How Marketing Jobs Will Change in Web3, Web3.0, and the Metaverse

We previously touched upon how the internet as we know it is rapidly transforming. With that paradigmatic shift follows the evolution of jobs that many of us are familiar with. Development of Web3, Web3.0, and the Metaverse will permanently alter the way we create, present, and distribute information. For marketers, the flexibility to adopt new strategies and unlearn old habits in line with the digital landscape is becoming more critical than ever.

The current state of Web3, Web3.0, and the Metaverse?

We wouldn’t blame you if you doubted the long-term viability of the Metaverse. After all, there has been no shortage of reports ridiculing the Metaverse’s astounding lack of popularity and clunky user experience (UX). But Facebook’s parent company isn't the only ones with skin in the game. Just as the social media space saw the rise and fall of sites like MySpace, Friendster, and later on Vine, players in the augmented and virtual reality (AR/VR) scene will be ready to move in should Meta fail in their endeavours.?

Candidates that have shown promise include Roblox, an online gaming platform that famously hosted the virtual Lil NasXConcert that drew in 33 million attendees. Athletic apparel conglomerate Nike has also served close to 7 million people through their virtual sportswear shop Nikeland. That virtual space was also graced by American basketball star LeBron James to promote physical exercise through AR and VR.?

Companies are also exploring use cases on the Web3 and Web3.0 front (there’s a difference between the two). Communication channel AlterMail, for example, hosts private conversations on the blockchain away from the prying eyes of cyberattackers and internet conglomerates. Similarly, OS development platform Cartesi has provided developers with a platform where they can work on projects without relying on features and upgrades from any one company.?

How does Web3, Web3.0, and the Metaverse affect marketing?

While the jury is still out on what the future of the internet will look like, these digital spaces will undoubtedly provide more immersive experiences while prioritising user interest. This unlocks an entirely new world of possibilities for brands, researchers, educators, and entertainers to experiment with. As experts on user behaviour, marketers will need to get a firm grasp of how users will navigate this space in order to plan and execute marketing strategies effectively.

1. Semantic content marketing

In Web2 (the internet that we’re all familiar with), appearing before the eyes of your target audience meant weaving popular keywords and search phrases within your content. As Google’s Natural Language Processing (NLP) algorithm developed, algorithm-gaming keyword stuffing strategies gradually gave way to content that genuinely aligned with user search intent.?

Web3.0, literally known as the semantic web, will take this one step further by requiring marketers to zoom out from keywords and phrases to topics of interest. This will by no means eliminate the relevance of keyword research (how else will users search for information?). Rather, search engines will require marketers to understand the wider context of user behaviour based on their search inputs and come up with content accordingly.

For example, the meteoric rise of TikTok indicates high demand for user-generated content (UCG). In line with the shift towards decentralisation, UCG shows that more people are trusting the public’s general consensus rather than relying on what a singular authority has to say on a subject matter. Layering content type on top of topics of interest is just one way marketers can hyper focus on user search intent in the future.

2. UX in the 3D space

UX will definitely have its spotlight in the 3D space of the Metaverse. Unlike desktop or mobile screens, VR and AR are less bound by the limits of physical space. While this may tempt creatives from shoving as much information as they can into a virtual space, it’s important to keep in mind that users are still frustrated with the ad saturation that plagues Web2 today.

Instead, marketers can opt to regard Web3, Web3.0 and the Metaverse as an opportunity to perform a soft reset on ad targeting. Since the entire spirit of the new internet is for users to control their personal data, brands can instead tap upon the hyper-realism and enhanced visual effects AR and VR to attract eyeballs and visitors organically. Fortnight, the most popular game in the world, is one example of how memorable UX is more than enough to attract users in droves.

All that said, marketing is still an experiment at the end of the day. Creativity aside, marketers will still need to be capable of breaking down analytics and adapting their strategies accordingly until they arrive at a formula that works for them and their target audience.

3. Immersive marketing?

The realism of VR and AR will offer brands more opportunity to provide end consumers with an immersive experience. One way that we’re already seeing this in action is through the sampling of wearables. For example, eyewear distributor foptics now allows customers to try on frames for free through AR enhanced cameras, all in the comfort of their home.?

It’s easy to see the appeal behind this sort of marketing technique that provides customers with greater assurance of product performance without requiring them to bear the risk of purchase. This type of innovation will no doubt see rapid adoption in the coming years, and it’s up to marketers to understand the tools behind these experiences to capture the lion’s share of the market.?

But no matter how the internet unfolds, staying up to date with each development is one of the best ways for any professional to handle curveballs that the global economy might throw. So follow the TTAB page for timely insights into careers in the tech scene, and get first-hand, exclusive insights from industry experts by joining the TTAB Career Conversation.