How Blockchain Can Help Marketers Build Better Relationships with Their Customers

Blockchain has important implications for marketing and advertising. Today, marketers often try to get access to customer data by paying third-parties (like Facebook) to share information. But blockchain could allow merchants to use micropayments to motivate consumers to share personal information — directly, without going through an intermediary. There are also implications for digital advertising. Marketers could redirect ad budgets to pay consumers directly for their attention — cutting out the Google-Facebook layer. Blockchain could also cut down on spam and fraud, and make it more difficult for bots to set up fake social media accounts. Widespread blockchain adoption among marketers will likely allow brands to reinvent their relationships with their customers, cutting out middle-men and using their marketing dollars more efficiently and effectively.