Last modification on July 18, 2021 by Loïc Frissard
The popularity of Bitcoin (BTC) has brought blockchain technology to the world. Although the price of cryptocurrencies has declined significantly in 2018, the potential of blockchain has not wavered. This technology could revolutionize several industries, including digital marketing.
From mobile games to tokenization: digital marketing at the forefront of progress
Digital marketing, also known as digital marketing and e-marketing, brings together all the strategies that are used to promote a service or product on the Web. This sector having experienced strong growth in the last 20 years, its mission is to always be on the lookout for the latest trends.
The popularity of mobile gaming on laptops has inspired some marketing professionals to take advantage of this communication channel to find new customers. From there was born a new concept called “tokenized marketing”. The principle ? The user who agrees to share his personal data receives cryptocurrencies from the advertiser in exchange. In return, the advertiser has the certainty that the individuals who watch the advertising are truly interested and qualified in relation to its products or services. The challenge for the e-marketing specialist is to choose the most attractive virtual currency(ies) among all those present on the market. Some digital currencies, such as Monero (XMR), allow its holders to carry out transactions while remaining anonymous. Other digital currencies like Litecoin (LTC) can be exchanged more quickly. The advertiser must therefore ask himself which cryptocurrency would best correspond to his target in order to make his marketing operation effective.
Blockchain to better secure Internet advertising and data management
In 2018, a report from research institute Forrester found that 47% of French marketers believed that preventing mobile ad fraud was a priority. Currently, it is very difficult to detect whether a user-generated click is from a human or a bot. However, blockchain could indeed put an end to this chaotic situation. This technology is a database that allows you to keep a detailed history of all the activities that took place on your network. Consequently, companies that use software designed using blockchain will be able to know the identity of the people who view their advertising. If it is a robot, companies will be able to put an end to it quickly and thus avoid significant losses.
The same goes for data management on search engines. In 2018, two new blockchain-based search engines emerged: BitClave and Presearch. Their objective: to offer Internet users open source, secure and, above all, more independent search engines. Thanks to their technology, they would allow Internet users to manage their personal data on their own. Thus, they could choose to keep their data secure on the blockchain or to resell this same data to advertisers of their choice. In the era of GDPR (“General Data Protection Regulation”), these new solutions could not come at a better time.
Ultimately, the evolution of blockchain should allow web marketing professionals to rethink their digital strategies and use ingenuity to tame these new technological solutions. Once again offering them great challenges ahead…
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