Web3 Marketing

Amanda Cassatt 지음

Wiley 2023년 03월 28일 출간

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THE ESSENTIAL WEB3 MARKETING BOOK For a limited time, claim an NFT with a copy of your book! 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.

목차

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 Organization (DAOs) Non-Fungible Tokens (NFTs) Decentralized Finance (DiFi) 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: Discovery: Break Through The Origins of Demand Knife’s-Edge Brand Messaging Search Social Media Earned Media Events Chapter 11: Engagement and Conversion: Build a Community, Drive Usage Product Websites Fostering Community The Community Spaceship Content Chapter 12: Retention: Build a Moat Part 4: Web3 Transformation and Web2.5 Chapter 13: Defining Web 2.5 Conclusion Notes Acknowledgements About the Author Index

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Praise for Web3 Marketing"As ConsenSys’ first CMO, Amanda’s sharp intuition and communications skills brought many people to the world of Ethereum. She has long seen Web3 as a way for people to reclaim control of their digital identity and personal finance, and has deftly argued why a new power arrangement on the web is so critical to advancing the human condition. The lessons from this book will become increasingly important for students, professionals, entrepreneurs, creators, and investors seeking to understand how Web3 changes their own lives." Joseph Lubin, Co-Founder of Ethereum and founder & CEO of ConsenSys “Web3 Marketing is accessible to students and professionals regardless of technical experience, who are interested in getting into Web3, opening up the intricate and sometimes complicated world of Web3 to vastly more people.” Yorke Rhodes, Co-Founder, Blockchain at Microsoft “The book I wish I had when creating Augur. This is the definitive book on Web3 marketing and an excellent intro to the blockchain space in general.” Joey Krug, Chief Investment Officer at Pantera Capital, Co-Founder at Eco, Co-Founder at Augur “Cassatt’s skill is in marketing, but in the crypto world, mission is fundamental, and she is that best kind of missionary: a clear and passionate advocate towards a better world. The experience with which she wrote this text can’t be faked, and readers will enjoy an authentic invitation into the future of consumer marketing in an open, borderless, user-owned economy.” Erik Voorhees, Founder of ShapeShift“Amanda Cassatt’s book Web3 Marketing is a crash course on the history of Bitcoin, and the rise of Ethereum and Web3 - arming nontechnical marketers with the baseline knowledge needed to jump into the space.” Kim Milosevich, Chief Marketing Officer, a16z crypto “Few people embody the spirit of the Web3 community better than Amanda Cassatt. Little su

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저자(글) Amanda Cassatt