Yes I agree with you everyday we seen new ICO but now days people are not paying attention to cryptocurrency market like 2016 and 2017 because some they loss trust of fake ICO and some didn't return the capital investment during the price crisis in cryptocurrency market but I can agree with you 100% marketing is important if you need to successful launch
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You're right.
Many ICOs turn out to be a scam and it affects the market and causes a bad image.
But there are so many new, innovative, companies out there and it's their job to do marketing the right way so people will know how great they are :)