As Web3 comes into focus, many businesses are wondering how to market Web3 products in a cloud environment. What Web3 marketing strategies will work in a decentralized, peer-to-peer digital world?

At present, digital marketing tactics and strategies largely involve the very tech giants that Web3 is designed to replace. Marketers rely on Google for visibility (that may be how you found this article, after all), and on social media monoliths like Facebook, Instagram, and Twitter. All of this is due to the power and fiscal models for Web2 (or Web 2.0). 

But Web3 promises an alternative structure. In this new generation of the internet, data security will be more portable. NPR explains that “In a Web3 world, people control their own data and bounce around from social media to email to shopping using a single personalized account, creating a public record on the blockchain of all of that activity.” This means our likes and shopping preferences will be our commodity to cash in on, selling data to whomever we choose in exchange for goods and services. 

And that means that marketing for Web3 will look a lot less like digital marketing now, and a lot more like the ways that NFTs are marketed. 

What might Web3 marketing look like?

Web3 is still a bit mysterious–mainly because it doesn’t quite exist yet. That said, we have flashes and models of how it might look and operate based on technologies that are being developed and refined today. 

One of these is blockchain technology, which allows for cryptocurrencies and NFTs. If NPR is correct, and Web3 records and data will be recorded via blockchain, then that will limit the ability of Web3 digital marketers from mining that data without permission. Instead, Web3 marketers will need to offer more to gain the consumer’s trust.

In other words, if you want access to users’ data, you’ll need to help people understand what’s in it for them.

Here are some tactics that Web3 marketing agencies will likely need to rely on.

Human-centered content

Content creators involved with Web3 marketing will need to work to ensure that their content is valuable to humans, and not just to algorithms. While Google’s most recent algos are rewarding content that provides quality information that’s useful, they are still deeply involved in placing that content in front of users. 

In the Web3 marketing world, content creation will need to be more strategically targeted. Perhaps by broad interest groups (sports fans, car enthusiasts) that users can opt in to, or perhaps by some other means, companies and organizations will have to find their market.

Exclusive content

Web3 marketing will want to clearly identify a target audience, and entice that audience with content created specifically for them. The more exclusive the content is, the more appealing, and the more likely to earn the user’s business. In many ways, this will look similar to the ways that NFT projects are marketed today. Whether this involves digital assets, real-world goods or services, exclusivity is key.

Experiences (virtual and otherwise)

If you want to win the heart, and the money, of the people, you’ll want to offer things your users can experience. Web3 projects that offer experiences in the real world, or in virtual worlds, are likely to be prime ways of earning business. Blockchain Council gives a vision of what this might look like:

“Web 3.0 will strive to push a more immersive and interactive experience for users. Metaverse technology will play a significant role in this. Virtual events will take over in-person events, opening doors for a more liberal connectivity. 

Users will get complete freedom to choose how and when they want to engage with a digital content. Marketers will give emphasis on creating immersive experiences for customers.”

NFT Memberships

Using NFT technology to create memberships and community will be vital to Web3 marketing. This idea already exists and is flourishing. 

As we’ve discussed in our blog, “Because NFTs are demonstrably unique, and ownership can be precisely proven, owners can sell them to others. If you buy one of Coachella’s lifetime passes, you can sell it at whatever price you wish. This can be true for an NFT membership that your business offers as well.”

We think that one of the best ways to get in front of the techniques and ideas that will drive Marketing for Web3 is to learn all that you can about blockchain and NFTs. You don’t have to go it alone. Our NFT Masterclass is an excellent place to start.

‍Start Your NFT Journey!

‍