Web3 Marketing: A New Perspective
When looking at the Web3 sector through a marketer’s lens, you start to notice a disconnect between how blockchain and crypto projects market themselves and how successful brands do it in the real world.
If you take a look at the car industry, for instance, when carmakers reach out to their audiences, they focus on projecting concepts like freedom, sustainability, safety, design, luxury, and mobility. The visuals in car ads are similarly conceptual and highly evocative.
How Car Marketing Isn’t Done
Car branding typically doesn’t focus on features like daily use, security, ownership structure, comparisons to other transportation methods, fuel market dynamics, repair ease, or parts availability. This pattern is consistent across various industry segments.
A Stark Contrast
The car industry understands the symbiosis between offering and branding and leverages that for maximum psychological effect. On the other hand, the Web3 industry often struggles to connect with its audience emotionally by pushing obscure selling points that fail to resonate.
Finding the Emotional Levers: Responding to Human Needs
To connect with your audience emotionally in the Web3 space, it’s important to understand what drives them to make that emotional leap. Market research can help by asking existing or potential customers about their needs and preferences.
Find out why existing customers are fans of your product or service. Similarly, if you’re launching a new product or service, conduct polls and create tests to understand potential customer needs.
Hot Take: The Power of Emotional Connection in Web3 Marketing
Focus on delivering an emotional response that meets your audience’s needs with unerring brand consistency. Keep the tech focus behind the scenes where it belongs. Just like in the world of cars, there will be a niche audience of hardcore fans who care about it enough to peek behind the curtain. But for the masses — your main audience — they care about how it meets their needs emotionally.
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