Blockchain, after the global hype around it in 2017, went quiet but is now coming of age and is "getting ready to usher in a new era of digital marketing", says Lachlan Feeney, CEO and founder of Australia-based blockchain consultancy Labrys. He makes a case on why blockchain could help in the future of marketing backed by some of its USPs: incorruptible customer data, real traffic and transparency.
Australia's pandemic-induced digital transformation boom hasn't escaped the marketing industry, even though digital marketing had a significant lead compared to most other industries. Not only have digital strategies revolutionized the marketing sector in recent decades, but every industry that relies on it, allowing brands to be more targeted and strategic than ever. However, accelerated tech innovation over the last 18 months and a new era of savvy, digital-first consumers present immense opportunities for the marketing industry to push the boundaries of innovation even further still.
This year blockchain has stepped out from behind the shadow of cryptocurrencies, delivering on the hype that peaked in 2017. Blockchain is far more pragmatic and innovative than a cryptocurrency - its most famous use case - and is already creating countless innovations that are improving the way industries operate and businesses connect with their customers. Its potential to usher in a new era of digital marketing 2.0 is incredibly exciting.
Continue reading: https://www.thedrum.com/opinion/2021/10/26/thinking-inside-the-blockchain-digital-marketing-20
Australia's pandemic-induced digital transformation boom hasn't escaped the marketing industry, even though digital marketing had a significant lead compared to most other industries. Not only have digital strategies revolutionized the marketing sector in recent decades, but every industry that relies on it, allowing brands to be more targeted and strategic than ever. However, accelerated tech innovation over the last 18 months and a new era of savvy, digital-first consumers present immense opportunities for the marketing industry to push the boundaries of innovation even further still.
This year blockchain has stepped out from behind the shadow of cryptocurrencies, delivering on the hype that peaked in 2017. Blockchain is far more pragmatic and innovative than a cryptocurrency - its most famous use case - and is already creating countless innovations that are improving the way industries operate and businesses connect with their customers. Its potential to usher in a new era of digital marketing 2.0 is incredibly exciting.
Continue reading: https://www.thedrum.com/opinion/2021/10/26/thinking-inside-the-blockchain-digital-marketing-20
