This Centralized Exchange typically does not use paid ads, but uses organic content and exchange listing news to do marketing even if its organic. However, there is still a cost to marketing (there is no such thing as free lunch)
A centralize exchange is competing admist many other centralized exchanges. Each CEX offers similar services, token listings, on and off ramps, spot market trading, derivative trading or some subset or combination thereof. Each exchange has its own unique set of strengths and weaknesses.
Before using our product, the centralized exchange would “eyeball” their marketing campaigns. They usually time it during the bull market, given that there is a surge of interest in crypto trading.
However, the exchange also needs a strategy during bear markets. It’s clear to the exchange that if it doesn’t figure out a way to stay profitable during bear markets the company will go under. It realizes that as long as customer acquisition cost (CAC) is lower than the average lifetime revenue per customer, then the exchange can execute any marketing strategy that acquires said customers at the low (CAC) customer acquisition cost price point.
However, the challenge lies in seeing the forest through the trees. When their market analyst sits down and tries to find profitability metrics like measuring customer acquisition cost, they realize its a lot harder of an activity as initially realized.
https://www.figma.com/design/bQuiYJgtkbPtR56vLvxVn4/Polish-Deck-%26-Pitch-Structure-%26-HMM?node-id=853-5810&t=3kq8uR9WzEOtb2eF-4