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Cryptomarketing in 2020: successful application of strategies from MLM and the beauty industry
Over the past decade, the crypto-industry has proven to be a unique industry with a specific audience, which requires a no less specific approach. In this regard, in 2020, the advertising activity of crypto companies is significantly different from that to which banks and various financial companies resort. Industry leaders prefer not to rely on traditional online advertising on Facebook, Instagram and YouTube. They follow a different path: they work with bloggers (opinion leaders and influencers), rely on MLM marketing referral programs and actively organize various contests and sweepstakes with generous prize pools. The CoinDesk portal claims that crypto marketing this year is strikingly reminiscent of marketing in the beauty industry, and here it is no less effective.
General conceptMichelle Fan, a blogger with a million YouTube subscribers, is using the same techniques to spread skin care life hacks and the idea of financial freedom through bitcoins. Moreover, she assures that the leaders of the crypto industry, like her, use marketing schemes from the beauty industry, even if they themselves do not know about it.
Both areas prefer to use the DTC (Direct to Customer) business scheme, independently creating and then promoting and selling goods / services, working as closely as possible with the community. Sales are built through aggregated retail platforms like Amazon, Etsy and Shopify, or even through accounts in popular social networks.
Industry leaders in developing countries often resort to the latter option, where large sites like Amazon simply don’t work or aren’t popular. For example, Michelle Haber, a bitcoin maximalist from Libya, made it clear in CoinDesk’s comment that social networks and chats are today the most effective way to distribute goods / services in crypto topics. He said that local traders in order to “educate” the audience help buy hardware wallets, selling them through groups on social networks. Buying yourself Trezor or Ledger in another way is often simply impossible.
Work with opinion leadersMichelle Fan is not the only person from the crypto-community who notices the similarities with the beauty industry. So, Maria Paula Fernandez, who actively uses the services of the DeFi sector and is seriously interested in the topic of skin care, gave the CoinDesk portal a similar comment.
She notes that in both cases, society has become accustomed to relying on the opinion of society itself, rather than trusting the views of the world’s leading media. Therefore, in both sectors, the so-called influencers are very popular — opinion leaders and bloggers who disseminate information among their audience on YouTube, Instagram, TikTok and other social networks, receiving a reward for this.
Crypto-companies very often, like firms from the beauty industry, provide their products to opinion leaders for review and further “instruction” of their subscribers. Maria Paula Fernandez does not see anything shameful in this. Observing the experience of bloggers, subscribers begin to acquire a kind of crypto-education and disseminate the information through the word of mouth. Thus, the crypto-community grows.
The most successful bloggers over time can count on sponsorship from one or another crypto company.
For example, the podcaster Marty Bent, whose show is now funded by Unchained Capital and Square, the developer of Cash App, witnessed this scenario. The latter, by the way, in addition to Bent sponsor also podcast Joe Rogan and rapper Lil B.
Many other large companies, including the Kraken exchange, have resorted to this strategy. They are just as interested in sponsoring reputable content creators who promote products among loyal subscribers. The U.S. exchange sponsors the Reckless VR crypto start-up, founded by Udi Wertheimer for crypto-conferences in virtual reality, and the famous podcast Peter McCormack, who launched his own media brand Defiance last year. Having started his career as a hobby, McCormack turned it into a business of his life, thanks to which he earned about $1 million for 2019.
With all this, working with bloggers is a great opportunity to enter foreign markets. This is understood at Crypto.com, where they use opinion leaders to attract the Russian-speaking and Turkish-speaking community. Does this approach give a result? Judge for yourself: over the past six months, the number of startup users has doubled and currently stands at more than 2 million people.
Referral Bonuses and MLM MarketingThe development of products within the community often turns into MLM marketing strategies, which require the presence of referral bonuses and bonuses “in depth” — favorite schemes of cosmetic brands. They use a multi-level reward system for attracting partners, where you can usually get a bonus not only for personally invited, but also for “friends of friends and their friends”. Thus, opinion leaders who distribute crypto products often receive a portion of the funds that people invited by them will pay for the product / service.
The relevance and effectiveness of the trend is confirmed by the fact that these methods are not shy to use not only crypto start-ups, but also top cryptocurrency companies, widely known throughout the industry. A prime example is SatoshiLabs, a company that manufactures and distributes Trezor wallets. The head of communications, Iva Fizerova, confirmed that she is actively resorting to “affiliate marketing” with bloggers as an alternative to paying them for direct advertising.
No less vivid examples are the largest crypto exchanges Binance and Gemini, which managed to succeed not without the help of referral systems copied from the multi-level marketing campaigns Avon and Mary Kay, which they have been using for decades.
Instagram blogger Chjango Unchained has been earning good bonuses for several months running after posting a referral link to Gemini on her profile. When her subscribers register on the exchange and buy cryptocurrencies worth more than $100, she receives $10 in BTC. According to her, she is doing a good deed. The blogger wants people who are interested in her opinion on digital money to start their crypto path on Gemini, and not, for example, on Coinbase, because the latter charges “crazy commissions”.
Referral system bonuses are a typical phenomenon for many crypto companies, and successful bloggers are happy to use this. A prime example is Michael Gu, known by the pseudonym Boxmining. It has been distributing information about digital money since 2012, having gathered an audience of more than 200,000 subscribers on YouTube and more than 3,500 participants in Telegram chat during this time.
Despite the fact that the manufacturer of hardware wallets Ledger does not sponsor its activities, it places referral links in the video descriptions and collects voluntary donations from subscribers. As you might guess, he feels rather well. At the same time, he emphasized that user activity during the coronavirus pandemic is only growing, especially after YouTube began to put sticks in the wheels of the creators of crypto-content.
Gifts, contests and sweepstakesMaking a small gift is a great way to introduce an audience to a new product. In the cryptocurrency market, this has long been relevant.
Coin creators eagerly carry out airdrops and bounty campaigns, allowing the crypto community to test the new coin. A similar approach is popular in the beauty industry. Samplers of perfumes and branded magazines with smells have led many girls to buy full-fledged versions of the fragrance.
In addition to the cryptocurrency developers themselves, a similar approach is also used by cryptocompanies of a different direction, which cannot conduct airdrops due to their technical features (for example, this is true for manufacturers of hardware wallets). Therefore, they organize more classic contests and sweepstakes. For example, they play a wallet for reposting on social networks or videos published on YouTube.
It is noteworthy that cryptobrands in this area are even more active than cosmetics manufacturers. They work not only with trusted bloggers with many subscribers, but also help to become less “untwisted” users. Therefore, they periodically assist them in organizing draws in order to attract subscribers who could potentially become new customers.
Iva Fizerova from SatoshiLabs confirmed that Trezor manufacturers periodically help users attract new followers through the distribution of gifts. Moreover, this approach brings excellent results. By working with the community this way, they have managed to sell hundreds of thousands of wallets. But most importantly, a reputation of the brand has formed around the product, warmly received by the audience. And this effect is so strong that the company simply does not see the point in spending money on traditional expensive advertising.
Most importantly, despite all the problems of 2020, including the coronavirus pandemic, which seriously hit the global economy and, accordingly, people’s wallets, demand for products did not fall. This approach remains effective, while the percentage of successful conversions in traditional advertising has probably decreased. Fizerova noted that over the past three months they have recorded a steady increase in demand for goods. Moreover, they even had to solve delivery problems, if only the buyers got the desired devices in a timely manner.
A similar approach and results are observed with other manufacturers of hardware wallets. Thus, Rodolfo Novak, co-founder of Coinkite, confirmed the growth in demand for products, despite the pandemic. Working with the community is their main marketing strategy, because it really gives results. Over the past three years, they donated about 50 wallets to YouTube reviewers. Novak is proud that their “users help other users.” According to him, this approach allows you to sell products at a lower price, since the cost of goods does not include high costs for familiar marketing campaigns.
Are marketing strategies effective? More thanThe cryptocurrency market relies on marketing strategies that have established themselves in the beauty industry, which in the new field are no less effective. Maximum performance is achieved with a killer combination of all three of the above methods. It’s about when the founders of cryptocompanies themselves become opinion leaders. Just look at Changpen Zhao, the head of Binance, or Justin Sun, the project manager of TRON. Both entrepreneurs are bloggers with a huge army of subscribers and are personally engaged in the promotion of their brands, regularly rewarding their audience with pleasant gifts.
It’s easy to guess why industry leaders rely mainly on this type of marketing. Advertising products in the traditional way is expensive, especially for startups, behind which there are still no attractive products with a good reputation. But more importantly, crypto products are quite complex in themselves, so they often need detailed explanations, which are difficult to implement in the framework of traditional advertising. Agree that selling a bottle of Fanta with a new taste is much easier than a hardware cryptocurrency wallet, especially since most people don’t understand what it is.
On top of that, regular advertising is complicated by the fact that media giants regularly block crypto content.
In such a situation, marketing borrowed from the beauty industry seems to be the most acceptable and most effective option. By focusing their marketing budgets on opinion leaders and working with the community, cryptocompanies achieve the desired result, even taking into account the coronavirus pandemic. The crypto community is getting bigger and stronger every day. But the best part is that this growth cannot be stopped.
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I came across BLUE in this thread last week, and I spent a couple hours researching BLUE further. I’ve decided to invest and wanted to share my research with you guys.
I have about 20% of my portfolio in BLUE now but I think that position could easily grow to represent 80% of my portfolio in a couple months once people start hearing about it. It takes a while to build awareness, and this process is just getting started. Let me know what you think, I’m open to your criticisms and ideas. Thanks for reading guys.
- The company is developing a patented trustless 2FA system. Meaning if your private key is ever stolen, nobody can immediately steal the tokens in your wallet. Enhanced wallet security could accelerate mainstream adoption and institutional investments. Put simply, the extra level of verification just makes sense. It fills a real need in the space, especially as more and more unsophisticated investors enter the cryptocurrency market.
- Vitalik Buterin has now twice tweeted about the need for both better security and formal verification smart contract auditing (most recent tweet being this week). The field of secure cryptocurrency payments is a completely new idea and is definitely something everyone can see will be a burgeoning topic in the near future. Just look at Quantstamp’s valuation, and they are only addressing one aspect of crypto (smart contract) security.
- They are about to release their Metamask BLUE wallet prototype (beta signs ups open today in the Telegram, which will add novel security and user interface functionality for Metamask’s current 300K users. They will get notified when sending money to scam addresses, or when they are buying tokens that have flawed smart contracts, and the user interface will be a lot less confusing for inexperienced crytpo users. Further, BLUE will have an automated smart contract auditing functionality that integrates with the wallet through the SDK, unlike Quantstamp which is currently only semi automated aka mostly manual. One difference is BLUE’s algo assigns a score/rating upon each purchase, whereas Quantstamp is mainly focused on auditing smart contracts for ICOs. In contrast to Quantstamp, BLUE’s total addressable market are the millions of individual wallet users whereas Quantstamp’s paying customers are limited only to companies in need of code auditing.
- Long term adoption prospects for BLUE are attractive. They are attempting to become the “VISA of Blockchain” meaning any huge ecommerce website that wants to secure cryptocurrency payments for their users are going to want to have the BLUE insignia and services on their website. It’s important to distinguish that BLUE is not a payment token, but rather a security protocol that integrates on top of a wallet, or other payment platform. Major ecommerce websites like Amazon and Shopify, who process billions per year, will require a secured payments company to provide some confidence to their users before they completely adopt cryptocurrency. First to market advantage sets up BLUE for success in partnering with these household brands.
- The team has been anonymous but recently declared in an interview that they are going to go public with their identities, as soon as 12-21-17. Their team members have extensive work experience in payment security at companies like Visa, Apple, and Square. One of their lead developers was also in the executive level of an ecommerce company that does over $1B annually. Team seems pretty solid, and reading through their telegram leads me to believe they are focused on shipping product right now, versus hyping the price -- they know the value will follow.
- BLUE announced they are way ahead of schedule and are about to release their SDK which is platform agnostic. Again in contrast to Quantstamp, BLUE’s security features will be available across all wallets/platforms that integrate it. BLUE can be functional for Bitcoin, Ethereum, NEO, Stratis, and XRB wallets etc. The team is already developing partnerships with some major platforms that will become public in the near future.
- BLUE has been a top volume coin on Ether Delta for a while now, they have applied to larger exchanges and it is my opinion that they are the next candidate for listing soon (no way to predict when though). Even though they were recently listed on CoinExchange, I’m looking at Kucoin and Binance specifically. (this is 100% personal speculation and not coming from the team)
- Even though BLUE has very ambitious goals, and looking to hire rapidly, they did not raise any money through an ICO, which sets them up for compliance with the SEC. Rather, they released all the initial community owned tokens through an airdrop a couple months ago. The company started at a zero dollar valuation and is quickly gaining attention on the interwebs, currently at $6M and increasing at a healthy pace. People have been claiming it’s a scam or pump and dump company, but the growth has been pretty consistent and they are just now beginning to garner attention. Their telegram grew by 1000 people in the last 3 weeks. It is very unusual to start as an airdrop company, especially because BLUE could have pretty easily raised $20M to $30M during an ICO. Per the team members, they didn’t need money from an ICO to fund their initial development.
- The lead developer is present in the Telegram, and the community is super active as well. They are coming up on 2500 telegram members after a couple months and $BLUE is just now starting to populate on twitter. It is only a matter of time before more people discover this coin :)
- Lastly, the company has something planned for 12/21/17 as stated in their telegram and website. They have not confirmed exactly what the announcement is yet, but its being hyped in the Telegram, and based on context clues it sounds like it’s either the release of the Metamask Blue SDK, a team member review, or possibly both.
The deal with Shopify comes at the same time that it appears a fraction of the 50 bitcoins sent from an 11-year wallet yesterday ended up on CoinPayments. According to crypto data provider Glassnode, “minor amounts of this [50-bitcoin] transaction have moved into to Coinbase (0.004 BTC) and CoinPaymentsNET (0.003 BTC).” Reviews; Category: Reviews Hackers Take Over Apple, Uber, Prominent Crypto Twitter Accounts in Simultaneous Attack . July 15, 2020 admin. Hackers pumping a crypto giveaway scam appear to have compromised the Twitter accounts of leading exchanges, individuals and at least one news org. Source link. Reviews . YouTube Temporarily Bans Two Popular Crypto Channels Claiming Policy Breach. March 11 ... Shopify, one of the most popular e-commerce business solutions companies, has long been looking to solidify its presence in the crypto space. The tech giant is one of Canada’s largest companies ... Coinbase review and comparison. By: Steven Hay Last updated: 10/23/20 I’ve been a Coinbase user since 2013 and a lot can be said about the company, good and bad. In this review, I’ll try to give you the full rundown so you can evaluate for yourself if Coinbase is trustworthy or not. Binance shills all over the internet planting fake positive reviews. They quickly accepts deposits but have huge withdrawal issues in ways that appear like technical problems such API key issues, email issues. Customer support is fake robo response. People often complain they are having sms problems via 2fa when they have large amount of money in there account. It takes weeks and weeks for ... You Can Now Spend BNB and BUSD With All Shopify Merchants - Here's all you need to know on the topic . en. English; Best Exchanges. Platform Reviews. eToro Platform Review. Plus500 Platform Review. Trading212 Platform Review. XTB Platform Review. AvaTrade Platform Review. Coinmama Exchange Review. See More ... Articles. Best Bitcoin Exchanges. Best Fiat to Crypto Exchanges. Best Exchange ... Shopify and its extensive list of clients will now accept cryptocurrency payments after the Canadian e-commerce giant signed a strategic alliance with a crypto payments processor, CoinPayments, on Wednesday. Shopify is riding a wave of cryptocurrency and blockchain success. Shopify integrates Bitcoin and opens the door of cryptocurrency to 70,000 online merchants By Maria Santos Last updated on January 2, 2018 at 00:00 No Comments The well-known provider of online retail solutions Shopify chose this weekend to announce the integration of a Bitcoin payment option on their platform .
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