Are ICOs Rewriting Traditional Marketing Rules?

Digital marketing has evolved tremendously over the past few years.

Word-of-mouth will always be the best and most efficient convincer, but standard marketing efforts are moving away from print ads and infomercials to more humorous television advertisements and social media outreach to connect with customers on a more personal level.

A restaurant can change its approach to marketing, like how Wendy's playfully mocks its followers on Twitter, but ultimately everyone will always understand what a restaurant is.

To spread the word, companies hosting ICOs have had to be creative with their marketing techniques.

What are crypto companies doing to market their ICOs so well, especially in light of recent developments? Whatever they are doing may encourage the traditional marketing world to adapt.

"Through leadership, social media, and more traditional PR hits, you have to carefully define and tailor your messaging to support the experiences and interests of your target audience. For example, if you have the opportunity to provide a statement to a FinTech centered outlet, you have the freedom to offer deeper analysis and insights into how you're leveraging digital tokens, because the audience of this outlet is already well versed in the topic."

This isn't worrisome to legitimate blockchain companies, according to Ivan Goldensohn, Chief Marketing Officer from Dispatch Labs.

"Reducing the danger to novice investors by removing the ability of illegitimate companies to advertise directly to those populations is important, but it also supports a negative stigma which is developing around the world of blockchain in general and is mostly the result of a few bad actors. Any decent project won't be too heavily affected by this it just requires more creative, inventive marketing focused on the core channels, community, and events in the space."

For uneducated audiences, marketing is largely relationship-based.

Even though Google and Facebook prevent standard advertisements, companies hosting ICOs have found ways to reach out to potentially intrigued parties and find pertinent channels.