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Crypto is a highly technical, engineering category developed by people who solve really difficult mathematical, cryptographic, software engineering, and logic problems. However, as the industry prepares for a wave of optimism and friendly regulation in 2025, projects resting on their technical laurels will be doing themselves a disservice.
I don’t blame technical crypto teams for being skeptical about marketing. In this category you will come across many self-branded “Web3” or “crypto” marketers who often promote a type of marketing that is not based on fundamentals or a comprehensive strategy. Instead, they usually signal a close connection to specific crypto projects or tactics, such as: E.g., paying key opinion leaders (KOLs), managing influencers, knowing how to tag. (To be fair, there is a place for all of this.)
Crypto marketing is different and presents unique challenges
But these “crypto marketers” are also on to something. They understand that crypto is not a typical industry and that it requires understanding unique dynamics not found in traditional markets.
Since 2021, we at Blokhaus support a range of crypto clients, from Layer-1 to Layer-2, DeFi protocols as well as Web3 gaming and social apps. We have seen firsthand the challenges these projects face and the lack of…
