ICO Marketing Trends — What To Expect
A marketing campaign can determine the success of your ICO. To perform well, you have to stay abreast of the latest news, trends, and cases. Get some of the up-to-date insights on the ICO promotion from Priority Token!
But first, let’s go back to basics.
The ICO concept emerged on the market as an opportunity for ingenious startup ideas to raise funds from scratch and transform into successful companies. Unfortunately, these days the very idea of an ICO is distorted, and today everyone is running an ICO, regardless of his company’s needs. This has led to a situation when in 2017 almost a half of the ICO projects failed to meet investors’ expectations. It’s no wonder that this state of affairs drew an attention of the SEC, which claimed to rein in money-grabbing ICO marketing strategies of the past months and years.
Alongside, media giants like Facebook, Twitter, Google and Snapchat, including subsidiary services like Instagram and YouTube, started to apply more stringent rules when it came to advertising ICOs and crypto-related products and services.
These restrictions have pushed forward other advertising resources, eventually rocketing prices for any promotional activity sky-high. Many projects these days complain about overpricing, and it is not without reason. A press-release on a popular news site or a sponsored post on Telegram can be insanely expensive these days.
Some ICO teams confess that they allocate up to 70% of their funds to marketing activities. So when it comes to choosing marketing channels, a company has to be very thoughtful. You have to determine your desired audience and make sure that the channel you’ve picked is a proven way to reach out to this audience. Also keep in mind that for a lower price you get a lower quality of service and a smaller coverage, amounting to a waste of money. Quality in PR is a top priority, so be sure you are doing it the right way.
As the cryptoworld moves towards a better transparency, ICO listing platforms like Top ICO List, ICO Alert, Bestcoins, and others become thought leaders’ meeting places. To get listed and to maintain a good track record is a must for an ICO project.
Events also become trending these days, but be very picky when deciding on the events to attend. A small, privately organized event is better for fundraising, since it offers more possibilities for close one-to-one interaction with investors.
And last, but definitely not least, — any ICO now has to pay closer attention to legal ramifications of their promises. Financial market regulators and other government agencies have been taking notice of ICOs and other crypto-related projects to determine if they are acting in good will and ensuring that their investors get precisely what they expect.
If you’ve been in the industry for quite a while, you must have been hearing wails that promoting ICO projects now it not as easy as it used to be. There is some truth to that. But the good thing is that the stricter demands and a more competitive environment made it possible for the professional teams and real businesses to steadily dislodge amateurs from the market.
Hiring a top-performing marketing agency will help you to run a successful ICO and make your project stand out from the crowd on the cryptomarket without getting involved in any legally “gray” activities.
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When it comes to community management, many ICO founders don’t go further than creating accounts on Telegram, Bitcointalk, Twitter, and Facebook to post news every now and then.