| dc.description.abstract | The World Wide Web has developed steadily since its beginnings, and each new version changes how we use the internet. From the early 1.0 period, when the internet was mainly used for text-based information sharing, through the 2.0 era, which concentrated on interaction and collaboration through blogs, content production. Finally, we are on the onset of 3.0 era, which is more focused on human-machine interaction and cooperation. Web 3.0 is the next generation, decentralised internet, allowing consumers more control over their private information and a more personalised and engaging experience. Three pillars of Web 3.0 are Fig. 1 Marketing practices will be directly impacted by the change. Examining new trends and technologies is a part of web 3.0 marketing, which entails web exploration. User experiences are improved by the rich and interactive marketing options provided by the Web 3.0 ecosystem. Marketers will profit from the ability to now reach viewers with highly targeted advertisements. Blockchains, cryptocurrencies, smart contracts, and other Web 3.0 technologies will drastically alter how creators of content claim ownership of it and get compensated for their efforts. Additionally, they will alter how we view and interpret the internet. We can already see the initiatives and symptoms of it. Keeping in mind that Facebook changed its name to Meta and is funding the Metaverse. Square has changed its name to Block in order to concentrate on cryptocurrency. Moving forward marketers will have to adopt new concepts of web 3.0 to target their consumer segments and digital identity is going to be one of the most revolutionizing features from this web era. | en_US |
