Released, Responsible, Rewarded. (Web3 marketing tools. Part 1)

Photo by Shoeib Abolhassani on Unsplash

Yesterday, I was talking to a friend about a new drone, and this morning, ads for this product are all over my social media feeds and flooding my friend’s internet.

How many times did this happen to you? And how often do you feel spied on by big corporations, or even small ones?

This is what web2 is about. Yes, it brought conversations to a previous way more informative internet. But It also triggered information to be more and more aimed to please our darkest sides, leading to deep risks for democracy and society.

Now, with Web3, powered by the blockchain, we have the chance to break this spell. We have the tech tools to structure the internet in a horizontal framework, where decision-making is given to communities, data is truthfully owned by each user, and where virtuous behavior is rewarded.

And for brands, B2B or B2C, that changes everything.

Does Web3 mean the death of marketing?

With smaller data set to use, existing target segmentation algorithms, A/B testing frameworks, or optimization systems are going to die. And that is a relief.

Instead, Web3 runs on tokens, a tool that brings marketing to a much more egalitarian and dynamic relationship between brands and users. That’s what this series of articles is going to be about.

What is a token? It’s tricky to define because tokens can be a lot of things. Let’s start by saying a token is something that a company or an organization gives to its users/members/customers. Or something someone gives or sells to someone else.

That’s a great definition, isn’t it? :-)

Photo by Ferhat Deniz Fors on Unsplash

Ok, a good way of defining them is to put them into categories. First, they can be fungible (that means they can be exchanged against an exact replica) or non-fungible, meaning they are unique. We now the latter as NFT.

Some tokens are powerful by nature, and some tokens literally produce power. And that’s where things get interesting.

Power can be a share of capital, revenue, assets, etc. Those are named security tokens. We won’t go through them.

Power can also be related to the community. It can be a reward for behavior as we mentioned earlier. A token can open privileged access, like to new products before public release, private venues, or private sales. They can also build social markers.

See the famous Bored Apes, some algorithm-created images owned by Eminem, Snoop Dog, and lots of other famous people. Their owners can exploit the IP of their Ape (that’s the cash reward), access a private club (privilege reward), and be part of an elite group of -rich- people (that’s the social marker reward). These are social tokens and will be the central topic of the coming articles

Now, for those used to web2 marketing, you can already spot the use of each of these tokens in the customer cycle. But again, with a much more positive approach to lead-then-customer relationship.

In the coming articles, we’ll cover each step of the customer journey and see how social tokens cover the gaps and issues created by web 2 marketing tools.

Stay tuned! And in the meantime, you can visit



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antoineh.eth I

Helping companies integrate web3 into their traditional marketing mix. 20y exp. in 🇫🇷 🇮🇳 🇸🇪🇫🇮🇷🇴. &