How web3 marketing will change marketing forever 🔓

Hello!

Welcome to "note to self" #1 focused on marketing in web3 💻

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Today we're discussing how web3 will change marketing. Let's dig in 🍽

How marketing differs in web3.

Many tools of the marketing trade in web2 may no longer be available for marketers. Fewer cookies, fewer platform partnerships, less data partnerships, and less first-party data. While the situation may not change at once, this is the direction of travel for web3.

All in all, this is good. People are sensitive with their data. How data is controlled needs to change. Deciding who sees your data needs to change. Big tech business models of gathering user data to sell to advertisers needs to change.

While I believe web3 will solve this, it will take time to adopt.

Around 2007, the web evolved to be consumer-first and data-driven. This growth occurred on the centralized platforms we know today as big tech. Their power grew and grew alongside their amassment of data. 

In web3, users would gain control over their data, as opposed to vesting control of their data to the repositories of big tech. Data is transferred from large cooperations to private individuals. The nature of decentralization means no private entity claims ownership of data, enabling users to make decisions on methods for sharing their data.

I like this world.

So what does this mean for marketing?

In short, fewer ads, more content, less data, more community, less contesting for attention, and more contesting for connection. Here are some practical channels that people could start using immediately. In my opinion, one of the core goals throughout all channels is creating an engaged community. 

1. Content

Blogs

Mirror.xyz blogs for crypto-native individuals. Medium.com for less native crypto individuals. Go where your audience is.

YouTube 

YouTube is a great way to share educational content. Moralis do this well. 

Twitter

Twitter threads, article links and Twitter chats are some ways Twitter can be leveraged. Tweet consistently but have a feed worth following. Don't just tweet about your project.

2. Community

Discord

One of the great quotes I heard regarding Discord servers was, "turn your Discord into a home for your community". This is your core community and where your "1,000 true fans" ( thanks Kevin Kelly ) will live. Communicate with them, be receptive to them, and use their feedback to shape your product.

Telegram

Telegram is another great tool to engage and manage your community. Ease of use on mobile and end-to-end encryption is among its advantages. If you had to choose one, choose Discord ( I think ). 

How the funnel may look at a very high level:

In other news: 📰

-> Ethereum’s Third and Final Testnet Merge goes live on Goerli

-> MakerDAO’s Founder ponders move away arom U.S. Dollar

-> Blog/Pod/Video of the week: Community ≠ Marketing: Why We Need Go-to-Community, Not Just Go-to-Market

Spotlight💡: Moonstream

What: Build, scale, and monitor your game on the blockchain with the Moonstream web3 game engine.

Why: We believe in the future of web3 gaming, in collaborative creation within games, and in open sourcing, game development to advance the gaming industry. We help game developers bridge their games to blockchains and add on-chain mechanics to support game economies.

Who: Neeraj Kashyap, Moonstream's founder, is a mathematician, has also worked at Google on TensorFlow, and has built knowledge graphs that are being used actively by major US healthcare organizations. 

Check them out!

Next time: ⏭️

Next week I will discuss Developer Evangelism in Web3 and growing your developer community ( like the OctoPipers ).

Have a great weekend!

Harry Arkwright