How Marketers Can Prepare for Web 3.0
The next era of the internet is coming—and it won’t wait for you to catch up.
Marketing has always been shaped by the technology of its time.
In Web 1.0, we broadcasted.
In Web 2.0, started conversations.
In Web 3.0, we’ll co-create.
But most marketers are still playing by old rules—optimising CPMs, chasing likes, or tweaking attribution models in a world that’s rapidly decentralising.
If you want to stay relevant, you need to understand what Web 3.0 changes—and how to prepare for it now.
🔑 How Marketers Should Prepare
1. Rethink Data Ownership and Consent
In Web 3.0, users control their data via wallets, not cookies. That means:
Say goodbye to third-party data reliance
Prioritise first-party data collection and consent
Start integrating wallet-based login systems where relevant (e.g. via MetaMask or WalletConnect)
Forward-thinking CRM strategies will treat users like collaborators, not leads.
2. Explore Token-Based Incentives
Tokens aren’t just currency—they’re programmable trust.
Web 3.0 projects use tokens to:
Reward behaviour (e.g. content creation, referrals, moderation)
Build community governance
Offer real utility (access, perks, exclusive drops)
How marketers can start:
Create “loyalty” programs using NFT badges or ERC-20 tokens
Experiment with token-gated content or exclusive experiences
Partner with Web3-native creators or DAOs
Think: NFTs as loyalty cards, not just digital art.
3. Build Community, Not Just Audiences
Web 3.0 flips the funnel. You don't build reach then sell—you build community first, and growth follows.
What this means:
Shift from “audience engagement” to community participation
Create spaces for feedback, contribution and co-creation (via Discord, Telegram, or Web3 social apps)
Involve users in roadmap, product testing, and brand evolution
DAOs (decentralised autonomous organisations) are redefining community marketing—get familiar.
4. Prepare Your Stack for Interoperability
Forget closed CRM systems. Web 3.0 is about interoperable identity and open data.
Steps to get ready:
Start testing integrations with wallet tech and decentralised ID (DID) platforms
Track wallet interactions and on-chain behaviour as part of your data model
Evaluate tools like XMTP (Web3 messaging), Ceramic (data streams), or Livepeer (decentralised video)
Future CDPs will read blockchain events like email opens.
5. Experiment with Decentralised Media Buying
Programmatic isn’t going away, but it’s evolving.
Web 3.0 enables direct media buying on-chain—no middlemen, lower fees, and verified reach.
Watch:
AdEx, MadNetwork, SOMA for decentralised ad protocols
How wallet-based ads are reshaping targeting and privacy
Run tests in parallel—don’t wait for Google and Meta to move.
What Is Web 3.0 (and Why Should Marketers Care)?
Web 3.0 is the next evolution of the internet. It’s decentralised, owned by users, powered by blockchain, and deeply tied to digital identity, privacy, and community participation.
Here’s what shifts:
This isn’t a theory—it’s already in motion.
Platforms like Lens Protocol, Farcaster, and Zora are rethinking how content, identity, and influence work online.
If you're in media, brand, growth, or CRM, Web 3.0 isn’t just a tech trend—it’s a fundamental shift in audience behaviour and digital ownership.
Brands Already Getting It Right
Red Bull: Dropped NFT-based loyalty badges tied to IRL events
Nike (via RTFKT): Selling digital fashion & wearable NFTs for avatars
Starbucks Odyssey: Web3-based loyalty ecosystem with token rewards
Polygon x Reddit: Onboarded millions of users into Web3 without even calling them “wallets”
Final Thought
Web 3.0 isn’t coming—it’s already here.
And while the tech is still maturing, the opportunity is clear:
Decentralised identity, direct engagement, and co-owned ecosystems will reshape marketing.
So start small.
→ Test a wallet-based login
→ Launch an NFT loyalty pilot
→ Join a Web3 community in your space
→ Educate your team, not just your users
Because in Web 3.0, the marketers who win won’t be the loudest—they’ll be the most aligned with the future.