3 Ways Blockchain Can Boost Brand Marketing Posted on : Mar 16 - 2018

Blockchain would be a success story in marketing and advertising if the industry determined how to harness its decentralized and distributed ledger concepts, but that’s something that has yet to happen.

Speaking about blockchain in 2018 is similar to speaking about internet routers and switches in 1998. Those technologies were critically important to the development of the internet, but most users don’t think twice about them when doing a Google search today. In order for blockchain to see any mainstream success in marketing and advertising, the technology needs to be enmeshed into the inner workings of new offerings.

Here are three ways advertisers and marketers need to start using blockchain to increase their ROI, adhere to changing regulations and better target customers and prospects.

Ad fraud

Marketers struggle with the fact that 50–60 percent of clicks are bots. They should be able to verify the identity of a real human on the other end of an ad, allowing for more direct ROI calculations. But bringing this concept to scale has not yet been proven possible.

Enter blockchain.

Marketers can combine blockchain solutions and a robust onboarding process to verify the entity that’s actually clicking on an ad, increasing ROI and reducing fraudulent clicks. In order to verify that the data being written to the blockchain is not fraudulent, you need a rigorous ingestion process to ensure the data is valid before it is written to the blockchain.

In the B2B context, this could include proof of incorporation (UCC filings) or proof of ownership of a range of IP addresses (for corporate offices). In theory, data verification on a blockchain would require a similar onboarding process to getting a driver’s license, requiring multiple verification points and procedures to verify identity initially.

Privacy

Privacy is a paramount concern for B2B companies trying to reach individuals within a business. With laws like the General Data Protection Regulation (GDPR) looming and multiple state and national privacy laws already in place, it will become increasingly difficult for marketers and advertisers to legally collect information to use in their targeting. View More