Marketing in web2
Understanding the systematic approach to performance marketing developed in web2
This section explores how web2 developed performance marketing principles and what we can learn from them.
Learn about the fundamental differences between web2 and web3 marketing approaches
Historically, web3 marketing has skewed heavily toward the brand awareness side of the equation. Community building, social media presence, narrative crafting, and thought leadership have been the dominant levers. These are essential and valuable, but they represent only one part of how marketing can function.
In web2, performance marketing evolved under different conditions. It takes a more systematic approach, emphasizing measurement, controlled experimentation, data, and optimization. The goal is not to reduce marketing to numbers, but to make outcomes legible enough to inform decisions.
These principles are widely discussed across industries, but they rely on assumptions that are often taken for granted. This course does not treat them as universally transferable. Instead, it examines which aspects of web2 performance marketing hold up in web3, and which break under different constraints.
Click Here: The Art and Science of Digital Marketing and Advertising
by Alex Schultz (CMO, Meta)
One of the clearest articulations of modern web2 performance marketing. We'll reference this book throughout the course — not as a playbook to copy, but as a baseline for understanding how performance marketing works when identity, attribution, and measurement are well-defined.
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