Web3 and marketing: The new frontier

Brandon Chicotsky
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Brandon Chicotsky: Assistant Professor of Professional Practice in Marketing, Texas Christian University, USA

Applied Marketing Analytics: The Peer-Reviewed Journal, 2023, vol. 9, issue 2, 182-194

Abstract: In recent years, there has been a growing interest in decentralised technologies and the potential of Web3. These technologies have the potential to upend traditional business models and disrupt several industries. There is also a growing recognition of the need for new marketing approaches to promote these technologies and drive adoption. The ‘tech stack’ of Web3 is complex and still evolving, making it difficult to communicate its benefits to a mainstream audience. Additionally, the decentralised nature of these technologies presents unique marketing challenges since there is no single company or organisation that controls the narrative. This paper explores the market for Web3 technologies and the opportunities and challenges for marketing in this space. It begins with an overview of the Web3 marketplace, including a discussion of the size and scope of the market and the major trends driving growth. This is followed by a section on marketing in Web3, including a discussion of the unique challenges and opportunities posed by technology. Finally, the paper concludes with a case study of an effective marketing campaign for a Web3 project.

Keywords: decentralised technologies; Web3; business models; marketing approaches; tech stack; target marketing; marketing technology (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2023
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