With all the advantages of Web 2.0. its main disadvantage was excessive centralization, which led to several problems: censorship, leakage of personal data, and intrusive advertising.
Both of these models needed to be updated and revised. There was a need to develop a decentralized Internet model. So it appeared the time for the Web3 Age.
The new concept is based on the idea of decentralization. It is assumed that the Internet will become more secure and open, and users will be able to keep their data anonymous. The security and reliability inherent in Web 3.0 have proven particularly relevant to the financial industry and its products. Fintech is actively adapting these features, and more marketing opportunities are emerging.
The new era of Web 3.0 was particularly hotly debated after Meta announced in the summer of 2021 that it would create its own meta-universe with its own blockchain-based economy. Other significant companies soon picked up on the trend. Web 3.0 technologies were expected to provide interoperability between meta-universes and secure financial transactions.
The main features of the Web 3.0 period are the active use of artificial intelligence and blockchain technology.
Web3 is a new trend combining NFT and cryptocurrencies, which are the foundation of the future Internet. NFT and cryptocurrencies are tokens issued based on blockchain technology. And the main difference between NFT is the unique digital signature in the blockchain; unlike cryptocurrency units, they are not interchangeable.
Companies have started to include NFT in their marketing strategies actively. Thanks to this, promoting the NFT associated with the product and redirecting traffic to the company's website to increase sales is possible.
WEB3 - THE ERA OF FREEDOM
Taco Bell is the first fast food chain to create its unique collection of NFT tokens. Taco Bell launched a series of 25 NFT tacos in early March 2021, and they sold out within 30 minutes. The starting price was $2. In one case, resale prices in some NFT markets went up more than $180,000.
The second example is the Marriott Bonvoy Hotel Brand, one of the first in the industry to create its NFTs. The brand brought together three innovative digital artists to develop their travel-inspired NFTs. The NFTs were showcased at an event during a contemporary art exhibition, which created a furor and helped increase brand awareness.
Twitter has also become a powerful marketing platform for NFT. Many NFT enthusiasts communicate on Twitter, making it one of the best platforms for NFT marketing.
Let's look closely at the marketing techniques that Web 3.0 gave rise to.
In finance, as everywhere else, creating a community has become necessary and critical to successful marketing in 2023. Simply creating a product is no longer enough. Gathering like-minded people, introducing them to one another, and connecting people's interests and leisure time around your product is the best investment you can make in your business.
A community helps to determine the value of your products. For example, give the community more unique, private information than is available in the public domain - discounts, giveaways, new arrivals, and additional valuable materials. The district also creates a buzz around your project, which is suitable for marketing.
Communities in blockchain projects are significant for forming and developing the projects themselves. Building a Web 3 community, it's a systematic and lengthy process. Cryptomarketing simply needs to work on image and reputation, because audience loyalty in this niche is still underdeveloped (simply put, there is no trust in such projects).
Another thing to keep in mind is that your content is aimed at different categories:
Level 1 - Bloggers, Ambassadors
Level 2 - Funds and Crypto investors
Level 3 - Start-ups and market makers
Level 4 - Big Funds
The most effective tools for attracting users and focusing on the value of the token
- Ama-sessions are a format for promoting a product or service through communication with a new or existing audience. Such interviews improve lead generation, increase trust (more so for investors) and brand recognition, and demonstrate reliability and transparency. Ama sessions are primarily conducted at the customer's sites, where his product is already known. This tool allows us to communicate with our audience in a relaxed environment.
- Forums and chat rooms (e.g., Reddit, a particularly active platform for the cryptocurrency community)
- Drawings, drop contests, reviews
- Drop-ins for bloggers, brand ambassadors