Crypto marketing: Exactly what does the recent Google Ad Ban actually mean? In the latest guest post from the resident Blockchain expert, he gives his perspective on what the current Google/Twitter Ban on crypto listing actually means if you are a crypto marketer. Google recently reported that it will be banning all crypto listings from July and Twitter is rumored to be following suit.
The primary reaction from many crypto-marketers might be one of many expletives, but, a thing that my pals who are comedians keep telling me rings true here; ‘Have the very first thought, then throw it out. It’s the obvious idea. It’s usually the one everyone has’. Yes, they may be making things more difficult for those of us inside the ico digital marketing. But it’s ok. It’s a signal that we’re on the proper path.
Google and Twitter are definitely the incumbents, and they’re smart enough to comprehend that the trend toward decentralized technologies is an existential threat for their business models. They’re doing the understandable and inevitable move of trying to de-activate the awareness of new alternatives. Ten-20 years ago, publishers were doing whatever they could to maintain people on the sites as opposed to going to Google and Facebook.
You can consider this ban as being an obstacle, however i look at it as the opportunity to create and innovate. Like every limitation, it’s forcing us to generate ideas. July is a deadline and deadlines work simply because they have the mind firing. It’s not about when you need to come up with something new. You have to generate new things.
And it’s my belief that this ban will generate a top level of marketing from startups. It’s like with anything in operation. It’s not simply the strong that survive but the agile. Look at the Philadelphia Eagles. Their starting quarterback, Carson Wentz, was playing in an MVP-level as he tore up his knee in Week 14 and was done for the year.
The ban seems to apply specifically to cryptocurrency marketing rather than technology or company marketing. However, there may be an increase in price for anything linked to blockchain as Google will probably de-prioritize. It may be a worthwhile exercise to think about market positioning once the words “crypto” and “blockchain” don’t score well.
You are able to work with a solid agency (yes, there are some) that handles large corporate accounts. Whenever you can embed your campaigns within larger, macro agency accounts that handle Fortune 2000 clients, you may get whitelisted.
This is simply to prove to you which i am not naïve. So, in case your personal conscience permits (and for many in crypto, it is a non-starter), you might want to maximize the quantity of 1st party data you collect via media buy. Crypto-marketers might want to destroy the planet where people’s details are bought and sold, but there are those who advocate that the ends justify the means. If that’s your approach, this kchsbw is for you. Again, no endorsement, just an acknowledgment.
Google and Twitter’s reactions are simply the starting of a huge confrontation. On the one side, you will find the super aggregators that have dominated the final decade-plus. On the other, the decentralized crypto-innovators. Yeah, it features a Patriot-Eagles feel. It probably involves pain for the short term, but what meaningful success doesn’t?
Blockchains ultimately holds the potential for a brand new way of marketing. And crypto-startups already hold a big advantage for this particular new terrain. Their token holders are naturally incentivized to advertise, so you will see a rise in word of mouth marketing and community-driven marketing.