How Blockchain Technology Is Changing Digital Marketing
This technology makes advertising campaigns much more effective and personalized
The blockchain is a technology that allows content to be stored in such a way that it can not be manipulated when it has been published. It is a database formed by blocks and by nodes. So, this chain is impossible to manipulate.
This means that when a data is published, this technology makes a time stamp forming a block. This block is linked to the predecessor. Therefore, to modify this data that has just been introduced, it will be necessary to modify all the previous blocks that have also been sealed from time and that until now have been taking part in the process.
One of the great advantages of the blockchain is that it eliminates the intermediaries in the processes. This will make the processes more efficient, faster and safer. In addition, it will not depend on any government or company. In other words, this will make anonymity disappear on the Internet. Each user will have their own entity, which they will use in all their operations.
The blockchain is already being used to guarantee the security of cryptocurrency transactions (Bitcoin, Litecoin, Ethereum, etc). But not only will it apply to this field. There are other applications that would affect digital marketing. In particular, four areas of digital marketing will be affected:
Brands will have more difficulty obtaining data from their potential customers. They can only have access to the data that the users themselves provide. Recall that to use the data of users, by the RGPD, we must have your explicit consent. In return, advertising campaigns will be more effective because they will be aimed at users who are really interested. The blockchain will allow them to choose both the type of content and the advertising they wish to receive.
The end of intrusive advertising
As we just pointed out, the user will decide the advertising that will be received according to their tastes or interests. Therefore, intrusive advertising will no longer be used, because the message will be totally personalized.
It will affect SEO and SEM
Nowadays in online advertising it is necessary to have intermediaries, such as Google Ads or Facebook Ads. With this new technology, these mediators will not be necessary. As you know, digital marketing is also important SEO to position your website. In the future, it will be necessary for developers to incorporate protocols with blockchain in each transaction of the website.
Higher security in online purchases
One of the consequences of all these changes will be the increase in security in electronic commerce. The user will know the entire process, from the manufacture of the product to the arrival at his home. In addition, economic transactions will be safer, ending scams and falsifications.
Have you heard about this technology? To keep up with everything that happens in digital marketing, do not forget to read our other blog articles.