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Web3 conferences like Token2049 & EthCC drive networking as digital marketing remains tough. Discover why in-person events fuel crypto growth.
Conferences have always been major events, attracting attendees from around the world — from SXSW to Mobile World Congress. However, there is something unique about Web3 conferences like Token2049, Consensus, EthCC, and many others.
Against all odds, and seemingly contrary to the ethos of blockchain — where privacy is paramount — people willingly gather in person, revealing their identities to network and collaborate. Why are these events such a massive success?
Just look at the year-over-year growth of attendees at Token2049.
Beyond the stereotypical reasons why traditional industries host trade shows and conferences, Web3 events offer something more. Web3 moves at lightning speed — trends and innovations emerge and disappear in the blink of an eye. To stay “in the loop” and remain relevant, attending these gatherings is almost a necessity.
The truth is, Web3 events never stop. From Token2049 Dubai to NFT Paris, EthDenver, Token2049 Singapore, and Devcon, the circuit continues, year after year, forming a cycle of networking and deal-making.
The Main Driver? Business.
Web2 has effectively built a “ring fence” around Web3 — whether deliberately, out of fear of disruption, or unintentionally, due to overprotecting its user base. Companies in the Web3 space find it difficult to advertise on traditional platforms like Google and Facebook, where display and performance marketing are the norm.
The Alternative to Digital? Physical.
Even if an attendee is operating on a tight budget and can’t afford to attend the main conference, side events provide ample opportunities for networking. These side events continue to grow in popularity and scale.
Look at the year-over-year increase in side events at EthCC.
Will the Ring Fence Exist Forever?
Probably not. Eventually, big tech companies will position themselves to capitalize on Web3, whether through advancing technologies, evolving regulations, or a newfound sense of urgency when they feel threatened.
Are There Digital Marketing Strategies for Web3?
Yes, but they require creativity and alternative methods. Some strategies include:
- Content creation on social media
- Hosting Twitter Spaces
- Referral marketing
- Publishing advertisements on Web3-native platforms
However, for those looking for expert execution, several agencies specialize in Web3 marketing:
- Coinbound — A full-service Web3 marketing agency specializing in influencer marketing, PR, and growth strategies for crypto brands.
- Ninjapromo — Focuses on performance-based marketing campaigns tailored for blockchain and fintech companies.
- Lunar Strategy — Provides data-driven marketing solutions, content creation, and brand positioning for Web3 startups.
Web3 Advertising Solutions
While traditional digital marketing remains limited, some companies are pioneering Web3-native advertising solutions:
- EtherMail — The leading email marketing solution for Web3, offering direct-to-wallet email advertising and targeted and secure email airdrops.
- Blockchain Ads — A blockchain-based alternative to SEM, helping brands reach crypto-native audiences through search-based ads.
- Brave — Enables Web3 advertising through browser notifications and sponsored content but does not yet allow SEM for crypto projects.
- Blockchainwire — A premier blockchain press release distribution service, ensuring broad media coverage for Web3 initiatives.
As Web3 continues to evolve, its events and conferences will remain key networking and marketing hubs. Until mainstream digital marketing channels open up, these in-person gatherings will serve as the primary avenue for business development, partnerships, and staying ahead in the rapidly shifting landscape of blockchain and crypto.
