Filip Wielanier: 'Web3 Marketing Is a Win-Win'

Every marketer needs data. The problem is that in Web3, getting that data is tricky. Where are your

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customers coming from, what are they doing? This is basic stuff in Web2. It’s Marketing 101. But in Web3, you have off-chain behavior and on-chain behavior, and it’s hard to connect the two.

Enter Cookie3, which describes itself as “the first open MarketingFi economy shared between users, creators, and businesses.” Cookie3 is many things, including: A Web3 marketing ecosystem intended to connect creators to advertisers, a tool for KOL (key online influencers) to quantify their reputation, and, most of all, an AI-powered data analytics tool that lets projects understand both off-chain and on-chain marketing behavior.

“You can think of it as an Google Analytics alternative,” says Filip Wielanier, Cookie3’s co-founder and CEO, who has a background in both IT and digital marketing at Deloitte. Using the Cookie3 plug-in, Web3 projects can understand customers’ ROI, lifetime value, and contribution to on-chain progress. Wielanier explains how Cookie3 analytics work, why this data is crucial for any project, and why Web3 marketing is a “win-win situation for everyone, because the creators are building much more engaged communities.”

Interview has been condensed and lightly edited for clarity.

What are some of the biggest advantages in Web3 marketing over Web2 marketing?

Filip Wielanier: In Web3, you have the ability to directly communicate and incentivize your contributors. And you can decentralize what’s called “publishers” in Web2. You can make them your own ambassadors. You can also collaborate with other creators who contribute directly to your ecosystem, and also to provide them value directly, which is very hard to do in Web2 marketing. And this ismatchmaking between the creators and advertisers.

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