In a most remarkable turn of events, the esteemed Web3 marketing firm, Addressable, has unveiled a novel metric known as cost per wallet (CPW). This ingenious contrivance is intended to enhance the tracking of user acquisition for decentralized applications (DApps) and the ever-evolving realm of blockchain enterprises. One might say, it is akin to discovering a new species of butterfly in the garden of technology! 🦋
On the thirteenth day of March, in the year of our Lord two thousand and twenty-five, this CPW was announced with great fanfare. It promises to furnish Web3 marketers with insights of a most precise nature, by monitoring the on-chain wallet activity, as opposed to the rather pedestrian metrics of the Web2 era, such as cost per acquisition (CPA) and cost per click (CPC). How quaint! 🎩
It is posited that a lower CPA signifies a more efficient acquisition of customers, whilst a lower CPC suggests that businesses are engaging in ad campaigns of a more economical nature. Addressable, in its infinite wisdom, asserts that CPW will enable enterprises to discern which users are of “high-value” and thus more likely to be ensnared in their marketing nets, whilst deftly avoiding the pesky “bots.”
Users with wallets: The Golden Geese of Crypto Products
Asaf Nadler, the chief operating officer and co-founder of Addressable, imparted to CryptoMoon that their analytical endeavors have revealed a most striking insight: users possessing a crypto wallet are a staggering eighteen times more likely to sign up and seven times more likely to convert to crypto products. One might wonder if these figures were plucked from the air, but alas, they are grounded in data! 📊
“Our analysis reveals a striking insight: users with a crypto wallet installed are 18 times more likely to sign up and seven times more likely to convert to crypto products.”
Mr. Nadler contends that this makes CPW a “more effective” metric than its traditional counterparts. He laments that metrics such as CPC or cost per impression (CPM) often fail to identify those high-intent users, instead lumping them together with the “low-quality traffic” that may not possess the slightest interest in their offerings. How dreadfully inefficient! 😒
“For the first time, crypto companies can accurately measure which campaigns drive engaged, high-value users, rather than wasting resources on bots or ‘normies’ who are unlikely to convert,” Mr. Nadler declared with a flourish to CryptoMoon.
In a press release, Addressable proclaimed that this new Web3-native acquisition metric could assist crypto projects in tracking the number of users who become active participants in the decentralized finance (DeFi) protocols, wallets, or exchanges. A most noble pursuit indeed!
Marketing for the Esteemed Institutions
While CPW primarily aims at the acquisition of retail users, the broader crypto industry is also turning its gaze towards the hallowed halls of institutional adoption.
On the twenty-second day of January, the marketing firm Etherealize, backed by the venerable Ethereum Foundation, was launched with the noble intention of educating institutions on the intricacies of blockchain and Ether (ETH).
Co-founder Grant Hummer expressed a desire to usher “all of Wall Street onto Ethereum rails.” One can only imagine the spectacle! 🚂
Additional reporting by Ezra Reguerra.
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2025-03-13 17:20