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Web3 and the future of marketing

Author

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  • Cutler, Kelly

    (Program Director and Faculty, Medill School, Northwestern University, USA)

Abstract

The rise of Web3 and related regulations have brought data privacy concerns to the forefront for brands and marketers. With the rise in legislation, the deprecation of third-party cookies and an eye towards transparency, Web3 promises a more open, permissionless online environment. This has implications, from ad targeting to the storage and collection of user data. New concepts including zero-party data, micro-experiences and non-fungible tokens (NFTs) represent trends that are emerging with Web3, but the future is still to be defined. Marketers must understand the implications of the changing data privacy landscape and discover new and creative ways of sourcing and collecting data that follow the new guidelines that are being established by legislators, as well as by walled gardens such as Apple, Meta and Google. To do so, they will have to experiment and innovate. Here, we will explore the evolution of the web from its earliest version into the future. We will also review the different ways marketers currently collect and use customer data. Finally, we will explore new ways for brands and marketers to stay relevant in this evolving digital ecosystem with zero-party data, integrated marketing technology, customer-centric governance and NFTs.

Suggested Citation

  • Cutler, Kelly, 2022. "Web3 and the future of marketing," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 8(2), pages 133-141, October.
    • Handle: RePEc:aza:ama000:y:2022:v:8:i:2:p:133-141
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    More about this item

    Keywords

    Web3; NFTs; blockchain; zero-party data; data privacy; walled gardens; digital marketing;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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