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Crypto marketing in the fast-paced digital world demands more than flashy campaigns. Neal Gorevic, Chief Marketing Officer at Consensys, believes that building trust and loyalty starts with empowering the right audience.
In this exclusive interview with BeInCrypto, Gorevic shares three essential strategies that can help transform Web3 projects into industry leaders.
1. Building Empowered Communities
Every successful Web3 project relies on an active, engaged, and loyal community. Gorevic sees community empowerment as the most critical element in crypto marketing.
“Community is the most important component of every project in Web3. The most successful projects will have an active, engaged dialogue with their audience, engage them for feedback, listen to their needs, and enable them to advocate on behalf of the brand or project they are supporting,” Gorevic told BeInCrypto.
Empowered communities do more than support—they participate. MetaMask Snaps, Consensys’ extensible platform, reflects this philosophy. Developers built the Snaps architecture by listening to user feedback, ensuring the platform aligned with community needs.
“We knew from our community of users and developers that they wanted the most extensible, trustworthy wallet possible to navigate the frontiers of Web3,” Gorevic notes.
This collaborative process demonstrates how community feedback shapes a product’s direction. By treating users as co-creators, projects build trust and foster lasting loyalty. Gorevic emphasizes that such collaboration turns users into advocates who actively contribute to a project’s success.
2. Having the Right Crypto Marketing Resources
In crypto marketing, influencers play a pivotal role in reaching broader audiences and shaping public perception. Gorevic, however, stresses the importance of choosing influencers who align with a project’s values.
“The best influencers for your projects are ones that are truly passionate about what you are building and understand your differentiation in the market,” he says.
Influencer partnerships should feel authentic. Projects must vet potential collaborators carefully, ensuring they resonate with the target audience. Authentic influencers amplify trust, a crucial element in an industry often criticized for its speculative nature.
Emerging technologies like NFTs, augmented reality (AR), and virtual reality (VR) also redefine how crypto projects connect with users. Gorevic highlights the power of these tools to create memorable and engaging experiences.
“Our NFT creator studio Phosphor has powered a number of great activations that allow our audience to have a ‘proof of experience,’ a memento of the marketing activation,” he shares.
Consensys also uses AR and VR installations during live events to captivate attendees and foster deeper engagement. These tools go beyond novelty.
They serve as bridges between technology and storytelling, allowing projects to communicate their value in clever ways. By integrating emerging technologies into their marketing strategies, projects can stand out in a crowded market and leave lasting impressions on their audience.
3. Focus on Transparency and Execution
In the Web3 ecosystem, where skepticism runs high, delivering on promises is more important than ever. Gorevic’s “show, don’t tell” philosophy is all about the importance of demonstrating tangible value.
“Ensure that you deliver on your promises, demonstrate how your users and community are engaging with and using what you are building, and ensure all your supporting messaging emphasizes your key points of differentiation,” he advises.
Projects that overpromise risk losing credibility, especially in an industry where failures are magnified. Gorevic encourages teams to focus on transparency by providing clear metrics and open communication with their communities. Aligning marketing strategies with measurable KPIs ensures accountability and helps projects adapt to feedback.
“For understanding the efficacy of marketing programs, it is also important to continue to look at your community engagement and sentiment as a barometer for what is and isn’t working,” he explains.
Transparency builds trust and creates a feedback loop that drives continuous improvement. Web3’s decentralized ethos offers valuable lessons for traditional companies, especially those stuck in hierarchical models. Gorevic believes Web3’s emphasis on collaboration and audience involvement can inspire traditional industries to rethink their engagement strategies.
“Brand building is not monodirectional, and in Web3, where we are all building in public, your community plays a critical role in shaping your identity and the perception of your brand,” he says.
Traditional companies often rely on one-way messaging to reach their audiences. In contrast, Web3 projects succeed by fostering dialogue and treating their communities as partners.
This approach tries to build loyalty and drive creation. Gorevic’s philosophy demonstrates how a collaborative mindset can transform industries beyond crypto.
While these strategies create opportunities, they also present challenges. Authentic influencer partnerships require careful vetting to ensure alignment with a project’s values.
Emerging technologies demand investment and expertise, which can stretch smaller teams or startups. Transparency, while crucial, exposes projects to scrutiny and forces teams to confront weaknesses.
Lessons for Traditional Industries from Crypto Marketing
Despite these hurdles, Gorevic remains optimistic about the future of cryptocurrency marketing.
“As we transition to more of a decentralized world in Web3, it is likely that community and curation will play a much more important role for brands to facilitate discovery and maintain an ongoing relationship with their audiences,” he predicts.
By prioritizing collaboration, authenticity, and transparency, projects can navigate these challenges and thrive in the volatile crypto market. Web3 represents a seismic shift in how brands interact with their audiences.
Traditional marketing models, with their top-down structures and one-way messaging, fail to resonate in a decentralized world. Gorevic’s insights offer a roadmap for projects looking to build lasting trust and loyalty.
“When you truly engage your community, they aren’t just part of the conversation—they’re part of the creation,” Gorevic concludes.
His approach highlights the transformative power of collaboration, authenticity, and transparency. Though rooted in Web3, these principles carry lessons for any industry surviving the digital age. As crypto continues to evolve, the projects that prioritize these values will define the future of marketing and innovation.