K
Kathleen Martin
Guest
We are now witnessing the very early days of so-called Web3, a new generation of internet that is currently represented by an ecosystem of cutting-edge NFT and DeFi projects. As it grows, countless teams are striving to define their target audiences and the best ways to target them. And the task is not that easy.
Today, we are constantly exposed to marketing efforts: Every street we walk, every train we ride, every website we visit, we inevitably face companies selling us their products and services. The saturation is high, and the fatigue is real.
Web3 enters the stage with a promise of a decentralized, fair, trust-based world, where communities — not businesses — take the center stage. Can one expect the same marketing techniques to work if what is offered is so different? In fact, thousands of marketers from "traditional" tech who enter the Web3 space quickly realize that their regular sets of tools and techniques simply don't work. In this article, we will take a look at what works for NFT and other Web3 projects, and what doesn't.
What are we even marketing?
The main promise of the blockchain technology, and NFTs in particular, revolves around direct, unmediated ownership. In this context, what you market is a particular asset that your future buyer can own and enjoy. Sounds pretty straightforward. I would argue, however, that it's exactly where the common misconception lies, and that's why we have seen so many unsuccessful attempts to enter the NFT space from "traditional" players.
Continue reading: https://www.entrepreneur.com/article/430145
Today, we are constantly exposed to marketing efforts: Every street we walk, every train we ride, every website we visit, we inevitably face companies selling us their products and services. The saturation is high, and the fatigue is real.
Web3 enters the stage with a promise of a decentralized, fair, trust-based world, where communities — not businesses — take the center stage. Can one expect the same marketing techniques to work if what is offered is so different? In fact, thousands of marketers from "traditional" tech who enter the Web3 space quickly realize that their regular sets of tools and techniques simply don't work. In this article, we will take a look at what works for NFT and other Web3 projects, and what doesn't.
What are we even marketing?
The main promise of the blockchain technology, and NFTs in particular, revolves around direct, unmediated ownership. In this context, what you market is a particular asset that your future buyer can own and enjoy. Sounds pretty straightforward. I would argue, however, that it's exactly where the common misconception lies, and that's why we have seen so many unsuccessful attempts to enter the NFT space from "traditional" players.
Continue reading: https://www.entrepreneur.com/article/430145
