In the rapidly evolving world of digital marketing, the transition from Web2 to Web3 has posed unique challenges for marketers aiming to connect with potential customers. While Web2 marketers have developed sophisticated techniques to identify and engage potential clientele, the same cannot be said for Web3. According to Asaf Nadler, Chief Operating Officer of Addressable, the landscape of marketing in the decentralized web is still in its infancy.
Addressable has launched a new service designed to enhance the effectiveness of Web3 marketing strategies, particularly focusing on retargeting potential customers who have shown interest but ultimately refrained from making a purchase, trading, or engaging with a platform. This approach aims to capture those who were on the brink of conversion but fell short, enhancing the marketer’s ability to not just attract but retain valuable clientele.
The fundamental challenge in Web3 marketing arises from the pseudonymous nature of cryptocurrency wallets, making it far less straightforward to identify potential customers compared to the data-rich environment of Web2. Addressable’s innovative database bridges this gap, allowing companies to effectively target their most viable customers with pinpoint accuracy.
As the crypto market faces the threat of a deeper bearish trend, the need for efficient user acquisition strategies becomes increasingly vital. Nadler explains how this environment can elevate the ‘cost per wallet,’ making targeted retention efforts even more crucial for businesses aiming to maintain their user base.
“In a bear market, user acquisition excitement lessens,” Nadler notes. “However, it’s important for founders to demonstrate to their community that they remain engaged and active in reactivating users.”
Importantly, Addressable maintains a commitment to user privacy and ethical marketing practices. While the service may recognize ownership of a wallet (e.g., knowing John Doe is behind wallet abc123), it does not share personal information with clients like CoinDEX. Instead, the platform enables targeted advertising that transforms potential customers into actual paid users without compromising privacy.
Addressable’s method involves gathering insights from social media and cross-referencing this data with wallet interactions. This could mean that if wallet abc123 has engaged with specific protocols that John Doe follows on platforms like X or has made trades that he discussed on Reddit, these clues can help craft a definable target profile.
The ad-tech strategies employed by Addressable do not represent a radical departure from established online marketing frameworks but rather a tailored adaptation for the unique on-chain economy. With Web3 customer funnels already narrow, Nadler emphasizes that such precision in targeting can make all the difference.
“Instead of relying on well-paid key opinion leaders or executing broad outreach campaigns, we empower companies to focus their efforts on users who have already engaged with their service,” he states, referencing the growing importance of leveraging existing interest over traditional, less targeted methods.
Though Addressable has been operational for three years, this new retargeting service is poised to significantly impact how protocols engage with their user base. Nadler asserts that the greatest peril for DeFi projects today is the loss of user trust. Targeted advertising could provide a robust solution to this emerging problem, guiding more users back onto the path of engagement and investment.
