Introduction to Web3 Marketing | Dibbs x NYU
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The document introduces web3 marketing, comparing it to previous iterations of the web and emphasizing the importance of ownership and community-based business models. It outlines the implications for marketers, detailing the evolution of digital interaction through web1, web2, and web3, highlighting how brands are integrating into the metaverse. Key concepts include tokens, marketing strategies, and the necessary skills required for success in the rapidly changing landscape of web3 marketing.
!["The opportunity with the Metaverse is it creates infinite
possibilities for us to connect, create and belong."
Tareq Nazlawy
Senior Director Digital, Adias
MARKETERS AND INNOVATORS ARE RAPIDLY SEEKING TO CONNECT WITH CUSTOMERS IN WEB 3
And they have different use cases ...
Andrea Nieto
Senior Designer, Adidas
"We're recreating what we do in the physical world."
Bram Westenbrink
Global head of Heineken
“We are bringing the brewing industry into the digital age.
I think we all agree [the metaverse] is spectacular,
exciting, and refreshing.”
Cathy Hackl
CEO of Future Intelligence Group
“Clinique's approach is unique because it's focused on
social currency, so the way to interact is via stories. It's not
necessarily for free. It empowers Clinique's loyal fans to be
able to use their content as a gateway into the metaverse.”](https://image.slidesharecdn.com/nyu-introductiontoweb3marketing-230505215408-b812049d/85/Introduction-to-Web3-Marketing-Dibbs-x-NYU-32-320.jpg)
Introduction to Web3 Marketing | Dibbs x NYU
- 2. dibbs.io Today's presenters from Dibbs Evan Vandenberg Founder & CEO Ben Plomion CMO
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- 4. IMPLICATIONS FOR MARKETERS WEB3 VERSUS WEB2 Table of content dibbs.io Part 1 Part 2 The evolution of web1 and web2 The rise of cryptocurrencies and web3 Non fungible tokens The metaverse Key concepts and terminologies Key differences between web2 and web3 Marketing channels Set key metrics Talents and skills needed in web3 The web3 marketing funnel
- 5. Part 1: Web 3 versus web2 dibbs.io
- 6. The evolution of the web SOURCE: https://www.dock.io/post/web3-authentication
- 7. Web 3.0 (Read, Write & Own) 21M users 4.4 Bn users dibbs.io Online users 1990 2025 Web 1.0 (Read only) Web 2.0 (Read & Write) 2005 917 M users 1995 2000 2010 2015 2020 The evolution of the web (continued)
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- 9. What is web3? dibbs.io The Technical Answer: "Web3 is an idea for a new iteration of the World Wide Web which incorporates concepts such as decentralization, blockchain technologies, and token-based economics." - My Answer: An internet built on the foundation of ownership and access
- 10. Why does it matter? dibbs.io One of the key premises of all major innovations (societies, laws, networks, internet, crypto, etc.) is honoring property rights, and NFTs and Crypto are an enormous technological advancement in the world of honoring property rights, especially true in the vast digital worlds we now live in.
- 11. What can we achieve with web3? dibbs.io Web 1.0 (Read only) Web 2.0 (Read & Write) Web 3.0 (Read, Write & Own)
- 12. What can we achieve with web3? Source: Andressen Horowitz
- 13. In the last two years, NFT marketplaces have paid ~ $2 billion worth of royalties in secondary sales to creators. Compare that to web2, where Meta, for instance, $1 billion for creators through 2022.
- 14. "The web3 business model collapses the categories of company, investor and user into a single economically category called community." Amanda Cassatt, CEO Serotonin dibbs.io
- 15. Key concepts and terminologies dibbs.io Glossary
- 16. What are tokens? dibbs.io Fungible (money-like things like bitcoin, ethereum) Non-fungible (everything else) There are two types of tokens:
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- 21. dibbs.io Bringing it all together: digital wallets 1. Hold digital currencies 2. Buy and display NFTs 3. User authentication (aka token-gating)
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- 26. dibbs.io Part 2: Implications for marketers
- 27. Web3 allows for deeper connections with consumers. dibbs.io Proprietary & confidential
- 28. dibbs.io High-end fashion Apparel Watches Cosmetics Auto Food & beverages Finance Liquor Entertainment Sports Launched NFT Metaverse/gaming Many brands are already in web3
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- 32. "The opportunity with the Metaverse is it creates infinite possibilities for us to connect, create and belong." Tareq Nazlawy Senior Director Digital, Adias MARKETERS AND INNOVATORS ARE RAPIDLY SEEKING TO CONNECT WITH CUSTOMERS IN WEB 3 And they have different use cases ... Andrea Nieto Senior Designer, Adidas "We're recreating what we do in the physical world." Bram Westenbrink Global head of Heineken “We are bringing the brewing industry into the digital age. I think we all agree [the metaverse] is spectacular, exciting, and refreshing.” Cathy Hackl CEO of Future Intelligence Group “Clinique's approach is unique because it's focused on social currency, so the way to interact is via stories. It's not necessarily for free. It empowers Clinique's loyal fans to be able to use their content as a gateway into the metaverse.”
- 34. dibbs.io Common goals & KPIs for web3 marketers Reach (#) Brand awareness (%) Positive brand perception (%) 1. 2. 3. Unique users (#) Engagement rate (%) Redemption rate (%) 1. 2. 3. Lifetime value ($)) Referral rate (%) Token value ($) 1. 2. 3.
- 36. Get your brand and key message in front of your target audience. Engagement: Use: Retention: Discovery: Convince a potential user to sign up to let your reach them again. Turn a potential user into an actual user of your product. Keep the user coming back for more. CTA CTA CTA Detailed marketing funnel dibbs.io Sign-upr Join Download Purchase Start using new feature Do it again Refer others Claim rewards Swap Stake Follow Connect wallet
- 37. Community is the New Moat for Business in Web3.
- 38. 1 2 3 dibbs.io Talent and skills needs in web3 marketing Curiosity and open mindset Web3 is a fast evolving space - full of passionate individuals who are reinventing the web. Digital marketing and community These are the two most critical areas of marketing. Having professional experience in either will be a plus! Traditionnal marketing Even though web3 marketing is new, more traditional marketing concepts such as marketing strategy, customer segmentation, branding and more still applies.
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