concept, applications and impacts for companies – WAU
Web 3.0 brings together the characteristics of the internet of yesterday and today, in addition to adding elements of artificial intelligence. Through continuous collaboration between man and machine, the future promises a freer, safer and centralized digital experience.
In the mid-90s, the internet provider AOL announced that, from that moment on, users would no longer dive into the internet, but surf. The enthusiasm noted in the statement reflected the change in the structure of the web, which gave the public greater freedom of exploitation.
From there to here, the internet is another element that has been revolutionizing itself with the process of digital transformation. What was previously a read-only network, with a limited number of content producers, has become a powerful and accessible data creation, storage and sharing tool.
This whole process brought us to Web 3.0, which marks the beginning of a new era in the world wide web. Understanding its characteristics is essential for anyone working in the Digital Marketing scenario. Do you want to go deeper into the subject? In this article, you will discover:
Follow the reading and check it out!
What came before Web 3.0?
Before delving into the definition and importance of this concept, let’s understand what brought us to this point. After all, observing the current digital environment without understanding the context of its development can convey misconceptions and even distort its understanding.
It is necessary to understand the web as a phenomenon that has been in development since its creation, made official in 1991. Since then, it works as a kind of experiment that, while being influenced by the behavior of society, it dictates trends on a global scale.
It is possible, then, to separate the internet into eras, characterized by the technological conditions of society and the behavior of its users. That said, let’s understand Web 1.0 and 2.0, which preceded the one that is the subject of this text.
Web 1.0, the first presented to the public, was revolutionary in that it started a process that continues to this day: the democratization of access to information. At the time, the possibility of accessing content around the world for the first time with a few clicks delighted users.
Navigation, however, offered very few possibilities for interaction between the visitor to a page and its content. It was not possible to leave comments, let alone make edits, as we do today on Wikipedia. Furthermore, the production of these materials was extremely centralized.
This means that the creation of content was mainly in charge of portals such as IG, AOL, UOL and Terra. The search for information was carried out in directories such as Yahoo and Cadê, which dominated the pre-Google period.
It was an information distribution model similar to existing channels, such as radio and television. This means that Web 1.0 was an environment in which many consumed, but only a handful created. The situation was reversed over the years, until we reached Web 2.0.
While Web 1.0 stood out for the democratization of access to information, its successor started this process in the production of content. Users stopped having a mostly passive performance to become the protagonist of the world wide web.
Web 2.0, then, marks the transition between an environment in which many consumed and few created for one in which public is most responsible for creating online materials. One of the factors that contributed to this change was the ease that a user found – and still does – to create a blog.
Platforms like YouTube, Wikipedia and all social networks have encouraged users to become content creators. This meant an unprecedented increase in the volume of data generated daily, which put an end to the directory model used by portals like Yahoo to search for websites.
The reason? With so much information, it became impossible to gather all the results of a search into a list of links. This enabled the huge growth of search engines like Google, which in turn generated the current SERP model, that use criteria of IF THE to optimize the experience of Internet users.
What is Web 3.0 and how does it impact our daily lives?
Web 3.0, also called the Semantic Web, brings together the virtues of its predecessors and adds an innovative and fundamental element: The artificial intelligence. In this era, machines become allies for users both in the production of content and in the optimization of the online experience.
From the crossing of data and the development of machine learning, the Semantic Web has the ability not only to generate and store information, but also to interpret it. In this way, the combination of efforts between man and machine creates a much more personalized and interactive user experience.
Most importantly, Web 3.0 comes to solve one of the biggest concerns of today’s Internet users: data security. In fact, the unregulated exploitation of user information by companies like Facebook represents an excessive centralization of digital power in the hands of a few.
To combat this, the tendency is that users, with the use of technologies such as encryption, have full control over their own data. This means that, instead of waiting for companies to personalize their experiences, Internet users go, together with artificial intelligence, shape the navigation itself.
The impact of this decentralization on companies
If you are connected to the news, you already know about the LGPD. This is the General Data Protection Law, which comes into force in London in February 2020. Its purpose is to regulate the use of personal information by companies and to prevent its improper or unauthorized use.
With that, it is already clear that companies will no longer act as intermediaries in personalizing the navigation of users, right? With Web 3.0, this is reinforced. Decentralization is not just about data storage by companies, but about the entire digital landscape.
With the absence of intermediaries, users’ freedom increases. They will be able to create their own networks and will no longer be so easily reached by Digital Marketing efforts. Platforms like ZeroNet, for example, give the user the power to create and browse websites without the mediation of a server.
In practice, this considerably lessens the control that companies have on the users’ experience. If they are responsible for all aspects of their online experiences, Internet users can, for example, avoid digital ads more easily.
Although knowing this type of technology is important to prepare future actions, it is still in the early stages of development. In the next topic, we will cover the main examples of Web 3.0 that are already in full operation.
Follow the reading!
What are the main applications of Web 3.0?
Do you agree that search engines like Google are central to our current digital experience? The algorithm used for the ranking of websites seeks, more and more, to optimize the users’ experience by directing them to the most suitable pages for the search they do.
In fact, it is an extremely useful tool that allows you, through Content Marketing, to attract the persona to your website. However, there is already a search engine that, instead of indicating potential solutions for users’ searches, already delivers a ready answer.
This is Wolfram Alpha, a computational knowledge tool in operation since 2009. There you can ask any type of question and the mechanism will offer an exact answer, or at least what he believes to be correct. The goal is to improve the accuracy of the results by understanding the internet user’s intention.
For this, a system is used that analyzes the data already registered by the tools and those available on other web pages, which characterizes a semantic search. The interesting thing is that Wolfram Alpha learns from each interaction, which, over the years, has increased the scope and precision of its responses.
You may be interested in these other contents
Marketing 3.0: what are the impacts on contact with the new consumer
Marketing 4.0: what it is and how to transition from traditional to digital
Industry 4.0: understand what the 4th Industrial Revolution is
Consumer 4.0: have you prepared to serve him?
Another example of mechanisms that exploit the concepts of Web 3.0 are voice assistants, such as Siri and Alexa, developed respectively by Apple and Amazon. These software learn to recognize the voice of the owners of the devices and, from interaction to interaction, they update the information they know.
In this way, they make users’ browsing much more dynamic. So, instead of typing in Google, for example, which is the nearest pizzeria and come across several alternatives, you can receive a simple and direct answer by directing the question to the voice assistant.
Both voice assistants and searchers like Wolfram Alpha are still in the process of learning. This means that they are not yet able to respond to all user demands. Even so, the tendency is for this capacity to be continuously developed over time.
Visual elements, as you already know, are fundamental to the user experience, so that quality images and videos help a website visitor to better understand its content. This is even more important when we talk about e-commerces, whose operations depend on the consumer’s understanding of the product.
Web 3.0 promises to further enhance this trend. Through advances in the areas of virtual and augmented reality, it is already possible to use devices to have a three-dimensional view of the items exposed. Clear examples of this change can be seen on museum or real estate websites.
Using 3D image capture technology, visitors can take virtual tours, observing each corner of an environment as if they were, in fact, there.
You’ve heard of bitcoin, haven’t you? The cryptocurrency, which has peaked in popularity in recent years, has given many a glimpse of what promises to be the future: encrypted, independent, secure and instant transactions. The main responsible for this is not the currency itself, but digital wallets.
Using Blockchain technology, these portfolios record information such as: who sent the amount, who received it, and the time when the transaction was carried out very transparently. The information is recorded in blocks, which are dependent on each other.
To ensure the authenticity and legitimacy of transfers, they are reviewed by so-called miners, who are rewarded with digital currencies. It is, therefore, a public accounting book with reliable, accessible and immutable information.
As already mentioned, data security is one of the main concerns of the modern internet user. Therefore, it is easy to note that the features planned for Web 3.0 seek to resolve this issue. A clear example concerns messaging applications.
WhatsApp, which belongs to Facebook, is the main messaging application we use in our daily lives. However, to what extent do we trust your safety? After all, it is already public knowledge that the American company accesses the data of WhatsApp users to target its advertising campaigns.
The solution proposed by Web 3.0 is the decentralization of user data, which can be achieved with the use of Blockchain technology. Telegram is an example of a tool that already invests in this movement. Some messaging apps that offer a safe environment for users are:
The emergence of Web 3.0 does not represent the extinction of Web 1.0 or 2.0, but another step in a long development process. Knowing the trends in this new scenario is essential for you to prepare for the changes that are coming, which promise to be intense.
Now that you know what to expect from Web 3.0, how about understanding the future of customer service? Check out the article where we explain what SAC 3.0 is and how it can be implemented in your company.