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2021 Trends in Blockchain: Mainstream Adoption at Last - Inside Big Data

2021 Trends in Blockchain: Mainstream Adoption at Last - Inside Big Data | The Marteq Alert | Scoop.it

Perhaps the most pervasive consideration impacting blockchain’s mainstream adoption—even for cryptocurrencies—is the notion of data privacy that’s become paramount among user concerns over the past few years. Blockchain’s complex relationship to data privacy is largely paradoxical for the subsequent parties:

 

  • Consumers: On the one hand, cryptocurrency users want their transactions as discreet as other facets of their finances are, which seemingly contradicts blockchain’s consensus-based approach.
  • Governmental Entities: Meanwhile, governments require as much transparency as possible “to do two basic things,” Talentica Senior Principal Engineer Debasish Chawdhuri denoted. “One is counterrorism and the other is Anti-Money Laundering.”
  • Cryptocurrency Companies: These conflicting vectors form a conundrum for cryptocurrency providers, who seek to increase privacy for consumers while increasing transparency for legal mandates. “The government needs to be able to follow the money so the government wants to at least have a view of the money: who’s paying who and for what reason,” Debasish stipulated. “With some [well known] cryptocurrencies you can pay terrorists and the government will not be able to tell why. With [other relatively known cryptos], it’s completely untraceable.”
CYDigital/marteq.io's insight:

Collect zero party data from your consumers NOW through marteq.io's FREE pilot program. Contact joe@marteq.io to qualify. #martech #marketing

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Marketing in 2021: The impact of blockchain on CX - ClickZ

Marketing in 2021: The impact of blockchain on CX - ClickZ | The Marteq Alert | Scoop.it
  • Blockchain solutions are fast becoming mainstream in marketing, helping to eradicate advertising fraud that typically plagues the sector and proving their value in overcoming data inefficiency challenges.
  • The vast majority of companies want the contact details of their customers, which – even though intended to personalize offerings – is typically found invasive. Most blockchain solutions can help to level the playing field by eliminating intermediaries and storing customer data safely, returning a degree of power to the user.
  • Blockchain has the potential to dramatically impact customer experiences, but successful implementation will be largely dependent on how companies leverage the technology to reimagine touchpoints in the user’s journey. There is scope for marketers to use blockchain to manage a secure network of loyalty programs designed to lock in new customers.
  • Though marketers pay for incentive data collection, blockchain-enabled marketing helps to deliver personalized prices and generate better leads. This smart approach tackles the common issue of being burdened with incomplete customer information, which can typically hinder the success of marketing campaigns.
CYDigital/marteq.io's insight:

Blockchain for data storage is a problem, as the data stored is immutable, which effectively takes away the consumer's control over the data's existence. Not a path we recommend.

 

Get the new whitepaper "Discover New Revenue Opportunities Using Extended Zero-Party Data": http://un.marteq.io/WP1/ #martech #marketing

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Why Marketing Operations Got a Billion-Dollar Nod in Adobe-Workfront Acquisition - CMSwire

Why Marketing Operations Got a Billion-Dollar Nod in Adobe-Workfront Acquisition - CMSwire | The Marteq Alert | Scoop.it
Workfront falls into the categories of Marketing Work Management (MWM) platforms, or Marketing Resource Management (MRM). It’s part of the “projects and workflow” subcategory on the Martech Supergraphic by Scott Brinker. The subcategory has seen a 41% growth since 2019, third behind conversational marketing & chat (70%) and governance, compliance and privacy (68%).

Gartner calls Workfront an enterprise Project and Portfolio Management (PPM) and collaboration work management platform provider “with distinct support for the marketing use case” in its Market Guide for Marketing Work Management Platforms published June 23. According to Gartner researchers, more than 77% of Workfront customers use the platform for marketing, and 14% of customers are agencies. Workfront already had Workfront for Adobe Assets and was a partner for the Adobe Creative Cloud and Adobe Experience Cloud exchange programs.

The Workfront acquisition addresses a functional gap between Adobe Creative Cloud and Adobe Experience Cloud, according to Chris Ross, vice president analyst in the Gartner for Marketers practice. The acquisition could allow Adobe to better connect creative and design tools and processes with technologies for execution of digital experiences. Further, Ross added, this acquisition leverages Adobe’s relationships with the creator and design community and Workfront’s marketing work management capabilities.
CYDigital/marteq.io's insight:

MRM and DAM is prime for a blockchain takeover. It makes too much sense. And it's already starting.

 

Get the new whitepaper "Discover New Revenue Opportunities Using Extended Zero-Party Data": http://un.marteq.io/WP1/ #martech #marketing

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Blockchain and why digital marketers should embrace it - Irish Tech News

Blockchain and why digital marketers should embrace it - Irish Tech News | The Marteq Alert | Scoop.it
According to an analyst from Forrester Research, by removing the middleman, ad publishers can increase their CPM (Cost per Thousand Impression) from $1 to $5. Blockchain does this even better, it can allow companies to pay their targeted audience directly to view their ads, thus, completely negating the need for a middleman.

A typical ad campaign can involve multiple fees paid to third parties companies such as an agency trading desk, a demand-side platform, a supply-side platform, an ad exchange, and various other networks. In some cases, middlemen or third parties companies can take close to half of the costs of an ad campaign. The savings generated through the adoption of blockchain can be important and ultimately increase the profit of a company.

TibeOs, a company using blockchain for Digital marketing claims that using their model, publishers receive 85% of an ad’s revenue share. That’s about 50%-100% more revenue share given by most major networks, which is a significant improvement in revenues.
CYDigital/marteq.io's insight:

Now add extended zero party data (or even plain ol zero party data), using blockchain's smart contracts as the means to reward consumers, and you have a very powerful replacement for third party data.

 

See how extended zero-party data is your greatest marketing resource...tap into it right now!: http://un.marteq.io/WP1/ #martech #marketing

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Verizon to Launch News Verification on Public Blockchain for Complete Transparency - Bitcoin Exchange

Verizon to Launch News Verification on Public Blockchain for Complete Transparency - Bitcoin Exchange | The Marteq Alert | Scoop.it
Verizon officially unveiled its new open-source newsroom product based on blockchain, designed to set new standards for corporate accountability. The platform itself, aptly named Full Transparency, is dedicated to immutably document the news releases of the company, doing so by way of a public blockchain.

Verizon hopes that this platform will set a new standard when it comes to corporate responsibility and transparency. In its statement about the matter, Verizon highlighted that all news releases published to Verizon Newsroom will now be bound and secured through the use of cryptographic principles. Through doing so, subsequent changes can then be tracked and contextualized as well.
CYDigital/marteq.io's insight:

What an excellent use case for blockchain within the corporate environment. MRM systems should adjust accordingly.

 

See how extended zero-party data is your greatest marketing resource...tap into it right now!: http://un.marteq.io/WP1/ #martech #marketing

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The blockchain revolution is already here, say Alex and Don Tapscott - CoinTelegraph

The blockchain revolution is already here, say Alex and Don Tapscott - CoinTelegraph | The Marteq Alert | Scoop.it
According to tech evangelists Don and Alex Tapscott, blockchain technology will prove itself the most disruptive technology of the next decade.

“We now have an Internet of value that can give us another opportunity to rewrite the economic power grid and the old social order”, said Don Tapscott.

However, Tapscott senior underlines that it will take a while to transform established, multi-trillion dollars industries, such as the supply chain and financial transaction sphere.

Even so, Alex Tapscott pointed out that successful blockchain use cases are already gaining traction. For instance, he mentioned that stablecoins are already having a significant impact on remittances and cross border transactions.
CYDigital/marteq.io's insight:

The Tapscotts have online courses available on the subject of blockchain and crypto. I believe Coursera offers these courses should you be interested in learning more.

 

See how extended zero-party data is your greatest marketing resource...tap into it right now!: http://un.marteq.io/WP1/ #martech #marketing

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Blockchain Beyond Crypto– Key Factors For Policymakers To Consider - Forbes

Blockchain Beyond Crypto– Key Factors For Policymakers To Consider - Forbes | The Marteq Alert | Scoop.it

While every country is different, let’s take a look at some of the characteristics and traits that should be a part of any blockchain and cryptoasset policy.

  • Smart contracts are essential. 
  • Blockchains and cryptoassets should be differentiated. Not every blockchain will be used for the same purpose, and establishing policies that are flexible enough to accommodate this reality should form the basis for any wide ranging policy.
  • Data governance should be a priority. 
  • Competition should be encouraged.
  • Collaboration will be integral. The true benefit of blockchain – be it implemented at an organization or at a national level - are the efficiencies that are able to be created between the individuals and institutions that are members of the same network. In other words, even as competing blockchain models develop, organizations may find themselves cooperating on an increasing basis.
CYDigital/marteq.io's insight:

The key here is to know that there's a difference between blockchain and cryptoassets, and that blockchain need not be regulated (unless there is abuse pertaining to immutability).

 

See how extended zero-party data is your greatest marketing resource...and you can tap into it right now!: http://un.marteq.io/WP1/ #martech #marketing

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Role Of Blockchain Technology In The Content Marketing Sector - HashCash HCX

Role Of Blockchain Technology In The Content Marketing Sector - HashCash HCX | The Marteq Alert | Scoop.it
  • Preventing content marketing, paid promotion frauds through blockchain.
  • Locating deceptive influencers through blockchain technology.
  • Conducting profitable content marketing: Various content marketers understand the importance of their work, but they additionally realize that content marketing needs a slice of luck. If the right person sees your content with a large follower base and seems to like it, then a single retweet or share is what you need to skyrocket a favourable response.

    In this case, the need for luck can be removed easily. One can do it by pointing to the origin and getting in touch with micro-influencers that have notable followers. With blockchain technology, companies can reward these influencers with possibly redeemable digital assets. It is for sharing their content with their target audience.
CYDigital/marteq.io's insight:

It's that 3rd bullet point that's most intriguing: the ability to work backwards and find the micro-influencers. Working backwards! Is it possible to work backwards on any online transactions so that to determine attribution? Via blockchain: absolutely!

 

See how extended zero-party data is your greatest marketing resource...and you can tap into it right now!: http://un.marteq.io/WP1/ #martech #marketing

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How 'Big Blockchain' Is Inevitable - CoinDesk

How 'Big Blockchain' Is Inevitable - CoinDesk | The Marteq Alert | Scoop.it
The essential question is, therefore, whether, if and when blockchain finds its own killer apps that those services will be meaningfully more decentralized than the current options. And the answer is – unless the blockchain industry proactively works to prevent it – probably not. There’s a good chance that in a decade or two we’ll be complaining about the evil nature of “Big Blockchain” in the same way we complain about Big Tech today.

At a minimum, blockchain founders and investors need to recognize that many of the fundamental economic forces that are driving consolidation across the economy will also apply to blockchain-based applications. Distributed ledgers are not immune to “winner takes all” market dynamics, the increased globalization of markets, and more lax regulation and weaker antitrust enforcement simply because they are distributed.  Thinking deeply and realistically about the economic similarities between blockchain and other industries now will help the industry to anticipate potential problem areas.

Second, blockchain presents a new environment that requires custom-designed decentralized governance. As of now, governance systems are far from ready to oversee complex, billion-dollar products. Hundreds of years of insights in economics, political science, law and business must be translated and adapted into collective decision-making processes suitable for blockchain and resistant to consolidation.
CYDigital/marteq.io's insight:

Blockchain is a technology whose application to problems is limited...for now. It will find its footing, eventually.

 

See how extended zero-party data is your greatest marketing resource...and you can tap into it right now!: http://un.marteq.io/WP1/ #martech #marketing

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Reimagining the new social contract for the digital age - ZDNet

Reimagining the new social contract for the digital age - ZDNet | The Marteq Alert | Scoop.it

"Driven by fear and also a deep hope for a brighter future, people everywhere began to undertake a new process, to reimagine our social contract -- the basic expectations between business, government and civil society for a new digital age," said Don Tapscott, co-founder and executive chairman of the Blockchain Research Institute. The six principles were: 

 

  1. Inclusive models of global problem-solving. 
  2. Rethinking democracy for citizen engagement. 
  3. A new commitment to justice. 
  4. New models of work and education. 
  5. New models of identity. 
  6. A commitment to sustainability

 

The pandemic has a lot to do with data or lack thereof. An example is health data. Data is captured in silos. We do not own the data. Data cannot be aggregated across all of our individual identities. "Let's move away from the industrial-age system of stamps, seals, and signatures we depend on to this day. We need to protect the security of personhood and end the systems of economic exclusion and digital feudalism. Individuals should own and profit from the data they create from the moment of their birth," said Tapscott.   

Data ownership and access is a key success factor in the new digital age. We must be able to use our data to plan our lives. Tapscott talked about how we can use blockchain to create a self-sovereign and portable identity. 

CYDigital/marteq.io's insight:

We struggle with the notion of all consumer data on the blockchain, as the very nature of blockchain makes this data immutable. Does the consumer want all their data unerasable?

 

See how extended zero-party data is your greatest marketing resource...and you can tap into it right now!: http://un.marteq.io/WP1/ #martech #marketing

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Blockchain marketing, more power in the hands of consumers - ET BrandEquity

Blockchain marketing envisions an entirely new environment, where consumers are able to own and sell their data directly to marketers and advertisers. This will put more power in the hands of the customer and will usher in the era of democracy in marketing.
CYDigital/marteq.io's insight:

This is the killer solution for blockchain: permitting consumers to own their data and manage it as they see fit. When this occurs, then the trust between the brand and consumer is magnified.

 

See how extended zero-party data is your greatest marketing resource...and you can tap into it right now!: http://un.marteq.io/WP1/ #martech #marketing

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Blockchain, the amazing solution for almost nothing - The Correspondent

Blockchain, the amazing solution for almost nothing - The Correspondent | The Marteq Alert | Scoop.it
Former blockchain developer Mark van Cuijk explained: “You could also use a forklift to put a six-pack of beer on your kitchen counter. But it’s just not very efficient.” 

I’ll list a few of the problems. Firstly: the technology is at loggerheads with European privacy legislation, specifically the right to be forgotten. Once something is in the blockchain, it cannot be removed. 

Also, in a blockchain you aren’t anonymous, but “pseudonymous”: your identity is linked to a number, and if someone can link your name to that number, you’re screwed. Everything you got up to on that blockchain is visible to everyone. 

The fact that no one is in charge and nothing can be modified also means that mistakes cannot be corrected. 

The smartest thing about blockchain, Matt Levine wrote, is that the rest of the world was forced to “pay attention to those back-office technology upgrades, and to think that they might be revolutionary”.
CYDigital/marteq.io's insight:

I often think that blockchain is a technology looking for a solution. This is especially true for marketing: what solution requires an audit that is immutable? More importantly, is there an alternate, less complex technology available for that solution? 

Of everything associated with the blockchain technology, the most promising aspect is the Smart Contract. Contact us if you're a consumer marketer who wants to learn more.

 

See how extended zero-party data is your greatest marketing resource...and you can tap into it right now!: http://un.marteq.io/WP1/ #martech #marketing

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How Blockchain Will Disrupt The Digital Marketing And Advertising Space - CIO Applications

How Blockchain Will Disrupt The Digital Marketing And Advertising Space - CIO Applications | The Marteq Alert | Scoop.it
Targeting Audiences Better

By utilizing blockchain, advertisers will have to potential to create customer profiles directly from the customers, accessing the information customers are willing to share in an instance. 

No Middleman

Blockchain can enable companies to pay their targeted audience directly to view their ads and eliminate the process of an ad buy entirely. Companies will seek actual audience attention instead of imprints using micro-currencies as well as obtain proof of that attention before the currency is exchanged.

Enhancing Transparency

The ledger system of blockchain offers secured transparency of a product’s move across the supply chain. This will enhance customer experience by giving buyers the ability to check where the products come from, who handled it, if it’s real or not, and if they are buying from an online space or a physical storefront.

Building Trust with Ad Buys

With online advertising, it can be unclear to know if statistics are correct because the counts clicked to a company’s site can also be bots or hired clickers who artificially increase ad stats so that their distributors can charge higher rates. Companies can save millions in ad spending by quickly identifying whether the people viewing their ads are members of their targeted audience or not with the help of blockchain as it is transparent and encrypted.
CYDigital/marteq.io's insight:

Without a doubt, this is here and ready to be exploited to the advantage of the marketer, especially vis-a-vis privacy legislation. Go direct, and remove the middleman!

 

Get the new whitepaper "Discover New Revenue Opportunities Using Extended Zero-Party Data": http://un.marteq.io/WP1/ #martech #marketing

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Another Disaster Is Inevitable. Here Are 3 Ways a Blockchain Strategy Can Prepare Your Business. - CEO World

Another Disaster Is Inevitable. Here Are 3 Ways a Blockchain Strategy Can Prepare Your Business. - CEO World | The Marteq Alert | Scoop.it
With smart contracts, businesses can automatically execute, document, or control events and actions according to the terms of the contract, eliminating manual processes and disputes. This also prevents delayed transactions and drastically improves efficiency.
CYDigital/marteq.io's insight:

I highlighted one aspect of blockchain that holds great promise for the marketer: smart contracts.

 

Get the new whitepaper "Discover New Revenue Opportunities Using Extended Zero-Party Data": http://un.marteq.io/WP1/ #martech #marketing

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Jack Dorsey Details Twitter’s Blockchain Strategy at Oslo Freedom Forum | Nasdaq

When Twitter and Square CEO Jack Dorsey spoke at the virtual Oslo Freedom Forum 2020 on Friday, he said blockchain technology is the future of Twitter. 

"Blockchain and bitcoin point to a future, point to a world, where content exists forever," Dorsey said. "We're not in the content hosting business anymore, we're in the discovery business.

In short, Dorsey expects the nonprofit Blue Sky to create an open Twitter protocol, which users can contribute to and access data from instead of a centralized service where the social media platform hosts content on its website.
CYDigital/marteq.io's insight:

A declaration that should pave the way for many others to follow. Blockchain offers so much to the marketer.

 

Get the new whitepaper "Discover New Revenue Opportunities Using Extended Zero-Party Data": http://un.marteq.io/WP1/ #martech #marketing

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Blockchain study reveals potential benefits for digital advertisers | WARC

Blockchain study reveals potential benefits for digital advertisers | WARC | The Marteq Alert | Scoop.it
The use of blockchain technology in qualifying impressions in digital advertising can increase return on ad spend by as much as 14%, according to research from the Trustworthy Accountability Group (TAG).

“Collectively, 80% of impressions met the compliance criteria selected by each brand,” Jules Kendrick, MD UK & Europe for TAG reports. “Of the 20% that were not considered qualified, 10% of impressions had measurement or matching discrepancies, 6% were classified as high brand safety risk, 3% as non-measurable and 1% as suspicious.”
CYDigital/marteq.io's insight:

Blockchain used to measure qualified impressions! Incredibly helpful when ascertaining channel effectiveness.

 

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How Gather is Democratizing the Internet With Decentralized Incentivization - Influencive

How Gather is Democratizing the Internet With Decentralized Incentivization - Influencive | The Marteq Alert | Scoop.it
Thanks to blockchain and distributed technology, it is now possible to financially reward viewers for visiting websites and using applications. By opting in to Gather’s hardware layer, visitors can loan their spare computing power whilst on the website/app. As the user spends time on the website/app, value is generated through the network’s application layer, with payouts in Bitcoin, GTH or local fiat currency.

The powerful effect of this tangible level of incentivization cannot be overstated. By simply visiting a website or using an app, opting-in, and reading or viewing content, the reader is compensated with money. Not points. Not e-books. Cold, hard (digital) cash. It gets better. The more time you spend relaxing and reading your favorite Gather-compatible websites, the more money you make.
CYDigital/marteq.io's insight:

Add to this your own loyalty program using your own digital rewards system. It's a powerful value prop.

 

Get the new whitepaper "Discover New Revenue Opportunities Using Extended Zero-Party Data": http://un.marteq.io/WP1/ #martech #marketing

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Top Trends in the Blockchain Industry for 2020 – Blockchain News

Top Trends in the Blockchain Industry for 2020 – Blockchain News | The Marteq Alert | Scoop.it
#1 Rise in Federated Blockchains
#2 Blockchain as a service (BaaS)
#3 Blockchain will transform Social Media
#4 Stablecoins gain visibility
#5 Blockchain with AI and IoT
CYDigital/marteq.io's insight:

Marketers need to start to pay attention to blockchain. Notes #3, where blockchain can remedy the many problems with social media.

 

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AdLedger Announces CryptoRTB Protocol For Digital Advertising - MarTech Series

AdLedger Announces CryptoRTB Protocol For Digital Advertising - MarTech Series | The Marteq Alert | Scoop.it
AdLedger, the non-profit consortium building open standards that leverage blockchain and cryptography in digital advertising, announced its CryptoRTB protocol to address widespread industry problems. The open-source technology injects cryptographic tools such as digital signatures into OpenRTB protocol to identify illegitimate ad supply, create a verifiable chain of custody, and create mechanisms for data access and validation for the digital advertising industry.

“OpenRTB represents incredible innovation that powered the rise of digital advertising, but as consumer technology evolved over the last decade, problems were introduced into the ecosystem,” said Christiana Cacciapuoti, Executive Director at AdLedger. “We now have technologies like blockchain and cryptography, which can work in tandem with OpenRTB to power a system where privacy and profitability can coexist.”
CYDigital/marteq.io's insight:

The first application is ad fraud prevention, but watch this space as blockchain is applied to other issues including data privacy.

 

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A ‘no code programming’ future that involves simply built new applications - CoinJournal

A ‘no code programming’ future that involves simply built new applications - CoinJournal | The Marteq Alert | Scoop.it
No Code Programming for blockchain means eliminating the programming barrier. The most significant upside of No Code programming is that it allows developers to realise the ‘technical’ end easily. There is currently a wide coding skill gap; Chinese blockchain firms, for example, are offering large salaries to try and make up for this skill gap by attracting talent from abroad.

Some of the industries set to gain from this innovation are finance & investment, more so, banks and financial institutions.

No Code Programming will allow these institutions to create and unveil new digital services that will improve transactions and ultimately benefit the customers. By eliminating the need for code, the workload and skill requirements involved in developing blockchain will be reduced.
CYDigital/marteq.io's insight:

And given the dearth of blockchain programmers, this would be a godsend.

 

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Deloitte’s 2020 Global Blockchain Survey

Deloitte’s 2020 Global Blockchain Survey | The Marteq Alert | Scoop.it

More than a decade has passed since the
introduction of what we know today as
blockchain technology. Over that time,
the promise of what the technology could offer
businesses and industries has evolved from a
cryptocurrency payment platform to something
bigger, game-changing, and truly disruptive. In
recent years, we have seen sentiment about
blockchain’s potential similarly evolving, along
with companies directing actual investment
dollars toward applications.

CYDigital/marteq.io's insight:

Blockchain almost synonymous with digital assets. And one of the marketer's most valuable digital assets is data. The connection is clear.

 

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Marketing technology provider Aqilliz and telecoms giant MyRepublic create blockchain-based loyalty programme - Crypto-Reporter

Marketing technology provider Aqilliz and telecoms giant MyRepublic create blockchain-based loyalty programme - Crypto-Reporter | The Marteq Alert | Scoop.it
Aqilliz, a technology company that specialises in blockchain-powered solutions for digital marketing, completed a loyalty programme pilot in partnership with multinational internet service and telecommunications provider, MyRepublic. Entitled MyRewards, the blockchain-based loyalty programme application was developed as part of the IMDA Blockchain Challenge which looks to explore the applications of blockchain to drive greater operational efficiency and business model innovation in the telecommunications sector.

As part of this pilot, post-paid MyRepublic subscribers received an invitation to download the MyRewards mobile application, available on both the Google Play and iOS app store. From February to April 2020, MyRepublic customers could earn points based on their monthly bill which could be redeemed at any of the company’s 19 retail outlets islandwide through an in-app QR code system. In addition, MyRepublic users also had the option of earning points by connecting to over 20,000 Wireless@SG hotspots islandwide at locations including shopping centres, libraries, community centres, and other public venues. MyRewards points could then be spent on in-app purchases for retail vouchers and other branded offers, rewarding consumers for their participation.
CYDigital/marteq.io's insight:

Loyalty programs are a natural sandbox for blockchain and crypto, and this is a great use case.

 

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Accenture Named a Leader in the First IDC Marketscape Assessment on Blockchain Services - AiThority

Accenture Named a Leader in the First IDC Marketscape Assessment on Blockchain Services - AiThority | The Marteq Alert | Scoop.it
Accenture has been positioned as a Leader in blockchain capabilities by the IDC MarketScape.

The report — IDC MarketScape: Worldwide Blockchain Services 2020 Vendor Assessment (Doc # US46393920, June 2020) — is the first IDC MarketScape assessment of vendors providing professional services supporting blockchain technologies. Each of the 12 companies included in the report has a standalone blockchain practice or business unit and is actively working with clients to build blockchain implementations that have been deployed outside of a test environment.
CYDigital/marteq.io's insight:

This will continually change over time, especially the next 3-5 years.

 

marteq.io is the peak of personalization, based on the consumer's full digital story. Learn more: https://www.marteq.io #martech #marketing

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How Introduction Of Blockchain Technology Is Transforming Marketing? | CustomerThink

How Introduction Of Blockchain Technology Is Transforming Marketing? | CustomerThink | The Marteq Alert | Scoop.it
Let us take a look at the advantages that this technology has to offer-

1. Simplicity is one of the biggest advantages of blockchain.

2. Security is the topmost reason why this tech is being integrated into various fields.

3. The level of transparency is really high. It is easy to track information and witness the changes that are being made by other nodes.

4. By boosting updates at a great speed, this ever-evolving technology has a lot to offer.

5. The security that it offers has ameliorated the level of reliability.
CYDigital/marteq.io's insight:

Blockchain is a potential platform upon which to create solutions, and needs to be included as you look to solve issues. But its applicability may be limiting, i.e., it doesn't solve all problems.

 

marteq.io is the peak of personalization, where consumers share their full digital story with brands and retailers. Learn more: https://www.marteq.io #martech #marketing

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Why Blockchain Occupies a Unique Seat at the Advertising Table | MarTech Advisor

Why Blockchain Occupies a Unique Seat at the Advertising Table | MarTech Advisor | The Marteq Alert | Scoop.it
Blockchain can fundamentally transform the digital marketing space in this regard—it provides the means for recording reconciled transactions on a decentralized ledger, thereby eliminating data duplication. This then serves as immutable proof of a transaction or event having taken place meaning that campaign success cannot be falsified after the fact. By employing smart contracts in the process of tracking and reconciling published ad campaigns, stakeholders can ensure that only impressions that have been verified according to parameters encoded in the contract are being paid for. Payments can also then be automatically distributed to relevant parties based on factors such as when and where an ad was shown, who saw this ad, and whether the viewer interacted with it.

The cost-efficiencies are clear here, but the prized benefit perhaps is the ability for blockchain to introduce the sorely needed end-to-end transparency to programmatic campaigns. This ensures that stakeholders are only paying for ads that have been served on platforms that are viewable, brand-safe, and fraud-free. Simultaneously, stakeholders have better insights on which to act, enabling them to optimize their campaigns in real time and ensuring that their marketing budgets are well-spent.
CYDigital/marteq.io's insight:

Only scratches the surface as to how blockchain can be applied to marketing...and martech.

 

marteq.io delivers zero party data solutions that significantly reduce digital advertising costs Learn more: https://www.marteq.io #martech #marketing #adtech

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