What is Web3 Marketing? Learn About the Best Strategies for Your Brand
Web3 is unlocking a new revolution in the way brands and creators engage with their consumers. NFTs, the Metaverse, Crypto, and DeFi present new business opportunities in various sectors, and as we know marketing plays a major role in how effectively companies deliver their services, products, and experiences to their customers.
What is Web3 Marketing?
Marketing trends have developed alongside the evolution of the World Wide Web. Let’s take a quick look at what marketing looked like in web1 and web2, so we can better understand what opportunities web3 offers and what the future of marketing might look like.
Marketing in Web1 and Web2
At the very beginning of the internet era, aka web1, digital marketing was in its infant stages. Some people had their own static pages but most users were consumers. The only way to market online was by collecting emails and advertise through email marketing.
When we moved into the web2 era, digital marketing exploded with the rise of social media and search engines. Marketers could now collect data from these online platforms and use it to better understand their target audience as well as craft very specific marketing campaigns. In web2 we saw the rise of geo-targeted ads, influencer marketing, SEO, mobile ads, and much more.
Web3 Marketing – A New Era for Marketing
This brings us to web3 marketing. While the focus in web2 was to improve the front end, in web3 the focus is on innovation on the back end. In web2, it is well-known that the platforms we use own our data and in turn we get access to their services. However, in web3, this data can now be owned and controlled by citizens rather than private corporations. The data is stored in a distributed network that is not owned by anyone, rather than on centralized platforms like Google and Facebook.
Data privacy will a have a huge impact on marketers as they will now have to invest more resources into learning what customers really care about and build a community around that. You will hear many web3 brands and projects talking about how important community is, and this is very true for web3 as we are seeing the rise of ‘community marketing’.
This is not to say that web2 marketing tactics are going to disappear, they will very much still be here but will work alongside web3 developments such as NFTs and the Metaverse. These developments will aid brands in creating loyal communities who can become brand advocates for them.
Web3 is especially powerful for content creators, who will finally have full sovereignty over their content and revenue rather than being at the mercy of the platforms they use.
2. What is Web3 Marketing?
Marketing trends have developed alongside the evolution of the World Wide Web. Let’s
take a quick look at what marketing looked like in web1 and web2, so we can better
understand what opportunities web3 offers and what the future of marketing might look
like.
3. Marketing in Web1 and Web2
● In web1, digital marketing was in its infant stages
● Only way to market online was by collecting emails and advertise
● Web2 era, digital marketing exploded with the rise of social media and search engines
● Collect data from these online platforms
● Better understand their target audience
● Rise of geo-targeted ads, influencer marketing, SEO, mobile ads, and much more
4. Web3 Marketing – A New Era for
Marketing
● focus is on innovation on the back end
● use own our data and in turn we get access to their services
● data can now be owned and controlled by citizens rather than private corporations
● stored in a distributed network
● Data privacy will a have a huge impact on marketers
5. Web3 Marketing Strategies
● 3D Billboards in the Metaverse
● Virtual Events in the Metaverse
● Sell NFT-Gated Access
● Create Gaming Experiences
6. 3D Billboards in the Metaverse
Metaverse marketing allows you to reach a global audience from around the world since
you’re not limited to a physical location. Anyone who is walking through the most popular
virtual worlds such as Decentraland, Voxels, and Somnium Space, will be able to see your
advert and engage with it.
7. Virtual Events in the Metaverse
Another option is to market your brand in the Metaverse is to hold an event in a virtual
building. You can host pre-recorded videos, live video streams, display artworks and play
audio, and chat and interact with your guests live in the Metaverse!
8. Sell NFT-Gated Access
Bringing NFTs and the Metaverse together is the ultimate recipe for innovation and
success in web3 marketing. NFTs serve as a creative channel that can help brands and
creators expand their digital offerings and provide potential or existing customers more
engaging ways of interacting with the company. This will help create a vibrant community
around your brand which is very much aligned with the concept of community marketing.
9. Create Gaming Experiences
Offering interactive and immersive experiences is a new Metaverse marketing tactic which
is inline with the web3 industry. Although it can bring a great ROI in the long run, it does
initially require a larger marketing budget, a competent creative team, and a tech team
familiar with web3. The buzz it will create, though, will be worth it if you can manage to
give your customers a cool experience!
