Remember the Web 2.0 transition? The first time the web changed it came with a surplus of interactivity and a series of new methods of dealing with the concept of an online experience. And here we are now, in the face of a new transition – the transition to Web 3.0. This particular shift comes with a series of promises and perils that need to be integrated within proper marketing strategies. Within this essay we shall discuss a little bit about what Web 3.0 brings from both perspectives.
1.) Everything Connected
We are slowly getting used to a web where everything is entangled. Just think about a situation where newly developed search algorithms are here to generate results based on what one’s friends like, what their friends visited, and what that person has researched on the net in the past period. Think about researching for a hotel and the most relevant results are built based on how you and your friends interact on that subject, what you and them chose in the past and what your general interests are. The purpose is better-refined results.
2.) Changing The Privacy Rule
The one very relevant downside to the new era is that privacy is often enough a thing of the past. This is why people pay for privacy nowadays and they will start paying even more to keep their interests hidden. Nobody wants to be completely barren in front of anyone who knows how to research and nobody wants to have their likes and interests simply displayed at random on the internet. While the average person doesn’t and shouldn’t have that much to hide on the internet, it’s certainly both uncomfortable and annoying to have it all out there.
3.) A Personalised Experience
With all the data gathered from user searches, from clicked links, from online reviews – basically one’s entire activity on the internet, the web will become a more personalised experience. Semantic analytics and automated personalisation are just two of the main strategies that will be used by search giants to deliver relevant content to each individual. Whether this will be well-received by the public, it remains to be seen. But what’s certain is that businesses will see a significant growth in relevant customers. In other words, companies will base their strategies based on what each and every one of us have searched for on the internet up to that point.
The transition to this new era of the Internet is sure to bring some rethinking as to how we share our personal data. It is quite possible that many individuals will become a bit more paranoid and share less and less – but the masses will remain as willing as ever to share.