4. IMPLICATIONS FOR MARKETERS
WEB3 VERSUS WEB2
Table of content
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Part 1 Part 2
The evolution of web1 and web2
The rise of cryptocurrencies and web3
Non fungible tokens
The metaverse
Key concepts and terminologies
Key differences between web2 and web3
Marketing channels
Set key metrics
Talents and skills needed in web3
The web3 marketing funnel
9. What is web3?
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The Technical Answer:
"Web3 is an idea for a new iteration of the World Wide Web which
incorporates concepts such as decentralization, blockchain
technologies, and token-based economics." -
My Answer:
An internet built on the foundation of ownership and access
10. Why does it matter?
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One of the key premises of all major innovations
(societies, laws, networks, internet, crypto, etc.) is
honoring property rights, and NFTs and Crypto
are an enormous technological advancement in
the world of honoring property rights, especially
true in the vast digital worlds we now live in.
11. What can we achieve with web3?
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Web 1.0
(Read only)
Web 2.0
(Read & Write)
Web 3.0
(Read, Write & Own)
12. What can we achieve with web3?
Source: Andressen Horowitz
13. In the last two years, NFT marketplaces have paid ~ $2 billion worth
of royalties in secondary sales to creators. Compare that to web2,
where Meta, for instance, $1 billion for creators through 2022.
14. "The web3 business
model collapses the
categories of company,
investor and user into a
single economically
category called
community."
Amanda Cassatt,
CEO Serotonin
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28. dibbs.io
High-end fashion Apparel Watches Cosmetics Auto Food & beverages
Finance
Liquor
Entertainment
Sports
Launched NFT
Metaverse/gaming
Many brands are already in web3
32. "The opportunity with the Metaverse is it creates infinite
possibilities for us to connect, create and belong."
Tareq Nazlawy
Senior Director Digital, Adias
MARKETERS AND INNOVATORS ARE RAPIDLY SEEKING TO CONNECT WITH CUSTOMERS IN WEB 3
And they have different use cases ...
Andrea Nieto
Senior Designer, Adidas
"We're recreating what we do in the physical world."
Bram Westenbrink
Global head of Heineken
“We are bringing the brewing industry into the digital age.
I think we all agree [the metaverse] is spectacular,
exciting, and refreshing.”
Cathy Hackl
CEO of Future Intelligence Group
“Clinique's approach is unique because it's focused on
social currency, so the way to interact is via stories. It's not
necessarily for free. It empowers Clinique's loyal fans to be
able to use their content as a gateway into the metaverse.”
36. Get your brand and key message in
front of your target audience.
Engagement:
Use:
Retention:
Discovery:
Convince a potential user to sign up to
let your reach them again.
Turn a potential user into an
actual user of your product.
Keep the user coming
back for more.
CTA
CTA
CTA
Detailed marketing funnel
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Sign-upr
Join
Download
Purchase
Start using new feature
Do it again
Refer others
Claim rewards
Swap
Stake
Follow
Connect wallet
38. 1
2
3
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Talent and skills needs in web3
marketing
Curiosity and open mindset
Web3 is a fast evolving space - full of passionate individuals who are
reinventing the web.
Digital marketing and community
These are the two most critical areas of marketing. Having
professional experience in either will be a plus!
Traditionnal marketing
Even though web3 marketing is new, more traditional marketing
concepts such as marketing strategy, customer segmentation,
branding and more still applies.