14 lines
2.3 KiB
JSON
14 lines
2.3 KiB
JSON
{
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"HubID": "2172",
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"Date": "3/9/2023",
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"HubTags": [
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"External Platform Posts"
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],
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"Contacts": "",
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"Companies": "",
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"File": "",
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"Image": "",
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"Summary": "<p>This is part 2 of 4 that offers a model for #consumerbrands to use for developing #web3 strategy and tactics. </p><p><br /></p>",
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"Notes": "<p>This is part 2 of 4 that offers a model for #consumerbrands to use for developing #web3 strategy and tactics. </p><p>The attached image overlays web3 onto the common web2 acquire and ascension marketing framework profiled in part 1. Using this model, we can see what web3 tactics we might use in place of web2 and entirely new tactics we might be adding with web3.<br /></p><p>A link to the graphic is here: https://eddiesoehnel.com/Web3AcquireAscendMarketingFramework </p><p>In web3, we are moving away from collecting and associating data on people, because as was written in part 1, people fall away from brands and the time, money and effort to retain and/or ascend them is stranded and almost useless.</p><p>This is a sunk cost that cannot be leveraged to a new customer. </p><p>In web3, we are moving towards collecting and associating data to a wallet, because it is the wallet that will own the products, not the consumer. </p><p>If the consumer transfers that product out of the wallet to another wallet (either they sold the product, or they sent it to another wallet they own for safekeeping, or they gave it to someone else) , we can see that because the blockchain is open. </p><p>Because web3 is inherently anonymous, where wallets are not tied to people, we care less about knowing the person and instead, knowing which wallet owns the product. </p><p>In this case, all the time, money and effort we spent to retain and ascend that wallet has now been transferred to another wallet, so that visibility is still there.</p><p>We can also argue that the value we put into retaining and ascending that wallet is still there. If the wallet sold the product and anything else it attained in its journey with the previous wallet, presumably there is value there in which a new wallet is willing to pay, so that new wallet will be more inclined to step into the same kind of relationship with the product and the brand as the previous wallet, which means our work to retain and ascend the previous wallet is still there. </p>"
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}
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