The following is a vision of the near future.
BlockChain technology is an emerging field in the digital world that has attracted the attention of both consumers and marketers. BlockChain essentially provides a way to create a decentralized and more secure network whereby data can be transmitted without being intercepted or tampered with. This means that all your information will remain private and under your control, unlike other centralized networks where you have little to say about how it is used. For advertisers, this translates into greater targeting accuracy and attribution measurement across all channels.
In addition to the benefits for marketers, one of the most notable developments in BlockChain technology, the cryptocurrency, is that it allows customers to be rewarded with some percentage of advertising revenue. This means that you can have a say in how your data is used and you can share in the profits from marketing strategies. The implications are huge: By giving consumers control over how their data is used, a day may soon come when customers can ‘lease’ their data for certain time periods of the day, month, year, and so on. Ultimately this is a win – Win as more personalized and individualized messaging and marketing to the consumer will result in higher conversion rates for the advertiser.
Not only are the implications for marketing exciting, but so are the security benefits. BlockChain can validate the data and ensures that it is accurate without alteration. This removes any doubt about the validity or credibility of the information provided. It’s a pretty safe bet that this will be an important factor in ensuring consumer confidence in brands.
Blockchain technology has great potential to change digital advertising and marketing by providing accuracy and transparency while giving customers control over their own data – all the good stuff!
Autor: Bob Hutchins
Siga and @Bobhutchins
It is very likely that you are familiar with Bob or have seen his work. He is an author, speaker, educator, and founder / former CEO of digital marketing agency The Buzzplant. When it started, The Buzzplant pioneered digital marketing for the music industry and ultimately had a significant impact on… See full profile ›
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