Gain CEO and Co-Founder: Marketing and levels of data transparency may take strides forward, thanks to
Albizu Garcia, the CEO
According to Statistica, in the telecommunications, media, and technology sector, blockchain research is well underway. Of this group, 40 percent noted they are in the awareness phase or becoming educated on the technology. Thirty-nine percent said they are experimenting with blockchain or creating proofs of concept, and 12 percent are already deploying blockchain technology and using it in their business.
Since blockchain is so synonymous with finance, many wonder how marketers would even use this technology. Is there a place for blockchain technology in marketing? It turns out, yes, there is. Blockchain has the ability to change how marketers collect and use data, how they address customers and how they manage ads. Here’s a look at the impact blockchain will have on digital marketing.
Tracking keywords is a challenge for marketers. First, search engine algorithms change often enough that marketers continuously have to change course. Second, tracking keywords on different devices and trying to decipher a local versus a national search is problematic. Organic SERP results are incredibly complicated to understand, and many marketers have to guess or assume when creating reports.
Using the blockchain, marketers could have real numbers when keyword tracking. A tracker built on the blockchain could account for all of the inconsistencies that marketers currently have to account for when summarizing efforts. This type of technology could track keyword positions across all devices and in any location. Marketers could then use this information to create more data-driven, accurate campaigns.
Changes to social media
Companies such as
These social media changes benefit users in that 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 and foremost, marketers must assess how relevant these decentralized social networks will become and whether or not their customer base will use them. Second, brands have to offer absolutely full transparency.
While some marketers fear that they will lose out on data collection since it’s relatively easy to collect data from the current social network giants, it will simply change the way marketers get leads.
Marketers net better leads
Currently, data collection for marketers takes a varied approach. Many collect data from a variety of sources, put it all together and run a campaign based on that. This method is not great, and many campaigns are then run off of inconsistent or incorrect data.
Since blockchain transactions are
Consider this: Consumers that give the brand their data are likely already interested in the company. This makes lead scoring and conversions in the funnel much easier because these are already prospects ready for nurturing. So yes, it will be more effort and cost upfront, but marketers will gather far better leads using the blockchain.
Combating fraud in the ad space
As marketers know too well, there is frequent click fraud in advertising.
More transparency for consumers
Many blockchain technologies ultimately provide more transparency for consumers. They know who has their data and how those businesses got the data. For marketers, there will be more data to run campaigns. Though marketers may have to pay for incentive data collection, the information will be real and highly usable in campaigns. The marketing industry is seemingly just beginning to adopt blockchain technology, but the possibilities and implications are endless.
CEO and Co-Founder of Gain, a marketing technology company that automates the social media and content publishing workflow for agencies and social media managers, their clients, and anyone working in teams.
Article source: Albizu Garcia, Business.com
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