加密營銷變得越來越具有挑戰性的三個原因

艾米麗·萊（Emily Lai），CMO，炒作

In a rapidly evolving digital landscape, cryptocurrency marketing presents a unique set of challenges and opportunities. As new chains, infrastructure, and dApps (decentralized applications) continue to emerge, each project faces the task of cutting through the noise and capturing the attention of a discerning audience.

在快速發展的數字景觀中，加密貨幣營銷提出了一系列獨特的挑戰和機遇。隨著新的連鎖店，基礎架構和DAPPS（分散應用程序）繼續出現，每個項目都面臨削減噪音並吸引挑剔受眾的注意力的任務。

With an increasing focus on streamlining processes, saving money, and executing tasks efficiently, good marketers play a crucial role in navigating this competitive terrain.

隨著越來越重視流程流程，節省資金並有效執行任務，好營銷人員在駕駛這一競爭地形方面發揮了至關重要的作用。

But as we navigate the complexities of crypto marketing, a pressing question arises: what exactly happened, and what can we do as founders, builders, and marketers to adapt and succeed in this new phase?

但是，當我們瀏覽加密貨幣營銷的複雜性時，出現了一個緊迫的問題：到底發生了什麼，作為創始人，建築商和營銷人員，我們該怎麼辦才能在這個新階段適應和成功？

Why Is Crypto Marketing So Hard Now?

為什麼加密營銷現在如此艱難？

The crypto ecosystem is becoming increasingly saturated with chains, infrastructure, and dApps, and each project is competing for attention with its own token.

加密生態系統正越來越充滿鏈條，基礎設施和DAPP，每個項目都以自己的令牌競爭了關注。

According to @DeFiLlama, there are currently over 356 blockchains.

根據@Defillama的說法，目前有356個區塊鏈。

After a talk I spoke to @cattybk (from @thirdweb) and he told me they work with over 2000 EVM chains alone. So I looked up @coingecko’s data:

演講後，我與@cattybk（來自@thirdweb）進行了交談，他告訴我他們僅與2000多個EVM鏈一起工作。因此，我查找了 @Coingecko的數據：

More than 8,700 L1 chains

超過8,700 L1鏈

More than 5,200 L2 chains

超過5,200 L2連鎖

In addition, there are:

此外，還有：

1500+ AI agents according to @cookiedotfun

根據@cookiedotfun的1500+ AI代理商

According to @pumpdotfun and @Dune, over 50k tokens are added every day

根據@pumpdotfun和@dune的說法，每天都會添加超過50k的令牌

44 narratives tracked by @KaitoAI

44 @kaitoai跟踪的敘述

The question is, will there be an influx of new users to support these new chains, infrastructure, dApps, and tokens?

問題是，是否會有大量的新用戶來支持這些新的連鎖店，基礎架構，DAPP和令牌？

In terms of total locked value (TVL), the performance of this cycle is comparable to the previous one, and is consistent with the performance of the word “crypto” in Google search trends – the search volume periodically declines, indicating that mainstream users’ interest is waning.

就總鎖定值（TVL）而言，該週期的性能與上一個循環相當，並且與Google搜索趨勢中“ crypto”一詞的性能一致 - 搜索量會定期下降，表明主流用戶的興趣正在減弱。

Even when new users come in, they are faced with hundreds of chains to choose from, not to mention hundreds of wallets. It’s more confusing than ever.

即使新用戶進來，他們也面臨著數百條鏈可供選擇，更不用說數百個錢包了。它比以往任何時候都更令人困惑。

2. Target audience is fragmented

2。目標受眾分散

The crypto space has a diverse audience, each with different motivations, which further exacerbates market fragmentation.

加密空間有多樣化的受眾，每個人都有不同的動機，這進一步加劇了市場分散。

Developers and builders:

開發人員和建築商：

If you are a developer of a blockchain/network/ecosystem, you need to attract developers to build applications that will attract new users.

如果您是區塊鏈/網絡/生態系統的開發人員，則需要吸引開發人員來構建將吸引新用戶的應用程序。

This requires developer marketing and onboarding. Developers’ motivations may include: wanting to use your technology stack to implement a unique idea, getting development funding, or seeing a higher chance of success based on network effects and distribution capabilities.

這需要開發人員的營銷和入職。開發人員的動機可能包括：希望使用您的技術堆棧來實現獨特的想法，獲得開發資金或根據網絡效應和分銷能力看到更高的成功機會。

Customers and Users:

客戶和用戶：

If you are a protocol, dApp, middleware, or service provider, you need to attract users to generate revenue.

如果您是協議，DAPP，中間件或服務提供商，則需要吸引用戶生成收入。

For the ecosystem, dApp teams may be considered customers.

對於生態系統，DAPP團隊可能被視為客戶。

It is important to note that users and token holders are not always the same, and sometimes token holders may just be speculators who do not actually use your product.

重要的是要注意，用戶和代幣持有人並不總是相同的，有時代幣持有人可能只是沒有實際使用您的產品的投機者。

Venture capitalists, angel investors and other investors:

風險資本家，天使投資者和其他投資者：

These groups provide you with funding and are motivated by a return on investment (ROI), usually achieved by a token whose performance is not always directly correlated to the technology, number of users, or number of developers.

這些團體為您提供資金，並受到投資回報率（ROI）的激勵，通常是由一個令牌實現的，其性能並不總是與技術，用戶數量或開發人員數量直接相關。

Retail investors and token speculators:

散戶投資者和代幣投機者：

These people may or may not be your users. Their goal is also high return on investment (ROI) and profit from token transactions.

這些人可能是您的用戶或可能不是您的用戶。他們的目標也是高投資回報率（ROI）和從代幣交易中獲利。

Technology Partners:

技術合作夥伴：

These are usually other infrastructure or middleware projects. As blockchains scale in terms of speed, security, and cost, a whole field of middleware infrastructure has emerged, including chain/wallet abstraction, cross-chain bridges, interoperability, modularity, etc.

這些通常是其他基礎架構或中間件項目。隨著區塊鏈在速度，安全性和成本方面的規模，已經出現了一個中間件基礎設施的整個領域，包括鏈/錢包抽象，跨鏈橋，互操作性，模塊化等。

In addition, there are service providers, not just limited to agencies, but also blockchain browsers, advertising technology, unlocking software, etc.

此外，還有服務提供商，不僅限於代理商，還限於區塊鏈瀏覽器，廣告技術，解鎖軟件等。

These partners are often a broad audience to target, which is why business development (BD) is so popular in the industry.

這些合作夥伴通常是廣泛的目標受眾，這就是為什麼業務發展（BD）在行業中如此受歡迎的原因。

Listing Partners:

上市合作夥伴：

Including trading platforms, launch platforms, market makers, intermediaries and KOL transactions, etc. The performance of these groups directly affects the success of your token, and their motivations are usually related to ROI.

包括交易平台，發射平台，做市商，中介機構和KOL交易等。這些群體的性能直接影響您令牌的成功，並且他們的動機通常與ROI有關。

Regulators and institutional investors:

監管機構和機構投資者：

This audience can bring a lot of liquidity, but it can also cause your company to fail.

這些受眾可以帶來很多流動性，但也可能導致您的公司失敗。

In addition to all of these audience types, the globalization of the crypto industry has further exacerbated market fragmentation. This means understanding cultural differences, coordinating messaging across different time zones, and managing localized marketing efforts.

除了所有這些受眾類型外，加密行業的全球化進一步加劇了市場破裂。這意味著了解文化差異，協調不同時區域的消息傳遞以及管理本地營銷工作。

All of this makes marketing in the crypto industry more difficult. In comparison, Web2 marketing is more direct, the messaging is clearer, and the motivations are more consistent.

所有這些使加密行業的營銷變得更加困難。相比之下，Web2營銷更加直接，消息傳遞更清晰，動機更加一致。

For example:

例如：

· Selling health products: targeting health-conscious people, the elderly, and high-income groups.

·出售健康產品：針對健康意識的人，老年人和高收入群體。

· Selling winter jackets: for people

·出售冬夾克：適合人們