儘管加密貨幣越來越多地被採用，但投資者不應過於相信行銷，而應始終進行自己的研究

Web3 行銷公司 Serotonin 的創辦人 Amanda Cassatt 表示，行銷是一種進行造假和詐騙的機制

Investors should be wary of cryptocurrency marketing and conduct their own research before making any decisions, according to Amanda Cassatt, founder of Web3 marketing firm Serotonin.

Web3 行銷公司 Serotonin 的創辦人 Amanda Cassatt 表示，投資人應該對加密貨幣行銷保持警惕，並在做出任何決定之前進行自己的研究。

“Marketing is a tool for perpetuating the fakery and the scams, and I think people should be very skeptical and do their own research,” Cassatt told Cointelegraph at Token2049 in Singapore on Sept. 29.

卡薩特於 9 月 29 日在新加坡舉行的 Token2049 大會上對 Cointelegraph 表示：“營銷是延續造假和詐騙的工具，我認為人們應該非常懷疑並進行自己的研究。”

Cassatt was referring to the recent rise in cryptocurrency projects and initial coin offerings (ICOs) using marketing and public relations (PR) firms to promote their ventures to a wider audience.

卡薩特指的是最近加密貨幣項目和首次代幣發行（ICO）的興起，利用行銷和公共關係（PR）公司向更廣泛的受眾宣傳他們的企業。

While marketing can be an effective way to reach potential investors, it is important to remember that not all projects are created equal, she said. Some projects may be using marketing to hype up their product and attract investors, while others may be using it to provide genuine information about their technology or product.

她說，雖然行銷可能是接觸潛在投資者的有效方式，但重要的是要記住，並非所有項目都是平等的。一些項目可能會利用行銷來宣傳其產品並吸引投資者，而另一些項目可能會利用行銷來提供有關其技術或產品的真實資訊。

Investors of all levels should always remain skeptical

各級投資者應始終保持懷疑態度

According to Cassatt, both experienced crypto investors and those who are just starting out should adopt a stance of “skepticism” around crypto marketing and “always do their own research to understand any technology or product they’re using.”

卡薩特表示，經驗豐富的加密貨幣投資者和剛起步的投資者都應該對加密貨幣行銷採取「懷疑」立場，並「始終進行自己的研究以了解他們正在使用的任何技術或產品」。

She added that the due diligence standards of PR firms have increased in recent years, as the firms now have to be more cautious than ever to ensure they are working with legitimate crypto projects.

她補充說，近年來公關公司的盡職調查標準有所提高，因為這些公司現在必須比以往更加謹慎，以確保他們與合法的加密項目合作。

This often includes PR firms getting second opinions from fund managers and angel investors who have conducted more in-depth financial evaluations of the project, Cassatt said.

卡薩特說，這通常包括公關公司從基金經理和天使投資者那裡獲得第二意見，他們對專案進行了更深入的財務評估。

“We are mostly referred business from the leading VCs in the space, and so the fact that they’ve done their due diligence on these projects is definitely helpful to us,” she explained.

「我們主要是從該領域領先的風險投資公司推薦的業務，因此他們對這些項目進行了盡職調查，這對我們來說肯定是有幫助的，」她解釋道。

PR firms must conduct their own due diligence as well

公關公司也必須進行自己的盡職調查

“We also conduct our own process for making sure that not only is it a viable project that we think has a good team and is able to actually accomplish its mission, that we believe we fit in,” she added.

她補充說：“我們還進行自己的流程，以確保它不僅是一個可行的項目，我們認為它擁有一個優秀的團隊，能夠真正完成其使命，而且我們相信我們適合。”

Cassatt also touched on celebrity marketing in crypto, opining that the “juxtaposition” between a celebrity and a crypto product is what makes it memorable. She believes this is why rapper Iggy Azalea has generated buzz around her Solana-based token, $Mother.

卡薩特還談到了加密貨幣中的名人行銷，認為名人與加密產品之間的「並置」使其令人難忘。她認為這就是饒舌歌手 Iggy Azalea 因其基於 Solana 的代幣 $Mother 引起熱議的原因。

Related: Crypto adoption still stunted by lack of technical literacy

相關：由於缺乏技術素養，加密貨幣的採用仍然受到阻礙

“Iggy Azalea isn’t someone that has a brand that immediately makes you think of technology, crypto, and so she’s creating this juxtaposition to be a zebra walking down Fifth Avenue…to stand out, be memorable, and get people excited,” she explained.

「Iggy Azalea 的品牌不會立即讓你想到科技和加密貨幣，因此她創造了這種並置，成為一隻走在第五大道上的斑馬……以脫穎而出、令人難忘並讓人們興奮，”她解釋道。

The collapse of a crypto project can impact more than just the directors, staff, and contracting firms, such as marketing agencies.

加密專案的崩潰不僅會影響董事、員工和行銷機構等承包公司。

Following the crypto exchange FTX collapse in November 2022, several “YouTube influencers” were brought into a class-action lawsuit for $1 billion for promoting the exchange.

2022 年 11 月加密貨幣交易所 FTX 倒閉後，幾位「YouTube 影響者」因推廣該交易所而被提起集體訴訟，索賠 10 億美元。

Magazine: Proposed change could save Ethereum from L2 ‘roadmap to hell'

雜誌：提議的改變可以將以太坊從 L2 的“地獄路線圖”中拯救出來