My career path hasn't been a linear one by any means. I wasn't one of those kids in school who knew from an early age exactly what they wanted to do later in life. My interests were art, writing and reading, but I didn't have a specific career in mind.
Fast-forward a few years and, through my creative pursuits, I ended up working for advertising agencies for a wide range of businesses, such as restaurants, supermarkets, furniture shops, a national post office, and even a bank. I had never heard about "Web3" until I was on the hunt for a new position and the name "Fiat24" came up in my LinkedIn jobs section.
The job looked really dynamic, with the opportunity to travel and getting creative freedom, so I started reading up about crypto, blockchain and Web3 to prepare for the interview. The transition from doing marketing and advertising for Web2 companies to a web3 one was challenging and I would like to outline my experiences in this article - hoping that it will help others making the move into Web3, whatever the job title or role.
Maybe coming from a finance or tech background would have helped me to understand DeFi concepts and blockchain faster, but I have to say that I was lucky enough to have some great team members who were kind enough to keep repeating explanations and drawing little sketches on paper to help me until it all clicked for me.
The tech side of Web3 is one big differentiator from the previous businesses and industries I served in my old jobs - selling food, sofas and even e-banking services did not require much product learning from my side, and are all tangible products I personally come into contact with in my daily life.
The learning curve was hard!
Web3, according to Wikipedia, "revolves around the idea of decentralization and often incorporates blockchain technologies, such as various cryptocurrencies and non-fungible tokens (NFTs). Bloomberg has described Web3 as an idea that "would build financial assets, in the form of tokens, into the inner workings of almost anything you do online". Pretty heavy stuff, am I right?
If marketing is all about communications, anyone attempting to take on the role needs to know what they are talking about on an intimate and deep level.
Now that I had the technical foundations down, it was time to learn where the Web3 community lived (and the language they use)!
While Web2 marketing is data-driven, relies on social media, SEO and email, Web3 is all about conversations and communities. What many consider to be "communities" on platforms such as Facebook or Instagram pale in comparison when looking at Discord and Crypto Twitter.
Bringing together a wide group of people in a niche sector, you will find that the Web3 community right now is built on developers, crypto investors and traders, NFT artists, and hardcore DeFi players. You will find them on Discord servers, learning from each other, sharing advice, asking for help with bug issues they'e found, and so much more.
Even the Twitter based around blockchain, Web3 and NFT topics reveal a group of passionate people creating educational, informative content, and all trying to push this exciting new iteration of the web forward.
If I can make a summary of the last 6 months acting as the Marketing Manager at Fiat24, I would have to say that working in such a fast-paced and nascent, niche industry has taught me to revise my strategies very often.
It has required a lot of testing, some failures and some successes, in order to move forwards and learn how to go about marketing in Web3. Some of the traditional strategies do apply to this business, but some new ways of approaching brand awareness and growth activities need to be set in place.
Ultimately, what I have found is that making real connections with Web3 enthusiasts is absolutely key. Leveraging partnerships and friendships to create Twitter Spaces, webinars, AMAs and real-time discussions is also super important, and being transparent about your project and the team behind it.
I personally have become a true believer in Web3 and the possibilities and opportunities it will offer to all of us in our digital lives. I continue to learn and contribute to the space by helping others learn more and take their first daunting steps into this new online era.