The days of marketing being limited to the occasional advertisement in a magazine, billboard, or prime-time television are long gone. The interactive internet revolution—also called Web2 for short—has completely transformed the marketing landscape, and Web3 Marketing promises to deliver even more innovations.
Web-to-Print Marketing
With about 5 billion social media users globally, Web2 marketing is more important than ever for brands in today’s competitive industry. Instagram and Whatsapp are owned by Meta (formerly Facebook), which has emerged as the global hub for social media for both marketers and many consumers. Businesses now have access to more customer data than ever, thanks to the precise targeting of advertisements on these platforms, which has completely transformed the marketing landscape.
How does it operate?
By targeting particular demographics based on variables like age, occupation, and geography, Meta Business Suite (formerly Facebook Business Suite) enables small businesses to reduce their advertising expenses. It also gathers information about customer behavior, interests, events attended, and more. Meta users may use the app to search for a New York-based Italian restaurant, which would cause Meta to recommend more Italian advertising on the user’s newsfeed.
During the Facebook/Cambridge Analytica data scandal, some users voiced concerns over compromised personal data, while others seemed indifferent. The problem isn’t the lack of transparency in data usage (easily accessible in app settings and on websites), but rather that only Meta and affiliated businesses profit from user data, leaving users excluded from any benefits.
Step Inside the Web3 Marketing World
The decentralization of this next online era is what distinguishes Web3 from Web2. Web3 apps, also called Decentralized Apps (DApps), are based on blockchain technology, which decentralizes the capacity for corporations to control user data without permission. In the Web2 sphere, businesses offer consumers a service in return for their personal information. In the Web3 era, users can participate without fearing the sale or compromise of their personal information. Marketing in this era differs as corporations face restrictions in accessing customers’ data. Unlike Web2 businesses, Web3 enables everyone to engage without their data being monetized in exchange for services. This raises the question of how Web3 marketing differs from traditional marketing.
What does Web3 marketing entail?
In Web3 marketing, users actively choose how to utilize their data, experience sophisticated, interactive experiences, and explore new trends and technologies. Web3 marketing strategies delve deeper into NFTs, the metaverse, virtual communities, social or incentive tokens, and much more than just images or videos.
Web3 Marketing’s Future
In the future, experts predict that Web3 marketing will explore numerous paths, offering vast potential. One of the most significant and anticipated features of Web3 is undoubtedly the metaverse, with businesses like Microsoft and Meta at the vanguard of this new digital era. Marketers leverage the metaverse, a shared online environment blending virtual and physical realities, to craft innovative and engaging campaigns. Brands aim to capitalize on metaverse advertising, expecting exponential growth in this new virtual space.
By paying users to share their data with the network, GALXE, the largest credential data network in Web3, empowers companies to create more vibrant communities and products within Web3. GALXE bridges the gap between Web2 and Web3 marketing by enabling Web3 consumers to investigate multiple blockchains and benefit according to their qualifications.
Last Words
The rise of Web3 compels businesses to completely overhaul their marketing strategies. This transformation is imperative because Web2 and Web3 marketing function in fundamentally distinct manners. While Web2 marketing heavily relies on user data for targeted advertising and engagement, Web3 adopts a more nuanced approach. Here, user data takes a backseat, prioritizing the cultivation of robust communities and fostering genuine audience connections. Web3 marketing encompasses a broader array of strategies, still in development, all centered on shifting from one-way communication to interactive collaboration. In this evolving landscape, businesses must prioritize establishing trust and transparency within their Web3 communities to thrive. Additionally, Web3 marketing emphasizes intricate and creative experiences through platforms like NFTs and the metaverse. With Web 3 marketing, the focus is on encouraging community initiative and participation, with brands striving to be integral members, rallying people around shared goals, and enabling equal decision-making opportunities, exemplified by DAOs.
Companies in the Web3 domain, such as GALXE, are enabling businesses to continue employing Web2 marketing strategies while providing incentives to consumers through their learn-to-earn model, which pays them for performing on-chain tasks. There is little doubt that marketing in Web 3 will be challenging but beneficial for everyone, especially with platforms like GALXE helping to bridge the gap between Web2 and Web3. Additionally, brands have access to a limitless array of Web3 marketing tools.
