| Description |
1 online resource (239 p.) |
| Contents |
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 |
| Notes |
Description based upon print version of record |
| Form |
Electronic book
|
| ISBN |
9781394171965 |
|
139417196X |
|
