Okay so you're looking to market your Web3 company but don't know where to start? Then this article is for you. It explores the fundamentals of marketing for Web3, what sets it apart from Web2, and what you need to succeed as a Web3 marketer.
What is Web3 Marketing?
As a marketer/business owner, you know well enough that marketing encompasses a broad range of fields, including SEO, paid and organic search, and e-commerce. While some fundamentals of marketing remain the same across Web2 and Web3, others are quite different.
There are two major differences between Web2 and Web3 companies:
1. Centralization vs. Decentralization: Web2 is centralized, while Web3 is user-centric and transparent due to its decentralized structure.
2. Data Management: Web2 companies track and keep your data to advertise to you in the future. In contrast, Web3 companies adopt a decentralized approach where your data can only be used with your permission.
Imagine you sign up for a fitness app that tracks your exercise routines and health goals. The app's privacy policy allows the company to collect and store your data, including your workout history and health metrics. Over time, the app uses this data to personalize ads for fitness equipment, supplements, and gym memberships without explicitly asking for your ongoing consent.
In contrast, suppose you use a decentralized fitness platform built on Web3 principles. Here, your exercise data is stored securely on a blockchain, where you have full control. The platform operates under a decentralized model where your data remains private unless you choose to share it for specific purposes, such as joining fitness challenges or opting into personalized recommendations. Your data can only be accessed and used with your explicit permission, ensuring greater transparency and user empowerment in data management.
So, to market a Web3 fitness platform, the focus would have to be on promoting user-centric data management principles. Highlighting that users would maintain full ownership and control over their exercise and health data is crucial. Utilizing blockchain technology would ensure transparent and secure data handling practices, where users would decide how their information is accessed and used. Emphasizing community engagement through shared data insights and collaborative challenges would build trust and encourage active participation. Educational content would simplify Web3 concepts, illustrating the platform's superiority in privacy and user empowerment compared to traditional Web2 fitness apps. The marketing approach would aim to attract users seeking a secure, transparent, and community-driven fitness experience where their data privacy is paramount.
Web2 vs. Web3 Marketing
Marketing strategies for Web2 and Web3 businesses differ significantly due to the unique characteristics of each internet era.
Platforms and Networks:
Web2: Relies heavily on centralized networks like Google and Meta for ad distribution. Marketers can collect user data to target ads effectively.
Web3: Focuses on building and engaging communities on decentralized platforms and social media, where users interact directly with businesses, often without intermediaries.
Data and Privacy:
Web2: Utilizes user data to create detailed profiles for targeted advertising, which can raise privacy concerns.
Imagine you're searching for anxiety management tips and joining a mental health forum, sharing personal stories. Soon after, you start seeing targeted ads for mental health services and anxiety apps on your social media feeds. You feel a deep sense of discomfort and invasion of privacy because you never consented to your sensitive data being used this way. This experience underscores the significant privacy concerns in Web2, where the use of detailed user profiles for targeted advertising can expose and exploit sensitive information like health data without your explicit consent.
Web3: Emphasises user control over data. Users have more control over their data and how it's used, with blockchain technology ensuring transparency in transactions.
How You Market Your Web3 Company
1. Engage with Decentralised Communities:
Decentralised Social Media: Participate in platforms like Mastodon and Minds
Blockchain Forums: Engage with users on forums like Reddit.
2. Leverage Community Building:
DAO Participation: Involve your company in Decentralised Autonomous Organizations (DAOs) to build trust and credibility.
Token Incentives: Use tokens to incentivize community engagement and participation.
3. Transparency and Trust:
Blockchain Transparency: Highlight the transparency of your transactions and operations through blockchain technology
User Control: Emphasise how users have control over their data and privacy.
4. Innovative Marketing Strategies:
NFTs and Tokens: Utilise non-fungible tokens (NFTs) and other blockchain-based assets for marketing campaigns.
5. Advertise on Web2 Platforms:
Cross-Platform Promotion: Use Web2 platforms like Google Ads and Facebook(Linkedin if you’re a B2B marketer/company) to raise awareness about your Web3 company. (Many people that use Web2 aren’t even aware that Web3 exists)
Educational Content: Create informative ads and content to educate Web2 users about the benefits and innovations of Web3, highlighting how it is a world-changing internet era.
Be Vocal About Web3 on Web2 Platforms
To raise awareness about the transformative potential of Web3, it is essential to be vocal on Web2 platforms. By leveraging the reach and influence of platforms like X (Twitter), YouTube, and LinkedIn, you can educate a broader audience about the benefits and innovations of Web3. Sharing success stories, creating engaging content, and actively participating in discussions can help bridge the knowledge gap and encourage more users to explore the decentralised web. Utilising the established audience of Web2 platforms ensures that the transformative aspects of Web3 are accessible to a larger demographic, accelerating its adoption and integration into everyday digital experiences.
By focusing on the unique strengths of each digital phase, you can build trust and create long-term relationships with your audiences. Understanding these differences and strategies is crucial for developing effective marketing campaigns tailored to the Web3 landscape. Let us help you transform your marketing approach for the Web3 era. With W3VE, you can ensure that your marketing is not only effective but also ethical and respectful of user privacy.
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