# The art of re-marketing: data driven marketing for crypto - Lejla Muratčauš Blagojević, Be in Crypto

- Channel: [ETH Belgrade Community](https://streameth.org/eth-belgrade-community)
- Date: 2023-10-07
- Duration: 23:54
- Watch: https://streameth.org/watch/yt-PPK-ZcGuI0M
- YouTube: https://www.youtube.com/watch?v=PPK-ZcGuI0M

## Transcript

hi everyone as already said my name is Layla and I'm heading actually Global media buying currently at being in crypto so what you need to know about being crypto is actually that we are specialized in online media online media sales digital marketing services for the web3 community and our business is rooted in web3 and crypto promotion so actually we do a lot of data work and most of my colleagues including myself we are data professionals as well so we just we don't do just the marketing or the sales our business is in data and we are constantly working on different strategies creating unique strategies for our partners and for different enablers to see how we can improve how we can improve promotion how we can improve marketing so big part of my job is actually media buying so basically what I do I buy media through different social media platforms and networks and we are going to talk about remarketing because remarketing is one of the ways to stop media buying so remarketing in the future could be something that could help to the marketing field for free promotion and free retargeting without paying money to Facebook to Instagram to Twitter to LinkedIn Etc and how we can do that we can do that through blockchain uh so when we are talking about blockchain and marketing we usually talk how we are how we how we can possibly promote uh blockchain through marketing and most of the companies They are promoting blockchain but I want to talk about how blockchain could be used uh for marketing so how we can use blockchain data that we are receiving on our websites or social media channels for better remarketing strategies so that would mean the three Mark that would mean the three marketing is actually data-driven marketing and blockchain could help so before we start with remarketing and what is remarketing ETC I would just like to know like how many of you heard about remarketing and do we have any marketers here okay so we have some people people who heard about free marketing okay but could you guess like what would be remarketing so we have marketing and then remarketing okay so we can move to the sorry for me it's so hard to have both microphone and this thing okay so we will go through remarketing and what is remarketing what are remarketing benefits how it works and remarketing data this would be sort of an introduction for you to understand what am I talking about so that we can come to the blockchain part okay so here you can see like the school definition of remarketing uh but when we put it in a simple word remarketing our users who have already visited our websites or social media channels and by taking information from them their data we create strategies so we attract them through our next campaigns so that means that the content that we are producing and the content that we are placing and the sales that we are having is sponsored only to people who had already interacted with your brand with your website with your social media so no random users here no random people who don't want to hear about your services or about your brand remarketing targets only the users and the visitors from the websites who were on your uh who were on your websites or on your platforms okay and you can see here that remarketing works in a way that collects data on people who have viewed your site viewed your content and then later on we used the data to contact them so of course like you can choose different form to contact them but for example if you have a contact form on your website or if your users need to leave their emails or phone numbers these are one of the ways to contact them and all of the platforms Facebook Instagram LinkedIn Twitter websites Smart TVs smartphone all of these devices and channels they have their way of collecting data so I will show you of course later on how we do that at my company through Facebook but that is also possible to do with blockchain so what would be remarketing benefits why we would do that like why we would retarget the people who have already visited our channels first of all is because of the better conversions because if we are selling something we want people to get back to our website to check uh what we are promoting and of course chance for conversions conversion could be sales conversion could be I don't know like from your LinkedIn to your website Etc but it's much higher percentage of conversions through remarketing than personalization this is important for people who are in marketing field uh so personal personalization helps to write to write customized copies and customized content for people who are part of the web3 community so for people who are into crypto so so based on that we can choose a specified we can specify language and terminology that we are going to use so once again no rent no targeting random users random people who are not into that okay then again to improve reach this is also for the marketing field this way we can have more people and users and visitors engaged with the content that we are promoting and it's more profitable because with media buying the thing that I am doing we spend a lot of money on Facebook campaigns LinkedIn campaigns Twitter campaigns Google ads uh Yahoo ads Bing ads etc etc so a lot of money is invested in that when it comes to remarketing if it's done properly and if we collect data properly and if and if we start using blockchain data properly uh we we might come to the point where it will be more profitable because we'd we will not hello welcome because in that case we don't need to invest big amounts of money for this okay so so far do you have any questions comments okay so as you can see here where do we collect marketing data I mean it's more or less logical but still it's important to say so we have different web browsers phone Networks Smart TVs and social media so most of the companies such as mine we we are mostly focused on web browsers and social media but we will see in the future and for the future reference how is this going to develop so how remarketing works we have users and we have users that visits your website so not just website it can be also social media and then we have user leaves and is tracked so we have the data of these users and user sees let's say one campaign on different websites so from here users click user clicks sorry on the display to return to your website so this is one of the ways to do remarketing currently most of the companies are doing it through media buying through paid medium okay so data-driven marketing and data-driven marketing examples as I already mentioned so all of these things that I mentioned regarding remarketing uh the focus is in data and for web3 marketing data is extremely important for webtoon marketing data is more is not maybe that much important but for web3 we must use data it's this will be the future and this is actually already uh the future so data driven marketing is a way of using data as a primary source of marketing operations within one company so on one side we have marketing and people who are working in marketing and preparing campaigns writing copies doing optimization campaign management different marketing strategy and then we have people who are working on collecting data using that data monitoring and tracking from all the campaigns so that we can have bigger picture about user acquisition and once we start using user acquisition as a strategy we will come to remarketing okay so here you can see also some benefits from data collection so first of all we can determine what types of copy what types of content copy is content for one text will be successful among different groups of users and then we can determine the success of user segmentation in reaching the intended groups so marketing data can be found as I already mentioned through the various media channels so here you can see some specific examples of data-driven marketing uh how it's done in a traditional way so let's say that we are promoting something on Facebook or Twitter we can use demographic data like geolocation gender Etc to collect it from these platforms and then we can use one marketing channel to inform the another one what's happening and we can use customer data to increase engagement and revenue which is at the end of the day the main goal because what we want to see we want to see return of investment through marketing activities okay so now I will give you example for Facebook so here you can see two campaigns you can see two campaigns that were placed on Facebook these are paid campaigns and they are targeted like with different optimization settings for specific countries specific genders specific professions vocations Etc and then what we collected from these two campaigns so you you can see here these are the names of the campaigns and in the middle you you can see how many people how many information we collected so when we start a new campaign we can use the list from these previous campaigns with people who have already interacted with content that we promoted so this is actually a great way to have engaging users who are most likely to buy something from being crypto's website or from your website and how blockchain is used for remarketing so I will not complicate this now because I already mentioned like how data is used and what is remarketing but as you can see here by using and collecting data from users we can create specific campaigns that are customized and personalized for specific targets for specific people who want to engage with the type of content that we are promoting and also we can collect leads people who are most likely to buy something and that way we are creating remarketing strategy okay so uh here on this graph you can see like what would be the step one when someone sorry when someone clicks on the web page and then you have step two when the publisher of the page puts up the add impression hi okay so then we have step three which is the marketplace that has bidding from all the different competitors who want actually to buy the same thing or to collect the same data and then we have the publisher who want to bid the ad with the most impressions so step five the ad is delivered and step six six the customer clicks on the add and we as publisher we convert them into well into safe space and into profits so this is for the future this is not happening now but this is something that we are striving for and that we want to work on uh so blockchain in remarketing what are the benefits like why would this be important to use blockchain data for remarketing so the first thing it removes the need for a third-party publisher or website also it removes like different cookies and any types of third parties then marketers they can speak directly to customers without mediators without paying any campaigns then no need for PPC media buying saving money and not showing any of our content outside of our target market which is very important thing and which is why many marketers especially in this field are struggling because it's very Target it's very hard to Target sorry narrowness of people and especially if we have like sub niches of different targets it's very hard to understand how to create a unique strategy with some certain steps to do that it's almost impossible so that is why blockchain would be a way to this okay and this is like uh a conclusion uh how we can uh determine potential consumers and then differentiate between real site users and Bots which is also very important I believe for people who are in marketing this would be a huge thing because there are many bots on the internet and sometimes it's very hard to get rid of them so they are just like sabotaging marketing work generally and it's also good because it allows to see previous visitors on our site and we can see like we can track the history of of their of their clicks and general history and then running data um it's showing it's showing proper numbers because uh currently in the marketing world it's hard to track all the campaigns especially when it comes to Media buying because sometimes numbers numbers are are not matching and uh there are always some gas gaps and discrepancies between numbers that company has and that platforms have so this this would also help for better tracking and monitoring of the results and this is the example uh where you can see how to collect information from users and visitors so current database and then editorial learn affiliate and work these are the Departments and teams within one company let's say so there are different ways that users when they come to the website or on some of social media channels when they click on something when they sign up or when they want to get information or when they want to download something they must leave their uh their information their contact so that is one of the ways to collect these data so this would be like remarketing automation for the future which is still not enabled so this is something that web3 marketers and digital marketers within this field are striving for so if you have any questions I would be really happy uh to provide you with proper information or any feedback comment and if you're not I'm really happy that I had a chance to present this to you and I hope that we will hear more about using blockchain in web3 in the future thank you so much Leila you're welcome what a oh we had a question actually a couple great hi thanks for that uh have you been experimenting with any like on-chain marketing stuff so looking at for example which sold which tokens and sending them like airdropping them stuff or send them messages through like existing sort of comms channels like etherscan chat or debank high or any of that we have experimented we have our affiliate partners and we actually we promote uh different companies and their work but I'm not allowed to tell anything about that because we are protecting their data but yes we have a team data team that is data marketing team so they are working on these things like day and night so now we are working on both organic and paid promotion to see how we can use blockchain in a much better way so we hope that we will be one of the Pioneers uh in the future uh for this so maybe next year I will have more information about that thank you oh okay okay any more questions hi um what about collecting the data um do you think it's important to like to to establish some interest some systems to preserve the privacy of end users or to maybe have them you know encrypt it or without zero knowledge something like that yeah definitely that's one of the things that I haven't mentioned because this is the keynote but there are a lot of Pains of using blockchain in web 3 marketing and that is why it's still not implemented because it's very hard to understand how we can protect the data in a proper way and not to misuse the data so yes but I'm not sure what would be like the concrete step for that apart from uh apart from having terms of use or something like that or different contracts that you users must agree on but there are many people who are using wallets and online forms generally and probably in two or three years time this will be normal but when it comes to data protection yes I think that this is like one of the biggest pains and that we still don't have information how we can protect that like 100 but your data I mean our data is generally not protected like when you go on Facebook and if you click on something your data is there and anyone can use it so basically you are you are called lead to a lot of companies and on LinkedIn as well so your data is all over the place and it's not it's not protected so it's just uh the way it is so I think that the same thing will be for the blockchain it is how it is okay any final thoughts comments ideas I don't know if it's super relevance it's I'm gonna ask for Twitter actually yes please go ahead uh how do you guys Target the crypto Market in Twitter I mean in Twitter ads let's yeah that's the question because it's quite uh complicated that part basically yeah yeah before before the execution part so 70 of paid media process is actually preparation before launching the campaign so what we usually do we make a keyword strategy uh we check all of our competitors keywords and we also prepare all the organic keywords that users searched for when they came to Twitter and if they are interested in some specific topic we also get the keywords for that so Twitter Works in a way that you are bidding with different competitors on keywords so let's say that you want to Target something that is related to crypto most of your competitors and non-competitors they will use Bitcoin ethereum I don't know crypto news Etc and the these keywords would be the most expensive ones so in that case you need to find substitute keywords that people who are still into crypto would use so I don't know like it can be blockchain it can be machine learning it can be artificial intelligence it can be I don't know like many different substitute keywords that are not the most popular ones that are not the first keywords that come that come up to your mind when you think about uh crypto and then it's very important on Twitter specifically to run three to five different tweets for one link so in one in one tweet you target through location and the second tweet you targets through followers look-alikes your competition basically in the third tweet you target I don't know through hobbies and interests and then import tweet you target I don't know like you write just copy and the headline and then different formats you go only headline plus Carousel or video plus copy plus headline all different variations like fight tweets under one campaign and in that case and you need to test test optimize test test optimize track the numbers that you receive and you can check like what were the most expensive keywords and then based on that you create bidding strategy etc etc so Twitter is very much complex now they changed a lot of their policies and the and optimization but there is a way to this and this this field is very popular there are a lot of people in the world who are promoting web 3 crypto blockchain Etc so it's very hard to find your way there but be consistent promote every day like five ads per day and then you will rank and there are a lot of other things but we don't have time for that now thank you