Web3 Marketing Could Benefit from Adopting Techniques Apple Uses

Apple recently launched its headset, the Vision Pro, marking a major pivot second only to the iPhone’s launch back in 2007. Steve Jobs, Apple CEO at the time the iPhone was unveiled, described the iPhone as something that would reinvent phones. While launching the Vision Pro, Tim Cook adopted similar messaging and branding techniques that his iconic predecessor used.

Apple steered away from using words such as headset, augmented reality, mixed reality or even extended reality. All that familiar jargon was cast aside, and the company focused on showing potential users what the Vision Pro could do for them. This makes the very technologies underpinning the invention relatable to the ordinary person on the street, and it isn’t hard to recruit adopters when this approach is used.

Statistics already show the Vision Pro will quickly become a favorite. Upon its launch in the United States, 200,000 customers bought the unit, and plans are underway to launch in China.

This is where Web3 needs to pick lessons. Currently, plenty of jargon such as DeFi, digital assets and blockchain are thrown about, but the only people who can appreciate those concepts are industry insiders. It is a case of preaching to those who are already converted.

There is a dire need for a messaging shift that packages the benefits of Web3 technologies in relatable terms. For example, while DeFi will sound empty to an everyday person on the street, more meaning can be conveyed by informing the person that this new approach can enable them to send money to someone outside the country securely, instantly, cheaply and without exposing their personal data.

Potential users can also be told that this new approach can help them get rid of having to deal with the hassles of recovering access to online accounts after losing their login credentials, or they will no longer have to put up with complicated and annoying password managers since the new technology can make identity management seamless and instant.

Others would instantly relate if told the new technology can help in ensuring that those who create content can have a verifiable way to track how that content is used and therefore track what payments are due to them as creators based on the agreements reached.

In short, there needs to be a paradigm shift in the way Web3 is being marketed. Eliminate the jargon and show internet users what wasn’t possible before but is now — a reality facilitated by this next iteration of the internet.

Entities such as Horizon Fintex have their work cut out to find novel ways to explain the utility of the Web3 technologies they use in ways that will strike a chord with lay people. In this way, rapid adoption could result.

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