It’s clear that Web 3.0 will also drive a lot of changes in media, martech and adtech-for instance, platforms that improve targeting or eliminate ad fraud. Other Caveat: I’m confining myself to things your B2B brand could do on your own. Moral of the story: everyone looks stupid in retrospect and this post will too.īut will that stop me speculating? It will not. There is still way more bullshit and hype surrounding all this than there are examples of real value creation for real people (not just VCs and speculators). And the ‘primitives’ of Web 3.0 are only just clicking into place-like hypertext links and HTTP had to do before Web 1 took off. NFTs are still mostly on the batshit-crazy end of the WFT spectrum. Smart contracts have only just started out (check out Cardano for some ambitious examples). Here are some early stabs and guesses.ĬYA Caveat: Web 3.0 is still very new. Okay, fine, but what about actual use cases for real B2B marketers on this physical planet in this non-meta universe? Because it’s fun AF – if you like learning new things and watching innovation explode in every direction (reader, I sure do).Because it’s creating a gazillion opportunities – for the imaginative, the bold and, let’s face it, the lucky, greedy, dishonest and shameful.
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Because it may well disrupt your company and market – as decentralized (and hybrid) models displace centralized ones as trust becomes something you can code for and as ownership of digital things becomes second-nature.Because this blockchain/crypto/NFT/DeFi/Metaverse stuff is real – and will eventually change everything.
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