Product placement occurs commonly in the realm of modern marketing. Marketing teams are constantly competing for our attention, whether it is through sponsor names on NBA jerseys, big billboards, building ads that are displayed alongside your morning train journey, or targeted web ads.
It is estimated that by 2027, the global digital advertising and marketing market will grow to a value of $950 billion, more than twice where it was in 2022. But as the sector has expanded, difficulties and inefficiencies have surged too. For instance, the industry has lost billions of dollars in a consequential problem that is currently known as ‘advertising fraud.’ Along with this, there are so many types of Cryptocurrency scams that are taking place nowadays, where the victims are losing their sensitive information to the scammers.
However, with its decentralised ledger technology and cost-saving transparency, blockchain advertising and marketing is eligible to provide a quick fix for these fraudulent activities.
What is a Blockchain?
A blockchain is a distributed database or ledger that is transferred by all nodes in a computer network. Although, Blockchain functions as a digital database that stores data electronically. The most prominent benefit of blockchain technology is maintaining a secure and decentralised record of trades in cryptocurrency systems like Bitcoin. A blockchain’s originality is that it promotes trust without the necessity for a trustworthy third party by providing the precision and security of a data record.
The way data is managed in a blockchain differs greatly from how it is normally managed. In a blockchain, the information is collected in groups labelled as blocks that include various sets of details. Typically, Blocks have distinct storage capacities, but when it is fully loaded, it is closed and attached to the block that arrived before them to complete the data chain known as the blockchain. Every extra piece of data that arrives after that newly counted block is integrated into a brand-new block, which is then added to the chain once it is full.
In contrast to databases, which generally contain data in tables, a blockchain, as the title implies, organises data into units (blocks) that are combined with each other. When operated in a decentralised way, this data structure automatically forms an irreversible chronology of data. When a block is finished, it is assuredly closed and added to the timeline. When a block is added to the chain, it acquires a particular timestamp.
Importance of Marketing:
Knowing the value of customer-centric marketing is essential if you want to understand the significance of blockchain for marketing. Today’s competitive B2C marketplaces require businesses to interact with their customers. Customers must also possess the skills essential to explaining to consumers the value of their commodity and services. However, Organisational communication practises have been gradually shifting over time and from one industry to another.
However, marketing will always abide by the combination of primary goals and hazards related to customer interaction, regardless of the era. For businesses that are succeeding at a time when the internet is evolving into a decentralised web, the need for a blockchain marketing plan seems imperative. The impact on the conventional marketing mix became quite popular as the internet grew over time and new technologies slowly emerged.
What is blockchain marketing?
Blockchain marketing is a cutting-edge technique for online promotion that claims to use blockchain technology. Blockchain is a distributed database that allows transactions that are secure, open, or inflexible. Several businesses use it as a tool to track data migration and assure its legitimacy, making it an ideal marketing tool.
Whereas in a conventional digital marketing system, businesses and organisations mostly depend on external agents to provide their goods or services. Although these organisations may be unable to provide some required resources, such as time, money, and experience, this implies that they are unable to guarantee the quality of the services they provide, which is why so many businesses lose money on these marketing initiatives.
By blocking web pages like Facebook and Twitter, blockchain technology offers corporations direct access to their customers and fixes this problem. They may therefore use more creative marketing strategies and act quickly when something goes wrong.
What is Blockchain digital marketing?
Yet we live in a world where blockchain is no longer a niche field needing specialised knowledge and closed-off, exclusive groups of people working behind the scenes on cutting-edge solutions. Blockchain technology is beginning to receive greater notoriety as it aims to solve a number of issues with the rising internet programs, including business, finance, social media, and much more.
As blockchain technology gains in popularity, so are its use cases. So how do regular consumers, investors, or even the rapidly surging blockchain community engage with, educate, and support new businesses?
According to a private survey, blockchain marketing is used as a tool for new blockchain-based projects to represent themselves and identify their audience. It comprises both assurance and technicalities, just like any other industry, especially one with such a particular component.
Businesses engaged in blockchain marketing have often conducted extensive surveys and ongoing testing on a number of dos and don’ts in the areas of digital marketing, blockchain PR, and advertising.
How is marketing possible with blockchain technology?
The previous banking system’s strengthening of trust was destroyed by the global financial crisis that occurred in 2008. The introduction of the peer-to-peer electronic cash system, known as Bitcoin, at this time demonstrated the use of cryptographic techniques for handling financial transactions. Hashing, consensus methods, asymmetric encryption, and time-stamping are some of the cryptographic techniques that are included in Bitcoin.
However, spending substantially has been a major problem, which Bitcoin fixed by creating a new standard for conducting financial transactions and exchanging value online. In addition, blockchain technology relies on assuring the legitimacy of transactions, which is one of the most common aspects that makes an impact on marketing. Whereas, the public blockchain transaction records are not eligible to be altered since they are sequentially organised in blocks with timestamps.
Blockchain marketing applications would fundamentally change how businesses and customers interact. The advantages of various technologies are combined in blockchain, but its most useful feature is a distributed ledger of the transactions done by users of the network.
Asset authentication is also one of the main objectives of blockchain technology, however it can also be applied to other economic ventures.
Benefits of Blockchain in marketing:
Here are seven ways blockchain technology can help to upscale your marketing campaigns.
- Minimal Cost:
Blockchain is a decentralised, peer-to-peer technology, so you can typically save a hefty amount of money. Although one of the most prominent features is that you are eligible to extract a third-party individual or firm out of the scenario. Ad networks, on the other hand, are popular for draining advertisers’ bank accounts under the appearance of fees or profit margin reductions. However, quick-witted contracts are used to ensure that you only pay when the conditions of the contract are aligned. In this process, there is no requirement for middlemen, businesses may interact with publications, independent contractors, outside vendors, or users directly and pay them.
Additionally, although blockchain may have some infrastructure expenses, the costs of transactions are imperatively zero.
- Audience Specification:
It is disappointing as a marketer to observe the poor outcomes of your marketing activities. Everything about the advertisement, including the language, the visuals, the structure, and the target market—was carefully considered, however it didn’t turn out positively. Also, by decentralising the advertising ecosystem, brands may directly interact with the appropriate publications and reach the appropriate audience. Brands can rest easy knowing they’ll receive the most for their money because users get compensated for seeing ads.
- Enhanced Effectiveness:
Paperwork-related tasks are frequently time-consuming and monotonous. Consider the processing of invoices. After you submit an invoice, you must await payment. A middleman’s involvement also causes a delay in the money’s distribution.
However, this particular issue is resolved by the blockchain, which makes transactions possible in real time. It is not essential to keep separate records because both parties have access to the information. Whereas, a smart contract makes it possible or convenient to pay someone in no time after the conditions of the contract are fulfilled.
- Decentralised Software:
Decentralised softwares, including the Play Store or App Store establishes the fundamentals of traditional mobile apps. The software holds an authority that is being managed by a single authority.
We observed how steem gives businesses the ability to build apps, monetize them, and grow communities. Similarly to this, some platforms let you create apps on their platforms, such as Ethereum, EOS, NEO, Cardano, etc. The lack of a single authority enables you to communicate directly with your target audience.
- Taking Alternative Payments:
Accepting alternative payments in the form of Bitcoin and other cryptocurrencies will soon be possible thanks to blockchain technology. It will get easier for retailers to overcome credit card fraud, fake checks, or other chargeback difficulties because these payments will nearly showcase transparency. Due to this technique, all of the payments are secure, and you can save a substantial amount of money by not paying banking fees or taxes.
- Enhanced Security:
Data security is a top tier concern for traders who buy and sell things online. Although the eCommerce sector makes extensive use of digital marketing, security breach issues will always exist. Due to which both buyers and sellers are worried about their personal as well as financial securities online.
The security of important data is ensured using the blockchain, a decentralised system built on ledgers. The transactions on a blockchain are verified, but they are also open to the public. You can benefit from increased security for all transactions as a result.
- Improved Trust Formation:
Being distinctive is never easy for small-scale organisations, particularly when there are established players in the market. Many reliable firms fail to capture the attention of dubious and deceptive clients because of their minimal contact or productivity in the market.
Blockchain technology will enable these firms to swiftly establish trust with little work, no matter how big or small they’ve been in the market. By using the transparency offered by blockchain technology, you will be able to show every stage of the supply chain as well as where your items are originating from.
Also, providing comprehensive information on behalf of your company can draw potential clients and encourage them to exhibit trust in you and your firm.
Problems with Blockchain Marketing:
Although, Blockchain marketing has several advantages for the field of digital marketing. But, it does have some liabilities, just like any other network. How a business may control data while operating in a decentralised environment is a top most issue that is brought to light currently. For instance, If a company owns more than 50% of the convergence, it will have an advantage in managing the data flow automatically.
Additionally, some marketers assert that the financial results of blockchain marketing have not been as strong as anticipated. The cost of implementing blockchain in digital marketing may be high. Hyperledger functionality is required for the majority of blockchains, however it turns out to be extravagant.
Additionally, mining for blockchains takes expensive equipment and a lot of energy. This might not be the best choice for digital marketing. Interestingly, when the digital marketing and advertising industry uses blockchain technology, these problems, risks, or difficulties can be overcome using a variety of strategies.
The potential benefits of implementing blockchain technology for the marketing industry demonstrate that it is a speculation. Blockchain is quoted as one of the best tools for marketing because it is decentralised, secure, and is designed accordingly. It is imperative for all the blockchain marketing agencies to incorporate these advantages into your current marketing plans while leaving room for progress.
Blockchain technology is eligible to provide consumers take control of their data while also facilitating the security of digital marketing operations. With the use of blockchain technology in marketing, organisations might also look to feasibly enhance their capacity to combat several frauds. Also, Brands can use blockchain technology to gain real-value advantages in optimising the cost of their marketing initiatives.
As a whole, blockchain marketing is a great approach to earning clients’ trust while preserving privacy online and is entitled for fundamentally secure and trustworthy client digital knowledge.