How Blockchain Is Reshaping the Marketing Landscape

Marketing is one of the many fields that have seen a huge impact from blockchain, and we’re likely only seeing the tip of the iceberg too. As the technology around blockchain continues to improve, we’re likely going to see even more effects from it not only in the field of marketing, but many others as well.

And just like previous developments surrounding blockchain, only those who pay attention to the trends and make it a point to keep up with them are going to survive. Marketing is a rapidly developing field even without blockchain, but the advance of this new technology into it has really had a strong impact.

More Efficient Targeting

Targeting efficiency remains one of the primary concerns of most marketing specialists, and for a good reason. It’s the number one way to improve resource utilization when working in this field, and to ensure consistency in the long run. We’re already seeing some strong improvements in this area, but things are likely going to start moving even faster not too long from now.

Brands will soon have the capacity to very precisely target different segments of their audiences, ensuring that their ads are reaching the right people, and that their money is being utilized as best as possible. And this will largely happen thanks to advances in blockchain.

Small business marketing services can now be very efficient in allowing companies to address their concerns on a fundamental level. From major programs like local marketing campaigns, to more targeted ones like pay-per-click advertising, companies of all sizes can now be much more efficient in their approach to their marketing programs.

Better Approach to Privacy

Privacy is still a major concern for many users, and the attention to this side of technology keeps growing on a daily basis. Companies have tried various approaches in dealing with this, but by far the most effective thing we’ve seen is the appropriate utilization of blockchain technology. Blockchain can promote privacy in various ways, and the technology was in fact built on such grounds in the first place.

And while it will take some time before everyone is on the same page about this, we’re currently going through a very important transitional period that will likely define the future of technology to a large extent.

Less Centralization

Centralization is a desired feature in some markets, but not so much in others. Blockchain has been making it easier and easier to reduce the centralization of various technologies, and marketing is a field that will likely benefit from this significantly. On top of that, it will also be beneficial for consumers themselves, even if they don’t realize it yet. This has resulted in many companies putting significant effort into their work on decentralizing their services.

But it will probably be a while until we see true results in this regard. Decentralization is often tied to many legal issues that have to be addressed first, and it’s not a simple concern to deal with. On the bright side, having that much attention focused on it is bound to produce good results not too long from now.

More Attention on Identifying Fraud

Fraud remains a problem for many companies, including those in the marketing world. And while many attempts have been made to combat this situation, it’s becoming clear that the solution lies in proper utilization of technology like blockchain. This sector of the tech market has a true potential to address issues like these – and more – but it’s something that will take time to implement properly.

We’re already seeing significant progress in this area from companies in the financial sector, where identifying potentially bad customers is a top priority of most. But we’ll likely see marketing and other fields adopting these ideas on a deeper level as well not too long from now.

More Malware

Unfortunately, there are also some negative implications to be considered. Online ads have been a popular channel for the distribution of malware for a while now, and when blockchain arrived to the market, things got even worse. Hackers quickly found out that they could deploy bitcoin miners and similar tools in malicious ads, compromising the safety and performance of many computers.

This has led to various changes in the tech sector, mostly with regards to browser permissions and similar points. But all signs seem to point to a potential worsening of the situation not too long from now. Hopefully, we’re going to see more ways to combat this problem, because it’s going to become a real nuisance in the near future.

The Future of Influencers

Influencers are a controversial topic in many fields. Some see them as completely useless, others have been able to exploit their services in various beneficial ways. And the way things are going right now, there is a good reason to believe that it won’t take long before the influencer market receives a thorough cleansing. Only the truly prominent ones are going to remain, while the rest will be swept away.

That’s not to say that influencers as a whole are going to disappear. Far from it. But the market will likely become much more critical and it will take more effort to stand out, unlike now. However, it will also take some time before we get to this point.

Bringing Publishers Closer to Consumers

The connection between publishers and consumers is still a tricky issue to address, but we’ve been making solid progress in many ways. That progress is partially tied to recent advances in blockchain technology and the corresponding market. It’s clear at this point that people enjoy having a closer connection to the publishers and producers of the things they buy, but it was not always that easy to ensure that this communication channel existed. Now, things are completely different.

These are just some examples of effects that blockchain has had on the marketing industry. We’re likely going to see even more interesting changes not too long from now, and those who’re on top of things with regards to their involvement in blockchain are going to be the ones to benefit from the coming changes the most.