The New Marketing Playbook: How to Pivot for the Age of AI and Ownership
Rick Bakas
For decades, the marketing playbook was relatively static: acquire customers, extract data, and optimize conversion funnels.
Today, that playbook is being rewritten by two seismic forces: the decentralized ownership model of Web3 and the predictive power of Artificial Intelligence (AI).
To survive this transition, companies cannot simply add new tools to an old stack. They must fundamentally restructure their value proposition, moving from an "acquisition mindset" to an "ecosystem mindset." Here is how forward-looking companies must modify their marketing approach to accommodate this new reality.
1. Shift from Customer Acquisition to Ecosystem Creation
In the Web2 era, the primary goal was customer acquisition, often achieved by leveraging user data to target ads. In the Web3 era, the objective shifts to ecosystem creation. The marketing funnel is replaced by a cycle of attracting developers, investors, and contributors who build the product alongside the core team.
The Value Exchange: The traditional model extracts value from the user (data) to the platform. Web3 reverses this via tokenomics. Companies must use tokens to reward users for specific contributions—such as providing liquidity or governance—effectively turning users into owners and evangelists.
Go-to-Market as Product (GaaP): Marketing is no longer a wrapper around the product; it is integrated into the product. Token incentives and governance structures are now core marketing mechanics that solve the "cold start" problem by rewarding early adopters directly, rather than paying ad networks.
2. Adopt a "Dual Stack" Architecture
A modern marketing operation requires a hybrid technology stack that bridges centralized efficiency with decentralized data.
The Web2 Core: Traditional tools remain essential for off-chain operations. CRMs (like HubSpot or Salesforce) and marketing automation platforms are still vital for email marketing, SEO, and lead nurturing.
The Web3 Layer: Companies must integrate tools that can analyze on-chain data. This includes "wallet-aware" analytics platforms (like Formo or Dune) that track Total Value Locked (TVL) and transaction volumes.
The AI Bridge: AI acts as the connective tissue. It should be used to unify customer data from disparate sources—CRM entries and anonymous wallet addresses—into a single "system of truth". AI tools can then automate complex segmentation and content personalization based on this unified data.
3. Redefine Success Metrics (KPIs)
Traditional metrics like Daily Active Users (DAU) are easily inflated by bots in an open Web3 environment. Marketing leadership must pivot to metrics that measure economic health and community retention.
From LTV to LTC: Replace Customer Lifetime Value (LTV) with Wallet Lifetime Contribution (LTC). Since users are pseudonymous and may use multiple wallets, companies must measure the value generated by specific wallets or cohorts over time.
From CAC to CWA: Move from Customer Acquisition Cost to Cost of Wallet Acquisition (CWA). This calculation must include not only marketing spend but also the value of tokens distributed as incentives (airdrops or liquidity rewards).
Votable Supply Ratio: For brands with a governance component, tracking the percentage of tokens delegated for voting is a crucial health metric. A low ratio signals apathy, while a high ratio indicates a robust, decentralized community.
4. Design for Trust and "Trustlessness"
In Web3, technical risk is brand risk. A smart contract vulnerability can destroy a brand's reputation instantly. Therefore, marketing must partner closely with UX design to lower the cognitive burden of blockchain interactions.
Transparency as UX: Interfaces must clearly explain irreversible actions, such as signing transactions or paying gas fees, to build user confidence.
Education over Persuasion: Marketing content should focus on demystifying wallets and security rather than just selling features. This builds the "technical trust" necessary for adoption.
Human-Centric AI: While AI can supercharge content creation and SEO, it must be used to enhance human creativity, not replace it. Over-reliance on AI without human oversight can lead to a decrease in content quality and brand authenticity.
5. Community is the New Distribution Channel
In the new paradigm, community is not just a support channel; it is the primary distribution engine.
Build in Public: To foster trust, companies should share progress, challenges, and roadmaps openly on platforms like Twitter/X, Farcaster, and Discord.
Incentivize Evangelism: Instead of paying centralized publishers for reach, invest budget in developer grants, hackathons, and community bounties. This encourages external contributors to build on top of your protocol, creating organic growth and "spillovers" that benefit the brand.
Governance as Marketing: Treat governance proposals as major marketing events. Use infographics, town halls, and engaging content to drive voter participation, which deepens user loyalty and retention.
Conclusion
The convergence of AI and blockchain demands that companies evolve from being "data extractors" to "community builders." By integrating token incentives, adopting a dual tech stack, and measuring success through wallet-based metrics, companies can future-proof their marketing strategies. The goal is no longer just to sell to a customer, but to empower a stakeholder.
