Blockchain in Digital Marketing

Blockchain is taking more and more prominence, and not only its impact is evidenced in the financial area, but also in different areas of societies in the world.

This technology consists of a chain of blocks that allows the transfer of digital data in a coded way that does not allow alterations, turning it into a transparent and reliable process, being continuously compared with the accounting book of a company, in which all the entries and exits of money are recorded, but in a digital format. Another innovating feature is that the transfers are not checked by any intermediary, but are distributed in several independent nodes that register and validate it.

Uses in digital marketing

– Safe online purchases: Counterfeits are avoided, thanks to transparency in their transactions. By placing the products in Blockchain  you can have control from its manufacture to the purchase of the recipient. An advantage for the consumer, who can verify that what he buys is not a copy, which generates greater strength in the brand.

An example of an application of its technology is the company Volpone whose wine strains are certified with Blockchain. You scan the QR code of the bottle and you will be able to know detailed information about the cultivation of the grapes, the transaction between suppliers and the final purchase.

-SEO and SEM: Google, Facebook and Twitter act as a central channel, they are the intermediaries between advertisers and digital media, so SEM in a particular medium needs the largest social networks to develop the positioning. With Blockchain this process would be faster and cheaper, because there would be no intervention from a third party intermediary and the web pages should add the technology to make the transactions.

-Responsibility of the brands: In case two companies want to reach agreements they must trust each other’s word or otherwise, look for a lawyer or notary so that the agreement can be fulfilled. With Blockchain technology, reality changes with the use of intelligent contracts, where only the parties involved agree on the terms.

-Property and security: In the music field, the recording industry had a strong decline with the appearance of streaming platforms such as Spotify, Tidal, Deezer or Apple Music. However, Blockchain can simplify how complex the music licensing process is.

There are platforms already working in this area, such as, Tao or Steem that allow the artist to offer their work directly to their fans without intermediaries, having the control and a greater percentage of income for sale by traditional record companies.

-It could be the end of anonymity: If all the information was contained in Blockchain, where we have a unique and universal card that can be used to navigate, use social networks and banking transactions, the anonymity and false accounts that discredit the competition would be eliminated.

For social network companies it could be a blunder to allow Blockchain to eliminate its work as an intermediary in advertising or in the positioning of web pages, in such case, making treaties that benefit all parties, prioritizing the user, will generate greater confidence and security, the two key words of Blockchain.

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