The state of ICO marketing

In 2017, a good digital strategy was enough to launch an ICO successfully. Even then, recent statistics from TokenData showed that 46% of the ICOs completely failed (https://blog.iqoption.com/en/token-data-about-50-of-icos-from-2017-have-failed/), and another hundred or so were classed as semi-failed because the evidence suggested abandonment: their social media was no longer active, or, and this is the key, their community size was so small that their chance of success was highly unlikely.

That last statement is crucial because community is a big part of any successful strategy for ICOs, but the community isn't there to fund your project: it's there to market it and give it credibility for the real investors.

The ideal strategy for an ICO is a two-pronged attack, with each prong depending on the other:

Figure 1: An ideal marketing strategy

Founders should build the trust they need by ensuring that authenticity and transparency run through all their communications...