加密营销变得越来越具有挑战性的三个原因

艾米丽·莱（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.

在快速发展的数字景观中，加密货币营销提出了一系列独特的挑战和机遇。随着新的连锁店，基础架构和DAPPS（分散应用程序）继续出现，每个项目都面临削减噪音并吸引挑剔受众的注意力的任务。

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

随着越来越重视流程流程，节省资金并有效执行任务，好营销人员在驾驶这一竞争地形方面发挥了至关重要的作用。

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，当我们浏览加密货币营销的复杂性时，出现了一个紧迫的问题：到底发生了什么，作为创始人，建筑商和营销人员，我们该怎么办才能在这个新阶段适应和成功？

Why Is Crypto Marketing So Hard Now?

为什么加密营销现在如此艰难？

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

加密生态系统正越来越充满链条，基础设施和DAPP，每个项目都以自己的令牌竞争了关注。

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

根据@Defillama的说法，目前有356个区块链。

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:

演讲后，我与@cattybk（来自@thirdweb）进行了交谈，他告诉我他们仅与2000多个EVM链一起工作。因此，我查找了 @Coingecko的数据：

More than 8,700 L1 chains

超过8,700 L1链

More than 5,200 L2 chains

超过5,200 L2连锁

In addition, there are:

此外，还有：

1500+ AI agents according to @cookiedotfun

根据@cookiedotfun的1500+ AI代理商

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

根据@pumpdotfun和@dune的说法，每天都会添加超过50k的令牌

44 narratives tracked by @KaitoAI

44 @kaitoai跟踪的叙述

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

问题是，是否会有大量的新用户来支持这些新的连锁店，基础架构，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.

就总锁定值（TVL）而言，该周期的性能与上一个循环相当，并且与Google搜索趋势中“ crypto”一词的性能一致 - 搜索量会定期下降，表明主流用户的兴趣正在减弱。

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.

即使新用户进来，他们也面临着数百条链可供选择，更不用说数百个钱包了。它比以往任何时候都更令人困惑。

2. Target audience is fragmented

2。目标受众分散

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

加密空间有多样化的受众，每个人都有不同的动机，这进一步加剧了市场分散。

Developers and builders:

开发人员和建筑商：

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

如果您是区块链/网络/生态系统的开发人员，则需要吸引开发人员来构建将吸引新用户的应用程序。

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.

这需要开发人员的营销和入职。开发人员的动机可能包括：希望使用您的技术堆栈来实现独特的想法，获得开发资金或根据网络效应和分销能力看到更高的成功机会。

Customers and Users:

客户和用户：

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

如果您是协议，DAPP，中间件或服务提供商，则需要吸引用户生成收入。

For the ecosystem, dApp teams may be considered customers.

对于生态系统，DAPP团队可能被视为客户。

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，用户和代币持有人并不总是相同的，有时代币持有人可能只是没有实际使用您的产品的投机者。

Venture capitalists, angel investors and other investors:

风险资本家，天使投资者和其他投资者：

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.

这些团体为您提供资金，并受到投资回报率（ROI）的激励，通常是由一个令牌实现的，其性能并不总是与技术，用户数量或开发人员数量直接相关。

Retail investors and token speculators:

散户投资者和代币投机者：

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

这些人可能是您的用户或可能不是您的用户。他们的目标也是高投资回报率（ROI）和从代币交易中获利。

Technology Partners:

技术合作伙伴：

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.

这些通常是其他基础架构或中间件项目。随着区块链在速度，安全性和成本方面的规模，已经出现了一个中间件基础设施的整个领域，包括链/钱包抽象，跨链桥，互操作性，模块化等。

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

此外，还有服务提供商，不仅限于代理商，还限于区块链浏览器，广告技术，解锁软件等。

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

这些合作伙伴通常是广泛的目标受众，这就是为什么业务发展（BD）在行业中如此受欢迎的原因。

Listing Partners:

上市合作伙伴：

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，发射平台，做市商，中介机构和KOL交易等。这些群体的性能直接影响您令牌的成功，并且他们的动机通常与ROI有关。

Regulators and institutional investors:

监管机构和机构投资者：

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

这些受众可以带来很多流动性，但也可能导致您的公司失败。

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.

除了所有这些受众类型外，加密行业的全球化进一步加剧了市场破裂。这意味着了解文化差异，协调不同时区域的消息传递以及管理本地营销工作。

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.

所有这些使加密行业的营销变得更加困难。相比之下，Web2营销更加直接，消息传递更清晰，动机更加一致。

For example:

例如：

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

·出售健康产品：针对健康意识的人，老年人和高收入群体。

· Selling winter jackets: for people

·出售冬夹克：适合人们