How Bitcoin led Fred Schebesta to see the future of marketing

The future of marketing can be seen in the fast paced cryptocurrency market where an email is as old fashioned as sending a letter, says HiveEx cofounder Fred Schebesta.

Schebesta told the Mumbrella Finance Marketing Summit how his revelation on how fast marketing has become came when setting up the cryptocurrency section of his comparison site,

Fred Schedesta_Finance MS 2018_Close-up

HiveEx and Finder co-founder Fred Schebesta: “we had to speed up.”

“It made me realise when I was doing this just how old school Finder was operating and just how we had to speed up to the speed up in the way that everyone wants to receive their information.

“Make your information shorter, make it fit inside an SMS not an email,” advised Schebesta, who co-founded in 2006 and launched the HveEx cryptocurrency brokerage in May this year.

“Give it to me in short bites on my phone immediately so I can read it in the time that someone is making my coffee. That is the time you have.

“Email to me is dying, SMS and WhatsApp is on the rise,” Schebesta continued. “That’s where the commerce is going to happen, that’s where the marketing is going to happen. That’s the reality. I want an SMS now, email feels like you’re sending me a letter.

Schebesta also emphasised the importance of video for marketers: “Don’t give me your information in a nicely flowing eight-page document, give it to me in two bullet points or I’m not going to read it. Otherwise, I’m not going to read it.

“We obviously have a niche audience around this, but the people who watch this are passionate. We publish on periscope, Facebook, Twitter, Twitch all at once, the all broadcast at the same time and then we keep that information and we then replay it on YouTube and then we integrate those stories on Finder’s news section.

“That’s the reality, now if you don’t have video on all your pages and you’re expecting me to read then I don’t have the time.”

Schebesta also explained how the Finder team used Bitcoin to drive traffic to the site: “On Finder we launched BitCoin Hunt, kind of like a treasure hunt where we put BitCoins all around the website and it actually crashed our website and it took us the entire day to get back up.’

For marketers, the lessons from his ventures into Bitcoin are about finding what people are passionate about in your industry, saying:  “What do people think strongly about in your business? What makes them feel something, which will make them do something and take a certain action?

“We all have news, but who is owning the story of that dialogue? That’s a hard thing to do.”


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