For decades, marketing has revolved around the same sequence:
Awareness → Consideration → Conversion → Retention.
It worked because brands controlled the journey. But in 2025, two big forces have reshaped the game:
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Web3: decentralisation, tokenised engagement, and community ownership.
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Omnichannel marketing: fully integrated, cross-platform experiences that sync every touchpoint.
Put them together, and you get a funnel that isn’t a funnel. It’s a dynamic, circular ecosystem where brand and community grow together across physical, digital, and on-chain spaces.
Awareness → Community Discovery Across Channels
In Web 2, awareness meant buying ads or working with influencers. Omnichannel made it about consistent, connected experiences across every touchpoint.
Web3 takes it further — people discover brands in DAOs, Discord chats, NFT drops, token-gated events, or through metaverse activations.
What works now:
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Unifying data across touchpoints so the journey from seeing an NFT drop on X to scanning a QR code in a store is seamless.
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Blending community-led hype (airdrops, quests, collaborations) with coordinated omnichannel campaigns.
Consideration → Trust Through Transparency and Integration
Traditional consideration relied on reviews and brand promises. Omnichannel strategies are layered in consistent messaging and personalised content.
In Web3, people don’t just read, they verify. On-chain data, wallet activity, and governance history are all part of the decision-making process.
What works now:
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Blockchain-verified authenticity alongside unified CRM data, so trust exists both on-chain and in-store.
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Tokenised incentives that integrate into loyalty platforms, rewarding engagement whether it happens in-app, on-chain, or in person.
Conversion → Participation and Co-Ownership
Omnichannel removed friction between channels; a cart abandoned on mobile can be recovered in-store.
Web3 changes the nature of conversion itself: “buy now” becomes “connect wallet,” instantly granting ownership, rewards, or governance rights.
What works now:
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Smart contracts that sync with omnichannel systems so purchases trigger both real-world fulfilment and on-chain benefits.
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NFT membership passes that integrate with mobile apps for physical access or perks.
Retention → Mutual Value Loops
Omnichannel retention is built on consistent, personalised follow-ups across all channels.
Web3 retention is built on shared upside, token value, DAO voting power, and metaverse engagement.
What works now:
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DAO governance that’s integrated into existing customer platforms, so members can act on decisions without leaving familiar channels.
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Loyalty tokens that sync with CRM data, giving customers a single identity across online, offline, and on-chain interactions.
Why This Matters Now
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Omnichannel keeps you connected everywhere the customer goes.
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Web3 gives them ownership in the journey.
Together, they create an environment where engagement is voluntary, participation is rewarding, and growth is co-created.
The New Playbook
If you want to build this combined strategy in 2025:
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Centralise your data; connect Web3 wallet activity, in-store sales, and digital engagement in one place.
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Stay consistent everywhere; from NFT launches to physical store signage, the voice and story should match.
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Remove friction; make it as easy to redeem on-chain rewards in-store as it is to claim them online.
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Design for participation; give customers a reason to contribute, vote, or create alongside you.
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Optimise continuously; track omnichannel KPIs (CLV, engagement rates) and Web3-native metrics (wallet retention, governance activity).
The takeaway:
In Web3 + Omnichannel marketing, you don’t push people down a funnel; you invite them into a living, connected ecosystem. The better those touchpoints sync, the faster the community grows, and the more valuable the network becomes for everyone.