There's a famous saying in advertising: "You never know which half of your advertising budget is wasted." This statement still applies to Crypto marketing in recent years. However, with the decline of the primary market, tight project funding, the dim prospects of altcoin season, and increasing market uncertainty, project teams are increasingly focusing on "performance marketing" to enhance marketing certainty.
Key Differences Between Crypto Marketing and Internet Marketing
Marketing is directly linked to token price. Because now Twitter, communities, and third-party platforms are filled with thousands of AI bots that capture information in milliseconds and even generate simulated trading. Therefore, marketing accuracy will directly and instantly correlate with token price fluctuations. Based on this principle, many project teams' marketing activities will coordinate with market makers. Market makers won't give retail investors time, and simply shilling is just trolling, but with market makers' collaboration in price manipulation, this integrated marketing effect will be greatly enhanced.
Crypto projects, except for large platforms like Binance, are basically "narrow audience" marketing. Project teams only need to reach a small portion of target audiences to achieve significant effects. For altcoin projects, having 10,000 genuine purchases would already result in good price performance. You can check the top 500 altcoins' on-chain addresses and gas fees on CMC, and after removing likely shill accounts and project team addresses, the remaining user base is actually very niche.
Therefore, Marketing Strategies with Higher Certainty Become More Important
What is certainty? It means when CEOs/CMOs invest budget, they can roughly estimate the actual effect and understand the role and impact of different channels. Until the final review, the difference from the initial estimate is not significant. Achieving this effect is marketing certainty, which is the most lacking ability in marketing scenarios across various fields.
... [rest of the text continues]AI Adaptation. Google's search behavior has been gradually changing, especially in the crypto space, where users are more willing to search on X and AI platforms, potentially yielding more accurate results with a lower risk of hacker ambushes. This behavior leads marketing professionals to gradually consider adaptive marketing campaigns, such as shifting from SEO to GEO. SEO was a crucial element of past marketing efforts, but not necessarily now. Because if user search behavior occurs on
ChatGPT, Deepseek, and Grok platforms, the content sources captured by AI become most important, thus giving rise to "GEO" marketing strategies - how to generate content that can be more easily captured by AI. Although this field is still in the trial and error phase, crypto projects are relatively small in scale, allowing marketing professionals to create extensive high-quality foundational content and reputation layouts across media, BBS, and self-media platforms to facilitate easier AI content extraction.
Due to limited space, a detailed item-by-item explanation is impossible, and different project types can have more approaches to improving certainty. However, the goal remains singular: regardless of marketing budget size, the aim is to deliver results as predictable as possible. Based on our WXY past experience, we would roughly allocate project marketing budgets as follows:
· PR Expenses 15%. Media is like air force, serving to spread coverage and ensure searchability, especially with major media reports providing endorsement effects. English top-tier media PressRelease fees are in the thousands of USDT (to avoid unnecessary complications, specific prices won't be mentioned), while Sponsors range from 10K-20K USDT per piece (advantage being more natural content with journalist names, providing stronger endorsement effects). Chinese crypto media piece prices vary from hundreds to thousands of USDT, depending on accompanying resources.
· KOL Expenses 30%. KOLs must be differentiated, with significant variations. By influence, they're categorized into tail, mid, and top-tier levels; they can also be classified as primary research, secondary dog-walking, contract shilling, macro analysis, technical K-line, Meme P marshal, Alpha farming... different types. Naturally, prices vary greatly, ranging from dozens to thousands of USDT.
· Third-party Marketing Platforms 15%, primarily half USDT and half project native token, though specifics depend on project quality and platform acceptance.
· Community Collaboration 15%, with a proportion consistent with third-party marketing platforms.
· Others 25%, used for project-specific targeted channels like offline events, sponsorships, gifts, promotions, voting... and additional expenditures.
Based on the above analysis and budget allocation, customized marketing goals and even ROI can be established for each channel and different scenarios. Additionally, a portion of the budget can be allocated to specific personnel for performance rewards. If these steps are achieved, marketing results will likely be excellent, surpassing 99% of project teams in the industry.
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