Traditional marketing strategists will tell you to get as many eyes on your project as possible. But in digital marketing, you’ll need to go a little further. Engaging, living material will reach your potential customers in a more personal way. And in the cryptocurrency industry, especially with all the advertising blockades in the way, a level of personal connection is essentially a requirement.
Amanda Gutterman, former Chief Marketing Officer at ConsenSys, knows that the internet is evolving. She says marketers must be constantly growing along with their mediums. The internet is transitioning from a dispensary of data to a living, breathing source of value in and of itself.
“There is a shift coming in the way we use the Internet, from an Internet of information to an Internet of value, where we frictionlessly exchange and communicate with no intermediaries.”
Amanda Gutterman
Interactions are valuable. And as Amanda Gutterman explains, interactions on the internet are getting more and more valuable every day. To make these interactions pack the most punch possible, you’ll need educational and personable deliveries.
According to David Gokhshtein, founder of Gokhshtein Magazine, it’s essential to put money and effort into reaching a wide and informed audience.
He says you’ll never get ahead by trying to cut costs in the marketing department.
“A lot of crypto projects want to be cheap when it comes to hiring someone to run their marketing department. Some feel entitlement, in that people will come to us because we have such a great crypto, so we don’t have to really spend much. That’s not happening.”
@davidgokhshtein
The industry itself is pretty young. Some argue over whether the crypto space is a toddler or still an infant. In such a young and budding industry, you’ll need to educate your target audience. People will be nervous about the technology and the notes volatile nature of cryptocurrency investments and it is the marketer’s job to make them comfortable.
Coinbound Founder, Ty Daniel Smith, has offered the following tidbit:
“Crypto marketing really is unlike marketing in any other industry. There’s much more moving parts. Companies, technologies, sentiment, and even laws change so frequently that we have to keep a pulse on the community more than most others. Especially in Coinbound’s niche, crypto influencers, there’s a trust component that requires much for finesse and due diligence than you might imagine.”
Ty Daniel Smith
Peter McCormack certainly also has an influential voice in the cryptocurrency community. You might know him for his insightful commentary on social media platforms. But you also might be familiar with the infamous libel suit brought against him by Craig Wright. McCormack thinks a marketing campaign should be based on spreading quality information and bringing a sense of clarity to your target audience.
“This increasing ability to make rational and informed decisions has in turn changed customers’ buying behaviour. Emotional brand connections are being replaced by functional relationships based on price, quality and service, diminishing the ability of advertising to influence customers.”
Peter McCormack in “Online advertising does not work”
The experts mentioned above might all offer slightly different nuggets of advice. But all in all, it is imperative to bring educational material to the crypto-curious in an easily digestible fashion.
