14 lines
2.6 KiB
JSON
14 lines
2.6 KiB
JSON
{
|
|
"HubID": "2171",
|
|
"Date": "3/8/2023",
|
|
"HubTags": [
|
|
"External Platform Posts"
|
|
],
|
|
"Contacts": "",
|
|
"Companies": "",
|
|
"File": "",
|
|
"Image": "",
|
|
"Summary": "This is part 1 of 4 that offers a model for #consumerbrands to use for developing #web3 strategy and tactics.",
|
|
"Notes": "<p>This is part 1 of 4 that offers a model for #consumerbrands to use for developing #web3 strategy and tactics.</p><p>Web3 is different from web2 and requires new models and ways of thinking. But the best way to do this is in context of existing web2 models we already know very well and use.<br /></p><p>This makes web3 a lot easier to understand because we can see what we might be replacing in web2 for web3, or what we will be adding that is new.</p><p>A very common framework marketers use in web2 is the acquire and ascension marketing framework</p><p>In this framework, we engage in marketing to create awareness, tactics to motivate conversion and processes to close the sale via cart #funnels (or packaging if on a retail shelf).</p><p>Once a customer has been acquired, we then engage in tactics to retain them as a customer (because it's a lot cheaper to keep a customer and increase their #customerlifetimevalue than to acquire a new one), collect more data on them and ascend them up a value chain where they are purchasing more products/services from us.</p><p>The attached image captures this framework and all its pieces. A link to the graphic is here: https://eddiesoehnel.com/Web2AcquireAscendMarketingFramework </p><p>This framework is now old and we all use it doing the same things. It is hard to find opportunity gaps from which to differentiate and capture customers. Couple that with increased difficulties the last few years in targeting ads and this framework does not work as well.</p><p>Another very important failing of this framework is that the backend retention, data collection and ascension efforts are stranded when the customer moves on.</p><p>It is hard for brands to retain customers because most product owners drop off the ascension chain at some point and move to other brands. Even superfans eventually move on. Very few brands can command loyalty for long periods of time.</p><p>In this case, all the data, history, and effort that went into trying to retain and/or ascend the customer up the value chain is stranded and mostly useless. </p><p>Enter web3, where in part 2 of this series we will overlay web3 onto this same framework to see what we might replace in web2 and what new things offered by web3 we can do to improve marketing, conversion, retention, data collection and ascension.</p>"
|
|
}
|