First of all, I want to thank you for the tremendous effort put into this proposal—gathering and incorporating feedback from multiple delegates and stakeholders over the course of months. A lot of hard work went into it, and it truly shows in the quality of the final text.
I like this proposal; it suggests a metric-based approach to marketing, which is essential for developing a long-term strategy and refining it as we learn what works and what doesn’t.
I also appreciate the inclusion of off-chain marketing, as it targets a different type of user we want to attract to Arbitrum.
I like the idea of allowing protocols to propose their own KPIs and, with the help of a marketing expert, design the best strategies based on their products.
Now, here’s my concern regarding execution:
If we’re going to spend $3M on a three-month program for the DAO to showcase Arbitrum applications, how do we ensure continuity in implementing this strategy without the DAO having to allocate $12M per year to marketing for protocols? Would there be a commitment on their side to maintain continuity if it proves successful? Or do you think that’s a reasonable amount for the DAO to spend annually? Or do you believe that running a three-month campaign every certain period is an effective tool?
I believe this proposal can be implemented with a more concrete objective in two ways:
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Marketing for the DAO itself as an entity aligned with Arbitrum and the success of its protocols—raising awareness of all its initiatives. The DAO’s image is not at its best right now, and that needs to change. We need to attract users and builders to the DAO. In this regard, since Entropy mentioned the upcoming proposal on DeFi Renaissance, it would be interesting to explore how this proposal could align with the next incentive program. One of the failures during LTIPP and STIP (as you correctly identified) was the lack of alignment between a marketing proposal and the program’s execution.
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Given the imminent Pectra upgrade and the implementation of EIP-7702, which represents a potential massive UX improvement, it’s worth considering how to leverage this opportunity. (see) You recognized there’s a lack of intention to implement Account Abstraction. We could build momentum for this upgrade (Arbitrum is getting ready) and implement a program that incentivizes the use of Smart Accounts, combined with an off-chain marketing campaign to attract new users. Considering that off-chain campaigns will target users who are not necessarily familiar with EOAs and the complex onboarding processes, this could be an interesting opportunity to explore.
For these reasons, I will vote FOR in the temp check, although my vote on Tally is conditional on gaining more clarity on the mentioned points and seeing a strategy with more concrete objectives.