The past few months have seen a rise in peer-to-peer influence as one of the most predominant methods to achieve customer growth. However, most NFT/Web3 projects use traditional digital marketing strategies or centralized marketing, including engagement, paid influencers, or agencies that repeatedly recycle the same public relations (PR) strategies.

Peer-to-peer engagement is crucial for the success of NFT communities. It can be seen as the key difference between a successful NFT project and a failed one. While the community seeks traditional engagement, P2P engagement builds an influential community.

 NFT and Decentralized Marketing –

 How to Market Web 3 Projects

By Carin A.   |   7-7-2022 

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In conclusion

Since Web3 is defined by decentralize so as not to rely on traditional third-party services, projects rely more and more on deep community integration to form a solid and lasting influence. As opposed to traditional engagement tactics, decentralized marketing tactics aim to enable the community members to become the new influencers to their peers. A strong community is a crowd of peers, and each peer has individual skills and power. Together, peers form a user-driven system where trust, talent, and creation, converge into a powerful story guided by its users.

Decentralized marketing

The idea of decentralized marketing, in short, is to harness the power of existing profiles within a platform instead of using a platform’s algorithmic ability to reach more profiles. The focus is not on quantitative content that will draw enough attention but on controlling the navigation of qualitative and accurate narrative, based on deep and impactful user trust.

The ways to do so vary based on the platform’s tools, but the main idea remains the same. Decentralized marketing is not just creating a community to attract external attention—it is to decentralize the marketing power of the community to be the practical story navigators.

The marketing transition

While content moves from one platform to the other, even setting a simple business agenda online has become a challenge. Rapid change and competition between social media platforms don’t make it easier for the user to keep it all under control. Instead, they add a further requirement: understanding how various algorithms will behave with specific content. Successful digital marketing is no longer only creating highly engaging content or forming a fancy community that will persuade others to join.

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