Web2 vs Web3 Marketing: Navigating the Shift - A Personal Journey

I've gone from Web2 to Web3... and it has been a wild ride.

In this article, I'll show you the difference between Web2 and Web3. From the strategies we know and love (or sometimes love to hate) to new approaches to old problems.

My Journey

My path to becoming a Growth Marketing Manager in the Web3 space has been anything but normal.

I started my career as a professional swimmer, representing Brazil in the Olympics. In the pool, I honed discipline, resilience, and relentless goal pursuit, which became the cornerstone of my journey in digital marketing.

I then transitioned from athletics to marketing.

I've been through various roles in Web2. From live marketing at Coca-Cola Company to SEO consulting for Neil Patel Digital and managing crowdfunding campaigns for Fortune 500 companies.

I learned valuable lessons from each experience. They were about connecting with audiences and driving growth online.

But marketing is always changing, and so am I. My curiosity led me to the exciting world of Web3, where I've worked with industry leaders like Binance and navigated the uncharted waters of blockchain marketing.

The Basics: What Stayed the Same?

In my journey from Web2 to Web3. I've learned that some marketing basics remain constant despite tech changes.

1. Know Your Audience: Whether Web2 or Web3, understanding your target audience is still marketing 101. You need to know who you're talking to, what they want, and where they hang out online.

2. Content is King: Creating valuable, engaging content that resonates with your audience is crucial in both Web2 and Web3. The formats may change, but the need for quality content remains.

3. Community Building: Building a loyal community around your brand is still important. The platforms may change, but the principle remains the same.

The Plot Twist: What's Different in Web3?

Now, here's where things get interesting.

As someone who's worked in both worlds, I can tell you that Web3 is shaking things up in ways I never imagined.

1. Decentralization is the New Black: In Web3, power shifts from central platforms to decentralized networks. We're no longer just thinking about Facebook or Google algorithms. We're dealing with blockchain platforms where users have more control.

2. Tokenomics: Web3 introduces the concept of tokenization. It's like the loyalty points systems I worked with in Web2, but on steroids! Now, we're incentivizing communities with tokens that have real, tradeable value.

3. Transparency and Trust: With blockchain technology, everything is out in the open. Our marketing claims need to be verifiable on-chain. This level of transparency goes beyond anything I experienced in Web2.

4. User Ownership: In Web3, users often own their data and digital assets. This changes the game for personalized marketing. We can't just buy user data anymore; we need to provide real value to access it.

5. Community-Driven Marketing: Forget top-down marketing approaches. In Web3, your community can become your best marketers. This happens through decentralized autonomous organizations (DAOs) and other group structures.

The Impact on Marketing Professionals: Adapting to the New Landscape

As someone who's transitioned, I can tell you that adapting to Web3 marketing is both challenging and exhilarating. Here's what I've experienced:

1. Skill Set Expansion:

Remember when we thought learning social media marketing was a big deal? Well, buckle up. We're diving into blockchain technology, smart contracts, and tokenomics. It's like we've all signed up for a crash course in crypto-marketing.

2. Community Management 2.0:

In my Web2 days, community management meant moderating comments and engaging followers. In Web3, we're talking about managing decentralized autonomous organizations (DAOs) and giving the community a voice.

3. Data Privacy and Ethics:

Working with major platforms in Web2, I got used to having access to a wealth of user data. In Web3, privacy is paramount. We're moving from data harvesting to data respect. It's about fundamentally rethinking how we approach user data.

4. Content Creation Evolution:

Content is still king, but the kingdom has changed. We're not just writing blog posts or creating social media content. Now, we're thinking about creating valuable NFTs. We will design token-gated content and write smart contracts.

5. Performance Metrics Overhaul:

Forget about simple pageviews or click-through rates. In Web3, we look at on-chain metrics. We also look at token holder engagement and DAO participation rates. It's a whole new world of analytics!

The Hybrid Approach: Bridging Web2 and Web3

In my experience, the smartest marketers blend Web2 and Web3 strategies. Here's what I've found works:

1. Use Web2 Platforms to Educate: I still use traditional social media to teach my audience about Web3. It's all about meeting people where they are.

2. NFTs as Marketing Tools: Non-Fungible Tokens aren't just for digital art. They can be powerful marketing tools, bridging the gap between Web2 and Web3. Think exclusive access, special events, or unique digital experiences.

3. Influencer Marketing 2.0: Influencers are still key. But, in Web3, they might be crypto natives with strong communities in decentralized spaces.

The Bottom Line

In the end, whether it's Web2 or Web3, good marketing is about connecting with people and giving value. The tools and platforms may change, but the core principles remain the same.

As someone who's made the leap from Web2 to Web3, I can tell you it's an exciting journey. Don't be afraid to experiment, ask questions, and even make mistakes.

The future is decentralized, and it's looking pretty exciting from where I'm standing.

What are your thoughts on Web3 marketing?

I'd love to hear your experiences and insights in the comments below!