The Future of The Marketing Funnel: Web3 Channels
As we see how new tech solutions help us, digital marketers, enhance demand generation, go-to-market, and loyalty strategies, I have been working on an exercise to imagine how The Marketing Funnel will evolve regarding web3 technology. And how web3 will allow building new solutions in each funnel phase.
Let’s look at how each level of the Marketing Funnel will look in the future, from the TOFU to the BOFU levels.
Awareness Phase – web2 & web3 Marketing Funnel
| Digital Channels | Marketing Tools |
| SEO. Blog, website | Owned content creation and partnerships |
| Blogging Platforms. Medium, Mirror | Owned content creation |
| E-mailing. Newsletter | Co-branding with existing newsletters |
| Google. Ads Network | Google Display, Discovery |
| Online Media. Media websites | Brand days. Branded content |
| Social Media Platforms. Instagram, Tik Tok, Twitter, YouTube, LinkedIn, Reddit, Discord, Telegram | Influence marketing, IG Collabs, LinkedIn events, Twitter spaces, IG paid campaigns (reach and engagement goals), Twitter paid campaigns ( timeline/ trend takeover, follower ads), Tik Tok |
| PR. Media news | Press Notes |
| Podcasts. Spotify, Audible, Apple, Google | Talks. Interviews. Conversations. Masterclasses. Panels. |
Consideration and Engagement Phase – web2 & web3 Marketing Funnel
| Digital Channels | Marketing Tools |
| Blog. E-mailing | Subscription & Frequency based Newsletter |
| Blogging Platforms. Medium, Mirror | Subscription & Frequency based Newsletter |
| Social Media Platforms. Instagram, Tik Tok, Twitter, YouTube, LinkedIn, Reddit, Discord, Telegram, GM | Community creation and interaction tools: Organic (posts, threads, polls, events, spaces, push notifications, messaging, servers) Paid (retargeting, engagement, lead generation campaigns) |
| Podcasts. Spotify, Audible, Apple, Google, BuzzSprout, Aureal | Talks. Interviews. Conversations. Masterclasses. Panels. |
| Custodial and Non-custodial Wallets. Metamask, Exodus, Wallet Direct | NFTs./ Smart Contracts. Push Notifications. Direct Messages |
| Metaverse. Decentraland, The Sandbox, NFT World | NFTs/ Smart Contracts. Events. Real Estate |
Conversion Phase – web2 & web3 Marketing Funnel
| Digital Channels | Marketing Tools |
| Google. SEO, SEM | Remarketing for search, Google Display, YouTube Remarketing campaigns, Performance Max |
| Social Media Platforms. Meta. IG & FB | Performance, Remarketing campaigns |
| E-mail marketing | Remarketing, cross & up-selling campaigns. High-personalized offer |
| Owned Digital Assets. Website. App. DApp. Client Portal | Push notifications. Chat tools. Direct messaging. Different pricing & product versions. Personalisation & automation. |
| Metaverse. Decentraland, The Sandbox, NFT World | NFTs for exclusive access to special spaces to create a unique conversion/ purchasing experience. |
| Custodial and Non-custodial Wallets. Metamask, Exodus, Wallet Direct | NFTs special advantages and ownership conditions. Automation. |
Loyalty Phase – web2 & web3 Marketing Funnel
| Digital Channels | Marketing Tools |
| Owned Digital Assets. Website. App. DApp. Client Portal | Push notifications. Chat tools. Direct messaging. Cross & upselling campaigns. Personalisation & automation. Loyalty rewards: long term conditions improvement. MGM programs |
| Metaverse. Decentraland, The Sandbox, NFT World | NFT community exclusive advantages: VIP experiences, access and unique benefits. |
| Custodial and Non-custodial Wallets. Metamask, Exodus, Wallet Direct | NFTs special access, advantages, ownership conditions, MGM programs. Automation. |
Finally, I want to leave you a document with all this information. Feel free to share my reflections. I hope you enjoy it:
➡️ Download a pdf presentation containing the complete Marketing Funnel here.
How do you imagine the Marketing Funnel evolution as we build the web2 – web3 bridge? Please, leave a comment with your thoughts! 👇
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