Marketing in Web 3 is not an easy feat. It requires a thorough understanding of the technology’s technical and cultural aspects. The challenge is to market the product in a way that speaks to the people’s cultural orientation while staying true to its technicalities. This is what a panel of experts discussed at the World Blockchain Summit held in Dubai.
The panel consisted of three experts from different industries. Anndy, a Singapore-based venture investor and government advisor; Mirko Maccarrone, the director of Web3 Lightblue; and Shashwat, CMO of NFT3.
Anndy, the moderator of the panel, began the conversation by pointing out the good and bad marketing campaigns in both web2 and web3 spaces. He said that web3 is fast and nimble, but bad habits from web2 often flow into web3 marketing. It is vital to have marketing strategies that work for web3 and cater to the audience’s cultural orientation.
Mirko, who has launched a web-free department and worked with global and regional-level marketing for various brands, highlighted the importance of culturally-oriented marketing. He stated that a marketer who has experience working with fashion brands and writing novels can speak in a language that people understand without being too technical or speculative.
Shashwat, a marketeer in web3 for the past three years, agreed with Miracle and added that marketers need to understand the technology’s technicalities while catering to the audience’s cultural orientation. Shashwat’s company, NFT3, is developing a face ID system for web3 to make signing in to every web3 platform easy and seamless.
The panelists also discussed mass adoption, which is crucial for web3’s success. They agreed that mass adoption can only happen when there is a cultural connection between the product and the audience. This connection is possible when marketers understand the audience’s cultural background and can communicate the product’s technicalities in a way that they understand.
One of the major challenges confronting marketers in the era of Web 3.0 is the need to strike a balance between innovation and cultural relevance. Unlike traditional marketing approaches, which rely on generic messaging and branding, Web 3.0 marketing necessitates a more intricate approach that considers the audience’s unique cultural contexts and sensibilities.
To excel in Web 3.0 marketing, it is imperative to be culturally oriented and possess a varied range of experiences and perspectives. This implies collaborating with individuals who have backgrounds in areas such as fashion, literature, and the arts, as well as those who possess technical expertise in blockchain and decentralized technologies.
Another crucial factor for successful Web 3.0 marketing is the ability to adapt promptly to changing market conditions. The swift and ever-evolving nature of the Web 3.0 landscape necessitates marketers to be nimble and agile, capable of rapidly pivoting in response to new trends and emerging technologies.
Furthermore, Web 3.0 marketing necessitates a profound understanding of the underlying technologies and concepts that drive this new era of innovation. This requires staying current with the latest developments in fields like decentralized finance, non-fungible tokens (NFTs), and smart contracts, and being able to explicate these complex concepts in straightforward language to non-technical audiences.
Web 3.0 marketing presents a thrilling opportunity to create more engaging and interactive experiences for customers. Decentralized applications (dApps) and NFTs provide new prospects for gamification and social interaction, enabling marketers to create immersive, personalized experiences that drive engagement and loyalty.
In conclusion, marketing in web3 is a delicate balance between the technicalities of the technology and the audience’s cultural orientation. Marketers need to be culturally oriented, speak in a language that people understand, and understand the technicalities of the technology they are marketing. Mass adoption will only happen when there is a cultural connection between the product and the audience.
Intergovernmental Blockchain Advisor
About World Blockchain Summit (WBS):
World Blockchain Summit (WBS) is a part of Trescon, a rapidly growing company that organizes emerging tech events. It aims to support the growth of Web 3.0 globally. The management team has over 20 years of experience managing successful conferences, expos, and summits. Additionally, WBS works with web 3.0 industry leaders and innovators as advisors to ensure alignment with current market trends and needs.
Anndy Lian is an early blockchain adopter and experienced serial entrepreneur who is known for his work in the government sector. He is a best selling book author- “NFT: From Zero to Hero” and “Blockchain Revolution 2030”.
Currently, he is appointed as the Chief Digital Advisor at Mongolia Productivity Organization, championing national digitization. Prior to his current appointments, he was the Chairman of BigONE Exchange, a global top 30 ranked crypto spot exchange and was also the Advisory Board Member for Hyundai DAC, the blockchain arm of South Korea’s largest car manufacturer Hyundai Motor Group. Lian played a pivotal role as the Blockchain Advisor for Asian Productivity Organisation (APO), an intergovernmental organization committed to improving productivity in the Asia-Pacific region.
An avid supporter of incubating start-ups, Anndy has also been a private investor for the past eight years. With a growth investment mindset, Anndy strategically demonstrates this in the companies he chooses to be involved with. He believes that what he is doing through blockchain technology currently will revolutionise and redefine traditional businesses. He also believes that the blockchain industry has to be “redecentralised”.