The Evolution of Crypto Marketing: Why Experience Matters
The crypto industry has undergone significant transformations in recent years, with the sector’s after-market funds bringing it into the mainstream finance arena. However, many teams still approach marketing with a hackathon mindset, prioritizing talent, celebrity connections, and virality over compliance and craftsmanship. This approach is no longer sustainable, especially with regulated products appearing in retirement accounts and on broker screens.
The consequences of this approach are already evident, with tougher advertising regulations, crackdowns on “fin influencers,” and enforcement actions penalizing sloppy claims. Companies that fail to adapt to the new regulatory environment will face fines, loss of sales, and reputational damage. In contrast, digital asset companies that prioritize experienced and regulatory-savvy marketing leaders will be better equipped to navigate these challenges.
According to the UK’s Financial Conduct Authority (FCA), 46% of 19,766 promotions were changed or withdrawn, highlighting the need for companies to prioritize compliance in their marketing strategies. The FCA’s rules provide for cooling-off periods and the ban on referral bonuses, and the regulator has introduced crypto promotions as a formal discipline.
Regulatory Considerations in Crypto Marketing
The audience for spot Bitcoin (BTC) exchange-traded funds has changed, and the goal of marketing is no longer limited to expanding sales. Regulatory considerations now influence every step of the PR strategy, and buyers are compliance-sensitive platforms and advisors who expect aligned and accurate messaging. Treating these channels like social media stunts is a category mistake, resulting in higher customer acquisition costs and loss of reputation.
Marketers must operate within a set of rules that must be respected, understood, and adhered to in all endeavors. The FCA’s final guidance on financial advertising on social media provides a roadmap for companies to follow, and those that fail to comply will face the consequences.
The Risks of Celebrity-Driven Marketing
The appeal of borrowing fame is obvious, but it is detrimental to any modern marketing strategy. The risks far outweigh the benefits, and the wave of memecoin mania in 2025 continues to spawn alleged scam factories with short-lived tokens that are leaving retail investors in the lurch.
An alleged “Memecoin factory” in Shenzhen has been tracked by crypto media, revealing the emergence of celebrity-linked projects. This should be a stark reminder that attention can be bought, but liability still lies with the issuer. Companies should prioritize professional standards and avoid the risks associated with celebrity-driven marketing.
Hiring Experience and Teaching Domain Expertise
The first 10 marketing positions at any reputable cryptocurrency company should be distributed to senior operators with regulated backgrounds, such as ETFs, brokerage, and payments. Combining this with crypto-native storytellers who resonate in and within crypto communities creates a homegrown cohort that breeds long-term success.
Hiring the right marketing minds and skills is critical in today’s age to lay the right foundations for any business, let alone a Web3 business. Every marketer, from coordinator to chief marketing officer, needs a comprehensive knowledge base that includes on-chain mechanics, custody expertise, understanding of market structure, token disclosure details, and an understanding of advertising rules in target areas.
By setting the hiring barrier as high as possible, crypto companies can fund an internal academy that turns competent generalists into crypto-literate professionals in less than 90 days. This approach will drive crypto adoption, lead to financial and reputational gains, and establish trust with customers and regulators alike.
As Catie Romero, CEO and co-founder of BABs, emphasizes, “The sector that proves it can market as professionally as it builds internally will gain the trust that will not only drive crypto adoption, but also lead to financial and reputational gains for the future.” With over 20 years of experience in technology marketing and PR, Catie has seen firsthand the importance of prioritizing experience and expertise in crypto marketing.
Read the full article on Crypto.news to learn more about the importance of experience and expertise in crypto marketing.
