@Tuoni
You always surprise me with your question and thoughts of the game. Keep it going.
I myself don't work in marketing and sales either. I suffer on the other end when our customers have trouble because it doesn't work as promised or I have to teach them how to do it right.
Marketing is a double edged sword. Done right it can give you more than you ever expected. Done wrong it can kill you.
Know your market, know your customer, know your product, know your goal. Those are the basics for every marketing strategy. If you have your strategy you need to have a good timing so all your effort is not for nothing.
Know your market
The gaming market is big. The competion is high. Plenty of established games are already there, plenty of new games are in development and plenty of games are already down the road.
Nearly every game launches already half finsihed state at a market that expect final games and in my opinion it hurt the market extrem.
Know your product
We know what Fractured wants to be and as you said we are not even close to it yet. Teh access to Fractured is at the moment behind a big paywall and really limited in time. That is nothing wrong in this state of development. The only thing we can sell is the idea at the moment and that will not bring in the mass.
Know your customer
Every game needs player and player want to do what? Play.
Do we have something to play? No.
What will they do? Look for something to play and forget about us.
So why should they pay for something they can't use?
Know your goal
Yes we need player, but do we really need them now? What we need now are supporter that will test, give feedback and build up the core of the game the community. We need to create an interest in the game and build up the trust, that the game will be what it is promised.
Strategy
I think DS did already a good job. They set up all modern marketing channels along with the website. They get their news published on gaming websites. But I think needs to be a change in this strategy. From posting news just when they have time or something new to a regular shedule. If I didn't found this game just before alpha I wouldn't have bought and test it. I burnt my fingers to often on early access titles to really hype just because of an idea and no further infos and news.
I would love to see on a fix date every month a news. It could be a spotlight or just a comment on the state of the development. Are they still on shedule regarding A1 T2? What could they implement last month (see content pill)? What do they want to implement next month? At the end a reminder what is needed to play A1 T2 and the promise see you next month. Those news are taken by the gaming websites and are published, those will taken by the players and spread in the world. It only cost time and discipline but build up trust. We see they are on it and there is a progress. We see they can keep deadlines or see the reason why they have to postpone something. And we keep the mass outside informed regulary so they can't forget us.
I don't see the need for livestreams at the moment, that is something for Beta2 when we can really play 24-7. And yes there could be too much videos. Honestly when watching the ingame videos I thought, that is nothing for me. They walk, walk, walk, kill a bear, walk, walk, walk, kill 2 wolfs, walk, walk, walk, goblin camp. Finally something to see after 15min? Not good. If there is nothing really happening in the first 2min the most stop watching the video or jump forward in the video and perhaps miss the big thing.
Regarding your idea of a trailer, why should the devs do it? Let the players do it. They know why they play the game and what others will hook up. I witnessed once such a contest and was blown away what they were able to do. And those trailers are honest because they are done with actual game play.
@Jetah Yeah I would also love to see livestreams with devs. But I also know how much work it is. Since we have already experienced streamers, why don't they host a QA with the devs and take over all the preparations like taking questions and prepare a list, take care of the chat and catch up live questions, so the devs only need to be there and answer. That is a big help.