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  "sourcesContent": ["import{jsx as e,jsxs as t}from\"react/jsx-runtime\";import{addPropertyControls as a,ComponentPresetsConsumer as n,ControlType as r,Link as i}from\"framer\";import{motion as o}from\"framer-motion\";import*as s from\"react\";import{Youtube as c}from\"https://framerusercontent.com/modules/NEd4VmDdsxM3StIUbddO/bZxrMUxBPAhoXlARkK9C/YouTube.js\";let l=\"FmnJjPp3Y\",d=\"FjJ1ZUQHU\",h=\"MXaPkXRwX\",p=\"ctuhs0aCv\",m=\"fNLcAJrMP\",u=(e,t)=>{if(e&&\"object\"==typeof e)return{...e,alt:t};},g=[{id:\"UaGuwg2AY\",[l]:\"Web3 Product-Market Fit and Marketing Strategy For Blockchain Startups in 2024\",[d]:\"web3-product-market-fit-and-marketing-strategy-for-blockchain-startups-in-2024\",[h]:\"2024-01-01T00:00:00.000Z\",[p]:u({src:\"https://framerusercontent.com/images/lXqBCyYbw1zZrrEsN2fZPDEgaAU.png\",srcSet:\"https://framerusercontent.com/images/lXqBCyYbw1zZrrEsN2fZPDEgaAU.png?scale-down-to=512 512w, https://framerusercontent.com/images/lXqBCyYbw1zZrrEsN2fZPDEgaAU.png?scale-down-to=1024 1024w, https://framerusercontent.com/images/lXqBCyYbw1zZrrEsN2fZPDEgaAU.png 1920w\"},\"\"),[m]:/*#__PURE__*/t(s.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Communicating with representatives of blockchain startups, from time to time, I see how irresponsible, chaotic, and sometimes even with distrust they approach marketing and brand building. You would think they only focus on development and don't need marketing... But!\"}),/*#__PURE__*/e(\"p\",{children:\"If you ask a random founder, they will say that brand awareness, loyalty, the number of users, and partnerships are essential for the project's growth. Everyone wants their product to be recognizable and become a brand name. However, most founders have no idea how to hire a marketer, how to evaluate their effectiveness, and how much time is needed to implement specific activities.\"}),/*#__PURE__*/t(\"p\",{children:[\"My name is\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"Daria Volkova\"}),\". I'm a Product Marketing, Branding and Communications professional working with blockchain-powered products. I create Value Propositions and build brand awareness among users, developers, and VC funds.\"]}),/*#__PURE__*/e(\"h2\",{children:\"What are the main problems with marketing in Web3 startups?\"}),/*#__PURE__*/e(\"p\",{children:\"A founder with a coding/engineering background knows how to create a complex blockchain protocol or a decentralized crypto exchange down to the smallest detail. Still, when the question comes to choosing a color for the logo, a person begins to hesitate and lean almost on tarot cards to make a decision.\"}),/*#__PURE__*/e(\"h4\",{children:\"Problem 1. Exaggerated expectations\"}),/*#__PURE__*/e(\"p\",{children:\"Web3 startups with good funding ($10M+) try to hire people from enterprise companies (overpaying heavily) to get some expertise from the big players like Kraken, Binance, Coinbase or Meta.\"}),/*#__PURE__*/e(\"p\",{children:\"Sometimes, it ends with the fact that a person with experience in big corporations faces the processes inherent in a wild startup. Then, this person gets disappointed and leaves or is fired because expectations and results don\u2019t match.\"}),/*#__PURE__*/e(\"h4\",{children:'Problem 2. \"Go with a flow\" marketing approach'}),/*#__PURE__*/e(\"p\",{children:\"The other projects have a very infantile approach to working with the brand. They do something they like without considering the audience and solving specific business problems. Just for fun!\"}),/*#__PURE__*/e(\"p\",{children:\"One of my dialogues with a representative of the project at the Ethereum-related event:\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"em\",{children:\"- Why did you choose a fox for the logo of your project?\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"em\",{children:\"- This is not an ordinary fox; this is a fennec!\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"em\",{children:\"- That\u2019s great. Why fennec?\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"em\",{children:\"- Well... We wanted to create a mascot because everyone in the niche does that. Therefore, the choice fell on fennec. We recently redesigned it. Look, now it is more cute!\"})}),/*#__PURE__*/e(\"p\",{children:\"Is there any business logic or audience research involved? No. Will a fennec or some other creature help increase TVL or brand loyalty? Not either.\"}),/*#__PURE__*/e(\"p\",{children:\"This happens because there is no marketing strategy and experience in evaluating the effectiveness of marketing. Tech startups don't have a basis to build on when choosing a person responsible for marketing.\"}),/*#__PURE__*/e(\"h4\",{children:\"Problem 3. Overhyped projects\"}),/*#__PURE__*/e(\"p\",{children:'The Blockchain and crypto projects with dubious reputations try to create hype, attracting lovers of easy money with high profits. In the bear market, memes \"When Moon? When Lambo?\" decreased significantly, but airdropers did not disappear.'}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,lAGjiP5aNAHPQpnim2GJMNnFgPc.jpeg\",\"data-framer-height\":\"600\",\"data-framer-width\":\"1000\",height:\"300\",src:\"https://framerusercontent.com/images/lAGjiP5aNAHPQpnim2GJMNnFgPc.jpeg\",style:{aspectRatio:\"1000 / 600\"},width:\"500\"}),/*#__PURE__*/e(\"p\",{children:\"And those projects that really strive to contribute to the Web3 industry often try to repeat hyped projects, forgetting that this is only a short-term surge and not a guarantee of long-term success.\"}),/*#__PURE__*/t(\"p\",{children:[\"The explosive launch of the \",/*#__PURE__*/e(\"strong\",{children:\"Blast\"}),\" (an EVM-compatible L2 network on Optimistic rollups) has given it the reputation of one of the most promising, discussed and controversial projects of 2023. In less than a month, the total value of assets locked in protocol smart contracts soared from $30 million to $870 million.\"]}),/*#__PURE__*/e(\"p\",{children:\"The buzz around Blast isn't limited to a wave of positive anticipation. The protocol also became the object of sharp criticism:\"}),/*#__PURE__*/t(\"ul\",{style:{\"--framer-font-size\":\"17.6px\",\"--framer-letter-spacing\":\"-0.064px\",\"--framer-text-alignment\":\"start\",\"--framer-text-color\":\"rgba(0, 0, 0, 0.8)\",\"--framer-text-decoration\":\"none\",\"--framer-text-transform\":\"none\"},children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"This project has extremely scarce developed technical documentation. There are no user instructions for participating in the airdrop.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"The dubious quality of TVL. Data and dynamics of depositing funds through a cross-chain bridge indicate elements of an artificial \u201Cpumping\u201D of the hype around Blast.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"The Blast source code has shortcomings regarding the decentralization model and the funds management scheme. The powers of the centralized operator belong to anonymous company employees.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"The team's stated return model is based on volatile and highly volatile stock market debt instruments. Risks are also associated with using the Blast project as a \u201Cstorage reservoir\u201D of additional liquidity for the Blur NFT marketplace or other purposes.\"})})]}),/*#__PURE__*/e(\"p\",{children:\"What's next for Blast? We\u2019ll see. But I bet the hype around the project will die down immediately after the airdrop. Of course, if there is one.\"}),/*#__PURE__*/e(\"p\",{children:'The L2 market is characterized by extremely high competition. In conditions where several projects are firmly entrenched in leading positions and new products appear regularly, there were no prerequisites for such a lightning-fast takeoff of some \"next\" network.'}),/*#__PURE__*/e(\"h2\",{children:\"The strategy-first approach in Web3 product marketing and brand building\"}),/*#__PURE__*/e(\"p\",{children:\"Everything goes from strategy to tactics. Winners in the Web3 space will be the ones that can clearly define:\"}),/*#__PURE__*/t(\"ol\",{style:{\"--framer-font-size\":\"17.6px\",\"--framer-letter-spacing\":\"-0.064px\",\"--framer-text-alignment\":\"start\",\"--framer-text-color\":\"rgba(0, 0, 0, 0.8)\",\"--framer-text-decoration\":\"none\",\"--framer-text-transform\":\"none\",\"--list-style-type\":\"none\"},children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Where in the spectrum of centralization vs decentralization will this product sit?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Is this a network-effect-driven business or not?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"What does success look like? (User growth, TLV, developer activity, transaction volume, wallets connected, etc.)\"})})]}),/*#__PURE__*/e(\"p\",{children:\"There are 5 strategic questions that any Web3 founder must answer together with the technical team and marketers/business development managers.\\xa0From my experience and the experience of my colleagues, it is worth focusing on the following:\"}),/*#__PURE__*/t(\"ul\",{style:{\"--framer-font-size\":\"17.6px\",\"--framer-letter-spacing\":\"-0.064px\",\"--framer-text-alignment\":\"start\",\"--framer-text-color\":\"rgba(0, 0, 0, 0.8)\",\"--framer-text-decoration\":\"none\",\"--framer-text-transform\":\"none\"},children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Product-Market Fit:\"}),\" What problem are you solving? Whom does it solve for? And what are potential solutions?\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Product-Channel Fit:\"}),\" What are one or two distribution and acquisition channels that your product fits?\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Channel-Model Fit:\"}),\" Do these channels fit your business model?\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Model-Market Fit:\"}),\" How big and profitable is the market for your business model?\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Community-Market Fit:\"}),\" Who are the top 1% of the community contributors on your market?\"]})})]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,dqw2YTO2GKx3z9Q902quJT6ujQ.webp\",\"data-framer-height\":\"300\",\"data-framer-width\":\"495\",height:\"150\",src:\"https://framerusercontent.com/images/dqw2YTO2GKx3z9Q902quJT6ujQ.webp\",style:{aspectRatio:\"495 / 300\"},width:\"247\"}),/*#__PURE__*/e(\"p\",{children:\"If a product team clearly understands market needs, vision, mission, and principles, the product\u2019s long-term development is more likely than hype projects done for fanfare, to make quick money or even a scam.\"}),/*#__PURE__*/t(\"p\",{children:[\"If we take examples from Web3, such projects/organizations as the\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"Ethereum Foundation,\\xa0zkSync,\"}),\" and\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"Optimism Foundation\"}),\"\\xa0have their missions and long-term visions, attracting a community of people who share values.\"]}),/*#__PURE__*/t(\"p\",{children:[\"Examples from traditional businesses are\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"Grammarly,\\xa0Figma,\\xa0Canva,\"}),\" the\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"Scuderia Ferrari\"}),\"\\xa0team in F1, and others.\"]}),/*#__PURE__*/e(\"p\",{children:\"We can talk about Community when the project creates conditions for members to interact with each other and receive some benefits (not necessarily in money equivalent).\"}),/*#__PURE__*/e(\"p\",{children:\"In Web2, we used to use such structure:\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Web2 = Market \u2192 Product \u2192 Channel \u2192 Model\"})}),/*#__PURE__*/e(\"p\",{children:\"In Web3, everything starts from community and transforms into market, product and other integral parts:\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Web3 = Community \u2192 Market \u2192 Product \u2192 Channel \u2192 Model\"})}),/*#__PURE__*/e(\"p\",{children:\"To build a solid, reliable and loyal community, you must have a Big Idea that can unite many different people.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Which product marketing activities show a good result, and which ones are in doubt in Web3?\"}),/*#__PURE__*/e(\"p\",{children:\"Occasionally, I am asked about the effectiveness of marketing channels and activities at offline and online events. Assessment and reassessment of marketing effectiveness take place regularly.\"}),/*#__PURE__*/e(\"p\",{children:\"In the heyday of ICOs (2016-2018), the most popular were classic digital marketing activities such as the purchase of banners on CoinMarketCap (tens of thousands of dollars for a thousand impressions), paid PR articles in CoinTelegraph or PR NewsWire, as well as posting information about the token on CoinGecko.\"}),/*#__PURE__*/t(\"p\",{children:[\"At \",/*#__PURE__*/e(\"strong\",{children:\"Devconnect Istanbul\"}),\", I observed the marketing activities of the projects. Successful Web3 projects have a holistic vision of their marketing, even if they have to change tactics depending on the state of the market or local characteristics. Here is \",/*#__PURE__*/e(i,{href:\"https://youtu.be/f8FlisIA7ts\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"a link to a video\"})}),\" with my best moments at Devconnect. \"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Discussing the tactical tools of product marketing in 2023, I can note the following that showed promising results:\"})}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Content marketing + SEO (Mirror, Medium, Substack, YouTube).\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"SMM (Twitter, Reddit, Discord, LinkedIn).\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Event marketing + Thoughtful merch distribution.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"DevRel + Hackathons and Grants for promising projects.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Quality advertising campaigns focused on increasing awareness and trust.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Employer branding to encourage people to be ambassadors of the company's brand.\"})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"The activities listed below raise doubts because their effectiveness is difficult to evaluate or they are questionable from an ethical point of view:\"})}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Airdrops and retrodrops. In most cases, interest in the project drops fast after the airdrop. People are not loyal, and many don\u2019t even know about the project\u2019s essence and roadmap.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Launchpads (the result depends on the project and platform).\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Bots in followers. Well, it's just not serious. Any person with experience in the niche knows where the real activity is and where it is imitation.\"})})]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,MuFhopNTr3nh9srGQSL8gLCUn98.jpg\",\"data-framer-height\":\"395\",\"data-framer-width\":\"702\",height:\"197\",src:\"https://framerusercontent.com/images/MuFhopNTr3nh9srGQSL8gLCUn98.jpg\",style:{aspectRatio:\"702 / 395\"},width:\"351\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Hiring a CMO, Head of Marketing or Brand Manager for your Web3 startup\"}),/*#__PURE__*/e(\"p\",{children:\"Even at the end of 2023, not many people have experience working with blockchain projects, and even more so with projects created for Web3. Therefore, it is necessary to pay attention to a person's experience in marketing Web2 projects in general and to be interested in the Web3 niche, the ability to quickly get up to speed and learn.\"}),/*#__PURE__*/e(\"p\",{children:\"I recommend hiring someone who can understand the product and offer a logical and clear strategy of what the project's brand should be and what activities are needed for it. If the person you're negotiating with about marketing doesn't know the market, doesn't have the relevant expertise, or thinks in tools instead of strategy, then this is not your option.\"}),/*#__PURE__*/e(\"p\",{children:\"Also, it should be a person not because the niche is hype or because friends advise it but because the ideology is close to them. They understand how the blockchain works and the industry's prospects.\"}),/*#__PURE__*/t(\"p\",{children:[\"You can read \",/*#__PURE__*/e(i,{href:\"https://a16z.com/hiring-a-chief-marketing-officer/\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/t(\"a\",{children:[\"an article on the \",/*#__PURE__*/e(\"strong\",{children:\"a16z crypto\"}),\" blog\"]})}),\" by Andrea Simon, Brian Curran, David Belden and Stephanie Doppelt. The authors share their thoughts and recommendations about finding a perfect-fitting marketing person for any type of business or tech startup. \"]}),/*#__PURE__*/e(\"p\",{children:\"Marketers' KPIs can differ depending on your project's stage and the specifics. At the initial stages of project development, you need a person who can quickly test hypotheses and do market analysis and audience research. In more mature products, you must work with strategy, investing in and scaling the brand. Therefore, keep this in mind when hiring a marketing person.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Conclusion\"}),/*#__PURE__*/e(\"p\",{children:\"As more competition comes into the Web3 space, current distribution channels will become less effective. Whether you are a centralized or decentralized Web3 company, there are four core concepts that your overall marketing and growth strategy should address:\"}),/*#__PURE__*/t(\"ul\",{style:{\"--framer-font-size\":\"17.6px\",\"--framer-letter-spacing\":\"-0.064px\",\"--framer-text-alignment\":\"start\",\"--framer-text-color\":\"rgba(0, 0, 0, 0.8)\",\"--framer-text-decoration\":\"none\",\"--framer-text-transform\":\"none\"},children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Build trust\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Remove friction\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Accelerate the time-to-value\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Product-led distribution\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Growth is about building a compounding, repeatable, and sustainable system. Brands become successful only when the semantic, visual and technical execution is coordinated and receives due attention from the founders of the business and people responsible for marketing.\"}),/*#__PURE__*/e(\"p\",{children:\"Marketing becomes effective only when you plan it in the long term and, in addition to profit, give people what they expect from you and even slightly exceed their expectations. This rule works and will work in all stages of the Web.\"}),/*#__PURE__*/t(\"p\",{children:[\"If you are a founder who lacks a marketing strategy and does not understand the tactics, drop me a line at \",/*#__PURE__*/e(\"strong\",{children:\"daria.strategy@gmail.com\"}),\", and I will help you.\"]})]})},{id:\"fRwZwoRhl\",[l]:\"Blockchain Techno Snobbery and Coinbase Ad as a Guide to Mass Crypto Adoption\",[d]:\"blockchain-techno-snobbery-and-coinbase-ad-as-a-guide-to-mass-crypto-adoption\",[h]:\"2023-12-12T00:00:00.000Z\",[p]:u({src:\"https://framerusercontent.com/images/1bCQEqRXUCmDPIsRFGzxHiQysOU.png\",srcSet:\"https://framerusercontent.com/images/1bCQEqRXUCmDPIsRFGzxHiQysOU.png?scale-down-to=512 512w, https://framerusercontent.com/images/1bCQEqRXUCmDPIsRFGzxHiQysOU.png?scale-down-to=1024 1024w, https://framerusercontent.com/images/1bCQEqRXUCmDPIsRFGzxHiQysOU.png 1920w\"},\"\"),[m]:/*#__PURE__*/t(s.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"During the last 6 months, I have constantly heard from different representatives of blockchain-powered products about the need to make their chains, DeFi apps or games more accessible and user-oriented. However, evaluating the accessibility and comprehensibility of products is based on their understanding of the blockchain ecosystem and user experience.\"}),/*#__PURE__*/e(\"p\",{children:\"At Devconnect, this question was discussed hundreds of times, especially at the events dedicated to the crypto wallet topics, implementation of the Account Abstraction concept, interface design and interactions, and making the onboarding process more accessible. In most cases, people talked about better UX for end-users (traditional businesses and their customers), but all the speeches were from techies to techies.\"}),/*#__PURE__*/e(\"h3\",{children:\"The paradox of the mass adoption of blockchain\"}),/*#__PURE__*/e(\"p\",{children:\"Crypto and blockchain-powered products must be as popular as online banking or delivery services because their business growth is only possible with mass adoption. However, over half of the blockchain companies develop products and design interfaces that a person without technical knowledge and enthusiasm can't use.\"}),/*#__PURE__*/t(\"p\",{children:[\"Let\u2019s be honest: despite the idea of decentralization and transparency, \",/*#__PURE__*/e(\"strong\",{children:\"the Web3 community resembles a closed club,\"}),\" where only those motivated and tech-savvy enough to be Web3 natives can enter. It makes some people feel exclusivity and elitism.\"]}),/*#__PURE__*/t(\"p\",{children:[\"However, \",/*#__PURE__*/e(\"strong\",{children:\"no one was born with the knowledge of how to write smart contracts, swap tokens, or promote blockchain products that never existed on the market.\"})]}),/*#__PURE__*/e(\"p\",{children:\"Outside of our Web3 bubble, most people do not know that such a bubble exists and what is happening in it. Most people need to understand how blockchain works and what problems it solves. I'm sure your friends and relatives associate blockchain with cryptocurrencies, only knowing about Bitcoin and that it constantly changes its price for some reason.\"}),/*#__PURE__*/e(\"p\",{children:\"We all talk about freedom and independence, but if you go out and ask a random person to download any crypto wallet and pay for a hot dog in USDT, only a few people can complete the task without training.\"}),/*#__PURE__*/e(\"p\",{children:\"Some blockchain enthusiasts and developers treat such people (which means most of the Earth's population) with techno snobbery, forgetting that these people can bring fiat and digital money.\"}),/*#__PURE__*/e(\"p\",{children:'Technical snobbery does not yet allow some projects to communicate with a broad audience in the way that mass adoption requires. Some blockchain and crypto projects condemn their competitors for \"too Web2-oriented advertising campaigns\".'}),/*#__PURE__*/e(\"p\",{children:\"Companies and VC funds that want to become leaders in mass adoption must invest in communicating the utility of blockchain to traditional businesses and individual users.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"There are some crucial tips on Web3 marketing:\"})}),/*#__PURE__*/e(\"p\",{children:'1. The coin is not the \"product\".'}),/*#__PURE__*/e(\"p\",{children:\"2. Use terminology that any human can understand\"}),/*#__PURE__*/e(\"p\",{children:\"3. Show, not tell. Demo your use cases.\"}),/*#__PURE__*/e(\"p\",{children:\"4. Segment your audience - developers, business leaders and SaaS partners have unique needs and motivations.\"}),/*#__PURE__*/e(\"p\",{children:\"5. By focusing only on your project, you will get lost in the competitive analysis.\"}),/*#__PURE__*/e(\"p\",{children:\"It's important to note that the community is large and diverse, with different projects and platforms. Many projects try to simplify the user experience, enhance education, and create more accessible tools and applications. Some projects are improving scalability, reducing transaction costs, and addressing environmental concerns associated with certain blockchain technologies.\"}),/*#__PURE__*/t(\"p\",{children:[\"I can highlight \",/*#__PURE__*/e(\"strong\",{children:\"Alchemy, Gauntlet, L2Beat, Optimism, Base, zkSync, Celo, 1inch, Clave\"}),\", the \",/*#__PURE__*/e(\"strong\",{children:\"Institute of Free Technology (Logos Network, Status App), \"}),\"and\",/*#__PURE__*/e(\"strong\",{children:\" Coinbase, \"}),\"of course. They are all different projects with different audiences, but they strive to improve developers' and users' experiences.\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h3\",{children:\"Coinbase as a guide to mass crypto adoption\"}),/*#__PURE__*/e(\"p\",{children:'You have probably seen this video or other creative materials from the \"Update the system\" campaign by Coinbase. The ad campaign is dedicated to the limitation of the economic freedom of Americans by traditional financial organizations, crypto restrictions, and non-clear definitions by the SEC.'}),/*#__PURE__*/e(o.div,{className:\"framer-text-module\",style:{\"--aspect-ratio\":\"560 / 315\",aspectRatio:\"var(--aspect-ratio)\",height:\"auto\",width:\"100%\"},children:/*#__PURE__*/e(n,{componentIdentifier:\"module:NEd4VmDdsxM3StIUbddO/bZxrMUxBPAhoXlARkK9C/YouTube.js:Youtube\",children:t=>/*#__PURE__*/e(c,{...t,play:\"Off\",shouldMute:!0,thumbnail:\"Medium Quality\",url:\"https://youtu.be/a4F9u8Z84YI\"})})}),/*#__PURE__*/e(\"p\",{children:'It includes prints, videos, viral content and a \"call maker\" for connecting people to Members of Congress directly from the media and providing a tailored script to help guide their conversation.'}),/*#__PURE__*/e(\"p\",{children:\"Coinbase created the Congres men and women list, dividing them by their crypto acceptance/non-acceptance.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,WaaNtJ3tVLV2GvucmsONXiuQAb8.png\",\"data-framer-height\":\"946\",\"data-framer-width\":\"1372\",height:\"473\",src:\"https://framerusercontent.com/images/WaaNtJ3tVLV2GvucmsONXiuQAb8.png\",style:{aspectRatio:\"1372 / 946\"},width:\"686\"}),/*#__PURE__*/e(\"p\",{children:\"Why do many blockchain and crypto people like Coinbase's ad, even though it's for a highly regulated crypto exchange with nothing to do with decentralization?\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"People lack inspirational stories close to reality, a.k .a. mass adoption.\"})}),/*#__PURE__*/e(\"p\",{children:\"Can you name blockchain and crypto companies/organizations that don't appeal to degens, airdroppers, or cryptoanarchists but inspire founders to create products that millions will use? I can name only the Ethereum Foundation.\"}),/*#__PURE__*/e(\"p\",{children:\"And can you name blockchain and crypto companies that would appeal to ordinary people and their deep human motives - to have successful careers, happy families, be financially stable, and not feel like slaves to the system? Of course, we can name Coinbase.\"}),/*#__PURE__*/e(\"p\",{children:\"If you analyze crypto companies' communication, most promote fast and easy money, system hacking and meme culture. Does this vibe resonate with a 19-year-old student paying off a student loan? And does it resonate with a father of three who works two shifts to ensure his family has everything they need? Obviously not.\"}),/*#__PURE__*/e(\"p\",{children:\"As a creator who has worked in the advertising industry for almost five years and written advertising video scripts for international brands such as Danone, Citroen, and BNP Paribas, I can say that\\xa0Coinbase has not gone further in advertising creativity than a typical bank or an insurance company. But...\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:'Long-term and global campaigns like Coinbase\\'s \"Update the system\" never occur in crypto. '}),\"Creating a strategic brand platform is a classic approach for many traditional businesses, but it looks innovative and causes discussion in the blockchain and crypto industry.\"]}),/*#__PURE__*/e(\"p\",{children:\"This shows the immaturity of the sector and the distance from mass adoption due to techno snobbery.\"}),/*#__PURE__*/e(\"p\",{children:\"How do you like this campaign? Do you believe Coinbase truly cares about crypto users, or is it just an excellent occasion to highlight the brand during a bear market?\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h3\",{children:\"Conclusion\"}),/*#__PURE__*/e(\"p\",{children:\"Achieving mass adoption involves balancing the principles of decentralization and making the technology user-friendly and accessible to a broader audience. Overcoming techno-snobbery and exclusivity within the community must be crucial in promoting wider adoption.\"}),/*#__PURE__*/e(\"p\",{children:\"Many blockchain and crypto companies focus on technology (and that's good), but it's time to explain what they are for and how a barista in a coffee shop or a geography teacher can use them.\"})]})},{id:\"QBMlhJI5C\",[l]:\"Five Myths about Brand Growth in the Blockchain Space\",[d]:\"five-myths-about-brand-growth-in-the-blockchain-space\",[h]:\"2023-11-10T00:00:00.000Z\",[p]:u({src:\"https://framerusercontent.com/images/1hxzdB0hfl7N87PZYUMm50WE.png\",srcSet:\"https://framerusercontent.com/images/1hxzdB0hfl7N87PZYUMm50WE.png?scale-down-to=512 512w, https://framerusercontent.com/images/1hxzdB0hfl7N87PZYUMm50WE.png?scale-down-to=1024 1024w, https://framerusercontent.com/images/1hxzdB0hfl7N87PZYUMm50WE.png 1920w\"},\"\"),[m]:/*#__PURE__*/t(s.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Brand growth in the blockchain space is subject to several myths and misconceptions. These myths can mislead startups and entrepreneurs in the Web3 industry. I will share 5 common myths about brand growth in the blockchain space with you.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h3\",{children:\"Myth 1. Blockchain technology guarantees success.\"}),/*#__PURE__*/e(\"p\",{children:\"Truth: One of the most prevalent myths is that blockchain will lead to brand growth and success. Also, many people think about AI, too. While blockchain offers unique advantages, success depends on a clear value proposition, strategy-driven marketing, community engagement, and consistency. Blockchain is a tool, not a guarantee of success.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h3\",{children:\"Myth 2. The crypto community supports anything.\"}),/*#__PURE__*/e(\"p\",{children:\"Truth: The crypto community can be passionate and supportive, but they must have a reason to uphold a project. Building a solid brand and gaining community support requires a clear value proposition, trustworthiness, and real-world utility.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h3\",{children:\"Myth 3. Security and anonymity are all that matter.\"}),/*#__PURE__*/e(\"p\",{children:\"Truth: Some believe that emphasizing security and anonymity features is enough to build a strong brand in the blockchain space. While security is crucial, it's just one aspect of brand development. Blockchain projects must also focus on usability, scalability, and addressing real-world problems to gain wider adoption.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h3\",{children:\"Myth 4. Token price equals brand success.\"}),/*#__PURE__*/e(\"p\",{children:\"Truth: A rising token price can attract attention but doesn't necessarily reflect the project's long-term viability or utility. A successful brand in the blockchain space should prioritize factors like real-world use cases, partnerships, and community engagement over token speculation. We all know examples of projects with \\\"to the moon\\\" prices that went down shortly because they lost trust or their project were bubbles.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h3\",{children:\"Myth 5. The regulation doesn't matter.\"}),/*#__PURE__*/e(\"p\",{children:\"Truth: Some believe that blockchain is immune to regulatory scrutiny. In truth, ignoring or underestimating regulatory considerations can lead to legal issues that harm a brand's reputation.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/t(\"p\",{children:[\"Like any other industry, brand growth in the blockchain space requires a well-rounded approach that combines technology, marketing, community engagement, regulatory awareness, and a focus on real-world problems and solutions. \",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{}),\"Successful blockchain brands deliver value, engage their communities, and adapt to the evolving landscape. \",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{}),\"Contact me via \",/*#__PURE__*/e(\"strong\",{children:\"daria.strategy@gmail.com\"}),\" if you need help with audience research, value proposition formulation, brand or communication strategy, or marketing feedback on your project. I translate complex products into easy-to-understand yet meaningful and accurate materials for users, technicians and business audiences.\"]})]})},{id:\"PCJmobC9h\",[l]:\"How can companies provide exciting brand experiences with Account Abstraction (ERC-4337)?\",[d]:\"exciting-brand-experience-with-account-abstraction-erc-4337\",[h]:\"2023-11-02T00:00:00.000Z\",[p]:u({src:\"https://framerusercontent.com/images/PyN0UJ2yMK2Ow71ckLIjXrjElI.png\",srcSet:\"https://framerusercontent.com/images/PyN0UJ2yMK2Ow71ckLIjXrjElI.png?scale-down-to=512 512w, https://framerusercontent.com/images/PyN0UJ2yMK2Ow71ckLIjXrjElI.png?scale-down-to=1024 1024w, https://framerusercontent.com/images/PyN0UJ2yMK2Ow71ckLIjXrjElI.png 1920w\"},\"\"),[m]:/*#__PURE__*/t(s.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Account Abstraction is not just another chat topic. It will allow blockchain and crypto to go from geek love to mass use by traditional businesses. How will it be, and how will companies provide exciting brand experiences with Account Abstraction? Let\u2019s figure it out together in this article!\"}),/*#__PURE__*/e(\"h2\",{children:\"Vitalik Buterin and his crypto user experience. How is it related to the Account Abstraction concept?\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,Tr7s2f6Wqp7Dx4EdlxMZmcFcs.jpeg\",\"data-framer-height\":\"4000\",\"data-framer-width\":\"6000\",height:\"2000\",src:\"https://framerusercontent.com/images/Tr7s2f6Wqp7Dx4EdlxMZmcFcs.jpeg?scale-down-to=4096\",style:{aspectRatio:\"6000 / 4000\"},width:\"3000\"}),/*#__PURE__*/e(\"p\",{children:\"There is a blog post on Vitalik Buterin\u2019s website where he shares his experience using crypto as a payment method at coffee shops and restaurants. He mentioned that he faced different kinds of challenges, including poor Internet connection, Ethereum gas limits, minimum exchange deposit, and others.\"}),/*#__PURE__*/e(\"p\",{children:\"Vitalik had to seek the Internet or overpay several times the order cost to pay with cryptocurrency. Most people who are not so interested in paying with cryptocurrency and are not ready to spend extra time on experiments will conclude that paying with cryptocurrency for ordinary things is very inconvenient.\"}),/*#__PURE__*/e(\"p\",{children:\"That\u2019s why he concluded his text with a phrase I like so much:\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Good user experience is not about the average case; it is about the worst case.\"})}),/*#__PURE__*/e(\"p\",{children:\"Such unfortunate situations could be overcome if merchants have payment providers with Account Abstraction.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Description of Account Abstraction (ERC-4337)\"}),/*#__PURE__*/e(\"p\",{children:\"Account Abstraction is a blockchain and cryptocurrency technology concept that makes blockchain accounts more flexible and programmable.\"}),/*#__PURE__*/t(\"p\",{children:[\"In the context of the Ethereum wallet, \",/*#__PURE__*/e(\"strong\",{children:'\"abstraction\" means separating the verification and execution of transactions'}),\", which now occur as one continuous process. Accordingly, smart wallets allow you to configure each process flexibly, which opens up more opportunities for optimizing the user experience.\"]}),/*#__PURE__*/t(\"p\",{children:[\"Account Abstraction refers to \",/*#__PURE__*/e(\"strong\",{children:\"separating an account and its owner.\"}),\" Currently, the wallet and the user are essentially one whole because only the owner of the seed phrase or private key can send assets, and only the owner of the public address can receive assets.\"]}),/*#__PURE__*/e(\"p\",{children:\"Account Abstraction will allow you to run a smart contract as a wallet, controlled by code in the EVM and not by a bunch of public and private keys. This expands the supported authentication methods and security features of the wallet.\"}),/*#__PURE__*/t(\"p\",{children:[\"Since October 2023, \",/*#__PURE__*/e(\"strong\",{children:\"Etherscan,\"}),\" Ethereum's most popular block explorer, has supported a simple display of ERC-4337 Account Abstraction transactions.\"]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,ChmrC2O35OFoOAjqNQGfupkv4.png\",\"data-framer-height\":\"1524\",\"data-framer-width\":\"2788\",height:\"762\",src:\"https://framerusercontent.com/images/ChmrC2O35OFoOAjqNQGfupkv4.png\",style:{aspectRatio:\"2788 / 1524\"},width:\"1394\"}),/*#__PURE__*/e(\"p\",{children:\"A short breakdown of an ERC-4337 transaction:\"}),/*#__PURE__*/t(\"ol\",{style:{\"--framer-text-alignment\":\"start\",\"--framer-text-color\":\"rgb(0, 0, 0)\",\"--framer-text-decoration\":\"none\",\"--framer-text-transform\":\"none\",\"--list-style-type\":\"none\"},children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"The sender (the user) initiates a User Operation\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Bundler packages User Ops and sends it to the EntryPoint contract for execution\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Number of unique User Ops initiated by user\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"You may view the executed function via a calldata decoder\"})})]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,kB9HAlzciWtoQ9Z1yXagwbG1zkw.png\",\"data-framer-height\":\"1540\",\"data-framer-width\":\"2782\",height:\"770\",src:\"https://framerusercontent.com/images/kB9HAlzciWtoQ9Z1yXagwbG1zkw.png\",style:{aspectRatio:\"2782 / 1540\"},width:\"1391\"}),/*#__PURE__*/e(\"p\",{children:\"The main goal of the account abstraction and the EIP-4337 update is to replace EOA wallets with smart wallets (CA). This will provide developers with more opportunities to create high-quality user experiences.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Business Necessity of Account Abstraction\"}),/*#__PURE__*/e(\"p\",{children:\"To explain the business necessity of AA, I should describe what kind of features smart wallets have:\"}),/*#__PURE__*/t(\"ul\",{style:{\"--framer-font-size\":\"17.6px\",\"--framer-letter-spacing\":\"-0.064px\",\"--framer-text-alignment\":\"start\",\"--framer-text-color\":\"rgba(0, 0, 0, 0.8)\",\"--framer-text-decoration\":\"none\",\"--framer-text-transform\":\"none\"},children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Various authentication options.\"}),\" Verification logic allows flexible configuration of user authentication options. This can be done using a trusted email, a biometric authenticator or a whitelisted device.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Flexible fee payment mechanisms.\"}),\" With Account Abstraction you can pay fee in any token you want, you can even mint NFT from the brand you love without paying any fee, because the brand will pay for you. It's possible because of\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"Paymaster\"}),\"\\xa0- one of the key components in Account Abstraction.\"]})})]}),/*#__PURE__*/t(\"p\",{children:[\"Visa deployed two sets of Paymaster contracts to demonstrate how gas fees on the blockchain can be redesigned for enhanced user convenience. Read \",/*#__PURE__*/e(i,{href:\"https://usa.visa.com/solutions/crypto/rethink-digital-transactions-with-account-abstraction.html\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"more here.\"})})]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"A user no longer needs to use ETH to interact with dApps\"}),\", which reduces the entry barrier for beginners.\"]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,nXDwvvL6ljSp8Ze7zN6bJcgnM.png\",\"data-framer-height\":\"1530\",\"data-framer-width\":\"2720\",height:\"765\",src:\"https://framerusercontent.com/images/nXDwvvL6ljSp8Ze7zN6bJcgnM.png\",style:{aspectRatio:\"2720 / 1530\"},width:\"1360\"}),/*#__PURE__*/e(\"ul\",{children:/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Advanced account security settings.\"}),\" Additional security settings may include, in addition to the authentication method, multi-signatures, a daily spending limit, or time lags for transactions. This will help \",/*#__PURE__*/e(\"strong\",{children:\"protect the user's funds\"}),\" even if an attacker has accessed the account.\"]})})}),/*#__PURE__*/e(\"ul\",{style:{\"--framer-font-size\":\"17.6px\",\"--framer-letter-spacing\":\"-0.064px\",\"--framer-text-alignment\":\"start\",\"--framer-text-color\":\"rgba(0, 0, 0, 0.8)\",\"--framer-text-decoration\":\"none\",\"--framer-text-transform\":\"none\"},children:/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Atomic multi-operations.\"}),\" You can forget the numerous signatures needed to conduct the first swap on a DEX, purchase an NFT, or otherwise interact with dApps.\"]})})}),/*#__PURE__*/t(\"p\",{children:[\"The new type of wallets will be more similar in functionality to \",/*#__PURE__*/e(\"strong\",{children:\"Google or Apple ID \"}),\"accounts than MetaMask and Ledger.\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"As a founder of a Web3 startup or a traditional business,\"}),\" you can allow your customers to mint NFTs, make transactions, save data, track progress, and use other benefits from the blockchain and \",/*#__PURE__*/e(\"strong\",{children:\"pay fees instead of them.\"})]}),/*#__PURE__*/e(\"p\",{children:\"Also, instead of forcing customers to remember the seed phrase, you can allow them to enter a blockchain account using email only.\"}),/*#__PURE__*/t(\"p\",{children:[\"In September 2023, \",/*#__PURE__*/e(i,{href:\"https://erc4337.mirror.xyz/hRn_41cef8oKn44ZncN9pXvY3VID6LZOtpLlktXYtmA\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:/*#__PURE__*/e(\"strong\",{children:\"The Ethereum Foundation announced\"})})}),\" the successful conclusion of the ERC-4337 Account Abstraction grant round. This grant initiative will support 18 teams in their efforts to build diverse projects centered around the ERC-4337 standard.\"]}),/*#__PURE__*/e(\"p\",{children:\"Such massive investment in AA-supporting projects shows that the concept is promising and will be explored and implemented as much as possible.\"}),/*#__PURE__*/e(\"p\",{children:\"Among those who received funding, the following cases are worth noting:\"}),/*#__PURE__*/t(\"ul\",{style:{\"--framer-font-size\":\"17.6px\",\"--framer-letter-spacing\":\"-0.064px\",\"--framer-text-alignment\":\"start\",\"--framer-text-color\":\"rgba(0, 0, 0, 0.8)\",\"--framer-text-decoration\":\"none\",\"--framer-text-transform\":\"none\"},children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(i,{href:\"https://zerodev.app/\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:/*#__PURE__*/e(\"strong\",{children:\"ZeroDev Kernel\"})})}),\" is a smart contract account compatible with the above standard. The core is modular, which allows you to connect additional plugins.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(i,{href:\"https://www.ambire.com/\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:/*#__PURE__*/e(\"strong\",{children:\"Ambire\"})})}),\" - the service allows you to register and authenticate using your email and DKIM password. The solution is designed to lower the entry barrier and attract more users to the ecosystem.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Clave is an easy-to-use, non-custodial smart wallet powered by Account Abstraction and the Hardware Elements (e.g., Secure Enclave, Android Trustzone, etc.), offering a unique onboarding process.\"}),\" The Clave team is the winner of the ETHGlobal Hackathon 2023. Clave is the partner of zkSync.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(i,{href:\"https://iotex.io/\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:/*#__PURE__*/e(\"strong\",{children:\"IoTeX\"})})}),\" - Zero Knowledge Proof (ZKP) based wallet. The wallet uses zkSNARK to confirm account access.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(i,{href:\"https://www.unipass.id/\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:/*#__PURE__*/e(\"strong\",{children:\"UniPass\"})})}),\" - authentication module for protocols with OpenID. When combined with ERC-4337, this solution facilitates one-click OAuth login and account creation for new users using social logins such as Google and Apple.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(i,{href:\"https://sixdegree.xyz/\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:/*#__PURE__*/e(\"strong\",{children:\"SixdegreeLab\"})})}),/*#__PURE__*/e(\"strong\",{children:\".\"}),\" By addressing the impact of ERC-4337 on on-chain data analysis and exploring the native account abstraction mechanism in other Layer2 and EVM chains, this project can provide valuable insights and resources for data analysts working in the Ethereum ecosystem.\"]})})]}),/*#__PURE__*/t(\"p\",{children:[\"The Ethereum Foundation team believes that \",/*#__PURE__*/e(\"strong\",{children:\"ERC-4337 can attract the next 1 billion users.\"}),\" This ambitious goal is achievable if many traditional businesses implement this standard.\"]}),/*#__PURE__*/e(\"p\",{children:\"In the following part of this article, I will uncover how companies can use Account Abstraction to seamlessly onboard users to Web3 if blockchain is relevant to their business models.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Account Abstraction Use Cases for Businesses\"}),/*#__PURE__*/e(\"p\",{children:\"In this section, I describe four user cases where AA creates additional value for the company's brand.\"}),/*#__PURE__*/e(\"h3\",{children:\"Case \u21161. The Future of Loyalty Programs\"}),/*#__PURE__*/e(\"p\",{children:\"Brand loyalty is essential for any successful brand today to survive and continue to thrive. Loyalty programs are used by all types of businesses - from coffee shops to hospitals.\"}),/*#__PURE__*/e(\"p\",{children:\"This picture shows how loyalty programs become more personalized and scalable, bringing more value to the business customer.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,LEnK4lBEmTdob4hSnH68TbtzW48.png\",\"data-framer-height\":\"1534\",\"data-framer-width\":\"2550\",height:\"767\",src:\"https://framerusercontent.com/images/LEnK4lBEmTdob4hSnH68TbtzW48.png\",style:{aspectRatio:\"2550 / 1534\"},width:\"1275\"}),/*#__PURE__*/t(\"p\",{children:[\"One of the trends of the last two years has been the use of \",/*#__PURE__*/e(\"strong\",{children:\"NFTs as collectibles that provide access to unique experiences.\"})]}),/*#__PURE__*/e(\"p\",{children:\"NFTs gave brands the ability to supercharge membership and loyalty programs. With NFTs, customers can own their membership and loyalty status, meaning the more they interact with a brand, the more perks and benefits they accumulate over time, making their NFT more valuable.\"}),/*#__PURE__*/e(\"p\",{children:\"There are three main ways how NFTs can be used in loyalty programs:\"}),/*#__PURE__*/t(\"ul\",{style:{\"--framer-font-size\":\"17.6px\",\"--framer-letter-spacing\":\"-0.064px\",\"--framer-text-alignment\":\"start\",\"--framer-text-color\":\"rgba(0, 0, 0, 0.8)\",\"--framer-text-decoration\":\"none\",\"--framer-text-transform\":\"none\"},children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Utility Tokens.\"}),\" These tokens enable users who are eligible to receive cashback from the brands for various offers or offers to reward loyalty in the form of NFTs or tradeable cryptocurrencies.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Soul Bound Membership Tokens.\"}),\" Customers can be rewarded with membership tokens that are Soul-bound in nature. A user's loyalty and interactions with the brand can be cited using an NFT-based loyalty system where a user's actions are recorded and reflected via these dynamic Soul-bound NFTs.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Reputation Tokens.\"}),\" These are a collection of NFTs representing a history of the user's interactions with the brand. These include \",/*#__PURE__*/e(i,{href:\"https://poap.xyz/\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"POAP\"})}),\"s, loyalty points, badges, and collectibles collected from the brand. By the way, do you collect POAPs? I have several in my collection:\"]})})]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,GaGCPYAVGBENhAXyc86AnbXDAs.jpg\",\"data-framer-height\":\"721\",\"data-framer-width\":\"1170\",height:\"360\",src:\"https://framerusercontent.com/images/GaGCPYAVGBENhAXyc86AnbXDAs.jpg\",style:{aspectRatio:\"1170 / 721\"},width:\"585\"}),/*#__PURE__*/t(\"p\",{children:[\"No matter what type of tokens you use for your loyalty program, \",/*#__PURE__*/e(\"strong\",{children:\"AA will help you simplify the flow for the user\"}),\". Customers can join your loyalty program without a wallet and technical knowledge. Pay fees and reward your customers using the blockchain that works best for you.\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h3\",{children:\"Case \u21162. Connection between Digital and Physical Worlds with native Account Abstraction\"}),/*#__PURE__*/e(\"p\",{children:\"Bridging the digital and physical gap is key to Web3\u2019s mass adoption. By utilizing blockchain technology to build immersive, interactive experiences, brands can bring the power of Web3 to a billion users in a way that is easy to onboard, fun, and accessible.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,Xvupup4TE4zqliQqgLHkCcci4.png\",\"data-framer-height\":\"1460\",\"data-framer-width\":\"2884\",height:\"730\",src:\"https://framerusercontent.com/images/Xvupup4TE4zqliQqgLHkCcci4.png\",style:{aspectRatio:\"2884 / 1460\"},width:\"1442\"}),/*#__PURE__*/t(\"p\",{children:[\"In September 2023, Web3 brand \",/*#__PURE__*/e(i,{href:\"https://pudgypenguins.com/\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:/*#__PURE__*/e(\"strong\",{children:\"Pudgy Penguins\"})})}),\" released its Pudgy Toys at 2,000+ \",/*#__PURE__*/e(\"strong\",{children:\"Walmart\"}),\" stores across the U.S., connecting \",/*#__PURE__*/e(\"strong\",{children:\"zkSync\"}),\" technology and the broader Web3 community with America\u2019s largest retailer.\"]}),/*#__PURE__*/t(\"p\",{children:[\"Pudgy Penguins offer two ways to play \u2014 \",/*#__PURE__*/e(\"strong\",{children:\"physical and digital.\"})]}),/*#__PURE__*/t(\"p\",{children:[\"Both the\\xa0\",/*#__PURE__*/e(i,{href:\"https://toybook.com/tag/pudgy-penguins/\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Pudgy Penguins\"})}),\"\\xa0plush and figures come with a digital adoption certificate that kids can redeem on\\xa0\",/*#__PURE__*/e(i,{href:\"https://www.pudgyworld.com/\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"pudgeworld.com\"})}),\", the open-world digital social experience. Through the digital adoption certificate, kids can unlock their digital Penguin, which they can use to play games and interact with other kids in Pudgy World.\"]}),/*#__PURE__*/e(\"p\",{children:\"To get and activate it, the user must scan a QR code and, with the help of Account Abstraction, unlock their Forever Pudgy Penguin without needing a digital wallet or ETH.\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"zkSync and Ethereum\"}),\" were chosen as Pudgy World\u2019s foundational technology to enable an immersive user experience, lightning-fast speeds, and affordability.\"]}),/*#__PURE__*/e(\"p\",{children:\"Web3\u2019s mass adoption becomes closer through fun and easy access.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h3\",{children:\"Case \u21163. Users Enjoy Metaverse Experience with Account Abstraction\"}),/*#__PURE__*/e(\"p\",{children:\"The concept of \u201Cmetaverse\u201D became common in the last 2-3 years, but many people are still far from using metaspaces. The mass Internet user does not fully understand what metaverses are for and what they are helpful for. Also, mistrust is promoted by the idea that virtual reality will replace reality; that is, we will transfer our whole life to digital.\"}),/*#__PURE__*/t(\"p\",{children:[\"Digital technology shouldn\u2019t compete with physical reality; most people don\u2019t enjoy prolonged experiences inside virtual worlds. \",/*#__PURE__*/e(\"strong\",{children:\"The metaverse should improve, rather than replace, human experiences.\"})]}),/*#__PURE__*/e(\"p\",{children:\"So far, meta spaces are trying the best interaction formats with users, allowing them to play, learn, attend concerts, make exhibitions and concerts, buy land and houses, and much more.\"}),/*#__PURE__*/t(\"p\",{children:[\"Metaspaces can be built with or without blockchain. The most famous blockchain users are \",/*#__PURE__*/e(\"strong\",{children:\"Decentraland\"}),\" (MANA token), \",/*#__PURE__*/e(\"strong\",{children:\"The Sandbox\"}),\" (SAND token) and \",/*#__PURE__*/e(\"strong\",{children:\"AXIE INFINITY\"}),\" (AXS token).\"]}),/*#__PURE__*/t(\"p\",{children:[\"For example, brands like \",/*#__PURE__*/e(\"strong\",{children:\"Dolce & Gabbana, Tommy Hilfiger, Domino's, Samsung, Coca-Cola\"}),\", and others have opened \",/*#__PURE__*/e(i,{href:\"https://dappradar.com/blog/10-major-brands-in-the-metaverse\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"branded spaces\"})}),\" in Decentraland to create new experiences and attract a young audience.\"]}),/*#__PURE__*/t(\"p\",{children:[\"Some fashion brands, like \",/*#__PURE__*/e(\"strong\",{children:\"Nike, create NFT collections with unique designs\"}),\". Users can purchase sneakers or t-shirts and wear them in the metaverse.\"]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,tfve4wcqTciEDmkCRx5hjtS2d4.png\",\"data-framer-height\":\"1524\",\"data-framer-width\":\"2698\",height:\"762\",src:\"https://framerusercontent.com/images/tfve4wcqTciEDmkCRx5hjtS2d4.png\",style:{aspectRatio:\"2698 / 1524\"},width:\"1349\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"br\",{}),\"Decentraland offers a wide range of functions only for users with digital wallets:\"]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,saMb8xac2WL9UwPgzqbKKx4u9I.png\",\"data-framer-height\":\"1174\",\"data-framer-width\":\"2856\",height:\"587\",src:\"https://framerusercontent.com/images/saMb8xac2WL9UwPgzqbKKx4u9I.png\",style:{aspectRatio:\"2856 / 1174\"},width:\"1428\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"br\",{}),\"Here, in the screenshot, you see that new users can sign in to the full version using their e-mails with the help of \",/*#__PURE__*/e(\"strong\",{children:\"Fortmatic\"}),\":\"]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,xfR7uqXM8HtIUii4b3HXfAeo.png\",\"data-framer-height\":\"1468\",\"data-framer-width\":\"2250\",height:\"734\",src:\"https://framerusercontent.com/images/xfR7uqXM8HtIUii4b3HXfAeo.png\",style:{aspectRatio:\"2250 / 1468\"},width:\"1125\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"According to the documentation, Fortmatic SDK allows you to easily integrate your app with the Ethereum blockchain, whether you already have a dApp integrated with web3 or are starting from scratch. Fortmatic provides a smooth and delightful experience for both you and your app's users.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"This product was created to simplify the user experience, but it doesn\u2019t use Account Abstraction or have all its features.\"})}),/*#__PURE__*/e(\"p\",{children:\"So, we see that Decentraland doesn\u2019t want to lose users because of challenging onboarding. Metaverse platforms and similar products would benefit from integrating AA into the new user registration process.\"}),/*#__PURE__*/e(\"p\",{children:\"Additionally, AA in metaverses can simplify the purchase of items and their storage in the blockchain. I expect all meta spaces will use wallets with Account Abstraction in their onboarding flows. This feature is most often used in the cases described in the next point of my list.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h3\",{children:\"Case \u21164. ERC-4337 helps to onboard gamers to the blockchain\"}),/*#__PURE__*/t(\"p\",{children:[\"According to \",/*#__PURE__*/e(i,{href:\"https://truelist.co/blog/gaming-statistics\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"True List\"})}),\", approximately\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"3.26 billion\"}),\"\\xa0people worldwide play video games. 89.5% of video game sales happen in \",/*#__PURE__*/e(\"strong\",{children:\"the digital world.\"}),\" By 2025, the mobile games industry will reach\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"138 billion US dollars.\"})]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,gJeXBbMSHNNkMXDehQyGw8nwGpI.png\",\"data-framer-height\":\"1452\",\"data-framer-width\":\"2590\",height:\"726\",src:\"https://framerusercontent.com/images/gJeXBbMSHNNkMXDehQyGw8nwGpI.png\",style:{aspectRatio:\"2590 / 1452\"},width:\"1295\"}),/*#__PURE__*/e(\"p\",{children:\"This means that gamers are a huge number of users who can potentially become users of blockchain-based products if these products can improve their gaming experience.\"}),/*#__PURE__*/t(\"p\",{children:[\"Some gamers are already users of the \",/*#__PURE__*/e(\"strong\",{children:\"GameFi\"}),\" products or \",/*#__PURE__*/e(\"strong\",{children:\"Play2Earn\"}),\" platforms. Others, on the contrary, \",/*#__PURE__*/e(\"strong\",{children:\"ignore blockchain and crypto products,\"}),\" not trusting them or are too young to assess risks and make decisions. They only want to play and get achievements.\"]}),/*#__PURE__*/t(\"p\",{children:[\"What if the game allows users to keep their game achievements and items in the blockchain in the NFT format?\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"Authorization to the game account\\xa0can unblock their smart contract wallet. Also, the game platform can pay a fee instead of the user with the help of the paymaster.\"})]}),/*#__PURE__*/e(\"p\",{children:\"So gamers will not need to create an account before starting the game. They can enjoy the process, and under the hood, there will be a blockchain that will ensure that all game achievements are saved and will be able to convert game skins to NFT.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Conclusion\"}),/*#__PURE__*/e(\"p\",{children:\"Account Abstraction and its capabilities look promising for anyone interested in implementing mass blockchain usage.\"}),/*#__PURE__*/e(\"p\",{children:\"Until now, most businesses (Nike, Gucci, Starbucks, and others) have joined Web3 by launching NFT collections or identity verification and supply chain management through platforms like Everledger. Now, companies that want to be technological pioneers have more tools to implement, thus opening up a field for experimentation.\"}),/*#__PURE__*/e(\"p\",{children:\"I strongly advise traditional businesses to add not only AI but also blockchain to their business processes and user immersion in brand experiences. If relevant and possible, implement something that will increase interest in and loyalty to your brand.\"})]})},{id:\"lHNM83uMr\",[l]:\"Blockchain will drive Marketing, Branding and UX in 2024\",[d]:\"blockchain-drives-marketing-branding-ux-2024\",[h]:\"2023-10-30T00:00:00.000Z\",[p]:u({src:\"https://framerusercontent.com/images/71ndPwEHHbVHgPbiipG7Dp96ww.png\",srcSet:\"https://framerusercontent.com/images/71ndPwEHHbVHgPbiipG7Dp96ww.png?scale-down-to=512 512w, https://framerusercontent.com/images/71ndPwEHHbVHgPbiipG7Dp96ww.png?scale-down-to=1024 1024w, https://framerusercontent.com/images/71ndPwEHHbVHgPbiipG7Dp96ww.png 1920w\"},\"\"),[m]:/*#__PURE__*/t(s.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Over the past 2 years, many large and small companies have announced their entry into Web3 in various ways and with varying degrees of success. Most launched their NFT collections, and some were popular among brand fans.\"}),/*#__PURE__*/t(\"p\",{children:[\"For example, \",/*#__PURE__*/e(\"strong\",{children:\"Nike, Gucci\"}),\" and \",/*#__PURE__*/e(\"strong\",{children:\"Starbucks\"}),\" have declared their innovation. Here is a video presentation of the \",/*#__PURE__*/e(\"strong\",{children:\"Nike x RTFKT\"}),\" collaboration:\"]}),/*#__PURE__*/e(o.div,{className:\"framer-text-module\",style:{\"--aspect-ratio\":\"560 / 315\",aspectRatio:\"var(--aspect-ratio)\",height:\"auto\",width:\"100%\"},children:/*#__PURE__*/e(n,{componentIdentifier:\"module:NEd4VmDdsxM3StIUbddO/bZxrMUxBPAhoXlARkK9C/YouTube.js:Youtube\",children:t=>/*#__PURE__*/e(c,{...t,play:\"Off\",shouldMute:!0,thumbnail:\"Medium Quality\",url:\"https://youtu.be/otPISAwimmc\"})})}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"But can this be considered a full entrance to Web3?\"}),\" It was partially successful because minting NFTs increases loyalty among existing audiences. It\u2019s more about fun and hype than consistent usage of blockchain technology.\"]}),/*#__PURE__*/e(\"p\",{children:\"What can brands implement to make the blockchain mass adoption closer and make this process as native and reasonable as possible for the user?\"}),/*#__PURE__*/e(\"p\",{children:\"I want to share the TOP 3 trends of blockchain that will influence product marketing and user experience (UX) in 2024.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Proof of Ownership\"}),/*#__PURE__*/t(\"p\",{children:[\"Web3 technologies enable digital ownership, where users own digital assets, such as NFTs representing \",/*#__PURE__*/e(\"strong\",{children:\"digital art, collectibles, or virtual real estate\"}),\". Brands can capitalize on this by offering exclusive, tokenized digital assets that customers can buy, trade, and showcase.\"]}),/*#__PURE__*/e(\"p\",{children:\"Proof of ownership in the luxury goods industry is a critical aspect that helps establish the authenticity and provenance of high-end items. Counterfeiting and fraud are significant challenges in this sector, and proving the legitimacy of luxury goods is essential for consumers and brands.\"}),/*#__PURE__*/e(\"p\",{children:\"There are several use cases in which ownership can be proved.\"}),/*#__PURE__*/t(\"p\",{children:[\"First of all, \",/*#__PURE__*/e(\"strong\",{children:\"Blockchain and Cryptographic Verification\"}),\". Blockchain technology can create a tamper-proof ledger of a product's history. Each item is recorded on the blockchain at various supply chain stages, including manufacturing, distribution, and retail. Customers can verify the product's authenticity by scanning a QR code or using a mobile app to access the blockchain record.\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Arianee Protocol\"}),\" empowers brands and owners to give digital life to products, experiences, or communities through tokenized digital product passports.\"]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,4RJKCNS7sujTN8iUbVKFrWLt0.png\",\"data-framer-height\":\"1536\",\"data-framer-width\":\"2722\",height:\"768\",src:\"https://framerusercontent.com/images/4RJKCNS7sujTN8iUbVKFrWLt0.png\",style:{aspectRatio:\"2722 / 1536\"},width:\"1361\"}),/*#__PURE__*/t(\"p\",{children:[\"Also, companies can use \",/*#__PURE__*/e(\"strong\",{children:\"Digital Certificates and NFTs.\"}),\" Non-fungible tokens can be linked to luxury goods to represent ownership and authenticity.\"]}),/*#__PURE__*/t(\"p\",{children:[\"Such auction houses like \",/*#__PURE__*/e(\"strong\",{children:\"Christie's\"}),\" and \",/*#__PURE__*/e(\"strong\",{children:\"Sotheby's\"}),\" conducted NFT auctions and explored blockchain technology for provenance tracking of art pieces.\"]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,r3UmIJUPFQJHuyoWRUDf8SLWX8.jpg\",\"data-framer-height\":\"1300\",\"data-framer-width\":\"2864\",height:\"650\",src:\"https://framerusercontent.com/images/r3UmIJUPFQJHuyoWRUDf8SLWX8.jpg\",style:{aspectRatio:\"2864 / 1300\"},width:\"1432\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Apple\"}),\" has explored blockchain and cryptographic methods to enhance the authenticity and traceability of its products, particularly in the secondhand market. \",/*#__PURE__*/e(\"strong\",{children:\"Ferrari\"}),\" also has been considering blockchain technology to verify the authenticity and provenance of its high-end cars.\"]}),/*#__PURE__*/e(\"p\",{children:\"As you see, companies in the luxury segment are interested in using blockchain technologies to highlight the authenticity and origin of their products. I'm sure the smaller brands will also use such blockchain-powered tools in the future.\"}),/*#__PURE__*/e(\"h2\",{children:\"Seamless Web3 experience with Account Abstraction (AA)\"}),/*#__PURE__*/e(\"p\",{children:\"Account Abstraction is not just another chat topic. It will allow blockchain and crypto to go from geek love to mass use.\"}),/*#__PURE__*/e(\"p\",{children:\"Account abstraction is a blockchain and cryptocurrency technology concept that makes blockchain accounts more flexible and programmable.\"}),/*#__PURE__*/t(\"p\",{children:[\"With account abstraction you are able to pay fee in any token you want, you can even mint NFT from the brand you love without paying any fee, because the brand will pay for you. It's possible because of \",/*#__PURE__*/e(\"strong\",{children:\"paymaster\"}),\" - one of the key components in Account Abstraction. \"]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,nXDwvvL6ljSp8Ze7zN6bJcgnM.png\",\"data-framer-height\":\"1530\",\"data-framer-width\":\"2720\",height:\"765\",src:\"https://framerusercontent.com/images/nXDwvvL6ljSp8Ze7zN6bJcgnM.png\",style:{aspectRatio:\"2720 / 1530\"},width:\"1360\"}),/*#__PURE__*/t(\"p\",{children:[\"Using fiat money linked to their Visa cards, users can cover their on-chain gas fees using \",/*#__PURE__*/e(\"strong\",{children:\"Ethereum's ERC-4337\"}),\" standard. In this approach, a paymaster contract is a specialized smart contract account that sponsors gas fees for contract accounts, which are viewed as user-centric smart contracts.\"]}),/*#__PURE__*/e(\"p\",{children:\"As a result of this solution, users do not need to possess native blockchain tokens or navigate token bridge processes to cover gas fees.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"As a founder of a Web3 startup or a traditional business, you can allow your customers to mint NFTs, use benefits from the blockchain, and pay fees instead of them.\"})}),/*#__PURE__*/e(\"p\",{children:\"Also, instead of forcing customers to remember the seed phrase, you can allow them to enter a blockchain account using email only.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,TEdEzoUmba807h0eUFPR12mgBtQ.png\",\"data-framer-height\":\"1526\",\"data-framer-width\":\"2444\",height:\"763\",src:\"https://framerusercontent.com/images/TEdEzoUmba807h0eUFPR12mgBtQ.png\",style:{aspectRatio:\"2444 / 1526\"},width:\"1222\"}),/*#__PURE__*/e(\"p\",{children:\"Source: https://hackernoon.com/account-abstraction-the-true-path-to-mass-blockchain-adoption\"}),/*#__PURE__*/e(\"p\",{children:\"What about personal wallets? The wallets with seed phrases will be replaced by ones with Account Abstraction, which has different options for authentication and managing security.\"}),/*#__PURE__*/t(\"p\",{children:[\"The wallets using Account Abstraction have become the trendsetters for mass blockchain adoption. I can highlight \",/*#__PURE__*/e(\"strong\",{children:\"Clave, Argent, Safe\"}),\" and \",/*#__PURE__*/e(\"strong\",{children:\"Ambire Wallet.\"}),\" You can read more about \",/*#__PURE__*/e(i,{href:\"https://hackernoon.com/account-abstraction-the-true-path-to-mass-blockchain-adoption\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"AA as a path to mass blockchain adoption\"})}),\" in the article by \",/*#__PURE__*/e(i,{href:\"https://twitter.com/andriibondards\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:/*#__PURE__*/e(\"strong\",{children:\"Andrii Bondar\"})})}),\", \",/*#__PURE__*/e(\"strong\",{children:\"Product Designer at zkSync.\"})]}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Open Brands with Community Governance\"}),/*#__PURE__*/e(\"p\",{children:\"If you haven't heard about Open Brands, don't be disappointed. It's a niche, but shortly, it will be a trend.\"}),/*#__PURE__*/e(\"p\",{children:\"The brands are called open because they belong to a community, not to a single person or company. Such brands are managed by a decentralized autonomous organization (DAO) with its own governance and treasury.\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(i,{href:\"https://twitter.com/zKsisyfos\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Estevan Vilar\"})}),\", Community Manager of \",/*#__PURE__*/e(\"strong\",{children:\"zkSync\"}),\", created a \",/*#__PURE__*/e(i,{href:\"https://cmr.berkeley.edu/2023/09/the-era-of-open-brands\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:/*#__PURE__*/e(\"strong\",{children:\"great article\"})})}),\" for California Management Review describing the case of the \",/*#__PURE__*/e(\"strong\",{children:\"Nouns\"}),\" brand.\"]}),/*#__PURE__*/e(\"p\",{children:\"Nouns is an open brand with serious ambitions. The defining aesthetics of the brand are cartoon characters with square-framed glasses that can be used as avatars in online communication channels and social media.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,7WyMsA6O84Y9plN5K8OePa0aPU.png\",\"data-framer-height\":\"1506\",\"data-framer-width\":\"2894\",height:\"753\",src:\"https://framerusercontent.com/images/7WyMsA6O84Y9plN5K8OePa0aPU.png\",style:{aspectRatio:\"2894 / 1506\"},width:\"1447\"}),/*#__PURE__*/t(\"p\",{children:[\"Nouns have appeared in a \",/*#__PURE__*/e(\"strong\",{children:\"Budweiser Super Bowl\"}),\" advertisement in the contexts of e-sport teams and products such as streetwear, skateboards, and comics. The project's success lies in its highly memeable aesthetics in the public domain, its use of blockchain protocols, and its decentralized governance mechanisms.\"]}),/*#__PURE__*/e(\"p\",{children:\"Each Noun is the product of a generative algorithm that creates 'one Noun every day, forever.' Glasses, backgrounds, bodies, accessories, and heads of Nouns were designed by a group of artists, including Gremplin and the collective eBoy Arts.\"}),/*#__PURE__*/t(\"p\",{children:[\"All the proceeds go to a treasury managed by the \",/*#__PURE__*/e(\"strong\",{children:\"Nouns DAO\"}),\".\"]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,lNlpkZUuvlsxaBMw0GxPeWHOz8E.png\",\"data-framer-height\":\"746\",\"data-framer-width\":\"1024\",height:\"373\",src:\"https://framerusercontent.com/images/lNlpkZUuvlsxaBMw0GxPeWHOz8E.png\",style:{aspectRatio:\"1024 / 746\"},width:\"512\"}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Conclusion\"}),/*#__PURE__*/e(\"p\",{children:\"Many future- and tech-oriented organizations will use these three trends to raise the awareness and engagement of their brands.\"}),/*#__PURE__*/e(\"p\",{children:\"It's safe to say that blockchain will influence the future of product marketing and brand growth despite the bear market. Artificial intelligence (AI) is trending now, and I expect this technology, combined with blockchain, to deliver outstanding results in 2024 and beyond.\"}),/*#__PURE__*/e(\"p\",{children:\"If you prefer the video format, I have covered this topic on my YouTube channel:\"}),/*#__PURE__*/e(o.div,{className:\"framer-text-module\",style:{\"--aspect-ratio\":\"560 / 315\",aspectRatio:\"var(--aspect-ratio)\",height:\"auto\",width:\"100%\"},children:/*#__PURE__*/e(n,{componentIdentifier:\"module:NEd4VmDdsxM3StIUbddO/bZxrMUxBPAhoXlARkK9C/YouTube.js:Youtube\",children:t=>/*#__PURE__*/e(c,{...t,play:\"Off\",shouldMute:!0,thumbnail:\"Medium Quality\",url:\"https://youtu.be/Xxx2SYtDtKE\"})})})]})},{id:\"vhVe5ItiX\",[l]:\"Avoid marketing fails and make your Web3 project attractive to users, devs and VCs\",[d]:\"avoid-marketing-fails-and-make-your-web3-project-attractive-to-users-devs-and-vcs\",[h]:\"2023-10-11T00:00:00.000Z\",[p]:u({src:\"https://framerusercontent.com/images/U27uM1rLC4BjalB2e3j8J1cqk4.png\",srcSet:\"https://framerusercontent.com/images/U27uM1rLC4BjalB2e3j8J1cqk4.png?scale-down-to=512 512w, https://framerusercontent.com/images/U27uM1rLC4BjalB2e3j8J1cqk4.png?scale-down-to=1024 1024w, https://framerusercontent.com/images/U27uM1rLC4BjalB2e3j8J1cqk4.png 1920w\"},\"\"),[m]:/*#__PURE__*/t(s.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Web3 startups, like any other type of startup, can encounter marketing challenges that lead to failure or suboptimal results. In this article, I gathered the most popular Web3 startups\u2019 failures in marketing and explained how to avoid them. I recommend this text to the founders, CEOs and COOs of the Web3 projects. I wish you a pleasant reading, and I hope it will be helpful for you.\"}),/*#__PURE__*/t(\"p\",{children:[\"Previously, I created two comprehensive tutorials about \",/*#__PURE__*/e(\"strong\",{children:\"Go-to-Market Strategy and Tactics\"}),\" in launching Web3 projects in 2023. You can read them if you\u2019re about to start your Web3 journey.\"]}),/*#__PURE__*/e(\"p\",{children:\"In this article, \u201Cmarketing\u201D means all activities to increase knowledge about the project, including audiences of end users, developers, private investors, and VC funds.\"}),/*#__PURE__*/e(\"p\",{children:\"When I talk about the marketing of technical projects built on the blockchain, I don't mean annoying banner ads or radio spots. My article and approach focus on activities to increase knowledge and loyalty to the brand, build a community, and work with content marketing and DevRel.\"}),/*#__PURE__*/e(\"p\",{children:\"So, I\u2019m ready to share the top failures/mistakes in promoting the Web3 projects.\"}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Total Denial of the Need for Marketing in Web3\"}),/*#__PURE__*/e(\"p\",{children:'Most founders have a background in development and engineering, so they may believe in the \"power of code\" and don\u2019t realize the need for marketing. Indeed, a well-functioning product without marketing is better than a fake project everyone knows about.'}),/*#__PURE__*/e(\"p\",{children:'But if you have a good idea with a purpose, you have to turn your \"mountain of code\" into a business. It takes marketing and brand activity, partnerships and collaborations.'}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"So, let your project become technically robust, recognizable and attractive for investment.\"})}),/*#__PURE__*/e(\"p\",{children:\"While community-building and technical documentation are essential, neglecting traditional marketing channels (content marketing, social media, and PR) can limit the project's reach. These channels can help attract a broader audience beyond the Web3 community.\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Any product needs to be marketed.\"}),\" Even if you\u2019re creating the \u201Cmost unique technology in the world\u201D, there will come a time when your technology ceases to amaze and it becomes difficult to interest people.\"]}),/*#__PURE__*/e(\"p\",{children:\"Most blockchain startups suffer because of a lack of business and marketing expertise. Think about this when you want to say that marketing/branding is not needed because you are good at coding and memes.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Lack of Value Proposition and Differentiation\"}),/*#__PURE__*/t(\"p\",{children:[\"The Web3 space is competitive, and startups must differentiate themselves from competitors through a clear \",/*#__PURE__*/e(\"strong\",{children:\"Value Proposition\"}),\", a new thoughtful business model or memorable design and tone of voice. Failure to showcase what makes the project unique can result in obscurity.\"]}),/*#__PURE__*/e(\"p\",{children:\"Also, failure to clearly communicate the value and purpose of the Web3 project can hinder marketing efforts. If potential users and investors don't understand the project's significance or how it addresses specific pain points, they may not be motivated to get involved.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"To create your Value Proposition and Brand Positioning, you have to answer these questions:\"})}),/*#__PURE__*/t(\"ul\",{style:{\"--framer-font-size\":\"17.6px\",\"--framer-letter-spacing\":\"-0.064px\",\"--framer-text-alignment\":\"start\",\"--framer-text-color\":\"rgba(0, 0, 0, 0.8)\",\"--framer-text-decoration\":\"none\",\"--framer-text-transform\":\"none\"},children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"What pain do you solve for clients?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"How do your products differ from competitors' products?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"What impact do you want to have in the world?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"How would you like to be remembered?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Why should people follow your project?\"})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Lack of Web3 Market Research and UX\"}),/*#__PURE__*/e(\"p\",{children:\"Understanding your Value for the users, developers and partners can't be done without learning their needs and habits. So, the following common failure is ignoring research and interviews with potential clients.\"}),/*#__PURE__*/t(\"p\",{children:[\"Some Web3 founders think they are representatives of the target audience. In most cases, this is not true. You must read about your users, use specific data analytics tools (off-chain and on-chain), and think about your project's \",/*#__PURE__*/e(\"strong\",{children:\"User Experience.\"})]}),/*#__PURE__*/e(\"p\",{children:\"Web3 startups sometimes focus excessively on the technical aspects of their projects and neglect the User Experience. A confusing or poorly designed interface can deter users, no matter how innovative the underlying technology is.\"}),/*#__PURE__*/e(\"p\",{children:\"To build a smooth UX, you must learn from your users and find people (Product Designers, UX/UI designers) who can create an understandable interface for many, not only tech nerds.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Ignoring the Founder's or CEO's Personal Brand\"}),/*#__PURE__*/e(\"p\",{children:\"Vitalik Buterin, Mark Cuban, Stani Kulechov, CZ, Alex Glukhovsky, David Hoffman, and Aya Miyaguchi \u2014 I\u2019m sure you know all these names, or almost all. They use their names to strengthen the brands of the products they have created and/or are developing.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"If you are a founder, you must be the public face of your company. You have to be an Ambassador. People trust people, not corporations.\"})}),/*#__PURE__*/t(\"p\",{children:[\"In personal brand building, one of the critical points is Positioning. \",/*#__PURE__*/e(\"strong\",{children:\"Brand Positioning helps others choose YOU and YOUR PRODUCT, not someone else.\"}),\" It works for both product branding and personal branding. Simply put, your Positioning is a phrase or description under your photo on LinkedIn or X (Twitter).\"]}),/*#__PURE__*/e(\"p\",{children:\"To create your positioning, imagine yourself at a business party where, in addition to cocktails and music, people are interested in the professional achievements of others and try to find business partners. Precise and accurate Positioning will help you interest people and become a welcome interlocutor to whom you won't want to say goodbye quickly.\"}),/*#__PURE__*/e(\"p\",{children:\"So, how would you introduce yourself and your project to get people interested at this Web3 party?\"}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"The Wrong Time to Launch a Web3 Project\"}),/*#__PURE__*/e(\"p\",{children:\"Timing can be critical in the fast-moving world of Web3. Launching a project or marketing campaign at the wrong time, such as during a bear market or when a competing project gains traction, can lead to failure.\"}),/*#__PURE__*/e(\"p\",{children:\"I see the unsuccessful work of the launchpads during the down trade. Despite this tendency, many projects try to launch their tokens with big hopes.\"}),/*#__PURE__*/e(\"p\",{children:'I remember 2021 when many people wanted to create their NFT collections - no matter which and how. I gave consulting services to the guys planning to create their NFT collections, and some of them tried to do this because it was hype and \"everything could be sold\". No, not everything. You have to understand the current market status and propose what is valuable.'}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Overemphasis on Hype\"}),/*#__PURE__*/e(\"p\",{children:\"Some Web3 startups may fall into the trap of overhyping their projects without delivering on promises. Exaggerated claims can lead to disappointment and skepticism, damaging the project's reputation.\"}),/*#__PURE__*/e(\"p\",{children:\"Some startups may prioritize short-term token price increases over long-term sustainability and utility. This can lead to a focus on speculative trading rather than the development and adoption of the technology.\"}),/*#__PURE__*/t(\"p\",{children:[\"I can say that projects created only for hype and quick buck fade just as quickly, causing many questions. \",/*#__PURE__*/e(\"strong\",{children:\"Too much hype in the DeFi or crypto industry raises suspicions and indicates an insufficient market understanding by users/investors.\"})]}),/*#__PURE__*/e(\"p\",{children:\"This can lead to financial and reputational losses both on the part of the project and on the part of the clients. Do you remember the hype surrounding Terra (Luna/USD)? And you know how it all ended.\"}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Neglect of the Mission and Strategic Vision\"}),/*#__PURE__*/e(\"p\",{children:\"Therefore, the following point I want to highlight is the neglect of the mission and long-term vision of the project, including in terms of marketing. Some founders see marketing and branding as disparate tools, so they hire people who work with their hands rather than think strategically.\"}),/*#__PURE__*/e(\"p\",{children:\"That is why you can see projects with a content writer who creates SEO-optimized texts for a blog on topics that are irrelevant to the project. Some projects can't decide on a brand design and endlessly rework it because they do it randomly and not based on a clear strategy and vision of the brand.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"I advise you to develop strategic thinking and surround yourself with people who can plan several steps and understand the cause-and-effect relationships between actions and results.\"})}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h3\",{children:\"Conclusion\"}),/*#__PURE__*/e(\"p\",{children:\"Successful marketing for Web3 startups requires a combination of technical expertise, community building, strategic partnerships, regulatory compliance, and effective communication. Avoiding the pitfalls mentioned above and adopting a balanced marketing strategy can contribute to the success of a Web3 project.\"}),/*#__PURE__*/e(\"p\",{children:\"To build a successful product, you must work with all aspects - technical, user experience, marketing and branding.\"}),/*#__PURE__*/e(\"p\",{children:\"Share this article with your colleagues and Web3 founders who are thinking about marketing their projects but don\u2019t know how to start.\"}),/*#__PURE__*/t(\"p\",{children:[\"Follow me on social media if you like my thoughts: \",/*#__PURE__*/e(i,{href:\"https://www.linkedin.com/in/dariastrategy\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:/*#__PURE__*/e(\"strong\",{children:\"LinkedIn\"})})}),\", \",/*#__PURE__*/e(i,{href:\"https://twitter.com/DariaStrategy\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:/*#__PURE__*/e(\"strong\",{children:\"Twitter\"})})}),\", and \",/*#__PURE__*/e(i,{href:\"https://www.youtube.com/@dariastrategy\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:/*#__PURE__*/e(\"strong\",{children:\"YouTube\"})})}),/*#__PURE__*/e(\"strong\",{children:\".\"})]})]})},{id:\"shPqL5cnR\",[l]:\"Go-To-Market Tactics in Web3. How to launch a Web3 project in 2024? Part 2.\",[d]:\"web3-go-to-market-tactics-how-to-launch-a-web3-project-in-2024-part-2\",[h]:\"2023-09-22T00:00:00.000Z\",[p]:u({src:\"https://framerusercontent.com/images/4v9h95MdXGRvpffg466zhTYJo.png\",srcSet:\"https://framerusercontent.com/images/4v9h95MdXGRvpffg466zhTYJo.png?scale-down-to=512 512w, https://framerusercontent.com/images/4v9h95MdXGRvpffg466zhTYJo.png?scale-down-to=1024 1024w, https://framerusercontent.com/images/4v9h95MdXGRvpffg466zhTYJo.png 1920w\"},\"\"),[m]:/*#__PURE__*/t(s.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"In the first part of the article about the product strategy of the Web3 projects, I explained the classic GTM model and its features in Web3. In this part, I want to share some of the main tactics used in product launches. This is not an exhaustive list, but it gives an understanding of the techniques that can be combined and extended with your ideas.\"}),/*#__PURE__*/e(\"p\",{children:\"Let\u2019s dive deep into the world of Web3 together!\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"The Power of a Token\"}),/*#__PURE__*/e(\"p\",{children:\"Tokens are the digital assets that make up the blockchain ecosystem. Essentially, they are the modern-day equivalent of currency and are used as a medium of exchange within the crypto economy. In simple terms, tokens are units of value transferred from one party to another over time per specific rules defined by their creators.\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Tokens can come in different forms:\"}),\"\\xa0security tokens represent an ownership stake in an underlying investment asset; utility tokens provide access to some services or products their issuing company offers.\"]}),/*#__PURE__*/e(\"p\",{children:\"The picture shows the state of market, 22/01/2024: \"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,egy0BmxYb6CsNPeSvlGui5Rwkc.png\",\"data-framer-height\":\"1396\",\"data-framer-width\":\"2864\",height:\"698\",src:\"https://framerusercontent.com/images/egy0BmxYb6CsNPeSvlGui5Rwkc.png\",style:{aspectRatio:\"2864 / 1396\"},width:\"1432\"}),/*#__PURE__*/e(\"p\",{children:\"Rather than spending funds on traditional marketing to entice and acquire potential customers, core developer teams can use tokens to bring in early users, who can then be rewarded for their early contributions when network effects weren\u2019t yet obvious or started (read about Airdrops and Retrodrops below).\"}),/*#__PURE__*/e(\"p\",{children:\"Not only are those early users evangelists who bring more people into the network (who would like to similarly be rewarded for their contributions), but this essentially makes early users in Web3 more powerful than the traditional business development or salespeople in Web2.\"}),/*#__PURE__*/e(\"p\",{children:\"In Web2, the primary GTM stakeholder is the customer, typically acquired via sales and marketing efforts. In Web3, an organization\u2019s GTM stakeholders include not just their customers/users, but also developers, investors, and partners. Many Web3 companies find community roles more critical than sales and marketing roles.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Build your Web3 community, and community will build your reputation and visibility\"}),/*#__PURE__*/t(\"p\",{children:[\"Web2 can be called the period of birth and development of social networks. \",/*#__PURE__*/e(\"strong\",{children:\"Facebook, Instagram, Twitter, TikTok, Reddit, YouTube\"}),\" and many others\\xa0have turned the forums of the Web1 era into interactive content Disneyland, where each user not only consumes but also creates content, becoming an independent media.\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Attention and time\\xa0spent interacting with the platform and creators\\xa0became the main currency.\"})}),/*#__PURE__*/e(\"p\",{children:\"Social networks gave marketers the tools of\\xa0targeted advertising, which became a game-changing feature at one time. People enthusiastically filled out their profiles, showing the algorithms detailed information about their careers, interests, hobbies, relationships, and lovely foods. Algorithms allow marketers to\\xa0target advertising messages to specific audiences.\"}),/*#__PURE__*/e(\"p\",{children:\"With the implementation of the\\xa0GDPR policy, targeted advertising has become less effective and can no longer clearly distinguish audiences by gender or age criteria.\"}),/*#__PURE__*/t(\"p\",{children:[\"Targeted advertising is replaced by\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"account-based marketing\"}),\". Account-based marketing, often known as ABM, is a strategy for targeted business expansion in which the marketing and sales departments work together to provide individualized purchasing environments\\xa0for a predetermined group of high-value clients. ABM is more used in the\\xa0B2B direction, where the contract and extremely important warm contacts can be discussed for a long time.\"]}),/*#__PURE__*/t(\"p\",{children:[\"However, Web3 has a slightly different approach to social networks. Social networks that are friendly to blockchain projects are\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"Twitter, Discord, Telegram, and Reddit\"}),\".\\xa0Also, decentralized social networks on the blockchain are\\xa0actively developing, for example,\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"Bluesky Social, Amino, CounterSocial, Steemit or Mastodon\"}),\".\"]}),/*#__PURE__*/t(\"p\",{children:[\"The question of social networks smoothly leads us to community building. And it\u2019s necessary to mention that \",/*#__PURE__*/e(\"strong\",{children:\"connecting directly with your audience does NOT turn that audience into a community.\"})]}),/*#__PURE__*/e(\"p\",{children:\"When brands highlight their biggest fans with additional attention, utility, perks, and benefits, it's a one-way, one-to-many interaction. So, if people don't interact with each other, it's not a community.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"The community appears only when you create conditions for members to interact with each other and create new social connections or even projects.\"})}),/*#__PURE__*/e(\"p\",{children:\"To create a community around your project, you must talk with your community members in the same language and create a unique inner culture based on common values. A cult-like identity that expresses itself through memes, specialized lingos like WAGMI, odd-looking profile pictures like the BAYC, and a deep longing for \u201Cmoon\u201D trips. Those elements constitute the unique Web3 culture.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"From my perspective, to boost your chances of getting accepted, you can assist them in carrying out in-depth research about your project by:\"})}),/*#__PURE__*/t(\"ul\",{style:{\"--framer-font-size\":\"17.6px\",\"--framer-letter-spacing\":\"-0.064px\",\"--framer-text-alignment\":\"start\",\"--framer-text-color\":\"rgba(0, 0, 0, 0.8)\",\"--framer-text-decoration\":\"none\",\"--framer-text-transform\":\"none\"},children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Consistently engaging them with updates on behind-the-scenes activities.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Announcement of project development progress.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Getting the community involved in the decision-making about key features or events.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Give rewards (tokens, branded merchandise, invitations) for minting NFT or launching your testnet.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Make content about your team members.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Leaving no questions unanswered and respectfully entertaining feedback.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Set clear goals and objectives from the beginning and be upfront in fulfilling them.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Painstakingly explain via long-form articles, interviews, or videos when any critical or unexpected decision is taken.\"})})]}),/*#__PURE__*/e(\"h2\",{children:\"Memes as a part of Web3 Community Building\"}),/*#__PURE__*/e(\"p\",{children:\"The blockchain community loves to create and laugh at memes. Viral images with text overlays are another GTM tactic for Web3 organizations. Given the complexity and breadth of the cryptocurrency ecosystem and the short attention spans of social media users, memes allow information to be rapidly conveyed.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"To promote your project, you should create yourself and encourage your followers to create thematic memes for your project.\"})}),/*#__PURE__*/e(\"p\",{children:\"They can be specific and not understood by everyone outside the community, but inside it should be the social glue. Memes can also signal belonging, community, goodwill, and more in a highly information-dense way.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,RgOkdwsoxI1eumF9zzt6cgbC5s.png\",\"data-framer-height\":\"1472\",\"data-framer-width\":\"2898\",height:\"736\",src:\"https://framerusercontent.com/images/RgOkdwsoxI1eumF9zzt6cgbC5s.png\",style:{aspectRatio:\"2898 / 1472\"},width:\"1449\"}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"strong\",{children:\"Work with Developer Relations (DevRel)\"})}),/*#__PURE__*/e(\"p\",{children:\"Developer Relations (DevRel)\\xa0is the technique used to ensure that one\u2019s company, products, and developers establish deep, continuous relationships with external developers through mutual communication. According to\\xa0Statista, the global developer population is expected to reach\\xa028.7 million people by 2024, an increase of 3.2 million from the number seen in 2020.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Developing a blockchain product is impossible without building relationships with developers\\xa0who will implement the technology and make other products based on it.\"})}),/*#__PURE__*/e(\"p\",{children:\"For developers to create products based on the technology, the company must establish a warm relationship with them and encourage them. To do this,\\xa0DevRel Engineers or Managers hold meetups and hackathons, educational and entertaining webinars, prepare user-friendly technical documentation, give away merchandise, and much more.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"A DevRel program may comprise a framework built around some or all of the following aspects:\"})}),/*#__PURE__*/t(\"ul\",{style:{\"--framer-font-size\":\"17.6px\",\"--framer-letter-spacing\":\"-0.064px\",\"--framer-text-alignment\":\"start\",\"--framer-text-color\":\"rgba(0, 0, 0, 0.8)\",\"--framer-text-decoration\":\"none\",\"--framer-text-transform\":\"none\"},children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Developer Marketing:\"}),\" Outreach and engagement activities to create awareness and convert developers to use a product.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Developer Education:\"}),\" Product documentation and education resources to aid learning and build affinity with a product and community.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Developer Experience (DX):\"}),\" Resources like a developer portal, product, and documentation to activate the developer with the least friction.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Developer Success:\"}),\" Activities to nurture and retain developers as they build and scale with a product.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Community:\"}),\" Nourishes a community to maintain a sustainable program.\"]})})]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Developer grants\"}),\" are grants made from a protocol\u2019s treasury to individuals or teams who contribute to improving the protocol. This can serve as an effective GTM mechanism for DAOs, since developer activity is such an integral part of a protocol\u2019s success. Examples of projects and protocols with developer grants include \",/*#__PURE__*/e(\"strong\",{children:\"Celo, Chainlink, Compound, Ethereum, and Uniswap.\"})]}),/*#__PURE__*/t(\"p\",{children:[\"For example, \",/*#__PURE__*/e(\"strong\",{children:\"the Uniswap Grants Program (UGP)\"}),\" was established by Uniswap to help fund ecosystem development through targeted grants from the Uniswap Community Treasury. Since UGP\u2019s launch, it has deployed ~$7M in $UNI to 122 grantees. Grants have focused on five key areas: sponsorships, community, tooling, usability, and governance. \"]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,SAcY16nolbsttBPaYzq66Ow4yw.png\",\"data-framer-height\":\"1080\",\"data-framer-width\":\"1402\",height:\"540\",src:\"https://framerusercontent.com/images/SAcY16nolbsttBPaYzq66Ow4yw.png\",style:{aspectRatio:\"1402 / 1080\"},width:\"701\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"So, DevRel is a long-time game, and the interaction process is similar to the\\xa0marketing of B2B projects. That\u2019s why if you want to make your product interesting for developers\u2019 teams, you must sell it by demonstrating\\xa0technological and business advantages.\"}),/*#__PURE__*/t(\"p\",{children:[\"I have a video with a \",/*#__PURE__*/e(i,{href:\"https://youtu.be/qmXJq72njDI\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"step-by-step explanation of DevRel\"})}),\" in the Web3 companies.\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Partnerships and Web3 Ecosystem Collaboration\"}),/*#__PURE__*/e(\"p\",{children:\"Collaborate with other projects and stakeholders within the Web3 ecosystem. This can include collaborating with decentralized finance (DeFi) protocols, NFT platforms, or other dApps that complement your project.\"}),/*#__PURE__*/e(\"p\",{children:\"Marketers of Web2 and Web3 projects love\\xa0partnerships\\xa0because this is an\\xa0excellent opportunity to increase your audience\\xa0at the expense of another company and show your product from a new angle. However, partnerships in Web3 are built\\xa0not only on ideological compatibility but also on technological compatibility, and this, in turn, can be the beginning of building an ecosystem.\"}),/*#__PURE__*/e(\"h2\",{children:\"Airdrops and Retrodrops\"}),/*#__PURE__*/e(\"p\",{children:\"These types of activities are possible only in token-based projects:\"}),/*#__PURE__*/t(\"ul\",{style:{\"--framer-font-size\":\"17.6px\",\"--framer-letter-spacing\":\"-0.064px\",\"--framer-text-alignment\":\"start\",\"--framer-text-color\":\"rgba(0, 0, 0, 0.8)\",\"--framer-text-decoration\":\"none\",\"--framer-text-transform\":\"none\"},children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Airdrop\"}),\" - a blockchain-based project that uses an airdrop as part of a larger marketing campaign is known as a project that uses cryptocurrency. These coins or tokens are directly deposited into the user\u2019s cryptocurrency wallet.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Retrodrop\"}),\" is when a crypto project (blockchain or DApps) distributes its tokens to users for free. The tokens are given out for early activity in the project. In simple terms, if you tested or used the project before it launched its token, you might be among the lucky ones who received the airdrop.\"]})})]}),/*#__PURE__*/t(\"p\",{children:[\"In November 2021, the\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"Ethereum Name Service (ENS)\"}),\"\\xa0protocol distributed 25 million ENS DAO tokens via an airdrop. Similarly, a popular decentralized exchange,\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"Uniswap\"}),\", conducted a retroactive airdrop for its users in late 2020. The list continues with\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"Trust Wallet Token (TWT), Basic Attention Token (BAT)\"}),\", and more.\"]}),/*#__PURE__*/t(\"p\",{children:[\"In October 2022, the\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"Aptos\"}),\"\\xa0team thanked the supporters who launched the testnet or minted an NFT. The user could receive 300 or 150 APT tokens for each action. At the time of launch, the token cost was $8.55.\"]}),/*#__PURE__*/t(\"p\",{children:[\"In 2023, \",/*#__PURE__*/e(\"strong\",{children:\"Celestia\"}),\" launched a retrodrop. This project was one of a few dropping their tokens. \"]}),/*#__PURE__*/t(\"p\",{children:[\"Such projects as\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"Arbitrum, Blur\"}),\"\\xa0and others made hype around their brands using airdrops and retro drops in their GTM. As of this writing, the most anticipated token drops are possible from\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"zkSync\"}),\"\\xa0and\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"LayerZero.\"}),\"\\xa0\"]}),/*#__PURE__*/t(\"p\",{children:[\"The platform named \",/*#__PURE__*/e(\"strong\",{children:\"Coinlist\"}),\" posts the verified projects launching their airdrops. If you plan to release your own, it\u2019s a good idea to be released on Coinlist.\"]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,OESwWnmNQ4ylx7w2CvcmtSsIeg.png\",\"data-framer-height\":\"1456\",\"data-framer-width\":\"2566\",height:\"728\",src:\"https://framerusercontent.com/images/OESwWnmNQ4ylx7w2CvcmtSsIeg.png\",style:{aspectRatio:\"2566 / 1456\"},width:\"1283\"}),/*#__PURE__*/e(\"p\",{children:\"Despite the popularity of using drops among Web3 projects, you should be careful with this tool. Users like to receive tokens for free or for testing the network, but after the drop, you need to understand what to do with the audience. For example, create a DAO whose members will be holders of your tokens.\"}),/*#__PURE__*/e(\"h2\",{children:\"DAO as the Next Stage of the Community Development\"}),/*#__PURE__*/t(\"p\",{children:[\"The abbreviation DAO stands for \",/*#__PURE__*/e(\"strong\",{children:\"Decentralized Autonomous Organization\"}),\", and it's a digital organization run by a set of rules encoded on a blockchain. These rules are enforced by smart contracts, which are self-executing contracts with the terms of the agreement directly written into code.\"]}),/*#__PURE__*/e(\"p\",{children:\"A DAO is decentralized, meaning it is not controlled by any single entity but rather by a group of stakeholders who can make decisions about the organization's activities and development. These stakeholders are usually token holders with a specific cryptocurrency associated with the DAO.\"}),/*#__PURE__*/e(\"p\",{children:\"The success of DAOs in the crypto community results from innovations in blockchain technology, such as smart contracts, on-chain governance, empowered community members redefining how decisions are made, and new organizational and legal structures without a central authority. But not all DAOs are equal.\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"According to \"}),/*#__PURE__*/e(i,{href:\"https://vitalik.ca/general/2022/09/20/daos.html\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:/*#__PURE__*/e(\"strong\",{children:\"Vitalik Buterin\"})})}),/*#__PURE__*/e(\"strong\",{children:\", there are three\\xa0types of situations where decentralization is essential:\"})]}),/*#__PURE__*/t(\"ul\",{style:{\"--framer-font-size\":\"17.6px\",\"--framer-letter-spacing\":\"-0.064px\",\"--framer-text-alignment\":\"start\",\"--framer-text-color\":\"rgba(0, 0, 0, 0.8)\",\"--framer-text-decoration\":\"none\",\"--framer-text-transform\":\"none\"},children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Decentralization for making better decisions in concave environments\"}),\", where pluralism and even naive forms of compromise are, on average, likely to outperform the kinds of coherency and focus that come from centralization.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Decentralization for censorship resistance\"}),\": applications that must continue functioning while resisting attacks from powerful external actors.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Decentralization as credible fairness\"}),\": applications where DAOs are taking on nation-state-like functions like basic infrastructure provision, and so traits like predictability, robustness and neutrality are valued above efficiency.\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"All types of DAOs are described in my video. You can watch it to learn more about this instrument of community development:\"}),/*#__PURE__*/e(o.div,{className:\"framer-text-module\",style:{\"--aspect-ratio\":\"560 / 315\",aspectRatio:\"var(--aspect-ratio)\",height:\"auto\",width:\"100%\"},children:/*#__PURE__*/e(n,{componentIdentifier:\"module:NEd4VmDdsxM3StIUbddO/bZxrMUxBPAhoXlARkK9C/YouTube.js:Youtube\",children:t=>/*#__PURE__*/e(c,{...t,play:\"Off\",shouldMute:!0,thumbnail:\"Medium Quality\",url:\"https://youtu.be/7N344K3sS-Q\"})})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Metrics and Data Analysis\"}),/*#__PURE__*/t(\"p\",{children:[\"Establish key performance indicators (KPIs) to measure the success of your go-to-market strategies. Use data analysis to continuously refine your marketing approach. Analytics platforms like \",/*#__PURE__*/e(\"strong\",{children:\"Etherscan, Messari, CoinGecko, DappRadar, Token Terminal, Dune Analytics, and L2Beat provide real-time and retrospective data,\"}),\" helping to analyze the current state and predict Web3 market trends.\"]}),/*#__PURE__*/e(\"p\",{children:\"Such platforms and tools help founders, product managers and marketers create data-driven strategic visions and execute tactics. I shared about my favorite data providers in my vlog. So, you can learn more about the tools to use if you need to analyze and interpret information from Web3 sources:\"}),/*#__PURE__*/e(o.div,{className:\"framer-text-module\",style:{\"--aspect-ratio\":\"560 / 315\",aspectRatio:\"var(--aspect-ratio)\",height:\"auto\",width:\"100%\"},children:/*#__PURE__*/e(n,{componentIdentifier:\"module:NEd4VmDdsxM3StIUbddO/bZxrMUxBPAhoXlARkK9C/YouTube.js:Youtube\",children:t=>/*#__PURE__*/e(c,{...t,play:\"Off\",shouldMute:!0,thumbnail:\"Medium Quality\",url:\"https://youtu.be/4pmOZHxLXp8\"})})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Conclusion\"}),/*#__PURE__*/e(\"p\",{children:\"Instead of optimizing for headcount growth or revenue and profitability, founders might be optimizing for protocol usage and the quality of the community. Web3 is a venture, and the main task of such projects is to interest people and form the idea of a new reality. The bottom line is this: focus on creating value for the community first, and the money will come.\"}),/*#__PURE__*/e(\"p\",{children:\"Founders must adapt to environments in which no hierarchical power structures exist and where they are one of many actors championing the success of a given project.\"}),/*#__PURE__*/e(\"p\",{children:\"The Web3 space is dynamic, and what works today might need adjustments in the future. Always be open to learning, adapting, and embracing the fast-paced nature of the decentralized web.\"}),/*#__PURE__*/t(\"p\",{children:[\"Good luck with discovering and implementing your ideas in the Web3 space! I'm always ready to help you; just drop me a line at \",/*#__PURE__*/e(\"strong\",{children:\"daria.strategy@gmail.com\"})]})]})},{id:\"cKfgeLNpt\",[l]:\"Go-To-Market Strategy in Web3. How to launch a Web3 project in 2024? Part 1.\",[d]:\"web3-go-to-market-strategy-how-to-launch-a-web3-project-in-2024-part-1\",[h]:\"2023-09-04T00:00:00.000Z\",[p]:u({src:\"https://framerusercontent.com/images/4I6be0Mh3lRHD5U94sygFP9jlGU.png\",srcSet:\"https://framerusercontent.com/images/4I6be0Mh3lRHD5U94sygFP9jlGU.png?scale-down-to=512 512w, https://framerusercontent.com/images/4I6be0Mh3lRHD5U94sygFP9jlGU.png?scale-down-to=1024 1024w, https://framerusercontent.com/images/4I6be0Mh3lRHD5U94sygFP9jlGU.png 1920w\"},\"\"),[m]:/*#__PURE__*/t(s.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"The invention of Bitcoin in 2009 highly influences individuals nowadays, allowing them to change the interactions between people and organizations. We\u2019re living in the era of significant transformations when tech nerds make history with big ambitions. Entering any market is challenging, and finding your perfect Go-To-Market (GTM) Strategy is not easy, especially in fast-growing niches such as Web3 and related fields.\"}),/*#__PURE__*/e(\"p\",{children:\"In this article, I want to give an overall perspective on Go-To-Market Strategy in Web3 with examples and detailed explanations. Reading it is vital for the founders of early-stage startups, business and brand strategists, marketers, and all professionals interested in diving deep into the world of Web3.\"}),/*#__PURE__*/t(\"p\",{children:[\"First, I want to describe the \",/*#__PURE__*/e(\"strong\",{children:\"types of businesses acting in the Web3 space\"}),\". In 2023, I can name 14 as the most popular, but it\u2019s not the final number. I\u2019m sure you know some of them if you had any experience with cryptocurrency, NFTs, or blockchain infrastructure.\"]}),/*#__PURE__*/e(\"p\",{children:\"Many of them are Decentralized Applications (DApps), the companies built in the form of decentralized applications that run on blockchain networks. DApps can span various industries, including gaming, finance, supply chain, and social media.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Business models in Web3:\"}),/*#__PURE__*/t(\"ul\",{style:{\"--framer-font-size\":\"17.6px\",\"--framer-letter-spacing\":\"-0.064px\",\"--framer-text-alignment\":\"start\",\"--framer-text-color\":\"rgba(0, 0, 0, 0.8)\",\"--framer-text-decoration\":\"none\",\"--framer-text-transform\":\"none\"},children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Blockchain Platforms\"}),\": These companies are responsible for developing and maintaining blockchain networks and protocols. Examples are \",/*#__PURE__*/e(\"strong\",{children:\"Ethereum, Polkadot, Solana, and BNB Chain.\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Decentralized Finance\"}),\": DeFi companies provide financial services and products without intermediaries, such as lending platforms, decentralized exchanges (DEXs), yield farming protocols, stablecoins, and liquidity pools. Examples - \",/*#__PURE__*/e(\"strong\",{children:\"DYDX,\"}),\" \",/*#__PURE__*/e(\"strong\",{children:\"Uniswap, 1inch.\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Non-Fungible Token Marketplaces\"}),\": NFT companies facilitate the creation, buying, and selling of unique digital assets, such as digital art, virtual real estate, collectibles, and in-game items. Examples - \",/*#__PURE__*/e(\"strong\",{children:\"OpenSea, Blur, SuperRare.\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Wallet Providers\"}),\": Wallet companies offer secure digital wallets that allow users to store, send, and receive cryptocurrencies and NFTs. Examples - \",/*#__PURE__*/e(\"strong\",{children:\"Argent, Safe, Metamask.\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Oracle Providers:\"}),\" Oracles are essential for connecting real-world data to smart contracts on blockchains. Examples - \",/*#__PURE__*/e(\"strong\",{children:\"Chainlink, Pyth Network, Band Protocol.\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Blockchain Infrastructure and Development Tools:\"}),\" These companies offer tools and infrastructure for blockchain development, such as APIs, SDKs, testing environments, and deployment solutions. Examples - \",/*#__PURE__*/e(\"strong\",{children:\"Alchemy, The Graph, Moralis.\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Decentralized Identity:\"}),\" DID companies focus on providing self-sovereign identity solutions that give individuals control over their personal data and privacy. Examples - \",/*#__PURE__*/e(\"strong\",{children:\"Nametag, Stripe Identity\"}),\".\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Blockchain Consulting and Auditing:\"}),\" Consulting firms advise companies and projects on blockchain adoption, strategy, and smart contract auditing for security and compliance. Examples - \",/*#__PURE__*/e(\"strong\",{children:\"OpenZeppelin, Hacken, Quantstamp.\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Decentralized Storage Providers:\"}),\" These companies offer decentralized and distributed storage solutions, allowing users to store data in a secure and censorship-resistant manner. Examples - \",/*#__PURE__*/e(\"strong\",{children:\"IPFS, Filecoin, Arweave, Storj.\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Blockchain Gaming Companies:\"}),\" Blockchain gaming projects combine gaming experiences with decentralized technology, often incorporating NFTs to give players true ownership of in-game assets. Examples - \",/*#__PURE__*/e(\"strong\",{children:\"The Sandbox, Dapper Labs, Horizon Blockchain Games.\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Decentralized Social Media:\"}),\" Platforms that prioritize user privacy, data ownership, and censorship resistance through blockchain technology. Examples - \",/*#__PURE__*/e(\"strong\",{children:\"Mirror, Lenster, Bluesky.\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Supply Chain and Logistics:\"}),\" Some companies in the Web3 space focus on providing transparent and traceable supply chain and logistics solutions using blockchain technology. Examples - \",/*#__PURE__*/e(\"strong\",{children:\"IBM, Everledger\"}),\", \",/*#__PURE__*/e(\"strong\",{children:\"Syncfab.\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Web3 Data Providers:\"}),\" Raw data and analytics for defining the valuable inputs and metrics such as new user retention, daily/weekly/monthly active users, user engagement, transaction volumes, and business KPIs. Examples - \",/*#__PURE__*/e(\"strong\",{children:\"Dune, Token Terminal, Messari, DApp Radar.\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Decentralized Autonomous Organizations (DAOs):\"}),\" DAOs are organizations governed by smart contracts and community voting. Examples - \",/*#__PURE__*/e(\"strong\",{children:\"Friend with Benefits, Ukraine DAO, Bankless DAO.\"})]})})]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,6oqpyw1Sv34wtG5GXcsdzgtRF3g.png\",\"data-framer-height\":\"632\",\"data-framer-width\":\"1130\",height:\"316\",src:\"https://framerusercontent.com/images/6oqpyw1Sv34wtG5GXcsdzgtRF3g.png\",style:{aspectRatio:\"1130 / 632\"},width:\"565\"}),/*#__PURE__*/t(\"p\",{children:[\"Below is the picture from the \",/*#__PURE__*/e(i,{href:\"https://a16zcrypto.com/posts/article/go-to-market-in-web3\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"blog post\"})}),\" about the GTM on the a16z crypto website. The author, Maggie Hsu, offers such an approach to classifying projects depending on the level of their decentralization and the presence of a token in the business model.\"]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,D88VuMnjOL1GICzJgWwNOA8adeA.png\",\"data-framer-height\":\"1374\",\"data-framer-width\":\"1456\",height:\"687\",src:\"https://framerusercontent.com/images/D88VuMnjOL1GICzJgWwNOA8adeA.png\",style:{aspectRatio:\"1456 / 1374\"},width:\"728\"}),/*#__PURE__*/e(\"p\",{children:\"According to this matrix, GTM differs in each quadrant and can span everything from traditional Web2-style strategies to emerging and experimental strategies. Here, I\u2019ll focus on the upper right quadrant (decentralized team with the token) and contrast it with the lower left quadrant (centralized team with no token) to illustrate the difference between Web3 and Web2 GTM approaches.\"}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Go-To-Market Strategy Components\"}),/*#__PURE__*/e(\"p\",{children:\"After dealing with the main types of businesses in Web3, it is worth telling you more about the go-to-market. Many believe this stage is only about marketing and activities related to the media support of the new product's entry into the market.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"A Go-To-Market (GTM) strategy is not solely about marketing; it is a comprehensive plan involving various aspects of a business to bring a product or service to market successfully.\"})}),/*#__PURE__*/e(\"p\",{children:\"While marketing is a critical component of the GTM strategy, it is just one piece of the puzzle. It's directly related to the company's Product Strategy, vision and mission.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"The two main types of go-to-market strategies are sales-led and product-led:\"})}),/*#__PURE__*/t(\"ol\",{style:{\"--framer-font-size\":\"17.6px\",\"--framer-letter-spacing\":\"-0.064px\",\"--framer-text-alignment\":\"start\",\"--framer-text-color\":\"rgba(0, 0, 0, 0.8)\",\"--framer-text-decoration\":\"none\",\"--framer-text-transform\":\"none\",\"--list-style-type\":\"none\"},children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"A product-led GTM strategy uses the \",/*#__PURE__*/e(\"strong\",{children:\"product\"}),\" to acquire and retain users.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"A sales-led GTM strategy uses \",/*#__PURE__*/e(\"strong\",{children:\"marketing\"}),\" to drum up interest for a product, capturing it in content and demo forms. In a sales-led approach, salespeople reach out to prospects to convert them into customers.\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"In Web3, the most common is a product-led GTM strategy because of the tech nature of the projects. Founders have developers' or product managers' experience, so they focus on creating products more than sales and marketing.\"}),/*#__PURE__*/e(\"p\",{children:\"Regardless of the specifics of the business (Web2 or Web3), several stages make up the classic model of GTM. Later in the article, I will describe the features of GTM specifically for Web3 because there are differences from traditional businesses.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h3\",{children:\"The essential components of the GTM for any business:\"}),/*#__PURE__*/t(\"ol\",{style:{\"--framer-font-size\":\"17.6px\",\"--framer-letter-spacing\":\"-0.064px\",\"--framer-text-alignment\":\"start\",\"--framer-text-color\":\"rgba(0, 0, 0, 0.8)\",\"--framer-text-decoration\":\"none\",\"--framer-text-transform\":\"none\",\"--list-style-type\":\"none\"},children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Market Research and Analysis:\"}),\" Conduct thorough market research to understand your target audience, their needs, pain points, and preferences. Analyze your competitors and identify gaps in the market.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Product Development and Positioning:\"}),\" Ensure your product or service is well-developed, tested, and aligned with customer needs. Define a clear value proposition and positioning that differentiates your offering from competitors.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Pricing Strategy:\"}),\" Determine the optimal pricing strategy considering your costs, competitive landscape, and customer-perceived value.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Distribution Channels:\"}),\" Identify the most effective distribution channels to reach your target audience. This could include direct sales, partnerships, e-commerce, or other distribution methods.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Sales Strategy:\"}),\" Develop a sales strategy that outlines how your sales team will approach potential customers, handle objections, and close deals.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Customer Support:\"}),\" Provide excellent customer support and service to retain customers and build loyalty.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Legal and Regulatory:\"}),\" Ensure compliance with relevant laws and regulations that may impact your product or service\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Partnerships:\"}),\" Identify potential partners and alliances to help expand your reach or complement your offering.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Budget and Resources:\"}),\" Determine the budget required for the GTM strategy and allocate resources effectively.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Metrics and Measurement:\"}),\" Establish key performance indicators (KPIs) to track the success of your GTM strategy and make data-driven decisions.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Clear Roadmap:\"}),\" Plan the timing of your product launch, considering market conditions and customer readiness.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Feedback and Iteration:\"}),\" Collect feedback from customers and stakeholders to iterate and improve your GTM strategy continuously.\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"As you can see, the GTM strategy is a holistic approach that aligns all the moving parts of a business toward achieving the common goal of successfully bringing a product or service to market. It requires coordination and collaboration across different departments, from product development to sales, marketing, and customer support.\"}),/*#__PURE__*/e(\"p\",{children:\"Most often, Web3 projects are startups despite the significant investment they receive from venture capital funds. All processes are turbulent, and many things are done for the first time in the industry, so some of the stages of GTM may be missing or implemented not as they should ideally \u2014 for example, Sales Strategy, Legal or Clear Roadmap. The main thing is not to lose focus and do what is essential for the product and the Web3 community.\"}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"In Web3, it is important to add some components to the basic list:\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"1. Deep knowledge of blockchain, cryptocurrencies and related topics.\"}),\" To create, launch, and develop a project for Web3, you and your team must know a lot about the blockchain ecosystem and how it works with classic businesses or AI. The lack of industry knowledge will limit you and your project in development.\"]}),/*#__PURE__*/e(\"p\",{children:\"To learn about blockchain technology and cryptocurrency, DeFi and trading, staking and farming, airdrops and testnets, L1 and L2, zk-rollups and optimistic rollups, and other tools and features of the Web3 world, you have to read and watch a lot of content.\"}),/*#__PURE__*/t(\"p\",{children:[\"Every day, I read Twitter and Linkedin news from the TOP influencers and Web3 founders as \",/*#__PURE__*/e(i,{href:\"https://twitter.com/koeppelmann\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"@koeppelmann\"})}),\", \",/*#__PURE__*/e(i,{href:\"https://twitter.com/VitalikButerin\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"@VitalikButerin\"})}),\", \",/*#__PURE__*/e(i,{href:\"https://twitter.com/gluk64\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"@gluk64\"})}),\" and \",/*#__PURE__*/e(i,{href:\"https://twitter.com/StaniKulechov\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"@StaniKulechov\"})}),\", connect with people on Discord chats, follow projects that impact the community, watch shows like\\xa0\",/*#__PURE__*/e(i,{href:\"https://www.youtube.com/@Bankless?ref=hackernoon.com\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Bankless\"})}),\", listen to\\xa0\",/*#__PURE__*/e(i,{href:\"https://web3-with-a16z.simplecast.com/?ref=hackernoon.com\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Web3 Podcast\"})}),\"\\xa0by a16z, read articles on HackerNoon and Mirror, and much more.\"]}),/*#__PURE__*/e(\"p\",{children:\"This industry is moving so fast! Follow the news, read blogs, watch videos, and attend events to stay up-to-date. \"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"2. Tokenomics.\"}),\" It considers the economics of a crypto token: issuance, attributes, distribution, supply, demand and other characteristics. When launching a project, founding members and developers need to consider the tokenomics of their native cryptocurrency carefully if their project is to attract investment and be successful.\"]}),/*#__PURE__*/e(\"p\",{children:\"Tokenomics is also an important part of the pitch deck for investors because it gives an understanding of the project\u2019s logic and perspective.\"}),/*#__PURE__*/e(\"p\",{children:\"Here is an example of LIDO\u2019s tokenomics and distribution of tokens: \"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,9K4KlsbI2ClV4OM7o04gzoGfczg.png\",\"data-framer-height\":\"2245\",\"data-framer-width\":\"3981\",height:\"1122\",src:\"https://framerusercontent.com/images/9K4KlsbI2ClV4OM7o04gzoGfczg.png\",style:{aspectRatio:\"3981 / 2245\"},width:\"1990\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"3. Community Building\"}),\". It\u2019s vital to any Web3 project, especially if you build for the B2C audience. Engage potential users and supporters through social media, forums, and online events. Encourage participation and reward early adopters to create a sense of ownership and loyalty.\"]}),/*#__PURE__*/e(\"p\",{children:\"When building a Web3 community, it is important to establish clear and specific goals. This involves conducting research to understand your audience and working with internal and external stakeholders to identify the most pressing needs that the community can assist with.\"}),/*#__PURE__*/e(\"p\",{children:\"By aligning community goals with project goals, you can ensure that community behavior is directed toward achieving those goals.\"}),/*#__PURE__*/e(\"p\",{children:\"Some projects manage to reach many people in the community and involve them in developing the project and disseminating information about it. Below, I show screenshots of social networks of projects that have maintained high interest for a long time.\"}),/*#__PURE__*/t(\"p\",{children:[\"Here is a collage with the number of subscribers and some online and offline activities of the \",/*#__PURE__*/e(\"strong\",{children:\"zkSync \"}),\"project:\"]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,qxxF0DlnY30ALVDF0XP5HOrl4S8.png\",\"data-framer-height\":\"1522\",\"data-framer-width\":\"2440\",height:\"761\",src:\"https://framerusercontent.com/images/qxxF0DlnY30ALVDF0XP5HOrl4S8.png\",style:{aspectRatio:\"2440 / 1522\"},width:\"1220\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"4. A powerful technical infrastructure that allows the implementation of highly loaded solutions.\"}),\" You may not have the necessary servers or cloud storage at your disposal, especially in the early stages of the project. If your project needs technical resources, you should find them and involve external providers.\"]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,VHcSZPnNGuoOOJ6Sl8RfmjcDako.png\",\"data-framer-height\":\"1310\",\"data-framer-width\":\"2912\",height:\"655\",src:\"https://framerusercontent.com/images/VHcSZPnNGuoOOJ6Sl8RfmjcDako.png\",style:{aspectRatio:\"2912 / 1310\"},width:\"1456\"}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Conclusion\"}),/*#__PURE__*/e(\"p\",{children:\"As a result of reading this article, you learned about the types of business models in Web3 depending on their specificity and functionality. Also, you learned about the classic list of items needed to create a GTM strategy and the features of this strategy for Web3 projects.\"}),/*#__PURE__*/t(\"p\",{children:[\"Strategy is impossible without implementation, that is, without specific tactical tools and activities. In the following article about \",/*#__PURE__*/e(\"strong\",{children:\"GTM Tactics for Web3 products\"}),\", I list Web3 companies' activities to market and attract more users and partners.\"]}),/*#__PURE__*/e(\"p\",{children:\"Suppose you found this article valuable for you, like it and share it with your colleagues and friends interested in building a Web3 product strategy. \"}),/*#__PURE__*/t(\"p\",{children:[\"Drop me a line at \",/*#__PURE__*/e(\"strong\",{children:\"daria.strategy@gmail.com\"}),\" to discuss your project and its potential in terms of brand building and communications.\"]})]})},{id:\"R8u8uHS0y\",[l]:\"Daria Volkova Speaks at ETH Warsaw about Brand Strategy for Web3 Startups\",[d]:\"daria-volkova-speaks-at-eth-warsaw-about-brand-strategy-for-web3-startups\",[h]:\"2023-09-01T00:00:00.000Z\",[p]:u({src:\"https://framerusercontent.com/images/zpGiSZoG6tFhjrkBSbFJjw9dF54.jpg\",srcSet:\"https://framerusercontent.com/images/zpGiSZoG6tFhjrkBSbFJjw9dF54.jpg?scale-down-to=512 512w, https://framerusercontent.com/images/zpGiSZoG6tFhjrkBSbFJjw9dF54.jpg?scale-down-to=1024 1024w, https://framerusercontent.com/images/zpGiSZoG6tFhjrkBSbFJjw9dF54.jpg?scale-down-to=2048 2048w, https://framerusercontent.com/images/zpGiSZoG6tFhjrkBSbFJjw9dF54.jpg 3827w\"},\"\"),[m]:/*#__PURE__*/t(s.Fragment,{children:[/*#__PURE__*/t(\"p\",{children:[\"This is a video of my speech at ETHWarsaw, where I talked about the strategy of building and developing a brand for Web3 startups. Positioning, value proposition, community, and the brand-building roadmap - the attendees of ETHWarsaw learned all this and more.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{}),\"I recommend watching the video on YouTube for everyone starting to build a brand for their project or planning to do so soon. \"]}),/*#__PURE__*/e(o.div,{className:\"framer-text-module\",style:{\"--aspect-ratio\":\"560 / 315\",aspectRatio:\"var(--aspect-ratio)\",height:\"auto\",width:\"100%\"},children:/*#__PURE__*/e(n,{componentIdentifier:\"module:NEd4VmDdsxM3StIUbddO/bZxrMUxBPAhoXlARkK9C/YouTube.js:Youtube\",children:t=>/*#__PURE__*/e(c,{...t,play:\"Off\",shouldMute:!0,thumbnail:\"Medium Quality\",url:\"https://youtu.be/nErl8W37Yb0\"})})})]})},{id:\"xmaF94O8T\",[l]:\"The crucial difference between Web2 and Web3 Marketing\",[d]:\"the-crucial-difference-between-web2-and-web3-marketing\",[h]:\"2023-06-14T00:00:00.000Z\",[p]:u({src:\"https://framerusercontent.com/images/GlFn2rbKwDZpmyplNOFH05GxzyM.png\",srcSet:\"https://framerusercontent.com/images/GlFn2rbKwDZpmyplNOFH05GxzyM.png?scale-down-to=512 512w, https://framerusercontent.com/images/GlFn2rbKwDZpmyplNOFH05GxzyM.png?scale-down-to=1024 1024w, https://framerusercontent.com/images/GlFn2rbKwDZpmyplNOFH05GxzyM.png 1920w\"},\"\"),[m]:/*#__PURE__*/t(s.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"We all are fortunate to observe the transition from Web2 to Web3 and a change in the paradigm of interaction on the Internet. Company founders, brand managers, marketers and everyone who creates product value now have new approaches to interacting with audiences and building new connections.\"}),/*#__PURE__*/e(\"p\",{children:\"Follow me, and I hope this long read will help you to implement new knowledge in practice! \"}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Web2 Marketing = Performance Marketing+Sales\"}),/*#__PURE__*/t(\"p\",{children:[\"In the promotion of Web2 products, the tools of performance marketing are most often used. Performance marketing makes all \",/*#__PURE__*/e(\"strong\",{children:\"advertising channels\"}),\" work together, maximizing effectiveness. This approach\u2019s main principles and goals are the return on marketing investments and the increase in sales.\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Features of performance marketing:\"})}),/*#__PURE__*/t(\"ul\",{style:{\"--framer-font-size\":\"17.5px\",\"--framer-text-alignment\":\"start\",\"--framer-text-color\":\"rgb(60, 60, 59)\",\"--framer-text-decoration\":\"none\",\"--framer-text-transform\":\"none\"},children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"measurability of the effectiveness of the channels used;\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"assessment of business indicators (CPA, ROI, CAC, LTV);\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"the ability to influence the performance in real time;\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"synchronization of SEO, SMM, email marketing, and media advertising to achieve results.\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Performance campaign is measured and tracked using referral links, coupon codes, and individual phone numbers. This method requires extensive setup and careful testing.\"}),/*#__PURE__*/t(\"p\",{children:[\"So, Web2 marketing is focused on paid advertising performance indicators and branding, but PR and ideological components were rarely included in the marketing and sales flow. In most cases, all these directions went in parallel, which is incorrect because it is\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"much more logical to build a system on an ideological basis, combining brand, marketing and sales goals in the strategy.\"})]}),/*#__PURE__*/t(\"p\",{children:[\"More advanced Web2 marketing came to be called \",/*#__PURE__*/e(\"strong\",{children:\"Growth Marketing\"}),\" when technology was used to achieve results. For example, account-based marketing or big data tools help create a personalized advertising experience for a specific person.\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Technologies at the core of Web3 marketing\"}),/*#__PURE__*/e(\"p\",{children:\"Decentralized technologies like blockchain, AI, and IoT set Web3 marketing apart from Web2. Blockchain gives the power to tokenize assets, put information on a chain, create a digital identity, and do many projects. Artificial intelligence and the Internet of Things enable brands to be closer to their potential consumers while not directly selling something but adapting to people's lifestyles.\"}),/*#__PURE__*/e(\"p\",{children:\"The development of the IoT enables more and more devices to connect to the Internet, which means that the need for a decentralized data processing platform is increasing. Web3 marketing is well-positioned to utilize this trend because it can leverage these technologies.\"}),/*#__PURE__*/e(\"p\",{children:\"In addition to cutting-edge technologies,\\xa0Web3 marketing is characterized by great attention to growth marketing, PR and community development.\"}),/*#__PURE__*/e(\"p\",{children:\"I highlighted several main differences between the marketing of Web2 and Web3 projects. To begin with, let\u2019s consider the ideological framework, namely the companies\u2019 mission, values and principles.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Ideology and Storytelling in Web3\"}),/*#__PURE__*/t(\"p\",{children:[\"In the era of Web2, companies often push ideology and storytelling to the background because the conversion indicators of digital advertising came to the fore. Many products were launched\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"to make a quick buck, not to create additional value and emotional customer experience.\"})]}),/*#__PURE__*/e(\"p\",{children:\"This approach has never been close to me because I believe meaning and actual value will bring more to the company than direct advertising.\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Genuinely successful projects are always based on ideology, values and an understanding of their otherness.\"}),\"\\xa0To be an outstanding project, you must create and develop a\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"unique brand based on a system of values and personalized unique experiences\"}),\". It should be revealed in the logo, font style, visual design, external communication strategy, and all words and actions of the company.\"]}),/*#__PURE__*/t(\"p\",{children:[\"One of my favorite brands is \",/*#__PURE__*/e(\"strong\",{children:\"Ethereum\"}),\". Their ideological and visual components are so thought out and successfully combined that it gives me a braingasm. Ethereum is like a guide to the decentralized future; everyone can build on the Ethereum blockchain.\"]}),/*#__PURE__*/t(\"p\",{children:[\"I strongly advise you to study all the components of the Ethereum brand \",/*#__PURE__*/e(i,{href:\"https://ethereum.org/en/contributing/style-guide?ref=hackernoon.com\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"style guide\"})}),\" because this is an excellent example.\"]}),/*#__PURE__*/t(\"p\",{children:[\"Decentralization and digital economies are the essences of Web3 because they\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"allow us to place value on the content\"}),\"\\xa0created on the net. The Web3 space is inherently\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"open-source\"}),\"; anything contrasting that ethos may be treated as a red flag. Web3 is changing how individuals and companies interact, pushing values and principles to the front line.\"]}),/*#__PURE__*/e(\"p\",{children:\"The values should be such that you can build a solid foundation on their basis and attract future team members. Also, values will help you in the stage of creating your brand story, so don\u2019t skip this critical part.\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Storytelling\"}),\"\\xa0is essential to humankind\u200A \u2014\u200A it is how we share experiences, knowledge, and wisdom. It is also\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"crucial for branding and reputation\"}),\"\\xa0because it is how audiences are captivated.\"]}),/*#__PURE__*/t(\"p\",{children:[\"Web3 platforms like\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"Mirror\"}),\" allow storytellers, publishers, production houses, and NFT projects to publish, manage and distribute multimedia literary content on the blockchain without requiring specific technical knowledge. The number of such interactive platforms will constantly increase.\"]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,ySx0jmWU3oAUtlD9KvybUp3Qd3c.png\",\"data-framer-height\":\"1522\",\"data-framer-width\":\"2594\",height:\"761\",src:\"https://framerusercontent.com/images/ySx0jmWU3oAUtlD9KvybUp3Qd3c.png\",style:{aspectRatio:\"2594 / 1522\"},width:\"1297\"}),/*#__PURE__*/t(\"h3\",{children:[/*#__PURE__*/e(\"br\",{}),\"Make PR and\\xa0Creativity great again in Web3!\"]}),/*#__PURE__*/t(\"p\",{children:[\"Many Web2 companies perceive\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"PR and creative promotion as optional\"}),\", which should help sales managers sell more. But this direction is rarely a priority unless the product belongs to the categories of fashion, art, breakthrough startups or something that needs to create news constantly.\"]}),/*#__PURE__*/t(\"p\",{children:[\"In contrast, PR and the creative component are essential for promoting web3 products. Most projects are startups, meaning\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"they must attract investments\"}),\"\\xa0from venture funds like a16z, Outlier Ventures, Pantera Capital, and others. Funds, in turn, have minimal time to get to know the team.\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"It is much easier to establish contact with investors\"}),\"\\xa0if they have heard about you and read about your project in trusted media such as Bloomberg, Coindesk, Cointelegraph, etc.\"]}),/*#__PURE__*/t(\"p\",{children:[\"Also, PR is needed to\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"attract individual investors\"}),\"\\xa0because we can invest in a project we trust and want to support. Unlike Web2 products, you can become an investor only by purchasing public company shares.\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Time and money spent on PR and communication accelerate the decision-making process about investors' support of your project.\"})}),/*#__PURE__*/t(\"p\",{children:[\"Web3 gave birth to such phenomena as\",/*#__PURE__*/e(\"strong\",{children:\" memes, coins, and fan tokens\"}),\".\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"Meme coins\"}),\"\\xa0(like DOGE or SHIB) are meme-inspired cryptocurrencies. They tend to be\\xa0highly volatile\\xa0compared to major cryptocurrencies like bitcoin (BTC) and ether (ETH). This is likely because meme coins are heavily community-driven tokens. social media and online community sentiments usually influence their prices.\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Fan tokens\"}),\"\\xa0are dedicated to favorite sports teams and help them join the fan community. For example, Binance sponsors the BWT Alpine team in F1. The Alpine team has its fan token, which allows fans to donate directly to the team. Also,\\xa0on Binance, owners of ALPINE tokens\\xa0can access gamification and various goodies.\"]}),/*#__PURE__*/t(\"p\",{children:[\"From a creative point of view, Web3 projects have more technological tools for creating campaigns and engaging users or developers than classic businesses. For example, metaverses provide an opportunity to gamify and enrich the user experience with emotions. In Web3, the level of personalization increases due to the use of\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"unique NFT or Artificial Intelligence\"}),\"\\xa0algorithms.\"]}),/*#__PURE__*/t(\"p\",{children:[\"Web2 companies are now actively using Web3 tools to demonstrate their\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"technological prowess and be in the mainstream.\"}),\"\\xa0Many big brands already have blockchain and crypto teams looking for new ways to\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"promote and adapt the brand to the new Web3 reality.\"})]}),/*#__PURE__*/t(\"p\",{children:[\"Confirmation of the importance of creativity in the marketing of web3 products is\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"the growth of vacancies for creative directors and brand marketers\"}),\"\\xa0who have experience working with advertising and launching creative campaigns. Companies are ready to play the long game and apply tools to create an additional\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"emotional attachment to the brand\"}),\".\"]}),/*#__PURE__*/t(\"h3\",{children:[/*#__PURE__*/e(\"br\",{}),\"Web3 Social Networks: for Sales or Growth?\"]}),/*#__PURE__*/t(\"p\",{children:[\"Web2 can be called the period of birth and development of social networks. Facebook, Instagram, Twitter, TikTok, Reddit, YouTube and many others\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"have turned the forums of the Web1 era into interactive content Disneyland\"}),\", where each user not only consumes but also creates content, becoming an independent media.\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"Attention and time\"}),\"\\xa0spent interacting with the platform and creators\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"became the main currency.\"})]}),/*#__PURE__*/t(\"p\",{children:[\"Social networks gave marketers the tools of\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"targeted advertising\"}),\", which became a game-changing feature at one time. People enthusiastically filled out their profiles, showing the algorithms detailed information about their careers, interests, hobbies, relationships, and favorite foods. Algorithms allow marketers to\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"target advertising messages to specific audiences.\"})]}),/*#__PURE__*/t(\"p\",{children:[\"With the introduction of the\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"GDPR policy\"}),\", targeted advertising has become less effective and can no longer clearly distinguish audiences by gender or age criteria.\"]}),/*#__PURE__*/t(\"p\",{children:[\"Targeted advertising is replaced by\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"account-based marketing\"}),\". Account-based marketing, often known as ABM, is a strategy for targeted business expansion in which the marketing and sales departments work together to provide \",/*#__PURE__*/e(\"strong\",{children:\"individualized purchasing environments\"}),\"\\xa0for a predetermined group of high-value clients. ABM is more used in the\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"B2B direction\"}),\", where the contract and extremely important warm contacts can be discussed for a long time.\"]}),/*#__PURE__*/t(\"p\",{children:[\"However, Web3 has a slightly different approach to social networks. Social networks that are friendly to blockchain projects are\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"Twitter, Discord, Telegram, Reddit, and Steemit.\"}),\"\\xa0Also, decentralized social networks on the blockchain are\\xa0actively developing, such as \",/*#__PURE__*/e(\"strong\",{children:\"Farcaster, Lens, DeBank, Status,\"}),\" etc.\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h3\",{children:\"Web3 Community Building and Audience Engagement\"}),/*#__PURE__*/e(\"p\",{children:\"Web2 marketing strategies usually do not try to build communities because this will not bring significant benefits in promoting the product.\"}),/*#__PURE__*/t(\"p\",{children:[\"When marketing a Web3 project, you must look beyond conventional methods to attract potential users. As\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"community becomes more important in Web3\"}),\"\\xa0than in Web2, lead journeys will evolve accordingly.\"]}),/*#__PURE__*/t(\"p\",{children:[\"First, you must talk with your community members in the \",/*#__PURE__*/e(\"strong\",{children:\"same language and create a unique inner culture.\"}),\" A cult-like identity that expresses itself through memes, specialized lingos like WAGMI, odd-looking profile pictures like the BAYC, and a deep longing for \u201Cmoon\u201D trips. Those elements constitute the unique web3 culture.\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"To boost your chances of getting accepted, you can assist them in carrying out in-depth research about your project by:\"})}),/*#__PURE__*/t(\"ul\",{style:{\"--framer-font-size\":\"17.5px\",\"--framer-text-alignment\":\"start\",\"--framer-text-color\":\"rgb(60, 60, 59)\",\"--framer-text-decoration\":\"none\",\"--framer-text-transform\":\"none\"},children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Consistently engaging them with updates on behind-the-scenes activities.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Announcement of project development progress.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Getting the community involved in the decision-making about key features or events.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Give them rewards (tokens, branded merch, invitations) for minting NFT or launching your testnet.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Make content about your team members.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Leaving no questions unanswered and respectfully entertaining feedback.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Set clear goals and objectives from the beginning and be upfront in fulfilling them.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"Painstakingly explain via long-form articles, interviews, or videos when any critical or unexpected decision is taken.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})})]}),/*#__PURE__*/t(\"p\",{children:[\"There are many good platforms for community rewards: \",/*#__PURE__*/e(\"strong\",{children:\"Zealy, Alpha Guilty, Galxe\"}),\", and others. They build powerful mediums to understand, activate, and grow tokenized communities.\\xa0You can use them or similar to make your community building easier.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]}),/*#__PURE__*/e(\"h2\",{children:\"Developer Relations is extremely relevant in Web3\"}),/*#__PURE__*/t(\"p\",{children:[\"Web3 requires\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"new approaches to scaling\"}),\". Partnerships, collaborations, and developing relationships with developers who test and implement the technology usually come to the fore.\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Developer Relation (DevRel)\"}),\"\\xa0is the marketing technique used to ensure that one\u2019s company, products, and developers establish deep, continuous relationships with external developers through mutual communication. According to\\xa0\",/*#__PURE__*/e(i,{href:\"https://www.statista.com/statistics/627312/worldwide-developer-population/?ref=hackernoon.com\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Statista\"})}),\", the global developer population is expected to reach\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"28.7 million people by 2024\"}),\", an increase of 3.2 million from the number seen in 2020.\"]}),/*#__PURE__*/t(\"p\",{children:[\"Developing a blockchain product is impossible without building relationships with developers\\xa0who will implement the technology and make other products based on it. The most popular blockchains on which most products are built are \",/*#__PURE__*/e(\"strong\",{children:\"Ethereum,  Solana and BNB Chain\"}),\".\"]}),/*#__PURE__*/t(\"p\",{children:[\"For developers to create products based on the technology, the company must establish a warm relationship with them and encourage them. To do this,\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"DevRel marketers hold meetups and hackathons, educational and entertaining webinars, prepare user-friendly technical documentation, give away merchandise, and much more.\"})]}),/*#__PURE__*/e(\"p\",{children:\"A DevRel program may comprise a framework built around some or all of the following aspects:\"}),/*#__PURE__*/t(\"ul\",{style:{\"--framer-font-size\":\"17.5px\",\"--framer-text-alignment\":\"start\",\"--framer-text-color\":\"rgb(60, 60, 59)\",\"--framer-text-decoration\":\"none\",\"--framer-text-transform\":\"none\"},children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Developer Marketing\"}),\": Outreach and engagement activities to create awareness and convert developers to use a product.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Developer Education\"}),\": Product documentation and education resources to aid learning and build affinity with a product and community.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Developer Experience (DX)\"}),\": Resources like a developer portal, product, and documentation to activate the developer with the least friction.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Developer Success\"}),\": Activities to nurture and retain developers as they build and scale with a product.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Community\"}),\": Nourishes a community to maintain a sustainable program.\"]})})]}),/*#__PURE__*/t(\"p\",{children:[\"This is a long-time game, and the interaction process is similar to marketing \",/*#__PURE__*/e(\"strong\",{children:\"B2B projects\"}),\". That\u2019s why if you want to make your product interesting for developers\u2019 teams, you must sell it by demonstrating\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"technological and business advantages.\"})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"The Power of Partnerships in Web3\"}),/*#__PURE__*/t(\"p\",{children:[\"Marketers of Web2 and Web3 projects love\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"partnerships\"}),\"\\xa0because this is an\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"excellent opportunity to increase your audience\"}),\"\\xa0at the expense of another company and show your product from a new angle. However, partnerships in Web3 are built\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"not only on ideological compatibility but also on technological compatibility\"}),\", and this, in turn, can be the beginning of building an ecosystem.\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"before you offer other projects to become your partner and exchange audiences, you should make sure that you are in order with the following:\"})}),/*#__PURE__*/t(\"ul\",{style:{\"--framer-font-size\":\"17.5px\",\"--framer-text-alignment\":\"start\",\"--framer-text-color\":\"rgb(60, 60, 59)\",\"--framer-text-decoration\":\"none\",\"--framer-text-transform\":\"none\"},children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"The technical side of the product is excellent, and there have been no reputational losses or were settled by competent communication.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Your brand is consistent regarding mission and vision, as reasonably as it is visually attractive, and the design does not contradict the company's essence.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"You have the resources to maintain communication at the right level for a long time.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"You know how to scale the project and grow the community.\"})})]}),/*#__PURE__*/t(\"p\",{children:[\"I like how\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"1inch\"}),\"\\xa0partners with various blockchain projects. They collaborated with very trusted and well-known blockchain and fintech projects, which increased their visibility and worked well to attract a new audience of developers and users.\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Data collection and ownership in Web2 and Web3\"}),/*#__PURE__*/t(\"p\",{children:[\"FAANG and other corporations know a lot about users, which cannot be alarming. Web2 has given businesses\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"unlimited data to use however they want.\"}),\"\\xa0It is interesting that Apple caught society\u2019s trend to reduce data transmission and caused trouble for Meta (Facebook) by adding an option to refuse data transmission to applications in the new version of the OS. Now, Facebook can\u2019t work with advertising as effectively and is missing out on billions of dollars.\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Cambridge Analytica helped Trump\"}),\"\\xa0win\\xa0the election by manipulating public opinion through social media, mainly through Facebook. The company had unlimited access to user data and helped a person with a dubious reputation achieve political goals.\"]}),/*#__PURE__*/t(\"p\",{children:[\"Unlike data trading in Web2, the\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"Web3 approach involves independent control over the data\"}),\"\\xa0you share on the Internet.\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"Brave Browser\"}),\" solves the data collection issue by blocking trackers and creepy ads on every website you visit.\"]}),/*#__PURE__*/t(\"p\",{children:[\"All this means that in the future,\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"people can get an individual approach and disclose only the information they want\"}),\". For marketers, this means finding new ways of interaction and increasing the importance of a personalized approach to customers\u200A\u2014\u200Anot through intrusive advertising, but through value creation.\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Conclusion\"}),/*#__PURE__*/e(\"p\",{children:\"I\u2019ve outlined the main differences between Web2 and Web3 project marketing that you need to know if you plan to dive into this field. I am sure that the era of Web3 will bring even more new opportunities and help marketers and brand managers focus on emphasizing the value of technologically robust products.\"})]})}];for(let e of g)Object.freeze(e);a(g,{FmnJjPp3Y:{defaultValue:\"\",title:\"Title\",type:r.String},FjJ1ZUQHU:{title:\"Slug\",type:r.String},MXaPkXRwX:{defaultValue:\"\",title:\"Date\",type:r.Date},ctuhs0aCv:{title:\"Image\",type:r.ResponsiveImage},fNLcAJrMP:{defaultValue:\"\",title:\"Content\",type:r.RichText}}),g.displayName=\"Blog\";export default g;export const enumToDisplayNameFunctions={};export const utils={async getSlugByRecordId(e,t){var a;return null===(a=g.find(t=>t.id===e))||void 0===a?void 0:a[d];},async getRecordIdBySlug(e,t){var a;return null===(a=g.find(t=>t[d]===e))||void 0===a?void 0:a.id;}};\nexport const __FramerMetadata__ = {\"exports\":{\"enumToDisplayNameFunctions\":{\"type\":\"variable\",\"annotations\":{\"framerContractVersion\":\"1\"}},\"default\":{\"type\":\"data\",\"name\":\"data\",\"annotations\":{\"framerCollectionId\":\"ZGUj2Rhhu\",\"framerContractVersion\":\"1\",\"framerData\":\"\",\"framerSlug\":\"FjJ1ZUQHU\",\"framerRecordIdKey\":\"id\",\"framerCollectionUtils\":\"1\",\"framerEnumToDisplayNameUtils\":\"2\"}},\"utils\":{\"type\":\"variable\",\"annotations\":{\"framerContractVersion\":\"1\"}},\"__FramerMetadata__\":{\"type\":\"variable\"}}}"],
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