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Web3 Marketing: A Handbook for the Next Internet Revolution 1st Edition, Kindle Edition
THE ESSENTIAL WEB3 MARKETING BOOK
For a limited time, claim an NFT with a copy of your book!
Web3 Marketing: A Handbook for the Next Internet Revolution is the essential book for anyone looking to understand the next era of the internet and start building. Beyond the sensational hype and headlines around crypto and NFTs, a real revolution is taking place: new technologies for owning, moving, and organizing value spell the overdue end of an internet where a few huge companies hoard data and power, and open a new frontier for products, services, and applications in which ownership and control belongs to creators, builders, and users.
As former CMO of ConsenSys then Founder and CEO of top web3 marketing firm Serotonin—Amanda Cassatt is in a unique position to tell this story, and delivers a remarkably clear, nontechnical guide to the history, key concepts, and still-evolving landscape of Web3. Cassatt explains how Web3 transforms time-tested approaches to marketing and brand-building, including how to build a Web3 community. This book is a must-read for professionals at any level in their Web3 careers—already working or investing in Web3, exploring what it means for their business, or considering a jump into something new—and for anyone who wants to understand the next internet revolution.
- ISBN-13978-1394171965
- Edition1st
- PublisherWiley
- Publication dateMarch 28, 2023
- LanguageEnglish
- File size2.0 MB
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From the Publisher


Editorial Reviews
Review
Praise for Web3 Marketing
"As ConsenSys’ first CMO, Amanda’s sharp intuition and communications skills brought many people to the world of Ethereum. She has long seen Web3 as a way for people to reclaim control of their digital identity and personal finance, and has deftly argued why a new power arrangement on the web is so critical to advancing the human condition. The lessons from this book will become increasingly important for students, professionals, entrepreneurs, creators, and investors seeking to understand how Web3 changes their own lives."
―Joseph Lubin, Co-Founder of Ethereum and founder & CEO of ConsenSys
“Web3 Marketing is accessible to students and professionals regardless of technical experience, who are interested in getting into Web3, opening up the intricate and sometimes complicated world of Web3 to vastly more people.”
―Yorke Rhodes, Co-Founder, Blockchain at Microsoft
“The book I wish I had when creating Augur. This is the definitive book on Web3 marketing and an excellent intro to the blockchain space in general.”
―Joey Krug, Chief Investment Officer at Pantera Capital, Co-Founder at Eco, Co-Founder at Augur
“Cassatt’s skill is in marketing, but in the crypto world, mission is fundamental, and she is that best kind of missionary: a clear and passionate advocate towards a better world. The experience with which she wrote this text can’t be faked, and readers will enjoy an authentic invitation into the future of consumer marketing in an open, borderless, user-owned economy.”
―Erik Voorhees, Founder of ShapeShift
“Amanda Cassatt’s book Web3 Marketing is a crash course on the history of Bitcoin, and the rise of Ethereum and Web3 - arming nontechnical marketers with the baseline knowledge needed to jump into the space.”
―Kim Milosevich, Chief Marketing Officer, a16z crypto
“Few people embody the spirit of the Web3 community better than Amanda Cassatt. Little surprise then that she’s written the definitive book on marketing in Web3, which anyone working on building products and communities in the area should read.”
―Glen Weyl, Author, Radical Markets
"Many great ideas are let down by their most enthusiastic advocates. This is a landmark book, in that it lays out in elegant, clear prose something which was previously an obsession for a small cadre of committed - and not always articulate - evangelists. Read this book, and whether or not you are convinced by Web3, you will at least - at last - have an informed opinion."
―Rory Sutherland, Vice Chairman, Ogilvy
“This book should be required reading for any marketer entering the Web3 space. Cassatt has been able to create an accessible book about the origins of Web3 for anyone to understand without any kind of technical background.”
―Gmoney, Founder, 9dcc
“New technologies open opportunities to engage and transact in new ways. Since the early days of Web3, Cassatt and her team have been at the leading edge. Web3 Marketing is not only a handbook, but also an artifact documenting the early days of blockchain technology and crypto.”
―Christine Moy, Head of Digital Assets, Apollo
"Amanda is the original storyteller of crypto, having been there since the beginning. She has since helped many companies and founders find their voice to be the authors of their own history. Her contributions to the advent of Web3 continue to be tremendous.”
―Min Teo, Managing Partner, Ethereal Ventures
"With the advent of Web3 technology, the rules of the marketing game are changing yet again. Cassatt, who was arguably the first marketer in the space, provides a comprehensive guide that gives a terrific overview of the history of crypto, as well as offers explicit, actionable advice on how a marketer can capitalize on the new tools that are available and on the horizon."
―Josh Quittner, Founder and CEO of Decrypt
“Web3 may have been conceived by millennials but it’s really being built for Gen Z; for their culture of empowerment, digital identity, and their decentralized ambitions for the future. Amanda was there when Web3 took shape and within her book explains clearly how marketers need to shape Web3 value for this future generation who are about to inherit the earth. Compelling storytelling and practical directions, she has clearly already stepped on all the land mines for us and found the path for brands and business to follow.”
―Dickon Laws, Global Head of Innovation, Ogilvy
From the Inside Flap
Web3 is more than just the latest crypto fad or blockchain headline. It represents a fundamentally new and exciting way of doing business on the internet. Those who buy and sell Web3 products and services need to combine their cutting-edge wares with novel methods for communicating with consumers and users.
In Web3 Marketing: A Handbook for the Next Internet Revolution, Founder and CEO of Serotonin―a world-leading Web3 marketing firm―Amanda Cassatt delivers an essential book for anyone trying to stake an early claim in the next era of the internet. The author goes beyond the sensational hype and headlines surrounding crypto and NFTs to dig into the real substance of the new technologies that will govern the owning, movement, and organization of value.
In the book, you’ll find a remarkably clear and nontechnical guide to the history, key concepts, and ever-evolving landscape of Web3. Cassatt explains how Web3 transforms time-tested approaches to marketing and brand-building, especially as it relates to the building of enthusiastic and evangelistic communities. You’ll discover how Web3 opens a new digital frontier for products, services, and applications owned and controlled by creators, builders, and users.
From clear-headed explanations of what Web3 is, and how it differs from Web1 and Web2, to accessible introductions to Bitcoin, Ethereum, crypto, tokenization, the Metaverse, and more, Web3 Marketing demystifies how you can take advantage of cutting-edge strategies and tech to unlock new ways to market your products, services, and companies.
A can’t-miss resource for professionals at any level of a Web3 career, as well as investors, entrepreneurs, and others exploring what this new technology might mean for their current or future businesses, Web3 Marketing is an insightful and intuitive discussion of the next internet revolution and how it will impact you.
From the Back Cover
Praise for Web3 Marketing
“As ConsenSys’ first CMO, Cassatt has long seen Web3 as a way for people to reclaim control of their digital identity and personal finance, and has deftly argued why a new power arrangement on the web is so critical to advancing the human condition.”
―Joseph Lubin, Co-Founder of Ethereum and Founder and CEO of ConsenSys
“Web3 Marketing is accessible to students and professionals regardless of technical experience, who are interested in getting into Web3, opening up the intricate and sometimes complicated world of Web3 to vastly more people.”
―Yorke Rhodes, Co-Founder, Blockchain at Microsoft
“The book I wish I had when creating Augur. This is the definitive book on Web3 marketing and an excellent intro to the blockchain space in general.”
―Joey Krug, Chief Investment Officer at Pantera Capital, Co-Founder at Eco, Co-Founder at Augur
“Web3 Marketing is a crash course on the history of Bitcoin, and the rise of Ethereum and Web3―arming nontechnical marketers with the baseline knowledge needed to jump into the space.”
―Kim Milosevich, Chief Marketing Officer, a16z crypto
“Cassatt’s skill is in marketing, but in the crypto world, mission is fundamental, and she is that best kind of missionary: a clear and passionate advocate towards a better world. Readers will enjoy an authentic invitation into the future of consumer marketing in an open, borderless, user-owned economy.”
―Erik Voorhees, Founder of ShapeShift
“Few people embody the spirit of the Web3 community better than Amanda Cassatt. Little surprise then that she’s written the definitive book on marketing in Web3, which anyone working on building products and communities in the area should read.”
―Glen Weyl, Author, Radical Markets
“This is a landmark book, in that it lays out in elegant, clear prose something which was previously an obsession for a small cadre of committed―and not always articulate―evangelists. Read this book, and whether or not you are convinced by Web3, you will at least―at last―have an informed opinion.”
―Rory Sutherland, Vice Chairman, Ogilvy
About the Author
Product details
- ASIN : B0BZX27MNZ
- Publisher : Wiley; 1st edition (March 28, 2023)
- Publication date : March 28, 2023
- Language : English
- File size : 2.0 MB
- Text-to-Speech : Enabled
- Screen Reader : Supported
- Enhanced typesetting : Enabled
- X-Ray : Not Enabled
- Word Wise : Enabled
- Print length : 212 pages
- Best Sellers Rank: #1,093,589 in Kindle Store (See Top 100 in Kindle Store)
- #156 in Bitcoin & Cryptocurrencies eBooks
- #293 in Direct Marketing (Kindle Store)
- #510 in Bitcoin & Cryptocurrencies
- Customer Reviews:
About the author

Amanda is the Founder & CEO of Serotonin, the leading web3 marketing agency and product studio. She is also co-founder & President of Mojito, the first venture to spin out of Serotonin. Mojito is an NFT commerce suite that is the top choice by Sotheby's, CAA, and major brands for engaging in d-commerce on web3.
Amanda is a notable web3 product builder and master marketer who has helped bring some of the leading blockchain companies to market and advised global institutions on how to adopt NFTs and crypto.
From 2016 to 2019, Amanda brought Ethereum to market as the CMO of ConsenSys, supporting its growth to become the largest and most robust blockchain ecosystem.
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Customers find the book's content enlightening, with one describing it as a pragmatic marketing manual. They appreciate the Web3 content, with one customer noting it provides a terrific introduction to the subject.
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Customers find the book's content enlightening, describing it as an enchanting exploration of marketing in the digital age, with one customer noting its practical advice and another highlighting its forward-thinking approach.
"Web3 Marketing is an insightful and forward-thinking book that explores the potential of blockchain technology and decentralized platforms to..." Read more
"...And let us not forget the alluring and universal power of the Art of Marketing, which is sure to play a vital role in this revolution...." Read more
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"Clear, concise, comprehensive, concrete, and reads like a thriller." Read more
Customers appreciate the book's content about Web3, with one customer describing it as the best introduction to Web3 marketing.
"...as the malevolent forces of the marketing world, while elevating the mystical Web3 realm, which apparently only the author and her devotees have the..." Read more
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For marketers in 2030s
Top reviews from the United States
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- Reviewed in the United States on April 11, 2023Web3 Marketing is an insightful and forward-thinking book that explores the potential of blockchain technology and decentralized platforms to revolutionize the way businesses approach marketing. Cassatt presents a compelling case for why marketers need to embrace the Web3 revolution, and provides practical advice for how they can do so. Highly recommended for anyone interested in the future of marketing.
- Reviewed in the United States on May 29, 2023I've been working in crypto for a little over five years, and have been with a variety of companies during the ICO boom, the ICO collapse, DeFi summer, the March 2020 collapse, the NFT boom, and the Terra + FTX + SVB implosions. "Web3 Marketing" is the closest thing I've found to the most comprehensive overview of what the last five years have been like through the unique lens of marketing.
The book is a no-nonsense deep dive into web3, making the often bewildering landscape of this new Internet era feel much more navigable. The way Cassatt breaks down the complexities of web3 into manageable chunks is really something. She moves past the usual hype about crypto and NFTs, focusing instead on the true potential of web3 and how it's redefining traditional ways of managing value online. Her insights into how web3 can shake up marketing strategies, particularly when it comes to building a community, are practical and well articulated.
What really struck a chord with me was Chapter 5 - "Inventing Web3 Marketing". It's like a time machine reminding people what it was like in the early days of ConsenSys, when the future of web3 really was up for grabs. Cassatt offers a window into the vibrant energy and dynamics of the place and it felt like being right there, sharing in the excitement and challenges. Her candid account of the initial skepticism surrounding marketing within the developer community and how this was eventually bridged felt both relatable and inspiring.
Cassatt's narrative about ConsenSys, its contributions to Ethereum, and the spirit of collaboration that pervaded, brought home the reality of the groundbreaking work done there. It's not all smooth sailing in the world of pioneering technology, and she doesn't shy away from discussing the trials along the way - and the ones we'll face in the future.
In a nutshell, "Web3 Marketing: A Handbook for the Next Internet Revolution" felt like a breath of fresh air. It's a straight-up, straight-forward, insightful read that not only imparts knowledge but also shares a piece of lived history from the ongoing Internet revolution. This is a book that I'd recommend to anyone, whether you're a newbie or a veteran in the crypto world like me. It's not just informative, it's also downright enjoyable.
- Reviewed in the United States on June 5, 2023Fantastic overview of the crypto ecosystem that shines a light on the revolutionary technologies through a marketers perspective. Essential for anyone working in Crypto or looking to learn more about what Blockchain brings to the table.
- Reviewed in the United States on April 19, 2023DISCLAIMER: Prior to plunging headfirst into this riveting review, allow me to introduce myself. I hold a first-class marketing degree from a modest London university, a blockchain strategist certification from an esteemed Oxford institution (yet another first-class achievement), and I am currently pursuing my MBA from an American university with a standing 4.0 CGPA. My 17-year international journey spans five countries and three languages, with a 15-year tenure in the marketing industry. The past two years have seen me working with some of the most infamous crypto trading exchanges in the history of crypto. In conclusion, I am positively infatuated with the enchanting world of marketing, devouring a plethora of books on the subject. My guiding principle: marketing is a boundless entity, united by a singular element – People. It is designed to be all-embracing and far-reaching. Those who master this art with sincerity and harmony will undoubtedly triumph in conveying their message to any and all audiences.
Now, with my credibility hopefully established, let's proceed to the review:
Ah, the sweet aroma of a "marketing" book, or should I say, a desperate self-promotion attempt by the author. For those who've spent years studying and practicing the foundations of marketing and digital marketing, this literary gem is an enlightening walk through the land of nonsense.
What the author so deftly does is pluck concepts from their rightful place, rebrand them with her personal touch, and gift them to the world as "Web3" (whatever that means in the context of marketing).
-A Journey Through "Interesting Surprises"
The front cover, boldly emblazoned with "Marketing," is a masterclass in irony. The only marketing evident within these pages is the title itself. As for "Web3," the scant attention paid to it is, at best, diminishing. A more fitting title might have been, "Web3: A Self-Portrait. The Genesis of Amanda Cassatt, How I Became CMO, and the Alleged Invention of the Web3 Native Marketing Agency. By Amanda Cassatt (née Gutterman)." Alas, armed with this knowledge, I would have chosen not to partake in this literary adventure. Misleading, much like the labyrinthine depths of the book itself.
-Onward, to Primitive "Scratch and Win" Tech
The book's opening page features a throwback to the days of primitive scratch and win “technology”, granting token-gated access to a Telegram group. For a book claiming to cover Web3, a QR code or a clever algorithm might have been more appropriate (or not). The rush to publish is palpable.
-The Author's Web3 Marketing "Expertise" Unraveled
The author's lack of solid marketing knowledge (both academic and practical) is evident in most comments and statements she makes about Web2 marketing strategies and approaches. No reference is made to the core principles of marketing or how they can inform effective strategies, regardless of the "Web" iteration. And then, lo and behold, Chapter 5 just happens to be titled "Inventing Web3 Marketing." How utterly unexpected and not at all contradictory! Oh, let's all take a moment to give a thunderous round of applause to the author who so candidly admits that she didn't have a traditional marketing background (Excerpt from the book "Luckily, I didn't have a traditional marketing background and wasn't set in my ways"[page 75]).
Case in point: The "basic Web3 product website" on page 153 is simply a standard site with a Discord and "Connect Wallet" button (but don't you dare mention A/B testing that! It's an antiquated evil in the eyes of the Web3 crew). That was enlightening.
Moreover: Oh, what a revelation! According to the wise words on page 127, if users click on links that lead to a product's domain, said domain will be ranked higher. Who knew? Certainly not you, dear reader, who has been laboring under the false idea that you actually understood anything about search and ranking. But fear not, for the truth has been revealed! (Excerpt from the book “The more searches clicks on links that lead to a product’s domain, the more highly the domain will be ranked”.)
Last one, I promise: Oh my, what a ground-breaking revelation! Who knew that when done properly, Earned Media or Social Media could actually catch the attention of users? And the best part? On page 145 of the book, we learn that success can be measured by increased search volume, website traffic, and social engagement and followers. How utterly fascinating! I'm sure you never would have guessed such complex metrics on your own. Thanks, book! (Excerpt from the book “success looks like increased search volume, website traffic, and social engagement and followers”. )
-Affiliate Marketing? Never Heard of It
Notably absent is any mention of affiliate marketing and its potential to drive valuable traffic. Perhaps it's been rebranded or absorbed into the "community mantra." Practical marketing examples primarily feature big names like Sotheby's or discuss engaging major media outlets when you've achieved significant numbers (page 142). Insightful? Not quite.
-Ah, the journey continues!
As expected, the book is brimming with self-references to the author's previous and current company. Surely, this must be a crucial KPI for any marketing guru. After all, the author's golden advice to clients is to "saying the same thing over and over." (page 122). Alas, this tactic failed to win me over, as I was deceived by the book's title. Instead, it showcased the author's rather underwhelming marketing prowess and her not-so-subtle attempts to promote her agency in true "Americano" fashion.
Now, let's address some of the author's bold claims, such as her team at Consensys being the "first-ever *Web3 native marketing team" (page 122) or that they coined the term "Web2.5." Oh, that’s fresh! It's akin to me boasting about inventing a pasta dish with Nutella and blueberries (God forbid). Not only would I risk exile from Italy, but I'd also struggle to prove my culinary innovation. Perhaps the author's team became the "first-ever Web3 native marketing team" by virtue of their glaring inexperience with Web2 and marketing, thereby allowing them to self-anoint and create a "new category" in the author's ever-so-innovative (not) lexicon. Aha, that must be it!
*(with all due reverence, I must declare that one could only be considered a genuine Web3 native if you had the sheer fortune of entering this world when the term was graciously bestowed upon us by Gavin Wood in 2014. Alas, for those of us who came before, we remain mere Web2 mortals, forever trailing behind our progressive counterparts.)
Moving on! The author's practical examples of work done at her current company are truly awe-inspiring... if only they had actual data, budgets, or results to back them up. Case in point: Vega's event and the Chess Grand Master story. What did it achieve besides potentially burning through thousands of dollars? The author seems to be peddling this as a Blue Ocean case study for a Crypto Conference (I highly recommend reading Blue Ocean Strategy by Renée Mauborgne and W. Chan Kim). Mysteriously, no explanation is provided for how they selected the Grand Master, but perhaps that would have distracted from the author's name-dropping narrative.
Speaking of which, the author mentions "Memorable" and seems blissfully unaware that numerous experts before her referred to this concept as "creating habits." I kindly suggest perusing Tiny Habits by BJ Fogg PhD, Hooked by Nir Eyal, or The Web Psychologist by Nathalie Nahai (an acquaintance of mine), all of which offer well-researched and detailed insights on habit formation. And while we're at it, let's throw in The Power of Habit by Charles Duhigg, a book that the author herself references to recount the wildly misleading Pepsodent ad story.
-Final Thoughts
In summary, for those aspiring to master the art of marketing, regardless of which numerical iteration it's in, I implore you to study its foundations first. Esteemed authors like Philip Kotler or Brassington and Petit are excellent starting points, or better yet, earn a degree or further education in this captivating field. Get the basics right before you dare to practice or, heaven forbid, write a book about it!
Regrettably, I must concede that the harsh reality in any [web] world is that triumph is frequently tethered to the network of acquaintances you possess, the hallowed halls of your educational journey, and the individuals you [oh, do indulge in a smidgen of creative thinking - and rest assured, it's not the sordid notion you're considering!].
It's truly remarkable how the author manages to depict the Web2 practitioners as the malevolent forces of the marketing world, while elevating the mystical Web3 realm, which apparently only the author and her devotees have the divine knowledge to navigate. One memorable excerpt portrays their vision quite succinctly: " building community first, and giving away items for free to start, may sound overly generous or like too much prework before starting to capture revenue-at least those with a Web2 mindset looking to round up “consumers” and charge them money" (page 165). This statement, unfortunately, betrays the author's inexperience and reeks of an overconfident, rookie demeanor. Product sampling, a concept so ancient it was known to the likes of Benjamin T. Babbitt (1809 - 1889), took root long before the World Wide Web even entered our collective consciousness.
Ah, yes. Another shining moment in the book where the author boasts about her Web3 agency's hiring process, which doubles as a rehabilitation center for poor, misguided Web2 marketers. Apparently, they're subjected to grueling training (which, of course, includes spending time browsing Crypto Twitter [page 131]) until they emerge as nothing more than their former selves, but with the added bonus of being brainwashed into the sacred realm of Web3. How inspiring!
How eloquently put! It is clear that the "Next Internet Revolution" will require a collective effort from individuals to share their knowledge with the world, just as the internet was intended to be inclusive from its inception. And let us not forget the alluring and universal power of the Art of Marketing, which is sure to play a vital role in this revolution. It is exciting to consider the possibilities that lie ahead as we all work together to shape the future of the internet.
Moreover, one cannot help but feel a pang of disappointment in Wiley as a publisher. To go from publishing gems like Marketing Analytics by Wayne L. Winston to this unfortunate tumble is quite the fall from grace. Wiley's reputation has certainly taken a hit with this one. At least, for me.
Now, let's distill the key takeaways from this collection of anecdotal wisdom:
1. Cozy up to the bigwigs of the industry – it's all about who you know (no surprises there, I hope).
2. Gather a crew of equally "enlightened" comrades and charge forward with your revolutionary Web3 marketing agency. Make sure to highlight that it's the unprecedented, indigenous Web3 agency, pledging to stroll with clients' canines in the metaverse, or whip up culinary delights in that otherworldly realm.
3. Budget? Please, we don't speak that language here.
4. Convince your clients that the only way to succeed is by entrusting their entire marketing campaign to your agency, all in the name of embracing the elusive "Web3 style."
5. If you're yearning to learn everything there is to know about the world of crypto, look no further than the illustrious realm of Crypto Twitter (which, in case you're not hip with the lingo, is Web3's fancy way of saying "Twitter"). Just be sure to properly label yourself, lest you risk getting sucked into the treacherous black hole of "Loser Twitter" (otherwise known as just plain old Twitter)
6. Web2 is obviously the villain here, and those who dedicated years to the old standard are clearly outdated relics, just waiting to be schooled by the freshly-minted web3 (non) marketing gurus.
In conclusion, this book offers a unique and, at times, bewildering perspective on the world of marketing (poor fella). While it may not be everyone's cup of tea, it certainly provides ample material for those who enjoy a healthy dose of sarcasm and tongue-in-cheek commentary.
(PS: Oh, do broadcast it to the world! Personally, I harbor no ill will toward the author, but as a writer and champion of marketing, she has undeniably duped me in spectacular fashion!)
1.0 out of 5 starsDISCLAIMER: Prior to plunging headfirst into this riveting review, allow me to introduce myself. I hold a first-class marketing degree from a modest London university, a blockchain strategist certification from an esteemed Oxford institution (yet another first-class achievement), and I am currently pursuing my MBA from an American university with a standing 4.0 CGPA. My 17-year international journey spans five countries and three languages, with a 15-year tenure in the marketing industry. The past two years have seen me working with some of the most infamous crypto trading exchanges in the history of crypto. In conclusion, I am positively infatuated with the enchanting world of marketing, devouring a plethora of books on the subject. My guiding principle: marketing is a boundless entity, united by a singular element – People. It is designed to be all-embracing and far-reaching. Those who master this art with sincerity and harmony will undoubtedly triumph in conveying their message to any and all audiences.“An Ode to "Marketing": A Self-Promotion Manifesto Disguised as Expertise”
Reviewed in the United States on April 19, 2023
Now, with my credibility hopefully established, let's proceed to the review:
Ah, the sweet aroma of a "marketing" book, or should I say, a desperate self-promotion attempt by the author. For those who've spent years studying and practicing the foundations of marketing and digital marketing, this literary gem is an enlightening walk through the land of nonsense.
What the author so deftly does is pluck concepts from their rightful place, rebrand them with her personal touch, and gift them to the world as "Web3" (whatever that means in the context of marketing).
-A Journey Through "Interesting Surprises"
The front cover, boldly emblazoned with "Marketing," is a masterclass in irony. The only marketing evident within these pages is the title itself. As for "Web3," the scant attention paid to it is, at best, diminishing. A more fitting title might have been, "Web3: A Self-Portrait. The Genesis of Amanda Cassatt, How I Became CMO, and the Alleged Invention of the Web3 Native Marketing Agency. By Amanda Cassatt (née Gutterman)." Alas, armed with this knowledge, I would have chosen not to partake in this literary adventure. Misleading, much like the labyrinthine depths of the book itself.
-Onward, to Primitive "Scratch and Win" Tech
The book's opening page features a throwback to the days of primitive scratch and win “technology”, granting token-gated access to a Telegram group. For a book claiming to cover Web3, a QR code or a clever algorithm might have been more appropriate (or not). The rush to publish is palpable.
-The Author's Web3 Marketing "Expertise" Unraveled
The author's lack of solid marketing knowledge (both academic and practical) is evident in most comments and statements she makes about Web2 marketing strategies and approaches. No reference is made to the core principles of marketing or how they can inform effective strategies, regardless of the "Web" iteration. And then, lo and behold, Chapter 5 just happens to be titled "Inventing Web3 Marketing." How utterly unexpected and not at all contradictory! Oh, let's all take a moment to give a thunderous round of applause to the author who so candidly admits that she didn't have a traditional marketing background (Excerpt from the book "Luckily, I didn't have a traditional marketing background and wasn't set in my ways"[page 75]).
Case in point: The "basic Web3 product website" on page 153 is simply a standard site with a Discord and "Connect Wallet" button (but don't you dare mention A/B testing that! It's an antiquated evil in the eyes of the Web3 crew). That was enlightening.
Moreover: Oh, what a revelation! According to the wise words on page 127, if users click on links that lead to a product's domain, said domain will be ranked higher. Who knew? Certainly not you, dear reader, who has been laboring under the false idea that you actually understood anything about search and ranking. But fear not, for the truth has been revealed! (Excerpt from the book “The more searches clicks on links that lead to a product’s domain, the more highly the domain will be ranked”.)
Last one, I promise: Oh my, what a ground-breaking revelation! Who knew that when done properly, Earned Media or Social Media could actually catch the attention of users? And the best part? On page 145 of the book, we learn that success can be measured by increased search volume, website traffic, and social engagement and followers. How utterly fascinating! I'm sure you never would have guessed such complex metrics on your own. Thanks, book! (Excerpt from the book “success looks like increased search volume, website traffic, and social engagement and followers”. )
-Affiliate Marketing? Never Heard of It
Notably absent is any mention of affiliate marketing and its potential to drive valuable traffic. Perhaps it's been rebranded or absorbed into the "community mantra." Practical marketing examples primarily feature big names like Sotheby's or discuss engaging major media outlets when you've achieved significant numbers (page 142). Insightful? Not quite.
-Ah, the journey continues!
As expected, the book is brimming with self-references to the author's previous and current company. Surely, this must be a crucial KPI for any marketing guru. After all, the author's golden advice to clients is to "saying the same thing over and over." (page 122). Alas, this tactic failed to win me over, as I was deceived by the book's title. Instead, it showcased the author's rather underwhelming marketing prowess and her not-so-subtle attempts to promote her agency in true "Americano" fashion.
Now, let's address some of the author's bold claims, such as her team at Consensys being the "first-ever *Web3 native marketing team" (page 122) or that they coined the term "Web2.5." Oh, that’s fresh! It's akin to me boasting about inventing a pasta dish with Nutella and blueberries (God forbid). Not only would I risk exile from Italy, but I'd also struggle to prove my culinary innovation. Perhaps the author's team became the "first-ever Web3 native marketing team" by virtue of their glaring inexperience with Web2 and marketing, thereby allowing them to self-anoint and create a "new category" in the author's ever-so-innovative (not) lexicon. Aha, that must be it!
*(with all due reverence, I must declare that one could only be considered a genuine Web3 native if you had the sheer fortune of entering this world when the term was graciously bestowed upon us by Gavin Wood in 2014. Alas, for those of us who came before, we remain mere Web2 mortals, forever trailing behind our progressive counterparts.)
Moving on! The author's practical examples of work done at her current company are truly awe-inspiring... if only they had actual data, budgets, or results to back them up. Case in point: Vega's event and the Chess Grand Master story. What did it achieve besides potentially burning through thousands of dollars? The author seems to be peddling this as a Blue Ocean case study for a Crypto Conference (I highly recommend reading Blue Ocean Strategy by Renée Mauborgne and W. Chan Kim). Mysteriously, no explanation is provided for how they selected the Grand Master, but perhaps that would have distracted from the author's name-dropping narrative.
Speaking of which, the author mentions "Memorable" and seems blissfully unaware that numerous experts before her referred to this concept as "creating habits." I kindly suggest perusing Tiny Habits by BJ Fogg PhD, Hooked by Nir Eyal, or The Web Psychologist by Nathalie Nahai (an acquaintance of mine), all of which offer well-researched and detailed insights on habit formation. And while we're at it, let's throw in The Power of Habit by Charles Duhigg, a book that the author herself references to recount the wildly misleading Pepsodent ad story.
-Final Thoughts
In summary, for those aspiring to master the art of marketing, regardless of which numerical iteration it's in, I implore you to study its foundations first. Esteemed authors like Philip Kotler or Brassington and Petit are excellent starting points, or better yet, earn a degree or further education in this captivating field. Get the basics right before you dare to practice or, heaven forbid, write a book about it!
Regrettably, I must concede that the harsh reality in any [web] world is that triumph is frequently tethered to the network of acquaintances you possess, the hallowed halls of your educational journey, and the individuals you [oh, do indulge in a smidgen of creative thinking - and rest assured, it's not the sordid notion you're considering!].
It's truly remarkable how the author manages to depict the Web2 practitioners as the malevolent forces of the marketing world, while elevating the mystical Web3 realm, which apparently only the author and her devotees have the divine knowledge to navigate. One memorable excerpt portrays their vision quite succinctly: " building community first, and giving away items for free to start, may sound overly generous or like too much prework before starting to capture revenue-at least those with a Web2 mindset looking to round up “consumers” and charge them money" (page 165). This statement, unfortunately, betrays the author's inexperience and reeks of an overconfident, rookie demeanor. Product sampling, a concept so ancient it was known to the likes of Benjamin T. Babbitt (1809 - 1889), took root long before the World Wide Web even entered our collective consciousness.
Ah, yes. Another shining moment in the book where the author boasts about her Web3 agency's hiring process, which doubles as a rehabilitation center for poor, misguided Web2 marketers. Apparently, they're subjected to grueling training (which, of course, includes spending time browsing Crypto Twitter [page 131]) until they emerge as nothing more than their former selves, but with the added bonus of being brainwashed into the sacred realm of Web3. How inspiring!
How eloquently put! It is clear that the "Next Internet Revolution" will require a collective effort from individuals to share their knowledge with the world, just as the internet was intended to be inclusive from its inception. And let us not forget the alluring and universal power of the Art of Marketing, which is sure to play a vital role in this revolution. It is exciting to consider the possibilities that lie ahead as we all work together to shape the future of the internet.
Moreover, one cannot help but feel a pang of disappointment in Wiley as a publisher. To go from publishing gems like Marketing Analytics by Wayne L. Winston to this unfortunate tumble is quite the fall from grace. Wiley's reputation has certainly taken a hit with this one. At least, for me.
Now, let's distill the key takeaways from this collection of anecdotal wisdom:
1. Cozy up to the bigwigs of the industry – it's all about who you know (no surprises there, I hope).
2. Gather a crew of equally "enlightened" comrades and charge forward with your revolutionary Web3 marketing agency. Make sure to highlight that it's the unprecedented, indigenous Web3 agency, pledging to stroll with clients' canines in the metaverse, or whip up culinary delights in that otherworldly realm.
3. Budget? Please, we don't speak that language here.
4. Convince your clients that the only way to succeed is by entrusting their entire marketing campaign to your agency, all in the name of embracing the elusive "Web3 style."
5. If you're yearning to learn everything there is to know about the world of crypto, look no further than the illustrious realm of Crypto Twitter (which, in case you're not hip with the lingo, is Web3's fancy way of saying "Twitter"). Just be sure to properly label yourself, lest you risk getting sucked into the treacherous black hole of "Loser Twitter" (otherwise known as just plain old Twitter)
6. Web2 is obviously the villain here, and those who dedicated years to the old standard are clearly outdated relics, just waiting to be schooled by the freshly-minted web3 (non) marketing gurus.
In conclusion, this book offers a unique and, at times, bewildering perspective on the world of marketing (poor fella). While it may not be everyone's cup of tea, it certainly provides ample material for those who enjoy a healthy dose of sarcasm and tongue-in-cheek commentary.
(PS: Oh, do broadcast it to the world! Personally, I harbor no ill will toward the author, but as a writer and champion of marketing, she has undeniably duped me in spectacular fashion!)
Images in this review
- Reviewed in the United States on April 13, 2023The author's clear writing style and engaging tone make this book a joy to read.
- Reviewed in the United States on April 14, 2023Clear, concise, comprehensive, concrete, and reads like a thriller.
- Reviewed in the United States on April 14, 2023The author's insights into the world of web3 marketing are truly enlightening.
The author's insights into the world of web3 marketing are truly enlightening.
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- Reviewed in the United States on December 24, 2024For someone to have been the “pioneer in making crypto easy to understand”, Amanda Cassatt does a poor job describing Web3. She gives a word-salad history of Crypto, flavored with some Huffington Post examples and diagrams of “what marketing means”. Learned nothing. It’s a scam. I believe this book was only written to promote her new company, Serotonin, and this book is merely a self-promoting catalyst built on the principle of “give the why, sell the how”. You’ll only learn that you know nothing, and she conveys that she is the ultimate authority to effective business acumen to ambitious developers. You’d be better off learning from Michael Scott.
Top reviews from other countries
- MBLReviewed in the United Kingdom on April 10, 2023
5.0 out of 5 stars Essential read in the world of web3 marketing/comms
Amanda Cassatt's expertise in web3 marketing shines through in this insightful and practical guide. Her clear and concise explanations of complex concepts and her actionable tips make this book a valuable resource for anyone looking to succeed as we moved towards mainstream adoption of web3 technologies.
- Robyn BaldwinReviewed in Canada on May 2, 2023
5.0 out of 5 stars The Web3 Marketer's Perfect Guidebook
As a Web3 marketer working at Serotonin, I've had the pleasure of learning about Web3 on the job. I wish I had had this book to read sooner. It's an insightful and thoughtful guide to learning about the impact that Web3 will have on this world and how we as marketers can user it in. The book provides a comprehensive overview of the landscape and dives into tactics and web3 nuances. The book is invaluable and I'm already using it to bring new insights to the clients that I work on.