We, experts in the digital field, have identified the aspects of a marketing strategy that are going to be affected by Blockchain, effectively defining the areas of study and insight for our course.

Online advertising will change

Today we are used to thinking about the three-way relationship between advertisers, publishers, and intermediaries, with Google and Facebook leading the way.

Blockchain, however, enables disintermediation, that is, the creation of an advertising network devoid of these intermediaries.

Marketers can therefore publish their ads at a reduced cost, avoiding the commissions that online advertising platforms charge.

The collection of our data will also change substantially because of Blockchain.

Blockchain-based applications do not store information on servers: users enter a password, use the service, and close the session, with no record left.

There will no longer be access to user data as is the case now. Data collection will depend solely on potential customers: in the not-too-distant future, users themselves will decide what kind of content and ads they want to see. It will therefore be necessary to think of new ways to reach them.

Blockchain in advertising ensures total transparency in the whole process: there will be no more Clic Fraud, i.e., bought followers and likes, bots to increase impressions, and much more.

Innovative User Engagement Programs

Users and potential customers are increasingly demanding, and companies must find new ways to differentiate themselves and make themselves more attractive.

With Blockchain technology, it will be possible to create ad personal loyalty programs automatically, easily, and quickly.

Blockchains will therefore be able to cultivate a network of loyal super ambassadors with the purpose of encouraging purchases, increasing customer lifetime value, or attracting new customers.

Through real-time access to the blockchain platform, it will be possible to view customer profiles, points, payment history, and responses to promotions.

All of this will help us marketers create more attractive, valuable, and personalized loyalty programs.

A new Brand Image concept

Blockchain improves brand image because it allows people to prove where their products come from and show every step of the production chain.

This leads consumers to have a better opinion of a brand, perceived as sincere and transparent to them.

If a company today decides to sponsor sustainability initiatives of its own without an effective system of monitoring, it commits a serious own-goal to its image that will be difficult to recover from…

With blockchain, digitized contracts can be created where consumers can see and verify brands’ compliance obligations, validating an important return on the image.

More trust in a brand means a greater propensity to spend one’s money on it.

No longer targeting as before

Users’ privacy will no longer be controlled and managed by others but by themselves.

This is because people want to have control over their information and are tired of signing up for sites and then finding themselves overrun with advertisements.

Blockchain is revolutionizing data collection because it is empowering consumers to decide who will get their information.

This, while at first glance it may seem catastrophic, is actually good for brands as well: instead of wasting economic resources on users who are not interested in their products/services, it will be possible to delineate a much more precise target audience and direct their messages only to those people who are really interested.

Of course, it will be necessary to understand how the collected data can be managed operationally.

Finally, thanks to the Blockchain, users will trust it more to shop online because there will be no more problems such as forgeries or scams.

Blockchain reassures both consumers and brands about data security: the use of various security systems, such as encryption, digital signatures, and access control, ensure security in data storage, transmission, and retrieval.