THE EVOLUTION OF BLOCKCHAIN IN DIGITAL MARKETING
The applications of Artificial Intelligence in marketing continue to evolve, blockchain’s abilities are also being discovered daily. The evolution of blockchain is changing the entire business world including marketing. Digital marketing has been affected by this technological innovation which serves as an involuntary mechanism to the industry. Presently, digital advertising is an electronic platform which promotes product or services on different media available like (Facebook, Google and others).
Blockchain provides brands the ability to better target consumers removing all the middlemen in the process. Blockchain provides the avenue for marketers to directly transact, sell or buy with consumers. It provides browsing applications like “Brave” which uses the basic attention token to allow marketers or advertisers to directly focus on consumers who are viewing their ad post or commercials.
Blockchain allows users to access websites while maintaining their privacy and security, where consumers have the opportunity to clearly give read or write permissions to their data. Privacy concerns are going to be resolved boosting trust in advertisers.
Blockchain will provide users control over the amount of personal information they reveal appeases privacy concerns from the user perspective and promotes social responsibility from the advertiser's side. Studies routinely show that if you ask permission first, users are more than willing to give you personal information if there's a reward in turn. That reward is paying users directly to view ads. - Kristopher Jones
Information is then directly encrypted on their personal device, removing the need for a third party. By eliminating the consumer’s identity from the purchasing journey, private details are no longer freely available to digital marketers searching for leads. Marketers can see exactly where their traffic is going. It also gives consumers the ability to access content in their interest and can avoid unwanted targeted advertising. The continuing implementation of blockchain will provide clearness and transparency on marketing claims, every brand marketing process can be analyzed and validated. Blockchain technology will unveil everything, decreasing fraud and increasing attribution. Blockchain technology can help improve marketing to enhance customer experiences and satisfaction, initiative business performance, and attain more insights at scale.
By: George Frimpong Boateng