Web3 Marketing A Handbook for the Next Internet Revolution

by Cassatt, Amanda

• ISBN13: 9781394171958
• ISBN10: 1394171951
• Edition: 1st
• Format: Hardcover
• Copyright: 2023-04-04
• Publisher: Wiley

Summary

THE ESSENTIAL WEB3 MARKETING BOOK

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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.

Author Biography

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

Part 1: What Is Web3?

Chapter 1: The Evolution of Web1 and Web2

Chapter 2: The Evolution of Bitcoin and Ethereum

Chapter 3: The Evolution of Ethereum into Web3

Tokenization

Decentralized Applications (dapps)

Decentralized Autonomous Organization (DAOs)

Non-Fungible Tokens (NFTs)

Decentralized Finance (DiFi)

Chapter 4: The Metaverse

Part 2: Web3 Marketing in Theory and Practice

Chapter 5: Inventing Web3 Marketing

Chapter 6: Know Your Product and Your Audience

Know Your Product

Know Your Audience

Chapter 7: Build a Marketing Team

Chapter 8: Set Key Metrics

Part 3: The Web3 Marketing Funnel

Chapter 9: Introducing the Web3 Marketing Funnel

Chapter 10: Discovery: Break Through

The Origins of Demand

Knife’s-Edge Brand Messaging

Search

Social Media

Earned Media

Events

Chapter 11: Engagement and Conversion: Build a Community, Drive Usage

Product Websites

Fostering Community

The Community Spaceship

Content

Chapter 12: Retention: Build a Moat

Part 4: Web3 Transformation and Web2.5

Chapter 13: Defining Web 2.5

Conclusion

Notes

Acknowledgements

About the Author

Index