What is Web3 Marketing? Learn more about the best branding strategies
Web3 marketing opens a new revolution in the way brands and creators interact with their consumers. NFTs, Metaverse, Crypto and DeFi present new business opportunities in various industries 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 look at what marketing looked like on web1 and web2, to better understand the opportunities offered by web3 and what the future of marketing might look like.
Marketing in Web1 and Web2
At the very beginning of the internet age, aka web1, digital marketing was in its infancy. Some people had their own static pages, but most users were consumers. The only way to market online was to collect emails and advertise through email marketing.
When we entered 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’ve seen the rise of location-based ads, influencer marketing, SEO, mobile ads and more.
Marketing Web3 – A new era for marketing
This brings us to web3 marketing. While the focus on web2 was on improving the front-end, on 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 that we in turn have access to their services. However, in the web3, this data can now be owned and controlled by citizens rather than private corporations. Data is stored in a distributed network that does not belong to anyone, rather than in centralized platforms like Google and Facebook.
Data privacy will have a huge impact on marketers, as they will now have to invest more resources to find out what customers really care about and build a community around it. You will hear many Web3 brands and projects talk about the importance of community, and this is very true for Web3, as we are seeing the rise of “community marketing”.
That’s not to say Web2 marketing tactics are going away, they’ll still be around but will work alongside Web3 developments such as NFTs and the Metaverse. These developments will help brands build loyal communities that can become their advocates.
Web3 is particularly powerful for content creators, who will finally have full sovereignty over their content and their income rather than being at the mercy of the platforms they use.
Web3 Marketing Strategies
At the heart of web3 marketing are NFTs and the Metaverse. As you’ve probably heard, the Metaverse is one of the fastest growing industries right now, so how can you leverage it to boost your marketing efforts, increase brand awareness, and expand your customers?
Let’s take a look at several Web3 marketing techniques you can add to your campaign.
3D Billboards in the Metaverse
Metaverse marketing allows you to reach a global audience from all over the world since you are not limited to one physical location. Anyone who walks around the most popular virtual worlds such as Decentraland, Voxels, and Somnium Space, will be able to see your ad and interact with it.
Metaverse Residents offers extensive services for businesses that want to advertise in the metaverse. One option is to put up your own personalized ad on a 3D billboard in a prime location at Decentraland. Businesses can do this without having any coding or web3 knowledge, as the interface is very intuitive and simple, acting as a bridge between web2 and web3. It works the same as traditional roadside billboards in real life.
Virtual Events in the Metaverse
Another option is to market your brand in the metaverse by hosting an event in a virtual building. You can host pre-recorded videos, live video streams, display artwork and play audio, and chat and interact with your guests live in the metaverse!
Hosting an event is the perfect way to attract both seasoned Metaverse dwellers as well as new customers eager to see what the fuss is all about. The best part is that you don’t have to build your own room, which requires technical skills, takes a lot of time and would mean buying your own virtual court, which is often very expensive.
There are many ways to get creative with hosting a virtual event, from selling NFT tickets to creating interactive experiences and rewarding users for participating.
Sell NFT secure 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 with more engaging ways to interact with the business. This will help build a vibrant community around your brand, which is very much in line with the concept of community marketing.
This may involve selling access to your premium content or presenting an NFT-based loyalty program. NFT holders can access exclusive benefits, such as special gifts, unique releases, memberships, and even monetary rewards for participating in certain events. The list of possibilities is truly endless.
You can build a following of fans and collectors for your goods and services by providing digital assets that can be collected, traded, and sold. This level of interaction has the ability to turn customers into ardent supporters, which conventional marketing strategies have struggled to achieve.
Another option is to incentivize your customers by rewarding them with a free NFT or perhaps a Proof of Attendance Protocol (POAP) badge for attending a Metaverse event. POAPs are NFT badges given out to attendees of Metaverse events, proving you were at the event. Each badge is completely unique and makes a great collectible, especially for those who frequent Metaverse gatherings and want to document their virtual experiences.
Create gaming experiences
Delivering interactive and immersive experiences is a new Metaverse marketing tactic that fits into the web3 industry. While it can provide excellent long-term ROI, it initially requires a larger marketing budget, a skilled creative team, and a technical team familiar with web3. The buzz it will create, however, will be worth it if you manage to give your customers a cool experience!
A prime example is Gucci’s collaboration with Roblox. The partnership saw the duo create a Gucci-themed environment where players could use real money to purchase in-game merchandise. There are many ways to approach this and design a unique experience, depending on of the virtual world, of the budget and of the company’s objectives.
The way we connect with businesses is changing every day. Web3 is evolving rapidly, and now is the perfect time for marketers to embrace this new technology and be part of the innovation!
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* All investment/financial opinions expressed by NFT Plazas are derived from the personal research and experience of our site moderators and are intended for use as educational material only. Individuals are required to thoroughly research any product before making any type of investment.
Ivelina is the content maestro of NFT Plazas. She has a knack for translating complex concepts into simple words.