Role of Blockchain in Digital Marketing

A comparatively new technology which is however being used widely, Blockchain enables seamless and secure storage and distribution of digital information without the risk of data breaches. Blockchain also allows transactions between two parties without the need for third-party verification.

Blockchain is undoubtedly the most disruptive technologies set to radically alter the digital marketing landscape. Here we share, how blockchain will take digital marketing to the next level.

• Accurate customer targeting and leads

Digital marketers utilise different digital marketing channels to collect leads from interested prospects, which they then attempt to convert through telecalling and one-to-one selling.  However, this approach is not accurate as the advertising campaigns run on inaccurate and inconsistent data. As all blockchain based transactions are centralised, they will generate accurate data and significantly increase the ROI of the campaign in terms of accuracy and quality of leads.

• Decentralised mobile applications

Traditional mobile apps are controlled by either Google Play Store or App Store. However, decentralised apps are not governed by any one authority. Blockchain based platforms like Steem, Ethereum, NEO, Cardano and Tron allow digital marketers to build and monetize apps.

• Removes keyword inconsistencies

The ever-changing algorithms of Google make it a challenge for digital marketers to optimise their search and display campaigns for the right set of keywords. Also, with the target audience accessing the internet from multiple devices, decoding a national versus a local search also becomes difficult.

By letting their digital marketing ride on the blockchain, digital marketers will be able to have real numbers for effectively tracking their relevant keywords, irrespective of either the location or the devices. This will help them to create and implement an accurate data-driven campaign.

• Combating ad clicks and impressions fraud

Ad fraud is one of the biggest issues plaguing the digital marketing industry. Fake clicks and impressions are causing losses to the tune of billions of dollars to digital marketers every year, and blockchain is playing a major role in bringing accountability to the digital marketing ecosystem. Companies like AdChain are resolving this issue by creating a smart contract on the Ethereum blockchain, by ensuring authentic impressions and clicks.