Marketing is a part of branding and your marketing strategy and tactics can change based on customer data, campaign success, technology, trends, budget, etc.

Now that your positioning and branding is defined, you need to think about how to spread your message.

Stay until the end to discover the 3 A's of your marketing strategy that will make your project VIRAL.

• Research and analysis of the environment, what competitors are doing and how to do it

• Strategic orientation and action plan (Segmentation, targeting, positioning)

• Implementation, evaluation and optimization of results

An essential thing that many projects forget: You must separate this into different campaigns.

This allows you to:

• Define precise objectives and KPIs for each campaign

• To have a communication that follows your global strategy but that evolves

• To adjust and segment your communication according to the different objectives of the campaign

• To have different axes and points of view of communication to try things out of the ordinary.

  ❓You integrate a new protocol, a new asset on your NFT, a new feature, a new token on your platform?

  👉 You need to segment all this into campaigns and adjust according to the defined KPIs and the collected DATA while keeping the marketing positioning you have established.

  Let's not forget, in marketing, understanding progresses with action. You can't wait to be sure of everything before launching a product. It is by taking action that we understand the strengths and limitations of our brand.

We have seen that the brand is a mark that allows its productions (products, services, information...) to be distinguished from those of another brand, i.e. to be differentiated, to be easily identified. This marking delimits an imaginary and symbolic territory, thanks to a set of identifying signs and beliefs.

→Here are the three main sources of identification:

• The product(s) or service(s) are the primary identifiers of a brand

• The sensory identity of the brand

• All forms of communication carried out by the brand or on the brand. Just like visual identity, brand communication is organized around three parameters:

• Visibility

• Permanence

• Coherence,

  but also

• By optimizing the quantity/quality ratio of the messages sent.

Moreover, staying honest is ultra important to avoid denigrating your branding.

Mass Marketing or targeted content?

Most of the projects I consider cashgrab and useless adopt a continuous mass marketing, rather old and not adapted to today's world.

The era is now about personalization. Marketing adapts and segments its offer to the individual and his specific needs.

That's why mass marketing is outdated, it's not really adapted to today's market. I'm not saying it's not possible anymore. But if you really want to build solid, branded projects, you absolutely have to prioritize personalization over the long term.

Mass marketing is always a good choice in the beginning and at low frequency to make your product known to as many people as possible.

However, you will be exposed to a rather unclear and probably not profitable return on investment.

In fact, to sum up mass marketing in one sentence:

It serves to share but not to persuade, let alone build loyalty.

So you have to use the levers of mass marketing at the beginning but segment and move to a much more personalized marketing as you go along.

📌 Obviously you are not going to use the same strategies whether you are a DeFi protocol, an NFT project or an NFT marketplace. But you have to keep in mind that you are developing your image and conveying a message, values, beyond the product(s) you promote.

Once all this is established, you will have to choose the publication channels, and apply your strategy for each campaign.

Be inspired by what works and show your uniqueness.

You must absolutely focus on these 3 points in order to build marketing strategies that will go viral.

3A’S :

• Awarness —> Craft audience

• Adoption —> Mass adoption

• Advocacy —> People are mini marketing machines