Blockchain in Digital Marketing?
What is the blockchain?
This technology lies in the transfer of digital data . How? In a totally secure way through an encoding that stands out for its sophistication. The similarity can be established with an account book where the inflows and outflows of capital are found. In this case, it alludes to a digital fact book.
The enormous novelty that comes with the blockchain is that the figure of the intermediary disappears . Thus, it is not necessary for a mediator to record and verify the information.
This new scenario means that the information you enter cannot be deleted, but only new records can be included. It serves to ensure, reduce and streamline processes , so that they are carried out with complete transparency and without intermediaries .
Blockchain features :We explain its main characteristics
Immutability
This quality resides in the capacity of technology not to be altered or modified . Thus, each node in the network keeps a copy of the digital record. If you want to add a transaction, each of the nodes needs to verify its validity.
Technological decentralization
In essence, a set of nodes keeps this technology decentralized . In other words, there is no authority that exercises control or that governs it.
Optimized security
This characteristic lies in the aforementioned absence of authority, which means that it cannot use the information to its own advantage . In addition, the use of encryption guarantees total security of the system.
Relationship between blockchain and Digital Marketing
Once you know what this technology consists of and what its most relevant characteristics are, we delve into how blockchain and digital marketing constitute a profitable tandem .
Full confidence in transactions
Have you ever experienced mistrust during your online purchases ? With this technology, trust will be established , since there is full security in transactions. Forget about fakes. What you purchase will not be a copy. Therefore, brands will gain strength.
Brands take responsibility
Until now, if a company wanted to do something, you had no choice but to trust their word. This situation is transformed with new technology and its smart contracts, which are agreements that are fulfilled once the parties have committed to it. Therefore, business promises are marked by responsibility .
The end of trolls
The user will be sure of the attack of the trolls. You know why? If we had a unique and universal key to surf the net that would replace all the ones we used previously, it would put an end to those people who pretend to be others to attack the competition.
Who exercises command?
At the blockchain level, it is the user who has the power over their data . In this sense, if a brand wants to send information or an announcement to a person, they would have to ask them. The consumer will put a cost on the transaction that arises when providing their data.
New way of understanding SEO and SEM
As mentioned, there are no longer intermediaries for transactions. What does this fact mean for SEO and SEM ? A revolution, since currently companies like Facebook , Twitter and Google act as a point of union between advertisers and digital media.
The most immediate consequence is that SEO developers will have to employ the blockchain on each of the exchanges . This will make the process faster, more efficient and cheaper.
How to use Blockchain to optimize a digital Marketing campaign
The essence of blockchain applied to online marketing is that, as it is a decentralized system, people emerge as the core . How to apply this feature to your marketing campaigns ?
Avoid ad fraud
Ad fraud refers to the misleading advertising that carries with false information. What he wants is a quick conversion, although it will be extended until the community finds out.
Analyze the customer journey
In addition, the blockchain opens the doors to registration and analysis of the customer journey . This makes it possible to detect fraud, fake profiles, bots and other practices of a fraudulent nature.
It also provides you with accurate information on where the ad was delivered. With which, you will optimize the investment avoiding losses.
ROI improvement
Added to them is the optimization of ROI or return on investment . How is it possible? Thanks to the suppression of overexposure to ads and other actions.
In this case, what could work is that your clients receive campaigns or offers only in the case of sharing their data. Can you imagine how it would improve the personalization of your messages?
Improved user experience
In this sense, we would bet on new segmentation strategies based on more specific data, which ensures you less investment for higher conversion rates.
Thus, the engagement of the target audience with your brand could improve considerably.
What happens to the traceability of the product?
The blockchain would provide you with greater security by ensuring that only good quality products are purchased.
In essence, the blockchain has the ability to reinvent your relationships with customers . Early entrepreneurship through this alternative will bring digital marketing a better position for companies. Not surprisingly, the client is its epicenter and it will gain transparency and security. In addition, it guarantees that you delve and establish a more profitable engagement with it.
