The Pomp Podcast
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).