Web 3.0 – Implications on User Experience and Online Marketers
Since the establishment of World Wide Web, different web versions have come and will continue to come to make the online web surfing experience .....
Since the establishment of World Wide Web, different web versions have come and will continue to come to make the online web surfing experience better for the surfer. In simple words, Web 3.0 is the web of linked data. Earlier web version 1.0 was concerned with linked Pages, then the version 2.0 of linking people came, and soon will come the 3.0 version of linked data.
The ultimate objective of every web version was to improve the end user experience. The lines below explain the impact which Web 3.0 will have on user experience, along with the challenges it poses for the internet marketing professionals, and what measures can web marketers take to cope up with the challenges Web 3.0 is going to pose to them.
Impact on User Experience:
Web 3.0 is going to completely transform the user experience. A user will see a great difference with the introduction of semantic web. It is going to make the search experience for the user a very personal one. The major changes that semantic web is going to provide the end users with are:
- The semantic web will offer the user access to data that is 545 times greater than the data indexed by search engines.
- The semantic web will provide the user with top quality search experience, in which a surfer will not have to go through the complicated and time-consuming process of now-a-days search.
- The semantic web will be smarter, will understand and relate with the data and content of the user, and consequently will provide them with utility tools that empower the end user.
The major factor that is going to govern and impact the working of semantic web is the context of the user. The types of context that would influence the semantic web, and would play a crucial role in building a relationship between a brand and a consumer are given below:
Needs Context- The current tools available on the web help a business understand the volume of the conversations and the sentiment of the consumer, but none of them helps the business to understand the context of the consumer. In the data based Web 3.0, the businesses will get to know the context of their search, and thus will be able to target the customer more carefully, and in a fulfilling manner.
Interests Context- Most of the brands think that the customers are brand advocates, but as a matter of fact, the interests of the customers do not relate to a brand directly. With web 3.0, the businesses will have access to the context of interest of their customers, thus they will be able to develop strategies accordingly.
Shared Context- This type of context revolved around the social influence around a customer. Business by accessing and incorporating the social data of a customer can target the market more effectively.
Challenges Posed to Marketers:
This Web 3.0 poses three major challenges for online marketers:
- With this web, a marketer will have too much data to compete with, which would make the PPC management along with SEO harder.
- The other challenge will be the more filters applied by the consumer, which would make the targeting of customers hard.
- With such ease available to consumer, it will be hard to build the reputation of brand.
Reciprocity Measures:
The reciprocity measures a marketer should take to cope with the challenges are:
- First marketer should identify the context of the customers, which provide chances of brand engagement.
- Secondly, the marketers should make the data available to customer that can help them in several contexts.
- Online marketers should try to understand languages used by customers in different contexts.
- Devise a strategy that is more context based.
Conclusion:
In short, the Web 3.0 is going to totally reform the web experience for the end users. The online marketers would need to pay special attention towards the contextual data and devise marketing strategies based on context.
