I believe we are entering Web 3.0 era. Web 2.0 brought us
together and helped us “own” the internet.
Because of Web 2.0, we became the creators and manipulators of
content. Web 3.0 is described by How
Stuff Works as being “like having a personal assistant who knows
practically everything about you and can access all the information on the Internet
to answer any question.” With Web 3.0,
one would be saying farewell to using the internet as a searching tool and
hello to a living, breathing web. This
is because with Web 3.0, “every user will have a unique internet profile based
on that user’s browsing history” that it will use to “tailor the browsing
experience to each individual.”
Now onto the Vogue and Target
collaboration. I had not yet seen or
heard of this duo getting together to do some augmented reality marketing, but I
am intrigued by the idea. Is this novel or gimic? By using the Shazam app, consumers can see
new images Target has created along with the original images that inspired
them. According to Todd Waterbury, chief creative officer at Target, using augmented
reality in the form of Shazam is “ an instant, mobile way
not only to see each original Vogue image, but to access
on-set video of the models, as well as an easy, on-demand way to learn about
and buy the Target products featured throughout the pages.”
After examining what web 3.0 means to the
future of the internet, I do not believe that the advertising tactic that
Target and Vogue used involving augmented reality for marketing purposes fits
into my personal definition of web 3.0.
The advertisement angle, while novel and engaging, does not reach each
user on a personal level. To reach the Web
3.0 advertising status, companies like Target could use their Cartwheel App to
personalize their customers’ shopping experience and encourage them to buy
their products. The Cartwheel app by
Target is already used by customers to snag deals. Unfortunately, the process
is not personal and the user must search their cartwheel to see if the item is
on sale or not. What if we could have a
personalized cartwheel based on our shopping history? That, after scanning our Cartwheel, the app
will then remember our purchases and make recommendations the next time we come
in, or even suggest products for us based on what we have previously expressed
interest in. This, in my opinion, is
marketing on the Web 3.0 level.
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