There is no guarantee that businesses excelled in web1.0 and leading in web2.0, will continue their successful journey in web3.0. Web3 has limitless capabilities – among them, the ability to take people to the metaverse, a virtual reality world filled with digital concerts and virtual shopping experiences, and serves as a digital playground for gaming and socializing with friends and colleagues. Digital marketing already owns a majority share of all marketing budgets, and as Web3 continues to grow, we can expect to see the marketers of tomorrow proactively looking for novel ways to make the most of its potential. Hence marketing in Web3 is altogether a new cup of coffee. In this blog post, I focus on creating omnipresence of any business in new internet age. Before we deep dive into web3 marketing, let’s touch upon few basics.

Evolution of World Wide Web

Technological advancement in internet age has been happening over 3 waves.

1. Web 1.0: The first wave of the Internet was Web 1.0, which started in 1994 and ended around 2000. It is the first stage of the development of WWW (World Wide Web) that was characterized by static websites.
2. Web 2.0: The second phase of the Internet is Web 2.0, which refers to the websites that integrate user-generated content and focus on UX. The Web 2.0 revolution brought about a shift in how we communicate and consume information online. Social media sites such as Facebook, Twitter, and YouTube became more prevalent, while mobile apps like Instagram made it easier to access data on the go. Web 2.0 focuses on the capacity of internet-connected computers- servers. Web2 is where everything became interactive, social media networks started to emerge, and people could begin interacting with one another by means of blogs, tweets, and Facebook posts.
3. Web 3.0: [Harvard Business Review] Web3 is being touted as the future of the internet. The vision for this new, blockchain-based web includes cryptocurrencies, NFTs, DAOs, decentralized finance, and more. It offers a read/write/own version of the web, in which users have a financial stake in and more control over the web communities they belong to. Web3 promises to transform the experience of being online as dramatically as PCs and smartphones did. It is not, however, without risk. Some companies have entered the space only to face a backlash over the environmental impact and financial speculation (and potential for fraud) that comes with Web3 projects. And while blockchain is offered as a solution to privacy, centralization, and financial exclusion concerns, it has created new versions of many of these problems. Companies need to consider both the risks and the benefits before diving in.

Web3 Marketing & It’s Impact On Businesses

Web3 Marketing conceptually explores the web by looking at trends and new technologies. It goes beyond websites and search engine optimization(SEO) by revolutionizing  the way we think about the Internet.

Web 3.0 environment enhances the user experience by providing rich and interactive advertising opportunities. This is a boon for marketers because they can now deliver more targeted ads to consumers.

With Web 3, marketers will be able to provide a more efficient strategy and advertise their products accessing many different sources of information which will affect their purchase decisions.

Reinventing Digital Marketing With Web3

Blockchain technology is creating an open ecosystem that would reinvent the digital marketing industry. For web3 startups or legacy companies to thrive in web3 explosion, their marketing teams will need to spend marketing dollars to acquire users efficiently. Existing marketing technology won’t work for web3.

Web2 marketing employs the cookie as the primary identifier of a person, not a wallet. There’s no bridge between web2 & web3 data, yet. The behavioral patterns in web3 differ driven by anonymity, communication patterns on discord and telegram, and the consequences of using tokens as user acquisition, as governance votes, and currency.

In particular, there’s an entire marketing ecosystem for startups to build – and it will explode as all the venture dollars web3 startups have raised rushes to find new users.

The mental model of web3 marketing is provided below.

On the left web3 app marketers (advertisers) gather analytics on their users.

Web3 Analytics resemble web2 in theory but differ in practice. Of course, daily active users and cohort metrics will hydrate dashboards. But so will Discord user activity and token trades. Marketers must answer new questions: Are the people chatting in my Discord tokenholders? Who are the whales (the largest account holders)? How does my user base map to other projects’ user bases? Which users are trading my tokens; how active are they; where are they trading them?

The Analytics systems power Segmentation software. Once a marketer has understood the customer types, Segmentation software clusters users into different groups, some subset of which will receive Campaigns.

Advertisers wage campaigns through AirDrops into wallets, on Ad Networks, through Messaging, or any other number of channels yet to be built.

Ad Networks educate users about new projects while providing revenue to Publishers, application developers and content publishers. These ad networks’ will use public wallet information to target users. NFTs, governed by smart contracts, reward users for engaging with ads with token drops or other on-chain benefits.

While many may turn up their nose at this idea, ad networks will become essential to the ecosystem’s long-term success, providing both distribution and revenue. Having built some of the previous ad infrastructure at Google AdSense, I hope we can reshape the web3 networks with user experience as a central tenet.

Publishers running ads ensure they receive their fees through Attribution software. Attribution will connect ad impressions to on-chain purchases – on-chain data is public, enabling end-to-end cost-per-acquisition (CPA) ads, which maximize the return for Advertisers.

Attribution vendors and Analytics vendors will poll various blockchains constantly to provide up-to-date data. Some will build this in-house, but over time, it will emerge as a separate category.

Advertisers seek to optimize their marketing funnels. Introducing friction during the sign-up process increases the cost-of-customer acquisition. Having driven a user to a web3 app, the advertiser will employ Virtual Wallet Infrastructure.

How does Virtual Wallet Infrastructure work? A user registers with a credential of their choice. Behind the scenes, the app creates a wallet for the user. The user plays a game or uses software in bliss because the developer manages the wallet on their behalf. No 12 word passcode to stymie the conversion funnel. Until the day the user seeks to move their assets, at which point, the user configures a wallet, aligning the point of maximum intent with the greatest friction.

Web3 Marketing Is Here and Impacting Your Business

Web3 marketing is revolutionizing the traditional approaches. We already see the signs and initiatives of it. – Remember, Facebook changed its name to Meta, and they are investing in the Metaverse. Also, recently, Square changed its name to Block to focus on crypto.

Web 3.0 is the next evolution of the web in which website content and users are interconnected through seamless interfaces and communication channels. Brands and businesses are affected by web3 in many ways.

• Brands would be highly user-centric and transparent due to their decentralized structure.
• Users would be able to take control of their data and privacy.
• Business owners would have to adapt blockchain technologies to ensure data transparency and open access.

How To Prepare Your Business For Web3 Marketing?

You can’t afford to be outdated these days. You have to make your business decisions carefully, keeping in mind that the future is here and continuously renewing.

Content Creation Is Going NFTs Way:

Every marketer focuses on content creation. As of today, there is no particular handbook for this new era of web3 marketing. Yet, we know NFTs would be important content for the digital marketing industry in the future since it has already started to be!

There is a massive community for NFTs ( such as CryptoPunks) already, and you may not miss the chance of including your brand in it.

All of these might be a little intimidating to you. But, think of that as a new way of connecting with your customers and communities.

Web 3.0 And Social Media

Social Media has been a phenomenon since its inception and is continuing to grow. Facebook and YouTube are on the top of the list in terms of their popularity among users.

They have revolutionized how people communicate online and have introduced many new features to improve user experience.

Web 3.0 brings exciting changes in social media marketing.

For example, there would be decentralized apps called dApps, and there would be no centralized authority of the users’ data due to the decentralized structure of Web 3.0 – users would pull in the reins!

Based on your industry, try to acquire 3D assets.- If you have a retail eCommerce business, try to create 3D models or virtual reality stores.

In Summary

Web3 is set up as a “winners-share-all” model, where products, services, markets, and exchanges are built together, governed together, and benefit together. Brands are increasingly dipping their toes into this world to learn how to connect with customers and create value via non-fungible tokens (NFTs), distributed ownership platforms, and blockchain.

Depending on whom you ask, Web3, a new iteration of the internet based on blockchain technology, is a form of monetization, the future of organizing, or a get-rich-quick scheme. But amid this debate, many companies are already testing a range of ways to create value – from increasing brand awareness to experimenting with new models of product ownership – using Web3 tools. These initiatives mark both a technological advancement and a new approach to corporate strategy.

At the end, web3 marketing is about building meaningful relationships with your customers and creating partnerships that benefit everyone involved. It’s time for businesses to stop thinking of customers as a number in a database, but instead, people looking for the same thing that you are looking for “a better human experience”.

That’s the way the web3 marketing stack evolving. If you’re building something in the space, love to hear from you.

Related Reading: The Creator Economy : Role of Cryptos & NFTs