Web3 marketing : a handbook for the next Internet revolution / Amanda Cassatt.
Material type:
TextPublisher: Hoboken, New Jersey : John Wiley & Sons, Inc., c2023Description: xvi, 220 pages ; 24 cmISBN: 978-1-394-17195-8Subject(s): INTERNET MARKETINGDDC classification: 658.8/72 LOC classification: HF 5415.1265 C37 2023| Item type | Current library | Home library | Collection | Shelving location | Call number | Status | Date due | Barcode |
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NU Fairview College LRC | NU Fairview College LRC | School of Business and Accountancy | General Circulation | GC HF 5415.1265 C37 2023 (Browse shelf(Opens below)) | Available | NUFAI000005408 | |
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Books
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NU Fairview SHS LRC | NU Fairview SHS LRC | Senior High School | General Circulation | GC HF 5415 C37 2023 SHS (Browse shelf(Opens below)) | Available | NUFVSHS0000548 |
Includes bibliographical references and index.
Cover
Title Page
Copyright Page
Contents
Preface
Part 1 What Is Web3?
Chapter 1 The Evolution of Web1 and Web2
Chapter 2 The Evolution of Bitcoin and Ethereum
Chapter 3 The Evolution of Ethereum into Web3
Tokenization
Decentralized Applications (Dapps)
Decentralized Autonomous Organizations (DAOs)
Non-Fungible Tokens (NFTs)
Decentralized Finance (DeFi)
Chapter 4 The Metaverse
Part 2 Web3 Marketing in Theory and Practice
Chapter 5 Inventing Web3 Marketing
Chapter 6 Know Your Product and Your Audience
Know Your Product
Know Your Audience
Chapter 7 Build a Marketing Team
Chapter 8 Set Key Metrics
Part 3 The Web3 Marketing Funnel
Chapter 9 Introducing the Web3 Marketing Funnel
Chapter 10 DiscoveryBreak Through
The Origins of Demand
Knife's-Edge Brand Messaging
Differentiated
Memorable
Creates a New Category
Search
Social Media
Crypto Twitter
Seeding a New Account
Endogenous Influencer Marketing
Incentivized Growth
Earned Media
Trust Issues
Backing into PR
The Role of Stunts
Attention Is Jagged
Chainlink Strategy
Events
Full-Funnel Marketing
Chapter 11 Engagement and UseStart a Flywheel
Product Websites
Wall of Trophies
Instant Incumbency
Fostering Community
The Community Spaceship
Content
Chapter 12 RetentionBuild a Moat
Part 4 Web3 Transformation and Web2.5
Chapter 13 Defining Web2.5
Conclusion
Notes
Acknowledgments
About the Author
Index
EULA
"Web3 Marketing: A Handbook for the Next Internet Revolution is the essential book for anyone looking to understand the next era of the internet and start building. Beyond the sensational hype and headlines around crypto and NFTs, a real revolution is taking place: new technologies for owning, moving, and organizing value spell the overdue end of an internet where a few huge companies hoard data and power, and open a new frontier for products, services, and applications in which ownership and control belongs to creators, builders, and users. As former CMO of ConsenSys then Founder and CEO of top web3 marketing firm Serotonin--Amanda Cassatt is in a unique position to tell this story, and delivers a remarkably clear, nontechnical guide to the history, key concepts, and still-evolving landscape of Web3. Cassatt explains how Web3 transforms time-tested approaches to marketing and brand-building, including how to build a Web3 community. This book is a must-read for professionals at any level in their Web3 careers--already working or investing in Web3, exploring what it means for their business, or considering a jump into something new--and for anyone who wants to understand the next internet revolution"-- Provided by publisher.
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