Keeping Up With Crypto: How Marketing Needs To Adapt Within An Ever-changing Space.

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For those who think marketing is just about finding a handful of targeted ads and showing them to as many potential customers as possible, there’s a big change coming.

Cryptocurrencies are one of the biggest and fastest-developing industries in the past few years. Attention and engagement with them is growing by the hour. As a case in point, Consensus 2018, CoinDesk’s 4th Annual Blockchain Technology Summit in New York, made $17m in ticket sales alone. That’s a huge amount of attention and engagement.

And they’re not only changing the way companies do business, or how the world of finance operates. The world of crypto is shaking up everything it comes in contact with.

Finance (obviously).



And, perhaps most of all, marketing.

Keep Up Or Get Left Behind

If there’s one term you’re guaranteed to see bandied about when it comes to crypto, it’s ICO (Initial Coin Offering). In 2017 alone, over $3.2 billion has been raised through the sale of blockchain-based digital tokens. What’s slightly less likely, however, is seeing the term being used accurately.

As an example of cryptocurrency’s own self-sustaining and rebranding powers, an ICO might also be referred to as an ITO (Initial Token Offering) or a TGE (Token Generation Event). The language is evolving as quickly as the technology, but there’s a reason beyond sheer innovation.

The Social Media Crackdown

Earlier this year, Facebook (and thus Instagram) implemented a policy of banning targeted adverts about ICOs. Google, Twitter and Snap were all to follow suit.

It’s important to understand that it’s not crypto or the ICOs themselves that are the problem. Rather a clutch of bad actors making deceptive advertisements using the buzzwords to get clicks, looking to wangle money out of unassuming customers.

Governments across the globe have hesitated to even recognise the tech behind ICOs, let alone regulate the cryptocurrencies themselves. This is why the Gibraltar Blockchain Exchange, and their connection to the EU-regulated Gibraltar Stock Exchange, aims to shake up the industry with new institutional-grade standards.

The language of crypto is constantly changing, for a very simple reason: content and context matters.

Content Is King

This is true in all marketing. But when it comes to crypto, you need content creators who know what they’re working with. Not just a way with words, but a finger on the pulse of the latest developments in all things cryptocurrency.

Social INK can, and has been providing engaging content that works within this market. Getting the information out, correcting the misunderstandings, and getting attention back where it belongs.

Not that social media is the definitive market when it comes to ICOs, anyway. In fact, many industry analysts are sceptical that bans from Facebook and Twitter will have much effect. Core customers aren’t using those platforms, certainly not for cryptocurrency news and discussion.

The way to target the real audience here is a more multilayered approach, where the content has to fit, and be bulletproof on the facts and industry jargon.

For the more mainstream crowd, there is the opportunity to use blog posts, articles, podcasts, and other content to build trust. Getting a quote into the Financial Times or in a popular Forbes column never hurts, either. The ever-changing world of crypto means sometimes your audience needs to see it, watch it, and hear it to believe it.

Content can be used throughout every stage of the marketing and sales process, from introducing newcomers to the world of blockchain technology to connecting with superfans who have dozens of token investments under their belt.

It just takes the right team to keep up.

Whatever presence you need, from straightforward promotion to educating the wider audience, Social INK can help you establish that. Email us at