How Blockchain Will Impact Marketing: Search, Programmatic, And Influencers

Cindy DiMariani

Of all the corporate marketing trends to emerge and spread into ubiquity in the past ten years , the use of granular and pervasive data stands out. The problem with data, though, is that it needs to be reliable and verifiable. The latter, fortunately, may be resolved by blockchain technology.

Marketers rely on predictive analysis all the time, and a world with integrated blockchain technology can expect transparent analytics, better security, and faster programmatic ad buys.

Blockchain moves into marketing

According to a report by Epstein, blockchain technology has found its way into more than 30 marketing applications.

Papyrus, for instance, is the world’s first “decentralized advertising ecosystem,” per the network’s whitepaper. Papyrus is currently selling tokens, and it is built on the Ethereum Blockchain. Papyrus hopes to create transparency in the programmatic ad-buying space.

Many other areas will experience disruption as well, including display, content marketing, analytics, CRMs, and on the telecom side, unified communications.

Regarding content marketing, blockchain will allow marketers to more accurately track visitors who have viewed a page or article (and thus add them to a more reliable remarketing list, for instance).

In short, blockchain—an immutable digital ledger—will allow businesses to track their ads and content accurately. There will be no more guessing about whether or not your message has reached the right audience.

How blockchain will influence search marketing

It’s hard to exaggerate the potential impact of blockchain technology on search marketing. First, most paid search marketing (PPC in general, such as Google Adwords) operates through a middleman—think of the Google Display Network or an affiliate network.

Once all transactions are verified through blockchain, those brokers may become unnecessary altogether; publishers and advertisers will be able to interact directly with one another while limiting the potential for fraud.

On the organic side, search expert Tony Edward said that “the Schema community has already started to work on Schema Markup for blockchain certificates and user ID profiles.” That schema markup will have to be integrated with websites once available.

Blockchain will even disrupt influencer marketing

Even the often-nebulous world of influencer marketing will experience changes once blockchain gets involved. Bitcoinist, when listing some of the difficulties of influencer campaigns, cites regular fraud, inconsistent pricing, and high barrier of entry as issues with influencer marketing.

Blockchain has the potential to address all three. By eliminating the need for middle managers in the brokering process, blockchain will make it easier for small businesses and fledgling influencers to connect and work together.

Blockchain also provides an easy way to verify data, traffic, and whether or not an influencer or company is real—all with some simple code.

Lastly, the every-present digital ledger will ensure that influencers are paid and leads are passed to advertisers. With less fraud in the market, advertisers are likely to spend more than before on influencer marketing.

Whether it takes the marketing world by storm in 2017 or stays put in the cryptocurrency and cloud phone spectrums for now, blockchain technology is here to stay.

For more insight on blockchain, see Blockchain May Transform Transactions And Taxes.


About Cindy DiMariani

Cindy DiMariani shares tangible advice on how businesses can leverage technology to gain competitive advantages, control costs, provide superior service, and ultimately improve their bottom line.