Ep 31 - Web3 Marketing Playbook with Phin from Abstract

Web3 marketing has a retention problem. Too many projects chase mindshare, but few know how to build communities that last. In this episode, Phin, lead marketer at Abstract, shares his journey from Web2 to Web3 and unpacks why most crypto marketing playbooks are fundamentally flawed.We explore why engagement farming isn’t enough, why crypto products should compete in the mainstream, and how Abstract is rethinking consumer crypto by making Web3 seamless.If you’re a founder or marketer looking to cut through the noise and build something real, this episode is for you.Chapters:00:00 Introduction 02:47 The Evolution of Abstract and L2 Launch Decisions05:55 Comparing Ethereum and Solana: Insights and Opinions09:10 Marketing Strategies: Web2 vs Web311:58 The Future of Marketing in Web314:51 Data Privacy and User Experience in Web318:03 Session Keys and On-Chain Interactions23:56 Simplifying the Crypto Experience26:47 Reducing Onboarding Friction28:56 The Role of Price in Marketing30:35 Self-Custody and Consumer Behavior32:30 Building a Community in Crypto39:05 Abstract's Consumer-Centric Approach43:00 NFTs vs Tokens: Branding Strategies44:49 Marketing on a Budget This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.decentralised.co