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Exploring Marketer Familiarity with Wallet Messaging: State of Wallet Messaging Series, Part I

Ariana Layton
December 7, 2023

Wallet messaging is changing web3 customer engagement — and, at a much faster pace than you probably imagined.

In our groundbreaking State of Wallet Messaging report, we surveyed almost 200 marketers across numerous industries to gather insights on wallet messaging — a new technology fundamentally changing the way brands connect with web3 audiences. 

The bottom line is this — visionary marketers are embracing wallet messaging, marking a pivotal moment in the evolution of communication strategies. 

It’s safe to say that wallet messaging is the marketing channel of the future. 

How familiar are B2C marketers with web3 wallet messaging?

Wallet messaging only recently became a reality for crypto users in the web3 ecosystem. Formerly, users were isolated from one another, and brands struggled to connect with their customer base.

This summer changed that narrative. At Holder, we partnered with XMTP, a secure web3 messaging network and protocol. Our strategic partnership empowers web3 brands and creators to seamlessly communicate with their community members (you can get started for free with us). 

Although wallet messaging is still an emerging communication channel, we found that more than half of marketers are familiar with it. This surprising statistic led to one major takeaway — marketers are turning to innovative channels to create exceptional consumer experiences. 

Our findings revealed that over 67% of B2C marketers, spanning from both web3 and traditional realms, are acquainted with it.  

A few major industries exhibited a higher degree of familiarity with web3 messaging. About 85% of marketers surveyed from the food and beverage industry are familiar with wallet messaging, 82% of web3 brands, and 75% of automotive marketers are familiar with the concept of wallet messaging. 

Notably, key figures within these sectors quickly emerged as prominent pioneers in the early adoption of web3, initiating numerous NFT projects and on-chain loyalty programs (including but not limited to Starbucks, Porsche, Mercedes-Benz, PepsiCo, Coca-Cola, etc.). This proactive engagement may have played a role in cultivating their understanding and acquaintance with concepts with web3 and wallet messaging.

Download our full ‘State of Wallet Messaging’ report to see more data across various other industries. 

What did communication in the web3 ecosystem look like before wallet messaging?

Regardless of a marketer's familiarity with wallet messaging, envisioning a communication channel integrated into the web3 community is easy — today, nearly every brand incorporates some form of direct messaging.

Before wallet messaging, the web3 landscape was nearly the only community that lacked a communication channel.

To say the very least, the need for wallet communication was dire — users needed a native way to connect with other users. 

Because users and brands lacked a common communication channel for so long, it resulted in individuals creating unconventional, ineffective methods to reach other wallets.

Web3 users use to communicate through airdropping spam NFTs, sending messages on centralized platforms such as Etherscan, spamming X (fka Twitter), and utilizing Discord direct messages.

In a web3 landscape where community is paramount, the inability of brands to connect with their communities was a glaring deficiency. 

Fortunately, Holder empowers brands and creators to efficiently connect with their audiences. Initiate impactful communication with your web3 community through wallet messaging — get started for free

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