PHOTO: Photo by John Salvino on Unsplash Blockchain may be a relatively new technology, but it’s already changing the world around us. A recent survey by Deloitte found that 83% of respondents see compelling use cases for blockchain in 2019, up from 74% in 2018.
Marketers too are waiting eagerly to see how blockchain will impact or optimize their work, so we’ve turned to blockchain and marketing experts to learn how the technology is currently being used in the marketing field, and how marketers can better leverage blockchain in the future. What Is Blockchain Marketing?
Some of the key tenets of blockchain — namely transparency, security, and accessibility — are potentially set to disrupt nearly every industry, including marketing and advertising. But what exactly is blockchain marketing? “Blockchain marketing envisions an entirely new advertising and marketing environment, in which consumers are able to own and sell their data directly to marketers and advertisers,” explained Brian Platz, Co-Founder & Co-CEO of Winston Salem, N.C-based Fluree . This means circumventing platforms like Facebook and Instagram entirely, so there’s greater trust and usability of consumer data.
Blockchain is forming a direct data exchange between consumers and brands like never before. “Built from the ground up to emphasize the relationship between brands and consumers,” Platz added, “blockchain marketing surpasses the middle-man.” This is crucial because platforms like Facebook typically collect data by tracking user activity, but the resulting information is low quality. There’s also negative consumer trust with this type of surveillance. 3 Ways Blockchain […]
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