A lot is being researched and tooled to make Blockchain the boon of transparency in marketing and bring in higher verification for marketing dollars as well as increase much-needed justification for marketing spends.
Blockchain, the incorruptible digital ledger of transactions, not owned by any single entity and visible to all, will revolutionize economic transactions and also change marketing transactions and measurability – that is the prophecy from one and all.
CHAIN OF TRUST FOR MARKETER’S MONEY
While projections about Blockchain are a bit like prophesying about the Internet way back in the 1990s, the hope is robust. With many organizations already working on using Blockchain to bring in transparency to marketing dollars, the results can create an upheaval. The current visibility to what this transparent ledger of transactions can achieve is in itself astounding, even if we leave what it can develop into for later!
Marketers will spend better with confidence and if this happens, it ought to be faster rather than later as marketing gets an upheaval from transparency, becomes a more efficient business engine, a much-needed ask today.
As marketers better use their marketing dollars, that itself will set in a consumer experience virtuous cycle, but that is only one half of the trust benefit that Blockchain provides
GAINING MARKETER’S TRUST TO BRIDGING CONSUMER TRUST GAP
Like marketers, consumers much lack trust in brands today and need to repose their trust in brands.
This story is from the August 19, 2018 edition of IMPACT.
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This story is from the August 19, 2018 edition of IMPACT.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
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