Marketing (r)evolution (part 2)

At the beginning of the crypto-popularisation, many experts in the field of new technologies announced advancing changes, brought by the new blockchain technology. They said blockchain will change the rules of the game in many industries.

Blocckchain meta care solutions

After interest in bitcoin (measured in the trading volume) has dropped by 70% since the climax of cryptomania, blockchain comes to the forefront in many aspects of the business as well as private life.

50% of online traffic is generated by bots

Advertising is a global multi-billion dollar industry. Companies like Facebook and Google, two of the growing digital advertising monopolists, get huge amounts of data each day - data of their users. Advertisers pay exceptional sums to get access to that users data. Forrester's research shows that more than 50 percent of online traffic is generated by bots, which are the main link of a kind of advertising scam. Online advertising necessarily needs transparency and trust in order to survive.

Human activity vs bot activity on internet

Since nothing can alter or destroy a blockchain, data blocking allows the validation of objective truths about a product or service. Such transparency and high security of personal data in needed by marketing, as only such security is appreciated and justified by users. Remember Cambridge Analytics?

The end of adblocker?

At the end of this month comes the GDPR, the new EU Data Protection Regulation, which brings the highest level of control over personal data so far.
Data retrieval technology with its decentralized system provides high security for the retention of personal data and thus provides a model for the user to have full control of user's "online track". This could bring the end of adblockers, because no one will need them. The user will be able to set which ads he wants to expose to, and perhaps even the advertiser would pay for it.

We may delete adblockers

The advertiser could reward the user for additional, such as psychographic information that he would be willing to disclose. This would also prevent the collection of personal and psychographic data through the OCEAN tests on Facebook, one of the most important Cambridge Analytics tools in Donald Trump's presidential campaign.

Less work for intermediaries and consumer protection agencies

In this way, the new advertising model would not only circumvent the repayment of Facebook and Google. Also, other online advertisers would be threatened, as a decentralized blockchain allows an advertising system where the entire advertiser's budget would belong to website owners.

How the GDPR will disrupt Google and Facebok

However, such a model of direct payments would - or will - be created on the basis of the use of smart contracts. Blockchain technology can therefore provide consumers with complete insight into what's happening with their personal data. It would also ensure that the data on the advertised products or services is true and accurate.

Smart deals in B2B marketing bring a new level of transparency

Smart deals allow direct exchange within a transparent system without the use of intermediaries, such as lawyers or banks. Such program-written contracts offer the authentication of signatories as well as the execution of conditions and the execution of payment transactions. Without the execution of all contractually defined bonds, blockchain will not execute the following process rates.

In reality you do not have the choice

Although blockchain is not yet widely used in marketing, there is a need to understand the changes it brings.

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