10Discovery Break Through
Discovery is the top of the marketing funnel, the potential user's first encounter with a product that leads to all subsequent interaction. In this chapter, we'll look at the motives that precede discovery, as well as the messaging and means by which a Web3 product can break through in a crowded marketplace and media environment.
The Origins of Demand
Even before discovery, potential users may already know they need a particular product or service. If a user wants to buy an NFT from a collection on OpenSea, the UX of OpenSea suggests that the user needs to connect their Web3 wallet. The user now knows—if they didn't before—they need a wallet. The next step is choosing a wallet to download. A platform like OpenSea may recommend a short list of top wallets, such as MetaMask, or the user might be left on their own to discover one. They might Google the phrase “most popular Web3 wallets,” which yields Google Ads–sponsored results by companies hoping to attract users for their wallets and media sites featuring lists of top wallets. Currently MetaMask tops almost all of these lists, along with Rainbow, Trust Wallet, Coinbase Wallet, and MyEtherWallet. The user might conclude that MetaMask is the most trustworthy because it is the most common result. Then they would proceed to the MetaMask website and follow its prompts to download the Chrome extension on Mac or Windows if they're on desktop, or the app if they're on mobile, and add the extension to their ...
Get Web3 Marketing now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
