In a way I'm angry at Star Citizen for gobbling up 40 mil and in effect taking that money away from the development for Elite 4. I don't know who first had the idea to start a crowd funding campaign, or if it's fair to blame Chris Roberts for his success in spreading the hype for SC, but I don't really care. First publishers are too stupid to finance Elite Dangerous, now SC comes along and without offering anything really innovative reduces the market for Elite 4. SC might have an entertaining single player campaign, but it will NEVER be a good space sim game for me because you fly around in walled of aquariums connected by tubes. If you see gameplay of computer games as art, SC will be a somewhat redundant piece. I know that's not totally reasonable, but for me it's about the resurgence of an idea of technical excellence and a feature I really really want. The utter lack of good space sim games is a sore point for me.
Of course I blame Frontier equally for their lackluster marketing. Because whatever people say, the vast majority of gamers don't have space for two space sims in their wallet or their free time budget. Every dollar spend on SC is 50 cent less for ED. So I begrudge any success SC will have, because it will influence how good the expansions will be and how great ED will become in the long term. Competition in it's nature isn't friendly.
This is elephant in the room I kinda usually don't want to talk about. Because I fighting depression on my daily life, and of course while I don't whish anything ill or bad for SC or CIG or Chris, I think it is unfair how much ED has to fight for attention online, while SC is like "yeah, I just discovered two weeks ago and now I have two ships for 100 USD, lol". However, those are mine subjective feelings, and not very helpful if you want to do something useful about it.
Now, about FD marketing. In overall, FD went trough big structural changes last year, they are moving from "go to shop" for various franchises to their own IP, offering their engine for crossplatform game development, and marketing ED by their own. They hired new Marketing lead just last December, and also new Community Manager, with Ashley moving on support. As I see how Michael struggled with all his tasks during last six months it kinda gives away why there has been no more marketing or at least FD induced community hype around ED. Said that, I don't blame them for everything, but there have been several mistakes. However it all does make ED look like underdog and sleeper hit, and if properly exploited, it can bring benefits for marketing purposes.
And there we come down to strategy. At this point, FD seems slowly start to push some marketing messages there, which will grow louder with beta arrival. Said that, online is very rapidly changing place, and it won't mean a thing if we those with knowledge and will to help won't help FD with advise and message. As I understand, FD will make their marketing and PR message around anniversary of original Elite. If EDGE article is evidence, that will cover some ground of age from 30 to up (it is superb coverage, lot of stuff I didn't know even digging all ED resources for last year). However, we can help FD to spread message between those in teens and twenties.
How? It's good question. We have created ED FAQ on ED Wikia, and it has helped a lot to dispel myths and disinformation about what ED will actually be. But that's not to stop there. Spread videos and well written commentaries. Engage in discussions about space games in general.