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Insights on crypto’s new marketing logic from Bitget Wallet CMO Jamie Elkaleh

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Insights on crypto’s new marketing logic from Bitget Wallet CMO Jamie Elkaleh

As part of Outset PR’s Web3 communications talks, the agency founder Mike Ermolaev recently spoke with Jamie Elkaleh, CMO of Bitget Wallet, about how marketing changes when a crypto wallet evolves from a trading tool into a broader financial interface. 

Summary

  • Crypto marketing is moving towards utility-driven adoption, where product experience and real-world usability play a central role.
  • Regional differences increasingly shape communication strategies, as adoption patterns, regulations, and user expectations vary between markets such as Asia and the West.
  • As the industry matures, both media narratives and market movements are becoming more influenced by verifiable data, institutional capital, and macroeconomic forces.

While the full conversation explores everything from user acquisition to media strategy and the shifting dynamics of crypto markets, here are several key insights that are worth broader market attention.

Smooth onboarding drives sustainable user acquisition

One of Jamie’s key points is that sustainable wallet growth is no longer driven by incentives. Airdrops and points programs are often used to generate rapid attention. But according to him, these tactics rarely translate into long-term users. Instead, the focus should be on reducing product friction and simplifying onboarding.

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“When users can transact without managing seed phrases or holding native gas tokens, adoption becomes more sustainable.”

In a utility-driven market, Jamie says, product design effectively becomes marketing.

Marketing in Asia vs. the West reflects different user expectations

Another point Jamie raised is that crypto marketing strategies vary significantly by region.

In Asia, adoption is closely tied to everyday financial use cases such as remittances, cross-border transfers, and stablecoin payments. As a result, communication tends to focus on speed, accessibility, and practical value.

“In 2025, the region recorded a 69% year-over-year increase in on-chain value. That reflects strong grassroots usage.”

In Western markets, the situation is different. Regulatory clarity and institutional trust shape user expectations much more strongly.

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“With frameworks such as MiCA in Europe and new U.S. stablecoin legislation, users prioritize compliance, proof of reserves, and risk transparency.”

Despite these differences, Jamie notes that the core requirement remains the same across regions: products must work reliably in real-world financial contexts.

Data now underlies media credibility

At Bitget Wallet’s scale, Jamie insists that media coverage can’t rely on generic commentary. Journalists increasingly expect verifiable data that helps explain what is actually happening in the market.

“We publish research reports based on on-chain analytics and user behavior trends, which allows reporters to reference measurable insights.”

Per him, stories supported by real usage patterns – whether in transaction volume, adoption, or user growth – travel much further across the media ecosystem. This approach also changes how the team evaluates PR performance.

“We prioritize tier-one mentions, analyst citations, and share of voice within strategic narratives. Secondary indicators include organic brand mentions, backlink authority, inbound media inquiries, and invitations to podcasts or research collaborations.”

The real signal, Jamie adds, appears when external analysts start referencing the company’s data independently.

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Crypto markets now move with macro capital

Jamie also confirms that crypto’s relationship with news has fundamentally changed. In earlier cycles, a single headline could move markets within hours. Today, price actions are increasingly shaped by macro capital flows, because

“Crypto has matured into a macro-sensitive asset class.”

As sector valuations reached multi-trillion-dollar levels, individual headlines naturally stopped carrying such influence.

With nearly $44 billion flowing into Bitcoin ETFs in 2025, institutional capital now plays a structural role in the market. In this environment, narratives matter less than fundamentals.

Utility is becoming crypto’s growth model

Reflecting on the conversation, one pattern becomes clear: the crypto industry is gradually shifting away from narrative-driven growth toward functional adoption.

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Wallets are used not just for trading but for payments, transfers, and yield farming. Users expect reliability rather than explanations. And as institutional capital becomes a structural force, macro conditions are more important than short-term hype.

In that environment, the logic of marketing changes as well.

“If users don’t need to understand the infrastructure behind the product, the marketing has done its job.”

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Crypto World

Flow Network Incident Resolved as HTX Restores Full FLOW Services

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Nexo Partners with Bakkt for US Crypto Exchange and Yield Programs

TLDR:

  • HTX confirms all FLOW assets remained intact during the Flow network incident and verification process
  • Flow developers patched the vulnerability responsible for abnormal transactions on December 27
  • HTX restored FLOW trading, deposits, and withdrawals after verifying network stability
  • Exchange removed its January notice following Flow’s detailed post-incident security report

Flow blockchain’s December security incident has reached a full resolution after coordination between the network and major exchange HTX. 

The update confirms the vulnerability responsible for abnormal transactions has been patched and network operations restored. HTX also verified that all user-held FLOW tokens on its platform remain intact. 

Trading, deposits, and withdrawals for the token have resumed normal operations.

Flow Network Incident Resolved as HTX Confirms Normal Operations

The Flow ecosystem shared an update confirming that the issue reported on December 27 has been fully resolved. The incident involved abnormal transactions triggered by a technical vulnerability on the network.

HTX activated internal emergency procedures once it detected the event. The exchange maintained communication with Flow ecosystem partners while monitoring the situation.

The latest update indicates that developers patched the vulnerability and restored normal network activity. The Flow team also identified and addressed abnormal minted assets during the review process.

Flow stated that ecosystem services have stabilized after the corrective actions. Network operations now function normally across supported platforms.

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HTX verified user asset balances during the investigation period. The exchange reported that all FLOW tokens held by customers remain fully validated.

HTX Restores FLOW Trading, Deposits, and Withdrawals

HTX confirmed that FLOW trading resumed after reviewing the network’s recovery. Deposits and withdrawals for the token now operate without restrictions.

The exchange initially issued a notice about the incident on January 13. That notice questioned the security status of the Flow network at the time.

HTX later removed the notice after reviewing the Flow Foundation’s post-incident report. According to HTX, the report provided detailed explanations addressing earlier concerns.

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The exchange stated that the new information clarified how developers handled the vulnerability. It also confirmed that the response restored stability across the network.

Flow Foundation acknowledged the collaboration between both organizations during the investigation period. The foundation stated it expects continued cooperation with HTX moving forward.

HTX reiterated that user asset security remains its top priority. The exchange said it will continue monitoring supported networks and working with ecosystem partners.

The update confirms the incident no longer affects current operations. FLOW trading infrastructure across HTX now runs under normal conditions.

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BTC slips below $68,000 as dollar posts steepest weekly gain

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Bitcoin fails to sustain breakout momentum as rate hikes beckon: Crypto Markets Today

Bitcoin fell to $67,960 by Saturday morning, down 3.4% over the past 24 hours and retreating sharply from the past week’s high. The move fits what has become a recurring script in recent months, with late-week selling dragging prices toward the lower end of the range heading into Saturday.

Majors took the harder hit again. Ether dropped 4.4% to $1,974, solana fell 4% to $84.31, dogecoin lost 2.9% to $0.09, and BNB slid 2.6% to $627. XRP fell 2.2% to $1.37.

The weekly picture tells a more nuanced story though. Bitcoin is still up 3.6% over seven days. Ether has gained 2.6%. BNB added 2.1%. The mid-week surge absorbed the war shock and then some, even if Friday’s pullback took the shine off.

Meanwhile, the dollar posted its steepest weekly gain in a year, strengthening as markets priced in higher energy costs, stickier inflation, and a Fed that has even less room to cut rates. That’s a direct headwind for bitcoin and every other asset denominated against the dollar.

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“As tensions escalated in the Middle East last week, investors moved quickly to the safety of the U.S. dollar, which strengthened as markets began pricing in higher energy prices and reignited inflation fears, potentially delaying Federal Reserve rate cuts,” said Björn Schmidtke, CEO of Aurelion, in an email to CoinDesk.

The on-chain data paints a fragile picture beneath the surface. Glassnode data shows 43% of bitcoin’s total market supply is now sitting at a loss. That’s a significant overhang.

As bitcoin recovers, those underwater holders have an incentive to sell into any rally to break even, creating persistent resistance on the way up. It’s one reason the push to $74,000 on Thursday couldn’t hold. Every bounce toward higher prices runs into supply from people who’ve been waiting months to get out.

One bright spot came from stablecoin flows. Messari recorded a 415% jump in net stablecoin inflows to $1.7 billion over the week, with daily transfers up nearly 10%. That’s potentially dry powder waiting to be deployed, and it suggests retail isn’t entirely absent despite the fear-heavy sentiment. Whether that capital rotates into bitcoin or waits for lower prices is the question.

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The war continues to set the tempo. The U.S.-Iran conflict showed no signs of resolution this week. Oil remains elevated. The Strait of Hormuz is still disrupted. And the macro backdrop of strong dollar, sticky inflation, and delayed rate cuts is the worst combination for risk assets.

Bitcoin’s week looked impressive in headlines, touching $74,000 mid-week, but the round trip from $68,000 to $74,000 and back to $68,000 is just another lap of the range.

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Bitcoin Dip May Not Be Over As Retail Ramps Up Buying: Santiment

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Cryptocurrencies, Bitcoin Price, Adoption

Retail investors have been scooping up Bitcoin after it slipped below $70,000, but whale activity suggests the price could still head lower if past patterns repeat, according to crypto sentiment platform Santiment.

“The moment Bitcoin hit $74k, these key stakeholders began taking profit,” Santiment said in a report on Friday.

Santiment explained that whales — those holding between 10 and 10,000 Bitcoin (BTC) — “accumulated heavily” between Feb. 23 and Mar. 3, when Bitcoin was trading between $62,900 and $69,600.

Cryptocurrencies, Bitcoin Price, Adoption
Whales (green line) have been selling, while retail investors (red line) have been buying more Bitcoin. Source: Santiment

Since Wednesday, when Bitcoin climbed past $70,000 and touched $74,000, the cohort has offloaded around 66% of their recent purchases, Santiment said. Meanwhile, retail investors — those holding below 0.01 Bitcoin — have been increasing their positions.

Correction may not be over yet, says Santiment

“When retail buys while whales sell, it typically signals that the correction is not yet over,” Santiment said. Bitcoin is trading at $67,984 at the time of publication, according to CoinMarketCap.

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Bitcoin’s price decline led the Crypto Fear & Greed Index to fall 6 points, pushing it further into “Extreme Fear” territory with a score of 12 on Saturday.

MN Trading Capital founder Michael van de Poppe shared a similar outlook, saying a further decline is possible. “If Bitcoin doesn’t find support in this $67-68K region, then we’re likely going to retest the lows for liquidity before bouncing back upwards,” van de Poppe said in an X post on Friday.

Spot Bitcoin ETFs post largest outflow day in three weeks

The decline coincided with US-based spot Bitcoin ETFs posting their largest outflow day since Feb. 12, with a total of $348.9 million in net outflows across the 11 ETF products, according to Farside data.

Related: Trump’s National Cyber Strategy pledges to support crypto and blockchain

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Bitcoin’s price fell as low as $60,000 on Feb. 6 during its downtrend from the October all-time high of $126,000 before showing a modest recovery. Economist Timothy Peterson suggests this level could be the floor for the time being.

“This valuation level has always marked a bottom for Bitcoin. About 99.5% chance it stays above $60k,” Peterson said in an X post, referring to the Bitcoin Price to Metcalfe Value chart.

Magazine: The debate over Bitcoin’s four-year cycle is over: Benjamin Cowen