The digital media and the internet, in general, can almost be compared to humans because it is consistently evolving. This evolution has brought in a wave of creativity among its users be it individuals or businesses.
From the time of the internet’s existence up until 2022, the internet has seen three iterations: Web 1.0, Web 2.0, and Web 3.0. These three generations clearly differ in their approaches to using the internet.
The Differences Between Web 1.0, Web 2.0 and Web 3.0
Web 1.0 was merely the introduction of the internet which is classified as a communication revolution. It turned the world into a “global village”, shrinking geographical boundaries and extending reach. Commonly identified as the “www” era. Static web pages that were utilised to display certain information dominated this phase. These websites offered very few or no interactive features.
Web 2.0 on the other hand is the way users of the internet interact with Web 1. 0. The ability to create and distribute user-generated content (UGC) is what sets Web 2.0 apart from Web 1.0. It also dominated how businesses and brands interact with their audiences. Along with this, Web 2.0 enabled the gathering of user information and data for the purpose of marketing and sales. The usage of personal data is under the hands of tech giants like Facebook (Meta), Twitter, Google, Apple, Microsoft, and Amazon in Web 2.0, the current version of the internet. The information that we consume is chosen by algorithms such as YouTube’s recommendation algorithms, search engine optimization (SEO), social media algorithm and more.
Web 3.0 is on the verge of becoming a dominant force that seeks to enhance the user experience by providing rich and interactive marketing and advertising opportunities. This exposes advertisers to a number of opportunities to deliver personalised and targeted campaigns to users.
2 Key Features of Web 3.0 That Marketers Should Be Ready For
Data-Readable Content (Semantic Web)
Semantic Web, also referred to as Web 3.0 will focus on creating and publishing machine-readable content.
Rich search results are one of the most striking manifestations of the semantic web today. When we talk about “rich search results,” we mean a range of elements that appear in a Google search engine result pages (SERPs) in addition to the typical search snippets of title, URL, and meta description.
But content marketers must remember that search engines like Google, though will include the semantic web in its algorithm, it would still prioritise humans over web semantics. As a result, content specialists and marketers are still encouraged to take the human-first approach and publish content with the aim to answer users’ queries instead of attempting to attract the attention of the algorithm.
With the use of Natural Language Processing (NLP) technology, which enables computers to comprehend, interpret, and manipulate human language, Web 3.0 will enable computers to function more like people by understanding the data presented and responding with accuracy and speed. One example of NLP is Google’s speech-to-text feature along with speech recognition.
In addition to NLP, marketers may also want to prep for providing highly personalised user experiences using automation tools. These automation tools, backed by artificial intelligence have the capability to read and reproduce user data and information and fetch them with the most accurate prompts to make purchasing decisions.
There’s a lot more that comes along with Web 3.0 and this is just the beginning. Marketers are suggested to upgrade their skills and learn as much as they can about the opportunities this revolution will bring along.
All the best!