Why Crypto Marketing Is Missing the Mark: A Personal Take

Why Crypto Marketing Is Missing the Mark: A Personal Take

A few years back, I tossed out a wild idea over drinks with some friends: what if companies had a “Chief Bitcoin Officer”? They laughed it off—thought I was joking, maybe pulling a prank after one too many beers. But here we are, Q2 2025 rolls around, and I’ve met three people sporting that exact title. One of them works for a family office I know well, a group that used to sink its cash into safe, tangible stuff like real estate. Then they dipped their toes into Bitcoin and crypto, and this CBO stepped up. From what I’ve heard, he’s killing it—managing a new chunk of their portfolio that’s doing better than expected, while also playing the public face, charming new investors into the fold. He’s part marketer, part dealmaker, and it’s working like a charm for them. More money, more buzz, more trust. It’s a triple win.

That got me wondering: if a random family office can figure this out, why are some of the biggest names in crypto—those billion-dollar unicorns—acting like marketing’s an afterthought? I mean, where’s the Chief Marketing Officer in these outfits? I couldn’t shake the question, so I started digging. I’ve chatted with folks on the inside—people grinding it out at these companies, plus a few higher-ups willing to spill some tea. What I found is a mix of my own gut feelings and their real-world gripes, all pointing to a glaring gap in how crypto handles its messaging. I won’t name names here—let’s keep it broad—but trust me, there’s a story to tell about what’s missing.

Marketing’s Gotta Matter in Crypto

Look, marketing isn’t just some corporate checkbox—it’s the lifeblood of getting people on board, especially in a world like crypto. You’re selling something most folks don’t fully get yet, something that feels risky or futuristic. I saw a stat from Pew Research a while back—only about one in six Americans had touched crypto by 2023. That’s wild when you think about how much ink gets spilled over it. People need convincing, and that’s where marketing comes in: it’s the teacher, the hype man, the trust-builder all rolled into one. Whether you’re pushing a DeFi app or a blockchain for tracking fish from ocean to plate, you’ve got to show why it’s worth caring about.

And it’s not just about education—there’s a brutal fight for eyeballs out there. I checked CoinMarketCap the other day, and they’re tracking over 23,000 coins as of early 2025. The market’s worth trillions, according to some trends report I read. That’s a packed room, and if you don’t stand out, you’re toast. Bitcoin didn’t just win because of code—it won because people bought into the dream of sticking it to the banks. Good marketing turns tech into a tale, and crypto needs more of that storytelling magic.

The Messy Reality of Crypto Marketing

So why’s it falling flat so often? Well, it’s tricky terrain. For one, a lot of these projects don’t even know who they’re talking to. Are they chasing the 20-something trader on X, the suit at a hedge fund, or my mom who still calls it “internet money”? Crypto users cut across generations—millennials, Gen X—but they’re glued together by tech smarts and a itch for something new. If you don’t get that crowd, your ads and posts just sound like noise.

Then there’s the jargon trap. I’ve tried explaining stuff like “staking” or “layer-2 solutions” to friends, and their eyes glaze over. Over 60% of the crypto newbies that I met would say they might stay out because they’re confused. If your marketing can’t break that down without sounding like a textbook, you’re sunk. Add in the regulatory mess—the big nations are still arguing over rules—and it’s a nightmare to pitch anything consistent. Plus, you’re up against a flood of rivals, and too many play the hype game with cheap tricks that don’t last. Chainalysis reckons shady crypto deals could hit $51 billion this year if the pace keeps up. That’s not a good look for trust.

Who’s Steering This Ship?

Here’s where I get a little fired up: too many crypto marketing gigs are run by people who don’t get it. You need someone who’s lived this stuff—someone who’s held coins through a crash, argued in a Telegram group, knows why gas fees spike. But I’ve talked to folks at big exchanges where the marketing boss comes from some old-school ad agency and doesn’t even own a wallet. One guy told me his team lead couldn’t define a blockchain without stammering. How do you sell something you don’t understand? It shows—campaigns come off stiff or fake, and the crypto crowd can smell that a mile away.

I checked out job boards—almost 3,000 marketing roles posted, but tons just wanted generic skills, not crypto chops. That’s a problem. If your team isn’t in the trenches—hanging out on Discord, scrolling X, feeling the pulse—they’re guessing, not connecting. Remember those NFT flops a few years ago? Overhyped drops from marketers who didn’t care about the art or the buyers—just the cash. Trust took a nosedive, and it’s still recovering.

Branding Isn’t the Whole Game & PR’s Not Enough Either

This ties into another beef I’ve got: some of these companies think a cool logo is marketing. I’ve seen it firsthand—millions dumped into branding, like it’s the golden ticket. Sure, branding’s big—it’s your face, your vibe. Ethereum’s got that sharp hexagon; Bitcoin’s “B” is everywhere. But that’s just the start. Marketing’s the hustle that gets people buying, not just nodding. That CBO I mentioned? He didn’t stop at a new title—he hit the ground running with talks, posts, papers, showing off the family office’s crypto bet. Compare that to unicorns obsessed with looking slick but forgetting to sell. Social media’s pulling a good ROI, yet some barely touch it, too busy polishing their image.

And don’t get me started on PR versus the full picture. PR’s great—Justin Sun’s a master at grabbing headlines for TRON, love him or hate him. But it’s one piece of the puzzle. I’m decent at marketing and PR myself, picked it up over years, but ask me to run a big event? I’d trip over my own feet. You need everything working together—ads, social, content, PR—to hit home. Crypto’s got a trust problem, and siloed PR stunts won’t fix it. I read somewhere—that Telegram’s blowing up with crypto chats, some channels pulling hundreds of thousands of users. Tie that to smart Google Ads and solid blog posts, and you’re cooking. Too many lean on PR alone, and it’s like playing a symphony with just a drum.

When the Budget Goes Bust

One thing I’ve learned messing around in this space: you’ve got to blend the top and bottom of the funnel. Top’s about casting a net—think viral X threads or a splashy CoinDesk ad. Bottom’s about reeling them in—retargeting, Discord Q&As, that personal nudge. Top gets you noticed; bottom gets you paid. The catch? Top’s pricey and doesn’t always convert, while bottom’s cheap but narrow. I’ve seen unicorns blow insane cash—$23.7 billion in VC—on top-end hype, then drop the ball on closing the deal.

Speaking of cash, some of these firms have lit money on fire with nothing to show. One unicorn I talked to bragged about a $10 million Super Bowl spot in 2023—glamorous, sure, but their numbers barely twitched. Meanwhile, Coinbase rolled out a lending thing for big players that year, all tight PR and focused content—no waste, just wins. If you’re bleeding cash, step back: check what’s working, lean into cheap wins like X posts, or find real influencers who actually move the needle. Erik Voorhees has nearly 700K followers on X—people listen to him. That’s smarter than another billboard.

 

Where I Land on This

So what’s the real gap? It’s vision, it’s people, it’s follow-through. Crypto needs marketers who’ve been in the game—through the dips, the pumps, the FUD—who can turn “proof of stake” into a coffee-chat pitch. It needs plans that weave branding, PR, and funnels into one tight story, not scattered shots.

And it needs to drop the flash for real talk—trust’s the rarest coin here, and we’re still minting it. That CBO idea I had? It wasn’t a gag; it was me seeing a need for someone to tie the tech to the tale. It’s April, 2025, and this industry’s at a crossroads—nail the marketing, and it’s mainstream. Flub it, and it’s a ghost town on the blockchain.

 

Source: https://news.shib.io/2025/04/15/why-crypto-marketing-is-missing-the-mark-a-personal-take/

Anndy Lian is an early blockchain adopter and experienced serial entrepreneur who is known for his work in the government sector. He is a best selling book author- “NFT: From Zero to Hero” and “Blockchain Revolution 2030”.

Currently, he is appointed as the Chief Digital Advisor at Mongolia Productivity Organization, championing national digitization. Prior to his current appointments, he was the Chairman of BigONE Exchange, a global top 30 ranked crypto spot exchange and was also the Advisory Board Member for Hyundai DAC, the blockchain arm of South Korea’s largest car manufacturer Hyundai Motor Group. Lian played a pivotal role as the Blockchain Advisor for Asian Productivity Organisation (APO), an intergovernmental organization committed to improving productivity in the Asia-Pacific region.

An avid supporter of incubating start-ups, Anndy has also been a private investor for the past eight years. With a growth investment mindset, Anndy strategically demonstrates this in the companies he chooses to be involved with. He believes that what he is doing through blockchain technology currently will revolutionise and redefine traditional businesses. He also believes that the blockchain industry has to be “redecentralised”.

j j j

Dogecoin Holders Mark 4/20 ‘Dogeday’ as SEC Reviews ETF Applications

Dogecoin Holders Mark 4/20 ‘Dogeday’ as SEC Reviews ETF Applications

Dogecoin holders marked April 20 as “Dogeday,” a community-driven celebration that started in 2021 and coincides with International Weed Day. The date has become an annual event for the Dogecoin community, which has maintained its presence in the cryptocurrency market despite criticism over its lack of utility and inflationary structure.

Currently valued at $23.3 billion, Dogecoin ranks as the eighth-largest cryptocurrency by market capitalization. It adds roughly 14.4 million new coins into circulation each day, resulting in a daily inflation of over $2.16 million. That amounts to an annual addition of around 5 billion coins. These tokenomics have drawn criticism but also appear to contribute to the coin’s retail appeal by keeping prices relatively low, often under $1.

Anndy Lian, a blockchain expert, says Dogecoin’s popularity is supported by community enthusiasm, low entry barriers, and speculative interest. He explained that the coin’s inflationary supply keeps it accessible for everyday investors and that its meme-driven identity resonates with a younger, internet-focused demographic.

The coin’s appeal remains mostly rooted in online culture, with little underlying blockchain utility. Meme coins like Dogecoin typically rise in popularity due to social media engagement and hype. In November 2024, Dogecoin briefly surpassed Porsche in market capitalization, following a series of public endorsements from Elon Musk, further fueling retail interest.

As Dogeday celebrations took place, attention within the Dogecoin community also turned to the status of four pending exchange-traded fund (ETF) applications related to DOGE. These include proposals from Bitwise, Grayscale, 21Shares, and the Osprey Fund.

Both Bitwise and Grayscale’s Dogecoin ETF applications are under SEC review, with final decisions due by October 2025

Applications from 21Shares and Osprey are still in early stages, awaiting movement on their initial 19b-4 filings. No specific decision dates have been announced for either of those proposals.

While the future of DOGE ETFs remains uncertain, Dogecoin’s market presence continues to be shaped by its online community, speculative appeal, and visibility in broader conversations about crypto investment products. As the SEC’s deadlines approach, the outcome of these ETF applications is being closely watched by both investors and industry observers.

 

 

Source: https://finance.yahoo.com/news/dogecoin-holders-mark-4-20-011215159.html?guccounter=1

Anndy Lian is an early blockchain adopter and experienced serial entrepreneur who is known for his work in the government sector. He is a best selling book author- “NFT: From Zero to Hero” and “Blockchain Revolution 2030”.

Currently, he is appointed as the Chief Digital Advisor at Mongolia Productivity Organization, championing national digitization. Prior to his current appointments, he was the Chairman of BigONE Exchange, a global top 30 ranked crypto spot exchange and was also the Advisory Board Member for Hyundai DAC, the blockchain arm of South Korea’s largest car manufacturer Hyundai Motor Group. Lian played a pivotal role as the Blockchain Advisor for Asian Productivity Organisation (APO), an intergovernmental organization committed to improving productivity in the Asia-Pacific region.

An avid supporter of incubating start-ups, Anndy has also been a private investor for the past eight years. With a growth investment mindset, Anndy strategically demonstrates this in the companies he chooses to be involved with. He believes that what he is doing through blockchain technology currently will revolutionise and redefine traditional businesses. He also believes that the blockchain industry has to be “redecentralised”.

j j j

With bitcoin price hovering around the $20,000 mark, market observers expect its trading to continue between $18,000 and $22,000

With bitcoin price hovering around the $20,000 mark, market observers expect its trading to continue between $18,000 and $22,000

According to market observers and its volatile conditions, cryptocurrency trading has maintained the range between $18000 and $22000 for a month. Additional thoughts were shared.

Bitcoin price has a lot to do with the supply and holders too. If you have looked at Glassnode’s data, over 80% of the total USD-denominated wealth invested in bitcoin has been moved for at least three months. When supply is dormant, the price is dormant, and this means that holders are unwilling to spend at a lower price.

Another possible reason is that SEC chair Gary Gensler said in an interview with Yahoo Finance on 15 July 2022 that they will continue to speak to the crypto industry, saying that they may suggest rules that apply to traditional brokerage to protect investors in the event of crypto failure. This piece of news in a timely manner, and gives more confidence to the investors at large.

The news of South Africa will go all in to regulate crypto as a financial asset is another plus point for this week. With all the news today alone, many people on Twitter turned bullish upon seeing the crypto market cap was traded closer back to the $1 trillion mark. Investors have to look at the following dates:

1) 27 July- Federal Reserve Interest Rates;

2) 28 July- US GDP Figures.

These are important dates to note as they can drive the crypto prices up or down.

________________________________________________________________

With bitcoin price hovering around the $20,000 mark, market observers expect its trading to continue between $18,000 and $22,000

According to market reports, volatility in cryptocurrency markets is because of factors such as the global pandemic, world governments, and Web3.0’s bullish nature.

After a topsy-turvy ride, it seems bitcoin has stabilised with it being predicted to trade between $18,000 and $22,000, based on its price range for the last couple of months. On July 17, cryptocurrency bitcoin’s price fell below the $21,000 mark. At the time of writing (12.19 pm, Indian Standard Time), the global cryptocurrency market capitalisation reached a $1.01 trillion valuation while bitcoin traded close to the $22,000 value, according to cryptocurrency assets price-tracking website CoinMarketCap. “Bitcoin is hovering close to the $20,000 mark because of the community and investors who still believe in the currency. Due to the cryptocurrency’s nature and limited supply, its price is expected to increase in the future,” Agam Chaudhary, a serial entrepreneur and investor in Web3.0 space, told FE Digital Currency.

Various market reports stated that volatility in cryptocurrency markets is because of factors such as the global pandemic, influence of stock markets, decisions by governments, and the bullish nature of Web3.0 space. According to the Twitter handle of blockchain analytics firm Glassnode, over 80% of the total United States Dollar (USD) denominated wealth has been held on by investors for around 3 months, irrespective of market volatility. “Rules must be suggested for traditional brokerage to protect investors in the event of cryptocurrency failure. Investors need to follow the Federal Reserve Interest rates and US gross domestic product (GDP) figures, as they can drive cryptocurrency prices up or down,” Anndy Lian, chief digital advisor, Mongolian Productivity Organisation, a governmental organisation, stated.

Anndy Lian is an early blockchain adopter and experienced serial entrepreneur who is known for his work in the government sector. He is a best selling book author- “NFT: From Zero to Hero” and “Blockchain Revolution 2030”.

Currently, he is appointed as the Chief Digital Advisor at Mongolia Productivity Organization, championing national digitization. Prior to his current appointments, he was the Chairman of BigONE Exchange, a global top 30 ranked crypto spot exchange and was also the Advisory Board Member for Hyundai DAC, the blockchain arm of South Korea’s largest car manufacturer Hyundai Motor Group. Lian played a pivotal role as the Blockchain Advisor for Asian Productivity Organisation (APO), an intergovernmental organization committed to improving productivity in the Asia-Pacific region.

An avid supporter of incubating start-ups, Anndy has also been a private investor for the past eight years. With a growth investment mindset, Anndy strategically demonstrates this in the companies he chooses to be involved with. He believes that what he is doing through blockchain technology currently will revolutionise and redefine traditional businesses. He also believes that the blockchain industry has to be “redecentralised”.

j j j