Intro
In recent years, digital marketing has radically changed the concept of marketing on the web. Innovative solutions in social media marketing have given way to new strategies for collecting user data, and the market has completely evolved.
In addition to data analysis and artificial intelligence, there is undoubtedly another technology that has the potential to revolutionize digital marketing: blockchain. This technology could radically change the mechanisms of how marketing is done today.
Privacy and Digital Marketing:
Digital marketing tools have long raised issues related to user data collection. Cases of centralized hacking and disclosure of a user’s private data are becoming increasingly frequent.
This is where blockchain could play its role in digital marketing. It could give users total control over what they want to share, while allowing both operators and consumers to protect user data.
Advertising marketing applied to blockchain
The digital revolution of blockchain can also impact marketing tools. For example, “blockchain” could allow users to decide the type of advertising they want to see. An interesting use case in this regard is the Basic Attention Token (BAT).
In cases like this, users can reward companies or content creators, unlike in most situations where the current structure of online ads is highly inefficient, expensive, and complex.
Advertisers today have to bear high costs to display their ads on websites or online platforms. The result of such investments is not always positive, as the target audience is often not necessarily reached. The only parties that benefit the most are intermediaries like Google and Facebook.
Loyalty programs are also marketing tools that blockchain can be used to create a tokenized currency for customers as a reward for their actions. Companies could also distribute rewards to customers who spend more time on their platform or purchase goods or services from their company. Blockchain is able to track and verify this process.
Blockchain creates trust:
One of the major challenges that companies face is gaining the trust of consumers. The attention paid to all transactions and the transparency with which users can verify them allow consumers to see the reliability of a company and its actions.
Blockchain applied to online events.
Online events, now widespread especially due to the Covid-19 pandemic, have started to employ even the most sophisticated technologies such as blockchain to become more efficient.
A pioneer in this field is the Electronic World Marketing Summit: A Big Bang by Kotler & Partners, the event created by Prof. Philip Kotler, the father of modern marketing, since 2010.
Due to the impossibility of organizing the event in person, the WMS was transformed into an exclusively online appointment, to which the creation of a digital identity in blockchain for participants and the Learning on Demand mode were added.
The event was held on November 6-7, a 48-hour non-stop marathon on the e-learning platform with the collaboration of Uninettuno, the participation of Philip Kotler, and over 80 speakers including international professors, top managers of multinational companies, economics experts, and political figures.
Given the enormous demand for participation, Kotler Impact also announced the creation of a permanent training path directed by Philip Kotler: a virtual educational environment that includes exclusive courses with the world’s most important marketing gurus and experts.
Thanks to the blockchain platform developed specifically for the e-WMS, Kotler Impact made it possible to ensure the transparency of ticket generation and distribution on multiple retailers and meet the need to guarantee the truthfulness and credibility of the training path of each individual candidate, without leaving room for fraud and counterfeiting.
All event registrants were guided in what was for many their first experience with blockchain. From ticket generation and redemption for participation, to the creation of a personal page that allows you to receive an e-certificate of participation, all steps have been recorded in blockchain.
Each participant created their own digital identity on which the training path is linked with the possibility of enriching it, in the future, with further participation certificates in international courses and events. This innovative platform, designed to certify the acquired skills up to the recognition of university training credits, was created to meet the need to guarantee the truthfulness of the study paths of individual participants, remotely and not.
Conclusion
In conclusion, blockchain offers numerous advantages to marketing professionals in terms of security, transparency, efficiency, and performance.
The future vision of marketing is therefore oriented towards blockchain, the speed of systems, and the legislative regulation of the network.
Blockchain has the characteristics and potential to change everything. Since it is a transparent and encrypted chain where companies can easily determine how many people respond to their specific inputs.
Market and Data
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