Crypto marketing: Exactly what does the recent Google Ad Ban actually mean? In the latest guest post from our resident Blockchain expert, he gives his perspective on what the current Google/Twitter Ban on crypto listing actually means should you be a crypto marketer. Google recently reported that it will be banning all crypto listings starting in July and Twitter is rumored to be following suit.
The initial reaction from many crypto-marketers might be one of several expletives, but, something that my pals who are comedians keep telling me rings true here; ‘Have the initial thought, then throw it. It’s the most obvious idea. It’s usually the one everyone has’. Yes, they may be making things more challenging for individuals inside the ico marketing services. 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 definitely an existential threat for their business models. They’re doing the understandable and inevitable move of trying to de-activate the understanding of new alternatives. Ten-two decades ago, publishers were doing what they could to keep people on their sites as opposed to going to Google and Facebook.
You can consider this ban as an obstacle, but I view it as an opportunity to create and innovate. Like any limitation, it’s forcing us to come up with ideas. July is actually a deadline and deadlines work since they have the mind firing. It’s not about when you need to create something totally new. You might have to come up with something new.
And it’s my belief this ban will generate a high level of promoting from startups. It’s like with anything in operation. It’s not simply the strong that survive but the agile. Think about the Philadelphia Eagles. Their starting quarterback, Carson Wentz, was playing at an MVP-level as he tore up his knee in Week 14 and was done for your year.
The ban generally seems to apply specifically to cryptocurrency marketing rather than technology or company marketing. However, there could be a rise in price for anything linked to blockchain as Google will more than likely de-prioritize. It could be a worthwhile exercise to think about market positioning if the words “crypto” and “blockchain” don’t score well.
It is possible to work with a solid agency (yes, there are some) that handles large corporate accounts. If you can embed your campaigns within larger, macro agency accounts that handle Fortune 2000 clients, you might get whitelisted.
This one is just to convince you which i am not naïve. So, if your personal conscience permits (and then for many in crypto, this is a non-starter), you may want to maximize the quantity of 1st party data you collect via media buy. Crypto-marketers may choose to destroy the world where people’s information is bought and sold, but there are those who advocate that the ends justify the means. If that’s your approach, this kchsbw is perfect for you. Again, no endorsement, just an acknowledgment.
Google and Twitter’s reactions are only the start of a huge confrontation. On the one side, you will find the super aggregators which have dominated the final decade-plus. On the other, the decentralized crypto-innovators. Yeah, it features a Patriot-Eagles feel. It probably calls for pain in the short term, but what meaningful success doesn’t?
Blockchains ultimately holds the opportunity of a whole new means of marketing. And crypto-startups already hold a huge advantage with this new terrain. Their token holders are naturally incentivized to promote, so you will have an increase in recommendations and community-driven marketing.