From Domain Names To Digital Identity: Navigating Web3's Evolution With Alice Shikova

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From Domain Names to Digital Identity: Navigating Web3's Evolution with Alice Shikova | S5 E19

4d ago 27:23

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Digital identity represents the gravitational force aligning Web3's fragmented ecosystem, yet many projects struggle to communicate its importance in ways that resonate beyond technical audiences. Alice Shikova, Marketing Lead at SpaceID, brings clarity to this challenge through her practical approach to Web3 marketing and digital identity solutions.
• Creating successful Web3 marketing requires translating complex technical concepts into emotional stories that resonate with users
• Digital identity provides necessary context while preserving privacy, helping users understand who they're interacting with in Web3 spaces
• SpaceID supports domains across 24+ blockchains, addressing the critical interoperability challenges in the ecosystem
• Payment ID allows seamless transactions between Web3 wallets and centralized exchanges using simple, Gmail-linked usernames
• Web3 marketing should focus on treating users as co-builders rather than customers, creating alignment between teams and communities
• Zero Knowledge technology explained simply: "allows you to keep privacy and verify what you want without revealing information"
• Marketers transitioning to Web3 should learn to think like users, write like founders, and understand development fundamentals
• Measuring marketing success requires looking beyond vanity metrics to user retention, domain registrations, and community engagement
This episode was recorded through a Descript call on April 15, 2025. Read the blog article and show notes here: https://webdrie.net/from-domain-names-to-digital-identity-navigating-web3s-evolution-with-alice-shikova/

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Chapters

1. From Domain Names to Digital Identity: Navigating Web3's Evolution with Alice Shikova | S5 E19 (00:00:00)

2. What sparked your journey into Web3 marketing, and how did that lead to your current role at Space ID? (00:01:34)

3. From your perspective, what deeper problem is Space ID solving in the Web3 ecosystem beyond just domain names? (00:02:51)

4. How do you see digital identity evolving in a decentralized world, and why is now the right time to build its infrastructure? (00:05:04)

5. What lessons from your time at Folks Finance in DeFi are you now applying at Space ID? (00:07:18)

6. With the recent launch of Payment ID, what mindset shifts were needed to communicate such a technical feature in a simple, memorable way? (00:08:44)

7. What do most marketers get wrong when trying to create emotional resonance in a highly technical Web3 product category? (00:11:10)

8. You mentioned Zero Knowledge (ZK) — how would you explain that to your neighbor? (00:12:53)

9. You mentioned interoperability—what are the biggest misconceptions about it in Web3 today? (00:13:30)

10. As Marketing Lead at Space ID, what role does marketing play in reducing friction and improving user onboarding in Web3? (00:15:40)

11. How do you build long-term value and trust within decentralized communities? (00:18:56)

12. What’s your approach to measuring a campaign beyond vanity metrics like impressions or token airdrops? (00:20:10)

13. What advice would you give to marketers who are now transitioning from Web2 to Web3 and want to build a future career? (00:22:49)

14. What are you most excited about these days—your company, the Web3 space, or something else? (00:24:25)

15. If people want to learn more about you, Space ID, and your initiatives, where should I send them? (00:25:51)

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