Reenvision Loyalty Series: Web 3.0 — A Personal Perspective

Loyalty Science Lab
6 min readSep 14, 2022

How loyalty marketers should prepare for Web 3.0

Adapted from Photo by Ramón Salinero on Unsplash

The Reenvision Loyalty Series was launched to answer one question: “Where is the world of loyalty headed?” In this newest addition to the series, we feature a commentary by Mike Capizzi, CLMP, a 50-year veteran of the marketing services industry and a leading loyalty expert. Mike currently serves as the Dean of The Loyalty Academy and drives the Academy’s extensive loyalty curriculum. He is also a Partner in The Wise Marketer Group. In this post, Mike offers his personal perspective on how loyalty marketers should think about and prepare for Web 3.0.

Whenever I get together for dinner with my 30-year-old son, the conversation inevitably turns to technology. Amidst our interesting discussions about politics, economics, and the social landscape, technology talk is always at the forefront. He constantly reminds me that I am a “digital immigrant” while he is a “digital native.” I first put a mouse in his hand when he was 3 years old and the reaction of being able to define his own on-screen experience led him and his entire generation to grow up in a digital first world. I went all the way through graduate school without seeing a computer. My mind still works in analog tones, even when I’m working with today’s tools. I often remind him of McLuhan’s famous words (1950s) about the “global village” and that “the medium is the message” in the hope he’ll understand that none of the current thinking is really new. We just have a new set of enablers.

The Journey to Web 3.0

If the medium is the message then Web 3.0 must be at the forefront of the discussion. In its initial form the web was a place where people could find and access almost any information they wanted. It was passive. Web 2.0 brought on the tracking of where/what people were accessing, with or without their explicit consent. Web sites became loaded with forms for data collection and behind the scenes software that compiled a huge treasure chest of details that could be sold for commercial profit. Interaction increased. E-commerce exploded. The notion of a centralized database controlled by the website operator became the dominant business model.

Web 3.0 promises to return control to the…

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Loyalty Science Lab

We are a university research lab devoted to scientific research on brand/customer loyalty. Follow us at https://www.linkedin.com/company/loyalty-science-lab.