Asaf Nadler with Peter Abilla on Crypto Marketing

Summary

In this conversation, Asaf Nadler, co-founder of Addressable, discusses his journey from military service in the IDF to entrepreneurship in the Web3 marketing space. He highlights the unique challenges of marketing in a blockchain environment, particularly the issue of user anonymity and the need for effective user acquisition strategies. Addressable's innovative approach, including the introduction of the 'cost per wallet' metric, aims to empower marketers by providing actionable insights into user engagement and conversion. Asaf emphasizes the importance of quantifying marketing efforts to secure resources and support within organizations, especially during challenging market conditions. In this conversation, Asaf Nadler discusses the challenges and strategies of marketing in the Web3 space, focusing on user acquisition, the importance of data-driven marketing, and the role of Addressable in helping marketers effectively reach their target audiences. He highlights the complexities of finding Web3 gamers, the significance of understanding user acquisition costs, and the need for awareness and education in crypto marketing. The discussion also touches on the evolving landscape of marketing narratives and the importance of real user engagement over speculative trends.

Takeaways

Military service provided a strong network and diverse tech experience.

Entrepreneurs from the military often seek a higher purpose in their work.

Web3 marketing faces unique challenges due to user anonymity.

Addressable aims to solve user acquisition problems in the blockchain space.

The 'cost per wallet' metric helps assess the quality of traffic.

Marketers need to quantify their impact to secure resources.

Understanding user behavior is crucial for effective marketing strategies.

The blockchain offers transparency that can be leveraged for marketing insights.

Many projects are still in the awareness phase, complicating attribution.

Marketers must adapt to the evolving landscape of Web3 marketing. Marketers need to effectively communicate budget allocation for campaigns.

Understanding the target audience is crucial for successful marketing.

Web3 gaming presents unique challenges in user acquisition.

Addressable helps marketers build targeted campaigns using data.

Data-driven insights can alleviate marketer's shame about strategy.

Awareness of available marketing tools is lacking in the crypto space.

User acquisition costs need to be clearly defined and understood.

The bias towards organic growth can hinder effective marketing strategies.

Mindshare and narrative play a significant role in crypto marketing.

Addressable aims to connect real users with meaningful products.

Chapters

00:00 From Military Service to Entrepreneurship

08:47 Addressable's Unique Approach to User Acquisition

17:51 Understanding Cost Per Wallet Metric

23:00 Empowering Marketers in the Crypto Space

30:11 Case Study: Immutable and Web3 Gaming

40:56 Awareness and Education in Crypto Marketing

46:09 Mindshare and Narrative in Marketing

52:15 Addressable's Role in Real User Engagement

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