Lately, many PR and marketing professionals have been talking about the new chapter that the internet is turning to, also known as Web 3.0.
It’s incredibly easy for companies to create digital content, and every single social media post is simply a brand new page that’s created online. It’s a bit of a worrying concept, given the number of content people tend to share solely on social media platforms. The result of this massive amount of content creation is that Google and all of the other tools that people use to navigate, categorize, and sort through all that information won’t be sustainable for much longer. Additionally, the rise in information access and choice of sources that are available to consumers has started overwhelming them, which is why many have started turning to the simplest options.
With Web 3.0, the semantic web will create relationships between different pieces of data to provide users with meaning and context. For instance, on Web 3.0, if a consumer doesn’t like a specific corporation, despite that corporation having an amazing new product that the consumer is going to love, the semantic web will know that the product will be of no interest to that consumer because they’ve previously expressed their opinion. This new iteration of the internet is also going to have a big impact on the public relations industry, from the media that’s going to be used to reach customers, to the ways campaigns are going to be personalized, and more.
In a new digital space, where every single piece of information is going to be delivered on-demand, and in niche ways, the old public relations strategies and metrics such as influence or reach aren’t going to matter as much as they do right now. That means PR agencies and professionals will have to figure out a different way to reach their clients’ target audiences and get them interested in the latest solutions.
While personalization in terms of public relations, communications, and marketing strategies is a popular trend right now all over the world, it’s only going to become even more useful and popular in Web 3.0. The way that people are going to be making purchasing decisions or are going to be impacted and influenced by different promotional campaigns is going to change, as those campaigns will become even more personalized. All of the information that consumers are going to receive is going to be based on their previous digital interactions, the other consumers they’ve interacted with, or the things they’ve previously purchased, instead of mainly seeing information based on their location.
With the focus of mass media shifting towards a focus on consumers, customer service is going to start utilizing more public relations strategies, and vice versa. This is because the separation between consumers and journalists isn’t going to be as important as it is right now to many companies and PR agencies, as both can be targeted and pitched with the same pieces of content.