Marketing shouldn’t be the scapegoat in crypto
Responsible marketing in crypto cultivates transparency, education and trust, serving as a critical tool for project legitimacy and industry growth.
Opinion by: Samantha Yap, Founder and CEO of YAP Global.
The crypto bull market is in full swing and so is the familiar cycle: Bitcoin breaks record highs, retail investors rush in and new projects scramble to launch. Projects often make an all-too-common mistake in this frenzy: using marketing as a Band-Aid for unfinished products, then blaming it when things go wrong. This tension between building value and capturing momentum has been a key topic at industry events like the recent g(t)m conference in Bangkok—but the challenge extends far beyond any single discussion.
This rush-to-market mentality leaves a graveyard of failed projects in its wake. Of the 24,000+ cryptocurrencies listed on CoinGecko since 2014, 14,000 have failed. Critics point fingers at “marketing hype” for these failures. According to DappRadar’s analysis, however, the real killers are a lack of product-market fit, poor financial management and technical flaws.
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Author: Samantha Yap
