{"id":7916,"date":"2019-10-10T07:00:49","date_gmt":"2019-10-10T07:00:49","guid":{"rendered":"https:\/\/yeeply.com\/en\/?p=7916"},"modified":"2021-04-28T16:59:00","modified_gmt":"2021-04-28T14:59:00","slug":"blockchain-impact-marketing-world","status":"publish","type":"post","link":"https:\/\/yeeply.com\/en\/blog\/marketing\/blockchain-impact-marketing-world\/","title":{"rendered":"Blockchain\u2019s Possible Impact on Marketing"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Blockchain is currently quite a buzzword. It\u2019s a technology that has been among us for a few years already but that not many yet fully understand. Yeeply would like to work around your doubts regarding Blockchain once and for all and imagine some of its possible applications to a field such as digital marketing. Welcome to the future.<\/span><\/p>\n<div class=\"bt-proyecto\"><a class=\"do-not-track\" href=\"https:\/\/yeeply.com\/en\/?rel=EN-BT-proyecto-marketing#publish-project\" target=\"_blank\" rel=\"noopener\">DO YOU NEED MARKETING SUPPORT? FIND YOUR TEAM<\/a><\/div>\n<h2><span style=\"font-weight: 400;\">What is Blockchain?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Let\u2019s start with the very basics. <strong>Blockchain technology consists of a system that enables data to be transferred in a secure and decentralised manner<\/strong>. Blockchain can be compared to an accounting ledger that collects all the transactions that have been made.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The difference is that, in this case, <strong>data are encrypted and divided into small blocks<\/strong> and distributed among the different nodes that make up the network. These nodes are responsible for <strong>registering and validating a transaction<\/strong> without the intervention of an intermediary.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: center;\"><em><span style=\"font-weight: 400;\">This boosts security because \u2212 once verified \u2212 data cannot be deleted or modified and are added to a chain of verified permanent blocks.\u00a0<\/span><\/em><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<figure id=\"attachment_7920\" aria-describedby=\"caption-attachment-7920\" style=\"width: 748px\" class=\"wp-caption aligncenter\"><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-7920 size-full\" title=\"building \" src=\"https:\/\/yeeply.com\/en\/wp-content\/uploads\/2019\/10\/blockchain_marketing_transactions_safer_faster.jpg\" alt=\"building \" width=\"748\" height=\"421\" srcset=\"https:\/\/yeeply.com\/en\/wp-content\/uploads\/2019\/10\/blockchain_marketing_transactions_safer_faster.jpg 748w, https:\/\/yeeply.com\/en\/wp-content\/uploads\/2019\/10\/blockchain_marketing_transactions_safer_faster-300x169.jpg 300w\" sizes=\"(max-width: 748px) 100vw, 748px\" \/><figcaption id=\"caption-attachment-7920\" class=\"wp-caption-text\">Building with written blockchain. Source: <a href=\"https:\/\/unsplash.com\/photos\/zt0HWquGXlQ\" target=\"_blank\" rel=\"noopener noreferrer\">Unsplash<\/a><\/figcaption><\/figure>\n<h2><span style=\"font-weight: 400;\">Advantages of Blockchain<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The advantages of Blockchain are, beyond its specific applications, indisputable for both companies and users:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong>Immediacy<\/strong>: IT systems dealing with Blockchain can operate 24 hours a day because there are no intermediaries. Hence, data are transmitted automatically.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong>Reliability<\/strong>: Blockchain has different ways of verifying data, which means that once a transaction has been made it cannot be modified or deleted.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong>Transparency<\/strong>: A transaction cannot be modified but it can, nevertheless, be seen publicly. This fact guarantees transparency.<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\">Blockchain\u2019s impact on digital marketing<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Although Blockchain emerged hand in hand with Bitcoins, <strong>this technology can be applied to anything that requires an exchange of information<\/strong>: medical records, signing contracts, food product traceability, insurances&#8230; There are no limits.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">A change in the way of collecting data<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Currently, we can all access the internet but, in order to do so, we have to go through an internet provider and a web browser. These companies know everything about us: <strong>browsing habits, time spent online, what we read or buy, etc<\/strong>.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">An important lesson we have all learned in recent times is that <strong>our data is a commodity that\u2019s available to advertisers<\/strong> (just think about Facebook and the Cambridge Analytica scandal, for instance).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This will change radically when Blockchain enters into common use. Blockchain-based applications <strong>don\u2019t store information on the servers hosting them<\/strong>. This means that a user\u2019s personal data will always be within the user\u2019s device. When using any Blockchain-based application, you enter your password, use the service and log out without leaving a record.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">How will this affect online advertising if, unlike what\u2019s currently the case, <strong>user data is inaccessible to advertisers<\/strong>? If this were the case, data collection would depend exclusively on the potential customers\u2019 will to surrender data and on their interaction with brands to fill the gap.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This means that in the not too distant future users themselves would voluntarily decide what kind of content and ads they want to see. Advertisers will have then to <strong>conceive new ways to reach them<\/strong>.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: center;\"><span style=\"font-weight: 400;\">Related content:\u00a0<em><a href=\"https:\/\/yeeply.com\/en\/blog\/mobile-marketing-tactics-drive-sales\/\" target=\"_blank\" rel=\"noopener noreferrer\">Effective Mobile Marketing tactics that will drive sales<\/a><\/em><\/span><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<figure id=\"attachment_7921\" aria-describedby=\"caption-attachment-7921\" style=\"width: 748px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-7921 size-full\" title=\"post-it \" src=\"https:\/\/yeeply.com\/en\/wp-content\/uploads\/2019\/10\/blockchain_marketing_payments_data_safety.jpg\" alt=\"post-it \" width=\"748\" height=\"421\" srcset=\"https:\/\/yeeply.com\/en\/wp-content\/uploads\/2019\/10\/blockchain_marketing_payments_data_safety.jpg 748w, https:\/\/yeeply.com\/en\/wp-content\/uploads\/2019\/10\/blockchain_marketing_payments_data_safety-300x169.jpg 300w\" sizes=\"(max-width: 748px) 100vw, 748px\" \/><figcaption id=\"caption-attachment-7921\" class=\"wp-caption-text\">Post it with blockchain written. Source: <a href=\"https:\/\/unsplash.com\/photos\/JNxTZzpHmsI\" target=\"_blank\" rel=\"noopener noreferrer\">Unsplash<\/a><\/figcaption><\/figure>\n<h3><span style=\"font-weight: 400;\">User loyalty programmes<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Loyalty programmes based on loyalty cards could see their days counted as we know them. Blockchain technology can<strong> change the way in which these programmes are devised by companies<\/strong>, which currently force users to have several cards, gather points, claim prizes or discounts, etc.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Blockchain enables <strong>different loyalty programmes to be assembled into the same application<\/strong>. This way, users won\u2019t need to physically have or show any loyalty card or the like.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The system would<strong> automatically<\/strong> allocate the points that you\u2019ve earned when it verifies that you have made a purchase in a store participating in the programme. <\/span><a href=\"https:\/\/loyyal.com\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Loyyal<\/span><\/a><span style=\"font-weight: 400;\"> or <\/span><a href=\"https:\/\/www.vexanium.com\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Vexanium<\/span><\/a><span style=\"font-weight: 400;\"> are a couple of companies that are already working on creating such decentralised platforms.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Improve display advertising<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Nowadays, display advertising can be difficult to manage. And to make matters worse, it\u2019s <strong>virtually an oligopoly<\/strong> of technology giants Facebook and Google. Moreover, there\u2019s no sweetening for the user whatsoever: <strong>they are usually intrusive, annoying and monopolise much of the data plan<\/strong>.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">An alternative that already exists is <\/span><a href=\"https:\/\/brave.com\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Brave<\/span><\/a><span style=\"font-weight: 400;\">, an open-source browser based on Chromium. This browser <strong>concentrates on user privacy<\/strong>, shares the least possible amount of data with advertisers, and rewards users with a token they\u2019ve called \u2018<strong>Basic Attention Token<\/strong>\u2019 (BAT), which is based on Blockchain.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Under the system set out by this browser, <strong>advertisers buy ads with BATs<\/strong> while users are rewarded with BATs for seeing ads and can then use these tokens to reward their favourite content creators.<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Although its scope may not be as massive,<strong> this kind of advertising could be more effective<\/strong>. This is due to the fact that the ads that are shown are being chosen by the user, consequently generating more engagement.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: center;\">You might be interested | <a href=\"https:\/\/yeeply.com\/en\/blog\/influence-blockchain-customer-engagement\/\"><em>The Impact of Blockchain on Customer Engagement<\/em><\/a><\/p>\n<p>&nbsp;<\/p>\n<h3><span style=\"font-weight: 400;\">Greater security in online shopping<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Consumers would have more confidence in online shopping since the possibilities offered by Blockchain as to a product\u2019s traceability are impressive. Problems such as counterfeit products or scams would cease to exist because all the data would be in the user\u2019s possession.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">What do you think about these Blockchain marketing applications?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The possibilities offered by Blockchain technology are endless. However, the truth is that <strong>many of the applications that we have been discussing are at the moment in their early stages of development<\/strong> and we still have to see how they evolve.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What is certain is that, if some of them become established and widely used, the way in which digital marketing actions are planned and carried out will change radically.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: center;\"><em><span style=\"font-weight: 400;\">You must always <strong>have the most knowledgeable digital partners by your side<\/strong> if you want to prevent your company from falling behind. <a href=\"https:\/\/yeeply.com\/en\/?rel=EN-LNK\" target=\"_blank\" rel=\"noopener noreferrer\">Yeeply<\/a> has the best qualified professionals and they are ready to start working on your project. Shall we get started?<\/span><\/em><\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/yeeply.com\/en\/?rel=EN-BP-proyecto-marketing#publish-project\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/yeeply.com\/en\/wp-content\/uploads\/2020\/04\/EN-cta-blogpost-proyecto-marketing.png\" alt=\"Proyecto Marketing\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Blockchain is currently quite a buzzword. It\u2019s a technology that has been among us for a few years already but that not many yet fully &#8230;<\/p>\n","protected":false},"author":2,"featured_media":7917,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_uag_custom_page_level_css":"","footnotes":""},"categories":[3],"tags":[],"class_list":["post-7916","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Blockchain Marketing and its impact in the Marketing World<\/title>\n<meta name=\"description\" content=\"Blockchain&#039;s technology allows to safely transfer data. 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