Over the past number of years, the digital marketing landscape has swelled by leaps and bounds. Compared to the days of analogue advertising, digital marketing offers brands more insight into:
- Who their customers are,
- How well their campaigns are performing, as well as
- The value for money which they get from their spending.
However, the consensus is that publishers – as well as digital companies – could do more to be transparent about the results which brands get from their spending in addition to the way that they use their users’ data for targeting.
The proliferation of sophisticated e-commerce platforms – in addition to with mobile apps – has kindled growth in business-to-consumer (B2C) commerce, redesigned organisational structures, and revamped value-creation processes. At the same time, new technologies have altered the dynamics of brand marketing and enabled a broader reach as well as more personalised targeting which are aimed at increasing brand trust and enhancing customer loyalty.
The Effect Of The Internet
Today, the Internet allows digital marketers to penetrate deeper into their current markets, create new online marketplaces and to create new demand. This dynamic market engagement makes use of new technologies in order to target consumers more effectively.
More specifically, blockchain technology acts as incremental innovation, so empowering the consumer-centric paradigm. Moreover, blockchain technology fosters disintermediation, helps in combatting click fraud, reinforces trust and transparency, enables enhanced privacy protection, empowers security, and enables creative loyalty programs. We present six propositions that will guide future blockchain-related research in the area of marketing.
