Marketers working under the umbrella of decentralised finance are faced with a constantly changing competitive environment.
During this year’s Financial Promoter Live!, Sam Shrager, CMO at BCB Group, spoke on the importance of competitor intelligence strategies when constructing a marketing strategy.
Changing and evolving regulation also means that marketers must adapt their message to fit each geography and watch what their competitors are doing on a global scale.
The regulatory landscape surrounding decentralised finance has seen a push in recent months following the U.S. President’s “crypto-friendly” stance.
However, a constantly evolving regulatory landscape presents an opportunity for marketers to innovate and gain trust, according to Sam.
“BCB Group’s position as pioneers of the regulation-first mindset is the foundation of everything we do,” said Shrager.
“By championing regulation, we aim to shift perceptions and demonstrate that crypto is a valuable part of financial services, moving it beyond its previous negative reputation.”
As part of Shrager’s strategy, BCB has pursued the “tougher licenses” in regions with more stringent approval processes.
“While this approach may take more time, it ultimately strengthens our position, enabling us to operate in regions like Europe in ways that our competitors may not be able to,” Shrager added.
An honest perception by the market can be maintained through these licenses, which installs trusty from B2C.
Simon Barnby, CMO at Archax, also emphasised the importance of integrating regulation into strategy to maintain a long-term perspective.
“Integrity is defined as doing the right thing, even when no one is watching,” said Barnby.
He further explained that interweaving integrity into strategy provides a competitive advantage, resonating with both traditional financial institutions and crypto-native audiences.
The process of building a strong, trustworthy message includes picking the right places to advertise.
Within the crypto space, events are both rife and global. Shrager stressed that marketers must be flexible, and open-eyed when selecting which to attend and how to attend them.
“Rather than just a few years ago, when we would have taken a glitzy spot on the floor, we’re now securing one of the balcony meeting spots, right next to firms like JP Morgan.”
“This reflects both our growth and the evolution of the crypto industry. It feels like a significant shift forward,” said Shrager.
The panel agreed that securing tough licenses in different regions and using them to gain consumer trust is a strong long-term strategy for DeFi marketers.