Web2 marketing specialists have long have tips to find and “acquire” (in the announcement of advertising) of probable customers. But web3? Not so much, explains Ad-Tech Exec Asaf Nadler.
His addressable company, was released with a new service that Nadler, the operating director, will improve the efficiency of web3 marketing3 – from the point of view of sellers, of course. It is a question of “recycling” the most precious potential customers: the people who almost pressed buy, exchange, sell, exchange, join, but did not do it.
Finding these people on web2 is simple given the trifting personal data dispersed online. The more delicate crypto because the wallets are pseudonyms. The company’s database “fills the gap”, he said, and allows companies targeting their most likely customers.
Such clarification could be particularly important if the crypto bear market is engaged in an eruption that pushes new users. Economic discomfort increases what traditional marketing specialists call the “acquisition cost” and what terms addressable the “portfolio cost”.
“Especially in a lower market, people are not as excited about the acquisition of users,” said Nadler, “but what the founders care is to let the community know that they are still careful and reactivate them.”
Addressable does not build a doxxing service, explains Nadler. Although he can know about the backend that John Doe has Wallet ABC123, he does not transmit this information to the customer, let’s say, Coindex. Instead, its product allows Coindex to target John Doe with advertisements so that the ABC123 portfolio becomes a paying customer.
The construction of inference is the specialty of addressing, he said. The company tracks publications on social networks for Intel that it can overlap the wallets. Perhaps Wallet ABC123 interacted with protocols that John Doe follows on X. Or it is trades that John Doe discussed on Reddit. All these clues may be sufficient to reverse engineers from a target identity.
The resulting ad-tech game book is less an innovation only in the crypto than a recreation of the existing capacities of the specialist of the specialist of the specialist of the specialist of the specialist of the specialist of the specialist of the specialist of the specialist’s specialist. Business web3 funnels are already incredibly narrow, said Nadler, as potential customers are particularly difficult to target.
“Rather than paying Kols or doing very wide activities, what we allow are the companies to target only users who have engaged with you,” he said. Kols are key opinion leaders, social media influencers who promote projects with their supporters.
Although the Addressable has existed for three years, the recibal service is new, said Nadler. He said he thought he will be a difference for the protocols looking for more sticky customers.
“The most horrible thing that can happen to DEFI projects at the moment is that users are ceasing to believe in them,” he said, highlighting targeted advertising as the solution.
