Beginner's Guide to Inscription (EVM)
Recently, BRC-20 is gaining insane traction and there is an Inscription exploding on various chains. Inscription refers to the process of embedding information, often cryptographic signatures, within transactions or smart contracts. Unlike ERC-20, where tokens are issued and distributed based on existing smart contracts, Inscription tokens are deployed, minted, and transferred by storing data values in transaction messages (input data) through self-transactions. However, the concept of Inscri...
Beginner's Guide to Inscription (EVM) - KR
최근 BRC-20이 핫한데, 이에 맞춰 다양한 체인들에서 Inscription 붐이 일어나고 있습니다. Inscription은 트랜잭션 또는 스마트 컨트랙트 내에 정보를 삽입하는 프로세스를 의미합니다. 기존 스마트 컨트랙 기반으로 토큰의 발행과 유통이 되었던 ERC-20과 다르게 Inscription 토큰들은 트랜잭션 메시지(imput data)에 데이터 값을 self transaction을 통해 저장하는 형태로 토큰의 deploy, mint, transfer가 이루어집니다. 그러나 Inscription이라는 개념은 매우 생소하고, 실제로 혼란스럽습니다. 혹자는 ERC-20을 두고 왜 이런 방식을 선택하는지 이야기하기도 하죠. 다만 개인적으로 Inscription의 매력은 누구에게나 공평하다는 점이라고 생각합니다. 이런 특징은 밈코인에서 장점이 도드라집니다. 밈 코인의 가장 큰 리스크는 팀이 유동성을 마음대로 조작하거나, 나도 모르는 사이에 판매되었거나 분배되었던 팀과 제 3자...
Web3 Marketing Overview (KR)
지난 NFT Bull Market에서의 마케팅은 주로 한정된 수량의 NFT를 판매하고 2차 시장의 거래량과 FP를 높이는 것에 초점이 맞춰졌습니다. 그리고 이러한 성과는 FP와 Volume으로 성공과 실패가 판가름되었습니다. 하지만 실질적인 제품이 출시되고 Web3(NFT, 토큰 등)가 하나의 레이어로 들어감에 따라, 앞으로의 Web3 마케팅에서는 새로운 사용자를 확보하고 제품을 성장시키는 것이 주요한 과제가 될 것이라 생각합니다..우리는 더이상 이런 시대에 살고있지 않습니다.다시 말해, NFT에서 Product로 관점이 전환되며 FP, Volume이 아닌 LTV>CAC를 만들어내는 Growth 관점에서의 Web3 마케팅 전략에 대한 고민이 필요합니다.LTV : Life Time Value의 약자로 한 명의 고객이 고객으로 남아 있는 기간 동안 결제하는 총금액을 의미함 CAC : Customer Acquisition Cost의 약자로 고객을 확보하기 위해 드는 비용을 뜻함이와 ...
Beginner's Guide to Inscription (EVM)
Recently, BRC-20 is gaining insane traction and there is an Inscription exploding on various chains. Inscription refers to the process of embedding information, often cryptographic signatures, within transactions or smart contracts. Unlike ERC-20, where tokens are issued and distributed based on existing smart contracts, Inscription tokens are deployed, minted, and transferred by storing data values in transaction messages (input data) through self-transactions. However, the concept of Inscri...
Beginner's Guide to Inscription (EVM) - KR
최근 BRC-20이 핫한데, 이에 맞춰 다양한 체인들에서 Inscription 붐이 일어나고 있습니다. Inscription은 트랜잭션 또는 스마트 컨트랙트 내에 정보를 삽입하는 프로세스를 의미합니다. 기존 스마트 컨트랙 기반으로 토큰의 발행과 유통이 되었던 ERC-20과 다르게 Inscription 토큰들은 트랜잭션 메시지(imput data)에 데이터 값을 self transaction을 통해 저장하는 형태로 토큰의 deploy, mint, transfer가 이루어집니다. 그러나 Inscription이라는 개념은 매우 생소하고, 실제로 혼란스럽습니다. 혹자는 ERC-20을 두고 왜 이런 방식을 선택하는지 이야기하기도 하죠. 다만 개인적으로 Inscription의 매력은 누구에게나 공평하다는 점이라고 생각합니다. 이런 특징은 밈코인에서 장점이 도드라집니다. 밈 코인의 가장 큰 리스크는 팀이 유동성을 마음대로 조작하거나, 나도 모르는 사이에 판매되었거나 분배되었던 팀과 제 3자...
Web3 Marketing Overview (KR)
지난 NFT Bull Market에서의 마케팅은 주로 한정된 수량의 NFT를 판매하고 2차 시장의 거래량과 FP를 높이는 것에 초점이 맞춰졌습니다. 그리고 이러한 성과는 FP와 Volume으로 성공과 실패가 판가름되었습니다. 하지만 실질적인 제품이 출시되고 Web3(NFT, 토큰 등)가 하나의 레이어로 들어감에 따라, 앞으로의 Web3 마케팅에서는 새로운 사용자를 확보하고 제품을 성장시키는 것이 주요한 과제가 될 것이라 생각합니다..우리는 더이상 이런 시대에 살고있지 않습니다.다시 말해, NFT에서 Product로 관점이 전환되며 FP, Volume이 아닌 LTV>CAC를 만들어내는 Growth 관점에서의 Web3 마케팅 전략에 대한 고민이 필요합니다.LTV : Life Time Value의 약자로 한 명의 고객이 고객으로 남아 있는 기간 동안 결제하는 총금액을 의미함 CAC : Customer Acquisition Cost의 약자로 고객을 확보하기 위해 드는 비용을 뜻함이와 ...

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Marketing during the previous NFT Bull Market was focused mainly on selling a limited number of NFTs and increasing trading volume and FP on the secondary market. And the Success or failure was determined by FP and Volume.
However, as actual product is released and Web3 (NFT, tokens, etc.) is integrated as an infrastructure layer, I believe that the main goal in Web3 marketing in the future will be about acquiring new users and the product growth.

In other words, shifting from an NFT-focused perspective to a product-focused perspective requires a rethinking of Web3 marketing strategies. Rather than focusing on increasing FP and volume, the focus should be on building an LTV>CAC structure (growth perspective).
LTV: Life Time Value, which refers to the total amount of payment a customer makes during the period they remain a customer.
CAC: Customer Acquisition Cost, which refers to the cost incurred to acquire customers.
Under this view, various marketing solutions for the growth of Web3 products and VCs' thesis on this topic are emerging nowadays.
In this article, let’s identify the problems of current Web3 marketing and introduce some primitives to move forward.
First of all, what is marketing?
The best definition of marketing by far is as follows (Personal opinion):
Understanding customer needs and desires
Communicating the benefits of products & services
Leading potential customers to take action, such as making a purchase or achieving a specific goal
There’s various of actions that marketer tries to achieve, and the marketing funnel visualizes these actions. In the digital marketing environment, user behavior can be measured by the funnel, and marketing strategies are optimized through the data.

Same Framework, Different Approach
Marketing in Web3 is fundamentally same as traditional marketing. The process of creating growth by repeating the Fly wheel below is same.

However, marketing strategy is different from traditional Web2 marketing strategy as new attempts are being made.
A relationship-based marketing strategy through community building, KOL & Influencer management is used instead of media buy like paid ads, SEO
Interactive marketing channels such as Discord and Twitter are being utilized
User-centric marketing campaigns such as Airdrop, Collab & Partnership, Loyalty Program are being used
From a marketing perspective, community building is a process of creating a pool of potential customers that can be converted and is one of the axes of marketing strategy. Building a high loyalty community is more important than any other marketing strategy as it can acquire high LTV customers at a lower cost.
However, a question arises here.
Why is Web3's marketing strategy user-centric and the importance of relationship building increased?
Are the traditional Web2 marketing strategies unable to be used or not used?
Through understanding the characteristics derived from the difference in infrastructure can give you the answer. There’s an opportunities and limitation of current Web3 marketing to be utilized due to this difference.
Web3 works on a blockchain where all transactions are transparently disclosed and transaction executed based on psudonym wallets. In contrast, Web2 is an environment where user behavior data is measured, collected, and identity is verified.
This fundamental difference of infrastructure has shaken the existing marketing grammar which was utilized through cookies and platform user data.

Marketers face situations where they know the payment history of wallets, but they don’t know who made this payment in this pseudonymous world(absence of behavioral data).

Absence of behavioral data makes targeting impossible where marketers face limitations on planning, executing, and optimizing marketing strategies as below;
How to reach? -> Impossible to Target
Web3 advertising is difficult due to Web2 platform policies
Web3 native social networks have low traffic = Insufficient ad network and advertising channels
In this situation, community building, KOL, and influencer channels that focus on relationships are the only way
How to track? -> Difficulty in performance measurement
When user acquisition occurs in Web2 channels executing ads and purchase conversion happens in Web3, it is difficult to know if the target user converted (web2, web3 identity fragmentation)
As a result, it is difficult to measure LTV and CAC, where it’s impossible to optimize
How to retain? -> Lack of personalized user experience (CRM)
In a situation where there is no wallet data of users within the community, personalized messaging is impossible, making it difficult to make re-targeting or re-engagement.
There is a lack of wallet to wallet messaging channel.

As mentioned earlier, various marketing solutions and VC thesis are emerging to address the issues of Web3 marketing.
Would like to introduce some primitives that solve the three problems mentioned above.
How to reach? → Web3 Ad Network
Web3 native ad network → Slise
Web2 & Web3 Hybrid solution → Addressable
How to track? → Wallet Attribution
Conversion tracking and improvement through wallet-based attribution → Spindl
How to retain → Wallet messaging & customization
CRM through messaging channel diversification and personalization → Dialog

Slise connects advertisers and publishers (DApp)
It is difficult to expect performance since the traffic of Web3 products is not significant yet and the user behavior data on-chain is not accumulated enough to target and create cohort
However, synergy can be created as on-chain data and in-app data accumulate which will enable sophisticated targeting
The biggest advantage of Web3 native ads is that the ads can generate conversions directly → Enabling Cost Per Transaction ads model which is more advertiser friendly than CPC or CPI.

Addressable creates a TA (Target Audience) database based on on-chain data, enabling targeted marketing on Twitter and various web2 advertising channels.
It holds a TA database that matches 2M+ EVM wallet addresses and Twitter account information.
It proposes the most visible solution among current Ad networks by delivering messages to a larger target than Web3 native ad networks.
Since advertising costs are incurred on Web2 channels, it may be financially burdensome for small sized projects to use.

Spindl provides an attribution solution that can analyze inflow and conversion by channel.
It is possible to measure conversions from Web2 channels to On-chain, and segmented funnel analysis is possible through Magic links that adopt the UTM method.
In Web3 marketing, most urgent sector that needs improvement is marketing analytics. This enables the ground of marketing optimization. Personally think that Spindl provides most sharp and necessary solution at the moment

Dialog is a wallet messaging solution that allows personalized messages based on On-chain data and First party data.
Various CTA message pop-ups can be sent to each segment, and Re-engagement and Retention can be captured by utilizing existing 1st party data.
The limitations of Discord and Twitter are information overload, volatility, and the inability to provide a customized experience, which makes CRM difficult. Dialog proposes a highly useful solution that can diversify personalized messaging channels and create CTAs integrated into the product, which is highly effective.
Most of the tools are still at the demo version and insufficient to be actively implemented. However, considering the trend mentioned above, growth will inevitably be required for Web3 marketing, and performance measurement and optimization will be necessary in the process. Which will eventually increase the adoption of those tools in near future.
Finally, I would like to conclude by posing some questions that can help determine if you, as a marketer, are prepared for these changes.
Cheers 🍻
How is the marketing funnel of the project defined and measured?
Can I distinguish Paid vs Organic UA?
How do I collect and manage 1st party data? How is CRM executed based on this data?
Is marketing cost being executed in an LTV > CAC structure?
Marketing during the previous NFT Bull Market was focused mainly on selling a limited number of NFTs and increasing trading volume and FP on the secondary market. And the Success or failure was determined by FP and Volume.
However, as actual product is released and Web3 (NFT, tokens, etc.) is integrated as an infrastructure layer, I believe that the main goal in Web3 marketing in the future will be about acquiring new users and the product growth.

In other words, shifting from an NFT-focused perspective to a product-focused perspective requires a rethinking of Web3 marketing strategies. Rather than focusing on increasing FP and volume, the focus should be on building an LTV>CAC structure (growth perspective).
LTV: Life Time Value, which refers to the total amount of payment a customer makes during the period they remain a customer.
CAC: Customer Acquisition Cost, which refers to the cost incurred to acquire customers.
Under this view, various marketing solutions for the growth of Web3 products and VCs' thesis on this topic are emerging nowadays.
In this article, let’s identify the problems of current Web3 marketing and introduce some primitives to move forward.
First of all, what is marketing?
The best definition of marketing by far is as follows (Personal opinion):
Understanding customer needs and desires
Communicating the benefits of products & services
Leading potential customers to take action, such as making a purchase or achieving a specific goal
There’s various of actions that marketer tries to achieve, and the marketing funnel visualizes these actions. In the digital marketing environment, user behavior can be measured by the funnel, and marketing strategies are optimized through the data.

Same Framework, Different Approach
Marketing in Web3 is fundamentally same as traditional marketing. The process of creating growth by repeating the Fly wheel below is same.

However, marketing strategy is different from traditional Web2 marketing strategy as new attempts are being made.
A relationship-based marketing strategy through community building, KOL & Influencer management is used instead of media buy like paid ads, SEO
Interactive marketing channels such as Discord and Twitter are being utilized
User-centric marketing campaigns such as Airdrop, Collab & Partnership, Loyalty Program are being used
From a marketing perspective, community building is a process of creating a pool of potential customers that can be converted and is one of the axes of marketing strategy. Building a high loyalty community is more important than any other marketing strategy as it can acquire high LTV customers at a lower cost.
However, a question arises here.
Why is Web3's marketing strategy user-centric and the importance of relationship building increased?
Are the traditional Web2 marketing strategies unable to be used or not used?
Through understanding the characteristics derived from the difference in infrastructure can give you the answer. There’s an opportunities and limitation of current Web3 marketing to be utilized due to this difference.
Web3 works on a blockchain where all transactions are transparently disclosed and transaction executed based on psudonym wallets. In contrast, Web2 is an environment where user behavior data is measured, collected, and identity is verified.
This fundamental difference of infrastructure has shaken the existing marketing grammar which was utilized through cookies and platform user data.

Marketers face situations where they know the payment history of wallets, but they don’t know who made this payment in this pseudonymous world(absence of behavioral data).

Absence of behavioral data makes targeting impossible where marketers face limitations on planning, executing, and optimizing marketing strategies as below;
How to reach? -> Impossible to Target
Web3 advertising is difficult due to Web2 platform policies
Web3 native social networks have low traffic = Insufficient ad network and advertising channels
In this situation, community building, KOL, and influencer channels that focus on relationships are the only way
How to track? -> Difficulty in performance measurement
When user acquisition occurs in Web2 channels executing ads and purchase conversion happens in Web3, it is difficult to know if the target user converted (web2, web3 identity fragmentation)
As a result, it is difficult to measure LTV and CAC, where it’s impossible to optimize
How to retain? -> Lack of personalized user experience (CRM)
In a situation where there is no wallet data of users within the community, personalized messaging is impossible, making it difficult to make re-targeting or re-engagement.
There is a lack of wallet to wallet messaging channel.

As mentioned earlier, various marketing solutions and VC thesis are emerging to address the issues of Web3 marketing.
Would like to introduce some primitives that solve the three problems mentioned above.
How to reach? → Web3 Ad Network
Web3 native ad network → Slise
Web2 & Web3 Hybrid solution → Addressable
How to track? → Wallet Attribution
Conversion tracking and improvement through wallet-based attribution → Spindl
How to retain → Wallet messaging & customization
CRM through messaging channel diversification and personalization → Dialog

Slise connects advertisers and publishers (DApp)
It is difficult to expect performance since the traffic of Web3 products is not significant yet and the user behavior data on-chain is not accumulated enough to target and create cohort
However, synergy can be created as on-chain data and in-app data accumulate which will enable sophisticated targeting
The biggest advantage of Web3 native ads is that the ads can generate conversions directly → Enabling Cost Per Transaction ads model which is more advertiser friendly than CPC or CPI.

Addressable creates a TA (Target Audience) database based on on-chain data, enabling targeted marketing on Twitter and various web2 advertising channels.
It holds a TA database that matches 2M+ EVM wallet addresses and Twitter account information.
It proposes the most visible solution among current Ad networks by delivering messages to a larger target than Web3 native ad networks.
Since advertising costs are incurred on Web2 channels, it may be financially burdensome for small sized projects to use.

Spindl provides an attribution solution that can analyze inflow and conversion by channel.
It is possible to measure conversions from Web2 channels to On-chain, and segmented funnel analysis is possible through Magic links that adopt the UTM method.
In Web3 marketing, most urgent sector that needs improvement is marketing analytics. This enables the ground of marketing optimization. Personally think that Spindl provides most sharp and necessary solution at the moment

Dialog is a wallet messaging solution that allows personalized messages based on On-chain data and First party data.
Various CTA message pop-ups can be sent to each segment, and Re-engagement and Retention can be captured by utilizing existing 1st party data.
The limitations of Discord and Twitter are information overload, volatility, and the inability to provide a customized experience, which makes CRM difficult. Dialog proposes a highly useful solution that can diversify personalized messaging channels and create CTAs integrated into the product, which is highly effective.
Most of the tools are still at the demo version and insufficient to be actively implemented. However, considering the trend mentioned above, growth will inevitably be required for Web3 marketing, and performance measurement and optimization will be necessary in the process. Which will eventually increase the adoption of those tools in near future.
Finally, I would like to conclude by posing some questions that can help determine if you, as a marketer, are prepared for these changes.
Cheers 🍻
How is the marketing funnel of the project defined and measured?
Can I distinguish Paid vs Organic UA?
How do I collect and manage 1st party data? How is CRM executed based on this data?
Is marketing cost being executed in an LTV > CAC structure?
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