A new revolution in how businesses and creators interact with customers is being sparked by Web3. NFTs, the Metaverse, cryptocurrency, and DeFi provide fresh business prospects across a range of industries. As we all know, marketing plays a significant influence in how well businesses provide their consumers with services, goods, and experiences.
What is Web3 Marketing?
With the growth of the World Wide Web, marketing patterns have also changed. In order to better comprehend the possibilities presented by web3 and what the marketing landscape may look like in the future, let’s quickly review how marketing operated in web1 and web2.
Marketing in Web1 and Web2
Digital marketing was in its infancy at the dawn of the internet era, often known as web1. Although some users owned their own static web sites, the majority were consumers. Gathering email addresses and using email marketing as a means of advertising was the only method to promote online.
Digital marketing surged with the emergence of social media and search engines as we entered the web2 age. Marketers may now gather information from these internet platforms and utilize it to develop highly targeted marketing campaigns and gain a deeper understanding of their target audiences. Geo-targeted advertisements, influencer marketing, SEO, mobile ads, and many other types of ads have become increasingly popular in web2.
The New Era of Marketing Is Web3
We now come to web3 marketing. In contrast to web2, where the emphasis was on improving the front end, web3 is more concerned with back end innovation. It is common knowledge in web2 that the platforms we use control the data we provide them with in exchange for access to their services. However, with web3, individuals rather than private businesses may now own and regulate this data. Instead than being housed on centralized platforms like Google and Facebook, the data is kept on a dispersed network that is owned by no one.
Marketers will be significantly impacted by data privacy since they will now need to devote more time to determining what issues matter to customers most and creating communities around them. Since “community marketing” is becoming more and more popular, you will hear a lot of web3 businesses and initiatives stress the value of community.
This is not to imply that web2 marketing strategies will disappear; they will still be used, only in conjunction with web3 innovations like NFTs and the Metaverse. These changes will help businesses build devoted groups that can serve as brand ambassadors.
Web3 is particularly effective for content producers since they will finally have complete control over their material and income rather than being at the whim of the platforms they utilize.
Web3 Marketing Strategies
NFTs and the Metaverse are the two main components of web3 marketing. How can you leverage the Metaverse, one of the industries that is now growing at a rapid rate, to strengthen your marketing initiatives, increase brand recognition, and grow your clientele?
Let’s look at a few web3 marketing strategies you might implement in your campaign.
The Metaverse’s 3D billboards
Due to the fact that you are not constrained by geography, metaverse marketing enables you to communicate with a global audience from anywhere in the globe. Your advertisement will be visible to everyone browsing the busiest virtual environments, including Decentraland, Voxels, and Somnium Space.
Businesses looking to promote in the metaverse can take use of numerous services provided by Metaverse Residents. One choice is to display your own specially created advertisement on a 3D billboard in a prime area in Decentraland. Due to the interface’s high degree of simplicity and intuitiveness, which serves as a bridge between web2 and web3, businesses may accomplish this without knowing any coding or web3 concepts. In real life, this functions similarly to conventional roadside billboards.
Metaverse’s Virtual Events
Another way to promote your company in the Metaverse is to host an event in a computer-generated structure. In the Metaverse, you may host live video streams, prerecorded videos, artwork displays, audio playback, communicate with your visitors in real time, and more!
Hosting an event is the ideal method to draw both devoted Metaverse users and new consumers who are eager to learn more. The best thing is that you don’t have to construct your own location, which calls for technical expertise, takes a lot of time, and entails purchasing your own virtual property, which is sometimes extremely expensive.
Hosting a virtual event offers a variety of creative opportunities, from selling NFT tickets to developing interactive experiences and rewarding people for taking part.
Sell NFT-Gated Access
The key to innovation and success in web3 marketing is the combination of NFTs and the Metaverse. NFTs work as a creative channel that may assist companies and artists in growing their online product lines and giving existing or potential customers additional interesting ways to connect with the business. As a result, a thriving community will grow around your business, which is very much in line with the idea of community marketing.
This may entail offering a loyalty program based on NFTs or selling access to your premium content. NFT holders get access to unique benefits including one-time releases, membership, and even monetary awards for taking part in specific events. The options really are unlimited.
By making digital assets that can be collected, exchanged, and sold, you may attract fans and collectors for your products and services. Customers may become fervent advocates at this level of connection, which is something that traditional marketing tactics have struggled to do.
Another choice is to reward your consumers for attending a Metaverse event by giving them a free NFT or even a POAP (Proof of Attendance Protocol) badge. POAPs are NFT badges that participants of Metaverse events get as identification of their attendance. Particularly for individuals who frequently attend Metaverse meetings and wish to keep a record of their virtual experiences, each badge is completely unique and makes a wonderful collection.
Make gaming-related experiences
The new Metaverse marketing strategy of offering interactive and immersive experiences is consistent with the web3 sector. Although it may provide a significant ROI over time, it does call for an initial increase in marketing spending, a strong creative team, and a web3-savvy tech team. If you can provide your consumers a unique experience, the buzz it will generate will be worthwhile.
Gucci’s partnership with Roblox is a prime illustration of this. Together, they developed a Gucci-themed setting where users could spend real money on in-game goods. Depending on the virtual world, budget, and business objectives, there are several approaches to use in order to create a distinctive experience.
Every day, the way we interact with businesses changes. The moment is right for marketers to use this new technology and participate in innovation as Web3 is rapidly expanding!
