For corporate marketers, blockchain technology, like the original Internet, social media and mobile services, is an invaluable operational opportunity to effectively reduce marketing costs, provide an innovative user experience, and further optimize customer relationships to help Enterprises reduce business risk.
In September 2017, we conducted the first survey of 22 innovative companies that optimized marketing with blockchain technology. More than a year later, more innovative companies continued to emerge in the field. By the end of 2018, the number has reached 88. Up to now, in the first quarter of 2019, there has been an explosive growth, reaching 290. In other words, in just 18 months, the blockchain enterprise marketing field has achieved 13 times growth.
Specifically, these 290 blockchain projects or companies focus on five major marketing areas: programmable and decentralized advertising, content marketing, social marketing, commerce, data, and management.tin plate suppliers
At this stage, many companies will specifically reward consumers who watch ads or interact with ads. In addition, other reward-based methods include awarding rewards to content contributors and video contributors, and distributing rewards to consumers who receive advertising emails. In the beginning, we defined the scope of research as a technology company that purely provides blockchain marketing technology. But then, we gradually expanded the scope of the study. Any enterprise that uses blockchain technology to help companies optimize marketing is within the scope of research. Of course, for entrepreneurs and start-ups, in the broad context of marketing, blockchain technology is not balanced or play its role at the same time.
Blockchain advertising technology is making great development
In many blockchain applications, the field of advertising technology has achieved substantial development. Many companies are actively looking for solutions to address a variety of advertising challenges, including supply chain transparency, advertising fraud, data privacy, payment settlement, and focusing on consumers. At present, many projects are in the testing stage. Not long ago, blockchain advertising platform Lucidity said that in real life, only 59.8% of advertising traffic can be determined to be the active contribution of consumers, and the rest can not determine the source.
In addition to Lucidity, IAB also announced pilot projects such as MetaX, FusionSeven and Kochava/XCHNG in July last year to address the more difficult transparency issues through the programmable media supply chain. At present, the daily chemical giant Unilever is also testing IBM’s blockchain platform to verify the agreed cost issues and further resolve possible differences. Moreover, at the Advertising Week marketing conference, Brian Wong also introduced the test that Kiip cooperated with AB Inbev to test the reach and coverage of advertising marketing activities in real time through a single ledger book. In addition, these innovative technology companies have seen significant growth in corporate size, number of employees and total financing. Based on publicly available data, in the field of programmable advertising alone, a total of $145 million in financing was obtained. Even traditional venture financing, which should be opposed to emerging token financing, has gradually increased its investment in the blockchain.