Web 3.0 is the latest development in the ever-evolving world of the internet, combining existing and cutting-edge technologies to create something new. While the concept is exciting, it's still early days in terms of implementation and people are still trying to figure out how to use it. Major brands are giving the technology a test drive, with Nike announcing the creation of .SWOOSH, a Web3 platform now in beta testing, and Starbucks launching a blockchain-based loyalty program, Odyssey.
However, the challenge will be separating novelty from utility and ensuring the technologies run in the background rather than taking the focus away from the value they bring. Digital marketers are in a good position to make use of the platform, as their experience in Web2 and well-known marketing practices provide a strong foundation. Big brands are already investing in the space, and it's important to look past the hype to understand the underlying technology and its potential for change.
Ultimately, Web3 has the potential to revolutionise the internet in the same way Web2 did, but there’s still a lot to figure out before it can live up to its full potential. Until then, it's up to brands, clients and agencies to use the available technology to their advantage, and create the web we hope for.
Originally reported by Martech: https://martech.org/web-3-its-the-web-we-hope-for-not-the-one-we-know/
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