Web 3.0 represents an immeasurable turning point for digital marketing. Decentralized, faster, safe and open, it promises significant changes in the way that brands relate with consumers, which will take this relationship to a new level. Web 3.0 defenders generally describe it as an Internet “without censure” – free of big companies’ domination. The expectation is that distributed ledger technologies (DLTs) and the storage in blockchain push for a data revolution.
The Brazilian marketer Tiago Ribeiro, ‘Tito’, says: “As at the beginning of social networks, where agencies and marketing professionals had to learn to create new narratives for the users in Instagram, Facebooks, TikTok and Youtube, now we’re facing a similar challenge, where through the application of new technologies oriented to data like artificial intelligence, machine learning, data ecosystems totally distributed through blockchain and decentralized, we will need to transform marketing and the business world”.
Tito started his international career. In this period abroad, he followed the digital transformation process of several companies of various segments. Before returning to Brazil, he worked as innovation director at Biederman McCann in Paraguay. He also worked as digital director of WPP Group companies, including Y&R in Peru, and as a teacher at the Miami Ad School. While in Europe, he worked for the Hispanic and global market by developing projects in Istanbul, Lisbon, Madrid, Amsterdam, and London, among other cities. Then he returned to Latin America – first in Montevideo, Uruguay, working on projects for all Latin America and the Caribbean; then in Mexico City, Mexico, and finally in Asunción, Paraguay. His portfolio includes projects created for brands like McDonald’s, Carrefour, Coca-Cola, AB InBev (Anheuser-Busch InBev), and Diesel.
Tito mentions, still, that now is the time to prove our creative capacity to design business models that make sense to brands and their consumers. Considering that the “advertisements” provided by a server will not be so relevant anymore like they are now.
In Web 3.0, the relationship, disciplines like CRM, the co-creation with content creators, projects linked to entertainment and new narratives should stand out through communities built by affinities and clustering.
There are many things that we still don’t know about Web 3.0 and that’s normal since it is part of a new digital revolution. The expectation is that in a closer future, experimental narratives are more present within metaverse, but while that doesn’t happen, a good lab for the companies is to connect with existing communities like LGBTQIA+ and people who like games. The materialization of the metaverse with games like Roblox, Fortnite and Minecraft and the rise of platforms built on blockchain, which made NFTs popular, are proofs that everything will change.
So, forget the old way of creating content for the users through social media. With Web 3.0 everything can be different, with the rise of a highly distributed data infrastructure in which users can and control their own data.
