Web3 Marketing

DESCRIPTION

The Must-Read Essential Web3 Marketing Book

Web3 Marketing: A Handbook for the Next Internet Revolution is the essential book for anyone looking to understand the next era of the internet and start building. Beyond the sensational hype and headlines around crypto and NFTs, a real revolution is taking place: new technologies for owning, moving, and organizing value spell the overdue end of an internet where a few huge companies hoard data and power, and open a new frontier for products, services, and applications in which ownership and control belongs to creators, builders, and users.

As former CMO of ConsenSys then Founder and CEO of top web3 marketing firm Serotonin—Amanda Cassatt is in a unique position to tell this story, and delivers a remarkably clear, nontechnical guide to the history, key concepts, and still-evolving landscape of Web3. Cassatt explains how Web3 transforms time-tested approaches to marketing and brand-building, including how to build a Web3 community. This book is a must-read for professionals at any level in their Web3 careers—already working or investing in Web3, exploring what it means for their business, or considering a jump into something new—and for anyone who wants to understand the next internet revolution.

ABOUT THE AUTHOR

Amanda Cassatt is the co-founder of Serotonin and Mojito, top web3 marketing and branding firms. As Chief Marketing Officer for ConsenSys between 2016-2019, she supported Ethereum’s growth to become the largest and most robust blockchain ecosystem in the world. Having brought Ethereum to market, Amanda is the first and best known web3 marketer. She has brought several leading blockchain companies to market, such as MetaMask, and advised global institutions on how to adopt NFTs and crypto to bring their brands into the metaverse. She was added to the Forbes 30 Under 30 class of 2016 at the age of 24. She speaks on the mainstream event circuit on national and international stages, in addition to addressing all major crypto-native events globally. Amanda is regularly featured in both crypto-native and mainstream news outlets as an expert on topics in web3.

Table of Contents

Preface xi

Part 1 What Is Web3? 1

Chapter 1 The Evolution of Web1 and Web2 3

Chapter 2 The Evolution of Bitcoin and Ethereum 15

Chapter 3 The Evolution of Ethereum into Web3 25

Chapter 4 The Metaverse 59

Part 2 Web3 Marketing in Theory and Practice 67

Chapter 5 Inventing Web3 Marketing 69

Chapter 6 Know Your Product and Your Audience 83

Chapter 7 Build a Marketing Team 99

Chapter 8 Set Key Metrics 105

Part 3 The Web3 Marketing Funnel 111

Chapter 9 Introducing the Web3 Marketing Funnel 113

Chapter 10 Discovery 117

Chapter 11 Engagement and Use 151

Chapter 12 Retention 169

Part 4 Web3 Transformation and Web2.5 179

Chapter 13 Defining Web2.5 181

Conclusion 193

Notes 197

Acknowledgments 207

About the Author 209

Index 211