Back to the future: Application of Web3 technologies in marketing

Abstract

The new generation of the web is characterized by decentralization, transparency, greater user autonomy, and privacy on one hand, while providing marketing professionals with increased opportunities and space for creativity, with a focus on user experience, and the establishment of relationships and communities before, during, and after product sales. This paper explores the opportunities offered by the new web generation in the field of marketing, identifies new tools that have been developed based on Web3 technologies, and analyzes their use for marketing purposes. The goal of the research presented in this paper is to enhance the theoretical framework of marketing strategies and techniques by analyzing the existing practical applications of Web3 technologies in this field and examining the awareness of potential users regarding key concepts, as well as assessing their prior exposure and the effects of Web3 marketing. Based on the literature review, an analysis of successful case studies, and the conducted research, conclusions were made on the current market penetration of Web3 and guidelines have been defined for planning marketing activities carried out within the Web3 environment.