Tanya Petrusenko sits down with Web3 marketer, podcast host of Out of Ordinary, Alexandra Nicorici, and the founder of Web3 Marketing Hackathons to explore the state of crypto marketing and the rise of Web3 marketing hackathons.
In this episode of the HodlFM Podcast, Nicorici shares her insights into the challenges and opportunities within Web3 marketing, providing listeners with practical advice and first-hand experiences.
Web3 marketing remains in early stages
Nicorici emphasizes the unpredictable nature of Web3. She says,
"We're still very very very early. You can never predict what is generally happening. Narrative changes every couple of months."
Reflecting on her own early experiences, she adds,
"I got into this space thinking that I don't know anything about it. Then I got to learn more about it. Then I thought I'm going to change my job. Then the bear market came and I had no idea what a bear market is."
Her perspective highlights the constant uncertainty marketers face and the rapid shifts in trends, particularly as institutional adoption begins to influence strategies. Nicorici explains,
"For that, it's going to be a new wave of the type of skills and marketers we will be needing moving forward."
Community building remains central to Web3 marketing
Twitter and other platforms continue to play a crucial role for early-stage projects. Nicorici points out the challenges of building authentic communities:
"Call me a hater if you want to. I don't care. Marketers should not rely so much on this kind of artificial platforms. You may build a community, or you're just faking numbers to show your investors or a PR company that you're worth being seen."
She advises founders and marketing teams to focus on credibility.
"People hear you in spaces, people hear you in writing, people see you in comments of everybody else, they see you engaging all the time. So that brings a lot more credibility, and people will be willing to check you out."
Nicorici also stresses the importance of long-term strategies.
"It's a very good moment to reflect about what kind of strategies we will be using. There are not enough marketing tools out there for marketers in Web3."
Web3 marketing hackathons provide practical solutions
To address gaps in skills and resources, Nicorici founded Web3 Marketing Hackathons. She explains,
"It's a normal hackathon. It works in a very similar way to all the dev hackathons, but it just targets nontechnical people. Anybody who's marketers, BDs, people from PR agencies, designers, etc."
Hackathons give participants briefs from sponsors such as Polygon and Starknet. Nicorici details,
"It can be a marketing strategy, a go-to-market, a rebranding, a Web2 to Web3 onboarding experience, design challenges, campaigns, and so on. It can be used for hiring, brand awareness purposes, and product feedback."
The events have expanded internationally, including editions in Bangkok, Denver, and Argentina. Nicorici recalls initial challenges:
"I was exactly three weeks away from the time where the event was supposed to happen. I was like, 'Well, let me see.' So, I went on Twitter. I was like, 'Who has a location for me?' And I found the location in five minutes."
Institutional adoption influences marketing trends
Looking ahead, Nicorici anticipates a shift toward more institutional-focused events and strategies. She notes,
"A lot more people are going to get into video content creation and this clipping industry is going to grow a lot more this year."
She also highlights the need to balance community-driven initiatives with institutional events.
"Everybody's wondering, okay, we're putting money into institutions, but then what do we do with the community-focused events? Or are we going to just do invite-only stuff?"
The future of Web3 marketing
Despite uncertainties, Nicorici remains optimistic. She concludes,
"I really hope this year is going to be active, much more active than last year in terms of marketing and in terms of new projects appearing."
This episode demonstrates the importance of strategic planning, authenticity, and experimentation in Web3 marketing. HodlFM listeners gain valuable insights into how marketers can combine community engagement with institutional strategies to stay ahead.
Watch the full episode on HodlFM to hear Alexandra Nicorici share her expertise.
Tanya Petrusenko
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