Blockchain technology is transforming the way businesses approach digital marketing and advertising. It provides new opportunities to enhance transparency and security and build consumer trust. This article defines blockchain marketing and explains its implementation strategies, challenges, and benefits.
Table of Contents
What Is Blockchain Marketing?
Blockchain integration into digital marketing and advertising is known as blockchain marketing.
To understand blockchain marketing better, you should consider blockchain as a series of digital records where each block is interlinked and does not need third-party verification. As blockchain technology verifies and records all transactions in one place, it offers increased data protection and transparency.
These blockchain technology features allow digital marketers to access accurate leads and provide a better customer experience. Blockchain can do wonders for data transparency, which is why various industries use this technology.
Four Strategies to Implement Blockchain in Marketing
Blockchain marketing implementation can be time-consuming; these strategies can facilitate the process:
1. Influencer Marketing
Influencer marketing targets an accurate audience group, but it also brings challenges: lack of transparency, fake followers and engagement, and trouble tracking ROI.
Blockchain technology solves the transparency problem by introducing intelligent contracts in the ecosystem. Smart contracts facilitate payouts only after the successful completion of specific actions or delivery of results. Blockchain will also make verifying the legitimacy and performance of the influencer easy.
2. Affiliate Marketing
Blockchain technology can save the money wasted on dealing with dubious affiliates, paying commissions, and on sites that add little value. This becomes possible through the use of cryptocurrencies that simplify the payment process.
The affiliate network usually holds payouts until one reaches the minimum amount threshold, but with blockchain products, such limits are not imposed on the operations. Smart contracts, on the other hand, reduce ad fraud and ensure accountability.
3. Loyalty Programs
Customers join loyalty programs out of genuine loyalty to the brand or to get discounts. The problem with such a program arises when redeeming the points. Instead of being a win-win situation for brands and customers, customers fail to keep track, and brands create a liability.
The loyalty program strategy with blockchain will lead to a frictionless system. Blockchain is decentralized, implying that several brands can collaborate and simultaneously allow customers to redeem those points with any brands within the network. Further, with the loyalty points present in real-time, customers can save them the go, making everyone in the ecosystem win.
4. User Data Protection and User Rewards
Blockchain marketing can protect customer data, which is endangered by increasingly frequent data breaches. With technology, users can make their data anonymous or sell the information to brands of their choice.
Blockchain is changing the way marketers approach advertising. With blockchain, marketers can target their ads more accurately. The Brave browser uses Ethereum-based tokens to reward consumers and publishers for ad views. This allows marketers to spend their ad budget more efficiently while paying attention to users.
Benefits of Blockchain in Digital Marketing
- Improved Security
- Buying Ads Without Third-Party
- High-Quality Consumer Information
- Improved Trust Building
- Acceptance of Alternate Payment
Implementation of blockchain technology in digital marketing brings the following benefits:
1. Improved Security
A primary concern of people who buy and sell online is data security. Blockchain, a ledger-based, decentralized technology, guarantees critical data security. With blockchain, the transactions are publicly visible but come with verification. Also, the people are anonymous. As a result, you can enjoy heightened security for all transactions.
2. Buying Ads Without Third-Party
Organizations want to ensure their ads target the exact audience. This, however, means paying a lump sum of fees to third parties with the reputation that website owners and companies look for. It is a trust-building process as well.
With blockchain, companies can skip the ad network and save money while making the most of digital advertising. You won’t need a third party because blockchain technology provides automated individual user verification. Companies placing the ads and websites publishing these in their own space can seamlessly collaborate and work together.
3. High-Quality Consumer Information
People want to control their personal information, but signing up with a company and getting ads from other companies can be confusing. Blockchain can help by letting people charge for their contact information and choose which companies they want to receive data from. This makes it easier for companies to get accurate and targeted information from high-quality consumers.
4. Improved Trust Building
Although reputable, small businesses often lose a battle with established players in the industry. Because of their small size, they miss out on the attention of cautious consumers.
Blockchain technology allows these businesses to quickly build trust with less effort, regardless of their size or time in the market. Using the transparency of blockchain technology, you will be able to display every step of the supply chain. Detailed information about the operations will attract potential customers and make them more likely to choose your business.
5. Acceptance of Alternate Payment
Blockchain technology will soon allow accepting alternate cryptocurrency payments. These payments will be completely transparent, and retailers need not worry about credit card fraud, forged checks, and other chargeback issues. The amount you pay on the banking fees will save a lot of additional costs when all the payments are secure.
Challenges of Blockchain Advertising and Marketing
The primary challenge with blockchain advertising and marketing is that there can be some control over the data. How? A company owning over 50% of the nodes automatically gains an edge in controlling the data traffic.
Some marketers may argue that blockchain marketing is less economically profitable than expected. Implementing blockchain can be rather costly, even when recruiting digital marketing companies to do it for you. The Hyperledger feature that most blockchains require calls for a significant investment.
Alongside this, the consumption of energy is high with blockchain. Blockchains consume too much optical and mechanical energy. The miner must oversee each problem, requiring a lot of energy; this might be a challenge for digital marketing.
However, various methods can overcome these challenges, automatically emerging as the digital marketing and advertising industry adopts blockchain technology.
Blockchain Marketing Takeaways
Blockchain marketing, as a whole, is an excellent way of creating trust with customers while protecting collective online privacy. Pragmatically and philosophically, blockchain brings forth the vision of an essentially secure and trustworthy customer digital experience. With blockchain and cryptocurrencies creating a significant impact in the coming decade, it is up to us to find out how it directs the emergence of Web 3.0.
Blockchain Marketing FAQs
1. How is blockchain used in advertising?
Blockchain is used in advertising to enhance security and transparency, improve ad targeting and payment and reward systems, and prevent fraud.
2. What industries will benefit most from blockchain technology?
Besides digital marketing, blockchain technology will benefit the finance, banking, government, insurance, cloud computing, supply chain management, healthcare, and real estate industries.
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