your clients.

Furthermore, you will win tomorrow’s commercial battles by creating a frictionless experience that connects users to your brand. That’s why improving your UX skills is vital.

 

#3 Immersive Marketing

Building on the preceding point, augmented reality (AR) and virtual reality (VR) are becoming increasingly important in providing a valuable user experience as we go into a more participatory, immersive realm.

Mastering immersive marketing technology, methods, and platforms will be important in Metaverse and Web 3.0. Users can expect a three-dimensional experience that connects the physical and digital worlds in various ways.

 

#4 NFTs aka Non-Fungible Tokens

NFTs, aka non-fungible tokens, are digital assets that you can buy and sell online, frequently with cryptocurrency, and are generally encoded with the same underlying software as many cryptocurrencies. There are many ways for marketers to leverage the cross between art and technology to boost brand awareness, expand audience reach, increase user loyalty and promote new product lines, and improve brand image. 

Gary Vaynerchuk’s Veefriends project is an excellent example of what the future holds for NFT. In less than a year, VeeFriends has become one of the most influential and unique NFT collections on the market. One of the perks being collectors can immediately become part of the VeeFriends community and gain access to VeeCon, Vaynerchuk’s multi-day “superconference”.

 

B2B MARKETERS ALSO HAVE A STAKE IN THE METAVERSE

The potential and challenges for B2B marketing are immediate and numerous. An NFT’s potential value proposition today and in three years, for example, is crucial. Now is the time to think about where you can put NFTs to work for you and your clients in the real world.

Soon, most conference and other event tickets will be NFTs to decrease ticket fraud and preserve the integrity of ownership. After the event, tickets can be resold on the secondary market for additional cash and long-term benefits to the new owners.

Quantus Gallery based in Shoreditch, England is an excellent example of what the future holds for NFT artists. As a hybrid gallery, Quantus Gallery caters to those interested in the traditional market with some of our artists offering NFTs backed with physical and tangible art. 

It’s critical for business owners and marketers to develop the ecosystems for community-inspired projects like The Winner’s Club creator coin so the founder continues to see how they and their audience on Clubhouse may creatively place themselves and their initiatives to align with similar best practices and rising trends.

 

WRAPPING UP

There’s no reason to panic as a new era begins. Change can be an opportunity if you have the necessary planning and digital marketing know-how. With each new idea you implement, you can use your imagination to remain one step ahead of the competition. If you're looking for some help and support to get your paid campaigns up and running, please get in touch - we'd love to hear from you! 

 

This article was originally published by Reflect Digital in June 2022.