Virtual Currency/NFT Marketing - Market Positioning

Block-Chain Token Marketing is expressed in Chinese, which is somewhat awkward, or that there is no term that can be accurately summarized to represent Token (including virtual currency, NFT or others), and in my understanding, the form of Token is not The meeting is only interest, identity, and essentially a community, a consensus, and a belief.

In Matt City, everyone can easily understand such views and cognitions, but the world outside Matt City is just beginning to change, and as Matt citizens, in addition to sharing our beliefs, we can share our beliefs in advance in the new era. A good location will surely witness many beautiful happenings.

Marketing step one positioning

Before we start, let's start with Lacy's cognition
1. The advent of a new era will always be accompanied by the emergence of several roles - Contributor contributors, Flipper arbitrageurs, Believer believers, Onlooker onlookers
2. The general trend of the world, long-term cooperation must be divided, long-term separation must be combined - new technologies and products are now springing up, and in the end, only sustainable and stable ones that are beneficial to the community will remain.
3. The next ten years will be the time-space tunnel for us to enter the era of the big blockchain in the real world

Based on the above three points, coupled with the explosive growth of blockchain this year, it can be roughly recognized that some works with their own market positioning, and works with marketing and community operations, changes between each other, and even players on different platforms ( collectors) preferences, there will be different sparks.

If virtual currency is digital gold, who are diamonds?

Let's turn the time back one hundred and fifty years, the era of the gold rush in the United States, from 1849, throughout the 1850s, a large amount of gold was discovered in California, the United States, and gold rush waves all over the world poured into it. But gold was discovered as early as 560 AD, and it was the gold standard era until 1970 AD.

What about diamonds? Gold was discovered more than a thousand years later, and it quickly rose to become the most precious gem in everyone's heart. Different from the stability and value preservation of gold, it is more used as a carrier of appreciation and value gifts, and the value of diamonds is given the meaning of "promise" by businessmen.

In the world of virtual currency, Bitcoin, which has a history of only twelve years, has been hailed as digital gold in the past two years. However, the rising ether is regarded as silver and has become a quantitative currency for transactions; In the meantime, gems are the carrier of appreciation and value transfer. According to the current presentation form, I judge that the most important one is NFT.

So, (hypothetically) since NFT exists as a diamond, what will its "value" be? How will it be passed on?

NFT platforms on different chains create different atmospheres, which can basically be classified into different community characteristics; environmental protection and Fine Art forms on Tezos, and community wealth and Meme forms on Ethereum create different community consensus, not Between the words, there are collectors of different types of creators .

After all, the liquidity of buying and selling in the market is needed. There are many different roles in each market and community. The proportion of roles and the order of appearances bring colorful changes to each market.

Roles within the market mix

The evolution of the market is very simple. There is supply and demand. In addition to the basic market laws and balances at both ends, the different roles of the new world/new market will also create a longer-term community for the richness, rhythm and consensus of the entire market. value.

First Mover pioneers (here can be understood as Contributor contributors) can often grab the first ore, and most of the people who own the first ore are not sure of the value, just because they like it, just because they believe (value finder), but when the value When accepted by others, these people who make a fortune because of their hard work will eventually get a corresponding return (not necessarily wealth).

The fate of Flipper arbitrageurs depends on "profitability", which is not surprising and easy to understand; when arbitrageurs flood into the market, they will quickly expand the market, and the value that can be quantified (such as monetary wealth), has When the pain point is solved, it can quickly attract more new entrants, and when the number of people reaches a certain number, it can bring stability and trust (such as the outbreak of virtual currency - 2021).

Believers come from different sources, some are advanced, some are arbitrageurs, but it is clear that their beliefs will not necessarily bring substantial rewards, more of them are "self-realization" in feeling, and they may put in effort , but more "trust" than hard work.

Most of the onlooker onlookers are more cautious and conservative, but it does not mean that they have such a personality. In the vernacular, there is "lack of belief", but it is really "not enough information to believe and corroborate." After the person or organization joins, it will bring about changes and increase the sense of trust.

In the eyes of a Marketer, any commodity/brand includes these four roles, and our task is to

1. Find arbitrageurs and make the market bigger
2. Promote new entrants and increase the trust of onlookers
3. Let the advanced and arbitrageurs become believers
4. Benefit the onlookers and make them advanced

For different roles, we will have different communication methods, but of course we have to return to the positioning of the product itself in order to design different communication scripts for the product .

In the next article, I will talk to you about the value of Crypto Token/NFT products in my perception.