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Image Credit: Rawpixel.com/Shutterstock Marketing and data transparency levels can take steps forward thanks to the blockchain.
Blockchain technology is rapidly entering many sectors. While it is usually discussed in the financial and banking field, there are many implications of blockchain outside of traditional markets.
According to Statistics, in the telecommunications, media and technology sectors, blockchain research is well underway. Of this group, 40 percent noticed being in the awareness phase or being educated about technology. Thirty-nine percent said they were experimenting with blockchain or creating proof of concept, and 12 percent are already implementing blockchain technology and using it in their business.
Since the blockchain is so synonymous with finance, many wonder how marketers can use this technology. C & # 39; is a place for blockchain technology in marketing? It turns out, yes, there is. Blockchain has the ability to change the way marketers collect and use data, how they target customers and how they manage ads. Here is an overview of the impact that the blockchain will have on digital marketing.
Keyword tracking
Keyword tracking is a challenge for marketing professionals. First, search engine algorithms change quite often that marketers must continually change course. Secondly, monitoring of keywords on different devices and attempting to decipher local or national research is problematic. Organic SERP results are incredibly complicated to understand and many marketers have to guess or hire when they create reports.
Using the blockchain, marketers could have real numbers when tracking keywords. A tracker built on the blockchain could take into account all the inconsistencies that marketers must currently take into account in summarizing their efforts. This type of technology could track keyword positions on all devices and anywhere. Marketers could then use this information to create more accurate and data driven campaigns.
Changes to social media
Companies like Sociall are changing the way users think about social media. This decentralized network allows users to share, discover and connect without traditional social media surveillance. Another platform called WildSpark, the first tool released by Synereo, offers its users "a new way to pay attention". Basically, they monetize viral content with the idea that only the best and most popular content will rise in the ranks. To cite the website, WildSpark "is an agnostic layer of Attention to Economics located at the top of existing social media centers – WildSpark allows content creators and editors to directly benefit from the value they generate online."
These changes to social media benefit users as users can have more control over their data. They also reward users for good content or viral content. For marketers, this changes a lot. First of all, marketers must evaluate the importance of these decentralized social networks and whether their customer base will use them or not. Secondly, brands must offer absolute transparency.
While some marketers worry that they will lose data collection, since it is relatively easy to collect data from current social network giants, it will simply change the way marketers get leads.
Marketing operators get better contacts
Currently, data collection for marketing professionals requires a diversified approach. Many collect data from a variety of sources, put everything together and run a campaign based on this. This method is not exceptional and many campaigns are then discarded from inconsistent or incorrect data.
Because blockchain transactions are decentralized, marketers must go directly to the source for data collection: the consumer. Marketers can pay or incentivize consumers for their data. Although this is a higher initial cost, the ROI of the campaign is likely to expire as these data will be higher. In this way, marketing professionals have accurate data coming directly from their consumers.
Consider this: consumers who give the brand their data are probably already interested in the company. This greatly simplifies the lead scoring and the conversions in the funnel as these are already ready for growth. So yes, it will be more challenging and expensive in advance, but marketers will reap better results using the blockchain.
Fight fraud in advertising space
As marketing professionals know, frequent click fraud occurs in advertising. AdChain is a company that tries to fight it with adChain Registry, a smart contract on the Ethereum blockchain. Ad impressions and clicks are authentic because they are in the trusted blockchain. The company wants to solve the problem of lack of transparency and high levels of advertising fraud. The platform provides end-to-end transparency for all data, which does not exist today in traditional advertising space.
Greater transparency for consumers
Many blockchain technologies ultimately provide greater transparency to consumers. They know who has their data and how those companies got the data. For marketers, there will be more data for the campaigns to run. Even if marketers may have to pay for the collection of incentive data, the information will be real and highly usable in the campaigns. It seems that the marketing industry is just starting to adopt blockchain technology, but the possibilities and implications are endless.
Albizu Garcia
CEO and co-founder of Gain, a marketing technology company that automates the workflow of social media and content publishing for agencies and social media managers, their clients and anyone who works in teams.
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