Brad Michelson, U.S. Senior Marketing Manager at eToro: The Current State of Marketing in Crypto

— Brad Michelson's career progression from music journalism and PR into crypto marketing, first at a startup, then BlockFi, and now as US marketing manager at eToro.

— eToro's product suite: social trading platform with copy features, social feeds on 2,000+ assets, and CopyTrader functionality launching in the US on October 29th, which lets users automatically replicate other traders' positions in real time.

— Marketing funnel strategy broken into upper (brand awareness), medium (engagement and retention), and lower (conversion) stages, with different tactics and measurement approaches for each.

— Challenges and effectiveness of crypto marketing channels: Twitter's utility for brand building but limited direct conversion; Reddit's declining organic reach due to marketer manipulation; YouTube as fastest-growing platform with strong ROI.

— The importance of long-term brand building and press mentions over direct-response tactics, especially for smaller crypto companies with limited budgets.

— Three major adoption milestones Pomp identifies: a sovereign nation adding Bitcoin to national reserves, global population adoption reaching 10%, and a country adopting Bitcoin as national currency (predicted within 10 years or less).

— Focus marketing efforts on building long-term brand equity and press mentions rather than short-term direct-response tactics, particularly if you operate a crypto company with lean budgets competing for customer attention on saturated platforms.

— Recognize that customer acquisition costs in crypto are not materially different from traditional fintech; the advantage lies in concentrating spend on high-intent, community-native channels (Twitter, podcasts, YouTube) where your addressable market congregates organically.

— As a Bitcoin holder or investor, understand that mass adoption will likely accelerate once governments and institutions legitimize digital assets and a sovereign nation adopts Bitcoin as currency—which may occur within a decade—making this a critical inflection point to watch.