{"id":29896,"date":"2023-01-13T11:49:01","date_gmt":"2023-01-13T11:49:01","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2023\/01\/13\/web3s-marketing-value-is-function-not-form\/"},"modified":"2023-01-13T11:49:01","modified_gmt":"2023-01-13T11:49:01","slug":"web3s-marketing-value-is-function-not-form","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2023\/01\/13\/web3s-marketing-value-is-function-not-form\/","title":{"rendered":"Web3\u2019s Marketing Value Is Function, Not Form"},"content":{"rendered":"

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\"\"Picture a time when a new technology angered many because of the copyright infringement risk to creators, yet people considered technology and media company leaders heroic.<\/p>\n

A new technology protocol prompted an entire version number upgrade to the web. A new technology challenged Google for search supremacy. And every startup name contained fewer and fewer vowels.<\/span><\/p>\n

That last hint might make you think I\u2019m describing this moment. But I\u2019m talking about the period from 2007 to 2009. At that time, Google was digitizing the world\u2019s books<\/a> (and facing lawsuits for it).\u00a0 Kevin Rose of the social network Digg, Eric Schmidt of Google, Steve Jobs of Apple, Pete Cashmore of Mashable, and Mark Zuckerberg of (well, you know) were lauded as web celebrities.<\/p>\n

A new technology protocol<\/a> called \u201cweb services\u201d that seamlessly connected data and applications across the internet was all the buzz. Microsoft branded it \u201c.NET.\u201d Magazines, journals, and entire startups were built around it. A new search engine called Cuil<\/a> (pronounced \u201ccool\u201d \u2013 yes, really) launched and faded quickly. And, all startups started \u201cdis-emvoweling\u201d (I couldn\u2019t resist) \u2013 Flickr, Tumblr, Grindr, Scribd, and Twttr (later known as Twitter).<\/p>\n

When I was CMO of a startup in 2004, we had a running joke that just dropping a couple of vowels from our name would add a zero to our valuation in the next funding round.<\/p>\n

So, yeah, at the beginning of 2023, things feel eerily similar. Just swap .NET for Web3.<\/p>\n

The #Web3 conversation in 2023 feels similar to the discussion of Web 2.0 15 years ago, says @Robert_Rose via @CMIContent. <\/a><\/span>Click To Tweet<\/a><\/span><\/p>\n

Will Web3 matter in 2023?<\/h2>\n

What a difference a year makes.<\/p>\n

At this point in 2022, Facebook had rebranded itself as Meta and promised to make the metaverse a thing. NFTs<\/a>\u00a0(non-fungible tokens) attracted headlines and eye-popping sales figures. And everyone tried to understand what it would all mean to their marketing strategy.<\/p>\n

Back then, I discussed how\u00a0Web3 technologies like NFTs and the metaverse<\/a> were ultimately content plays. I suggested marketing departments would be most likely to explore these new developments.<\/p>\n

Today, some active experiments continue. But their most interesting aspect might be how few Web3 buzzwords they use:<\/p>\n