The advent of Web3 signifies a profound transformation in the digital landscape, ushering in a new era that challenges the conventional norms established by Web2. As marketers grapple with this paradigm shift, dissecting and understanding the stark differences in approach between marketing for Web2 and Web3 becomes crucial. In this article, we delve into the distinct strategies and principles that characterise these two epochs, exploring the evolution of marketing practices in the decentralised, user-centric realm of Web3.

  1. Control and Ownership:

    • Web2: In Web2, platforms hold centralised control over user data and content. Marketers rely on centralised channels for advertising, and user data is often used without direct consent.
    • Web3: Web3 emphasises user control and ownership. Marketers must navigate a landscape where users own their data, granting explicit consent. This shift demands a more transparent and ethical approach to data management.

  2. Community-Centric vs. Platform-Centric:

    • Web2: Traditional marketing in Web2 focuses on centralised platforms and social networks. Brands build their presence within these closed ecosystems, interacting with users primarily on the platform’s terms.
    • Web3: The Web3 approach places a strong emphasis on decentralised communities. Marketers engage users within community-driven spaces, fostering collaboration and co-creation. Decentralised autonomous organisations (DAOs) give community members a say in brand decisions.

  3. Tokenomics and Incentives:

    • Web2: Monetization in Web2 relies on traditional advertising models. Users are the product; revenue streams are often indirect, flowing through the platform.
    • Web3: Tokenomics takes center stage in Web3 marketing. Brands create token-based ecosystems, incentivising user participation through rewards, creating decentralised applications (DApps), and fostering loyalty through unique token-based experiences.

  4. Data Privacy and Transparency:

    • Web2: Web2 platforms often handle user data opaquely, with privacy concerns and data breaches making headlines. Users have limited control over their personal information.
    • Web3: Privacy and transparency are paramount in Web3. Smart contracts and blockchain technology ensure transparent and secure transactions. Users have greater control over their data, deciding who accesses it and for what purpose.

  5. Innovation through NFTs:

    • Web2: Digital content is replicable, and ownership is often challenging to establish. Intellectual property rights are difficult to enforce.
    • Web3: NFTs revolutionize ownership in Web3. Marketers can tokenise digital assets, creating unique, verifiable, and tradable digital collectables. This innovation opens new avenues for brand engagement and revenue generation.

  6. Decentralized Platforms and Marketplaces:

    • Web2: Marketers rely on centralised platforms for advertising, with limited alternatives. Algorithm changes on these platforms can significantly impact marketing strategies.
    • Web3: The rise of decentralised platforms offers marketers alternatives to traditional channels. Blockchain-based advertising platforms and decentralised social networks provide diverse and resilient avenues for marketing efforts.

The shift from Web2 to Web3 represents more than a technological evolution—it is a fundamental change in how we approach digital interactions and commerce. Marketers who recognise and adapt to the differences in approach between Web2 and Web3 can successfully navigate this transformative landscape. As we bridge the gap between these two worlds, the principles of transparency, user ownership, and community collaboration will shape the future of marketing in the decentralised era.