Web3 Marketing: A Handbook for the Next Internet Revolution

Hooked from the start
Web3 Marketing is an insightful and forward-thinking book that explores the potential of blockchain technology and decentralized platforms to revolutionize the way businesses approach marketing. Cassatt presents a compelling case for why marketers need to embrace the Web3 revolution, and provides practical advice for how they can do so. Highly recommended for anyone interested in the future of marketing.

The best intro to Web3 Marketing out there
Fantastic overview of the crypto ecosystem that shines a light on the revolutionary technologies through a marketers perspective. Essential for anyone working in Crypto or looking to learn more about what Blockchain brings to the table.

“An Ode to “Marketing”: A Self-Promotion Manifesto Disguised as Expertise”
DISCLAIMER: Prior to plunging headfirst into this riveting review, allow me to introduce myself. I hold a first-class marketing degree from a modest London university, a blockchain strategist certification from an esteemed Oxford institution (yet another first-class achievement), and I am currently pursuing my MBA from an American university with a standing 4.0 CGPA. My 17-year international journey spans five countries and three languages, with a 15-year tenure in the marketing industry. The past two years have seen me working with some of the most infamous crypto trading exchanges in the history of crypto. In conclusion, I am positively infatuated with the enchanting world of marketing, devouring a plethora of books on the subject. My guiding principle: marketing is a boundless entity, united by a singular element – People. It is designed to be all-embracing and far-reaching. Those who master this art with sincerity and harmony will undoubtedly triumph in conveying their message to any and all audiences.Now, with my credibility hopefully established, let’s proceed to the review:Ah, the sweet aroma of a “marketing” book, or should I say, a desperate self-promotion attempt by the author. For those who’ve spent years studying and practicing the foundations of marketing and digital marketing, this literary gem is an enlightening walk through the land of nonsense.What the author so deftly does is pluck concepts from their rightful place, rebrand them with her personal touch, and gift them to the world as “Web3” (whatever that means in the context of marketing).-A Journey Through “Interesting Surprises”The front cover, boldly emblazoned with “Marketing,” is a masterclass in irony. The only marketing evident within these pages is the title itself. As for “Web3,” the scant attention paid to it is, at best, diminishing. A more fitting title might have been, “Web3: A Self-Portrait. The Genesis of Amanda Cassatt, How I Became CMO, and the Alleged Invention of the Web3 Native Marketing Agency. By Amanda Cassatt (née Gutterman).” Alas, armed with this knowledge, I would have chosen not to partake in this literary adventure. Misleading, much like the labyrinthine depths of the book itself.-Onward, to Primitive “Scratch and Win” TechThe book’s opening page features a throwback to the days of primitive scratch and win “technology”, granting token-gated access to a Telegram group. For a book claiming to cover Web3, a QR code or a clever algorithm might have been more appropriate (or not). The rush to publish is palpable.-The Author’s Web3 Marketing “Expertise” UnraveledThe author’s lack of solid marketing knowledge (both academic and practical) is evident in most comments and statements she makes about Web2 marketing strategies and approaches. No reference is made to the core principles of marketing or how they can inform effective strategies, regardless of the “Web” iteration. And then, lo and behold, Chapter 5 just happens to be titled “Inventing Web3 Marketing.” How utterly unexpected and not at all contradictory! Oh, let’s all take a moment to give a thunderous round of applause to the author who so candidly admits that she didn’t have a traditional marketing background (Excerpt from the book “Luckily, I didn’t have a traditional marketing background and wasn’t set in my ways”[page 75]).Case in point: The “basic Web3 product website” on page 153 is simply a standard site with a Discord and “Connect Wallet” button (but don’t you dare mention A/B testing that! It’s an antiquated evil in the eyes of the Web3 crew). That was enlightening.Moreover: Oh, what a revelation! According to the wise words on page 127, if users click on links that lead to a product’s domain, said domain will be ranked higher. Who knew? Certainly not you, dear reader, who has been laboring under the false idea that you actually understood anything about search and ranking. But fear not, for the truth has been revealed! (Excerpt from the book “The more searches clicks on links that lead to a product’s domain, the more highly the domain will be ranked”.)Last one, I promise: Oh my, what a ground-breaking revelation! Who knew that when done properly, Earned Media or Social Media could actually catch the attention of users? And the best part? On page 145 of the book, we learn that success can be measured by increased search volume, website traffic, and social engagement and followers. How utterly fascinating! I’m sure you never would have guessed such complex metrics on your own. Thanks, book! (Excerpt from the book “success looks like increased search volume, website traffic, and social engagement and followers”. )-Affiliate Marketing? Never Heard of ItNotably absent is any mention of affiliate marketing and its potential to drive valuable traffic. Perhaps it’s been rebranded or absorbed into the “community mantra.” Practical marketing examples primarily feature big names like Sotheby’s or discuss engaging major media outlets when you’ve achieved significant numbers (page 142). Insightful? Not quite.-Ah, the journey continues!As expected, the book is brimming with self-references to the author’s previous and current company. Surely, this must be a crucial KPI for any marketing guru. After all, the author’s golden advice to clients is to “saying the same thing over and over.” (page 122). Alas, this tactic failed to win me over, as I was deceived by the book’s title. Instead, it showcased the author’s rather underwhelming marketing prowess and her not-so-subtle attempts to promote her agency in true “Americano” fashion.Now, let’s address some of the author’s bold claims, such as her team at Consensys being the “first-ever *Web3 native marketing team” (page 122) or that they coined the term “Web2.5.” Oh, that’s fresh! It’s akin to me boasting about inventing a pasta dish with Nutella and blueberries (God forbid). Not only would I risk exile from Italy, but I’d also struggle to prove my culinary innovation. Perhaps the author’s team became the “first-ever Web3 native marketing team” by virtue of their glaring inexperience with Web2 and marketing, thereby allowing them to self-anoint and create a “new category” in the author’s ever-so-innovative (not) lexicon. Aha, that must be it!*(with all due reverence, I must declare that one could only be considered a genuine Web3 native if you had the sheer fortune of entering this world when the term was graciously bestowed upon us by Gavin Wood in 2014. Alas, for those of us who came before, we remain mere Web2 mortals, forever trailing behind our progressive counterparts.)Moving on! The author’s practical examples of work done at her current company are truly awe-inspiring… if only they had actual data, budgets, or results to back them up. Case in point: Vega’s event and the Chess Grand Master story. What did it achieve besides potentially burning through thousands of dollars? The author seems to be peddling this as a Blue Ocean case study for a Crypto Conference (I highly recommend reading Blue Ocean Strategy by Renée Mauborgne and W. Chan Kim). Mysteriously, no explanation is provided for how they selected the Grand Master, but perhaps that would have distracted from the author’s name-dropping narrative.Speaking of which, the author mentions “Memorable” and seems blissfully unaware that numerous experts before her referred to this concept as “creating habits.” I kindly suggest perusing Tiny Habits by BJ Fogg PhD, Hooked by Nir Eyal, or The Web Psychologist by Nathalie Nahai (an acquaintance of mine), all of which offer well-researched and detailed insights on habit formation. And while we’re at it, let’s throw in The Power of Habit by Charles Duhigg, a book that the author herself references to recount the wildly misleading Pepsodent ad story.-Final ThoughtsIn summary, for those aspiring to master the art of marketing, regardless of which numerical iteration it’s in, I implore you to study its foundations first. Esteemed authors like Philip Kotler or Brassington and Petit are excellent starting points, or better yet, earn a degree or further education in this captivating field. Get the basics right before you dare to practice or, heaven forbid, write a book about it!Regrettably, I must concede that the harsh reality in any [web] world is that triumph is frequently tethered to the network of acquaintances you possess, the hallowed halls of your educational journey, and the individuals you [oh, do indulge in a smidgen of creative thinking – and rest assured, it’s not the sordid notion you’re considering!].It’s truly remarkable how the author manages to depict the Web2 practitioners as the malevolent forces of the marketing world, while elevating the mystical Web3 realm, which apparently only the author and her devotees have the divine knowledge to navigate. One memorable excerpt portrays their vision quite succinctly: ” building community first, and giving away items for free to start, may sound overly generous or like too much prework before starting to capture revenue-at least those with a Web2 mindset looking to round up “consumers” and charge them money” (page 165). This statement, unfortunately, betrays the author’s inexperience and reeks of an overconfident, rookie demeanor. Product sampling, a concept so ancient it was known to the likes of Benjamin T. Babbitt (1809 – 1889), took root long before the World Wide Web even entered our collective consciousness.Ah, yes. Another shining moment in the book where the author boasts about her Web3 agency’s hiring process, which doubles as a rehabilitation center for poor, misguided Web2 marketers. Apparently, they’re subjected to grueling training (which, of course, includes spending time browsing Crypto Twitter [page 131]) until they emerge as nothing more than their former selves, but with the added bonus of being brainwashed into the sacred realm of Web3. How inspiring!How eloquently put! It is clear that the “Next Internet Revolution” will require a collective effort from individuals to share their knowledge with the world, just as the internet was intended to be inclusive from its inception. And let us not forget the alluring and universal power of the Art of Marketing, which is sure to play a vital role in this revolution. It is exciting to consider the possibilities that lie ahead as we all work together to shape the future of the internet.Moreover, one cannot help but feel a pang of disappointment in Wiley as a publisher. To go from publishing gems like Marketing Analytics by Wayne L. Winston to this unfortunate tumble is quite the fall from grace. Wiley’s reputation has certainly taken a hit with this one. At least, for me.Now, let’s distill the key takeaways from this collection of anecdotal wisdom:1. Cozy up to the bigwigs of the industry – it’s all about who you know (no surprises there, I hope).2. Gather a crew of equally “enlightened” comrades and charge forward with your revolutionary Web3 marketing agency. Make sure to highlight that it’s the unprecedented, indigenous Web3 agency, pledging to stroll with clients’ canines in the metaverse, or whip up culinary delights in that otherworldly realm.3. Budget? Please, we don’t speak that language here.4. Convince your clients that the only way to succeed is by entrusting their entire marketing campaign to your agency, all in the name of embracing the elusive “Web3 style.”5. If you’re yearning to learn everything there is to know about the world of crypto, look no further than the illustrious realm of Crypto Twitter (which, in case you’re not hip with the lingo, is Web3’s fancy way of saying “Twitter”). Just be sure to properly label yourself, lest you risk getting sucked into the treacherous black hole of “Loser Twitter” (otherwise known as just plain old Twitter)6. Web2 is obviously the villain here, and those who dedicated years to the old standard are clearly outdated relics, just waiting to be schooled by the freshly-minted web3 (non) marketing gurus.In conclusion, this book offers a unique and, at times, bewildering perspective on the world of marketing (poor fella). While it may not be everyone’s cup of tea, it certainly provides ample material for those who enjoy a healthy dose of sarcasm and tongue-in-cheek commentary.(PS: Oh, do broadcast it to the world! Personally, I harbor no ill will toward the author, but as a writer and champion of marketing, she has undeniably duped me in spectacular fashion!)

Instant classic: A terrific intro to Web3 + pragmatic marketing manual
Clear, concise, comprehensive, concrete, and reads like a thriller.

As a Web3 marketer working at Serotonin, I’ve had the pleasure of learning about Web3 on the job. I wish I had had this book to read sooner. It’s an insightful and thoughtful guide to learning about the impact that Web3 will have on this world and how we as marketers can user it in. The book provides a comprehensive overview of the landscape and dives into tactics and web3 nuances. The book is invaluable and I’m already using it to bring new insights to the clients that I work on.