Subject category:
Marketing
Published by:
Amity Research Centers
Length: 12 pages
Data source: Published sources
Abstract
The three emotionally charged steps in the marketing playbook which were required to transform target audience were 'Know, Like and Trust'. However, it was revealed that most consumers found companies and brands less truthful than 20 years ago. The decline of trust was more prevalent in the connected world. On the other hand, to restore trust, Blockchain, a new emerging technology, was breaking ground and changing the way the business was done offering security, history, transparency, and speed/cost advantage. Moreover, blockchain allowed everyone in the world to transact with anyone, eliminating the requirement of middlemen or intermediaries or even any centralised marketplace platforms such as Alibaba or Amazon, or service providers like Airbnb or Uber. For marketers and brands, blockchain offered a promise to end major pain points like the lack of transparency and accountability and facilitated measurement of how their ad dollars have been spent. In addition, blockchain offered scope for accurate error-free targeting of consumers across all channels, thus serving the business purpose. But according to some skeptics, blockchain was not yet viable for high frequency transactions and might turn out to be terrible for some applications.
Subject category:
Marketing
Published by:
Amity Research Centers
Length: 7 pages
Data source: Published sources
About
Abstract
The three emotionally charged steps in the marketing playbook which were required to transform target audience were 'Know, Like and Trust'. However, it was revealed that most consumers found companies and brands less truthful than 20 years ago. The decline of trust was more prevalent in the connected world. On the other hand, to restore trust, Blockchain, a new emerging technology, was breaking ground and changing the way the business was done offering security, history, transparency, and speed/cost advantage. Moreover, blockchain allowed everyone in the world to transact with anyone, eliminating the requirement of middlemen or intermediaries or even any centralised marketplace platforms such as Alibaba or Amazon, or service providers like Airbnb or Uber. For marketers and brands, blockchain offered a promise to end major pain points like the lack of transparency and accountability and facilitated measurement of how their ad dollars have been spent. In addition, blockchain offered scope for accurate error-free targeting of consumers across all channels, thus serving the business purpose. But according to some skeptics, blockchain was not yet viable for high frequency transactions and might turn out to be terrible for some applications.
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Subject category:
Marketing
Published by:
Amity Research Centers
Length: 7 pages
Data source: Published sources