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Blockchain Marketing: How will it affect the industry? Part 1

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What comes to mind when you see the word Blockchain Marketing?

Most people think of the technolgy behind the global technology trend Bitcoin and other similar crytocurrency and digital ledgers. However the potential is much bigger.

Don and Alex Tapscott, authors of a 2016 book called Blockchain Revolution, offer this definition:

The blockchain is an incorruptible digital ledger of economic transactions that can be programmed to record not just financial transactions but virtually everything of value.

Blockchain has tremendous power to disrupt and solve problems in other sectors, too. One of the most promising areas: marketing and advertising. This post will focus on advertising…

In advertising, blockchain-based protocols could change how online ads are purchased, delivered, measured, and valued. In fact, it could even lead to accurate data on the ad tracking front—leading to better returns overall. The following are what I see as the top four ways blockchain could contribute to the ad and marketing space.

Esablishing Trust with Ad Buys

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Online advertising can be tricky to understand. There are so many options to choose and when the statistics come in every month they can be hard to read. In addition, how do you know if the stats you do receive are true and accurate? For example views. Lets say in one month you get 3000 views on your website or blog post. How do you figure out if the views were made by actual people or bots. Research shows bots cost companies more than $7 billion in damage in 2016 alone. Due to Blockchain being transparent and encrypted, companies can easily determine if the people viewing their ads are members of their targeted audience—or not—saving millions in ad spend each year. In layman’s terms: companies can make sure they get the advertising they pay for.

Eliminating the Middle Man

One Forrester analyst estimated that publishers removing middlemen could increase their CPM from $1 to $5. Blockchain may do even better. It could eventually shake up the market so much that companies can pay their targeted audience directly to view their ads—skipping the ad buy process altogether. Using “micro-currencies,” companies will vie for actual audience “attention”—not just imprints. And they’ll be able to prove they’ve gotten that attention before the currency is exchanged. The Brave browser, for instance, uses its “Basic Attention Token” (BAT) to allow advertisers to pay based on “mental effort” by the person viewing the ad. That means smarter spending—and connecting—with potential customers.

Targeting Audiences better

In the past, marketers and advertisers use personal information such as age, salary etc to build a customer profile in order to target certain products and services to them. Using blockchain, advertisers will now have the ability to build a customer profile directly from the customer—gaining all the information the customer is willing to share in one swoop. This allows for an even greater ability to market to the customers’ needs—and spend advertising on only those customers who are most likely to buy your product.

Target-Audience

Improving Transparency

When you purchase something, nothing makes you more mad than finding out it is counterfeit. Blockchain’s digital ledger system allows for tamper-proof transparency of every product’s move through the supply chain. What that means is that buyers can easily check where a product has come from—who has handled it—whether it’s legit or faux, whether they are purchasing from an online auction or a brick-and-mortar storefront. This puts tremendous power into the hands of the customer—enhancing their customer experience (CX). Some companies, such as the Babyghost fashion line, have even used blockchain to tell a “story” about their product, including who modeled it on the runway. In that sense, blockchain does more than create trust. It builds brand.

With these recent successes in the digital currency market and the tecnology behind it, blockchain technology will not go away. It is still in the introductory stages but I believe it will improve and change the way we do business.

It will mean fewer unwieldy pop-ups when browsing and closer connections with the companies we want to support. And, it will empower customers themselves to choose which marketers they wish to hear from—all while getting paid for it!

Yes, the concept of blockchain has the power to disrupt our world on many fronts, but marketing is definitely one of the most exciting. And while it might seem overwhelming to those companies still learning how to use mobile apps to schedule their Facebook ads, my view—at least for now—is that it is here to stay.

 

Feel free to comment with your thoughts and ideas! I always welcome new ideas.

Please follow me @cosimocreatesbuzz on Twitter and on Google+ at Cosimocreatesbuzz.

Like and follow my Facebook page @ Spark Media

Subscribe to my YouTube channel Spark Media

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Importance of Messaging

Messaging, one of the key fundamental tools for a business. Outside of a company’s product or service, the number one most important primary call-to-action elements for success are establishing marketing goals and messaging. This strategic step establishes the building blocks that lead to revenue, branding, and competitive edge.

In this digital age, too often the message portrayed and what is understood by readers are two very different things. For example, an advertisment shows that office space is up for sale. One person could interpret that as a real estate opportunity where he purchases it and then rents it out for small fee every month. On the other hand, a entrepreneur looks at it as a way to get out the home office and have a professional location set-up for meetings. Message is important and it should be the same for everyone.

How Your Messaging Guide Drives Your Content Marketing

When we talk about the value of content– whether it’s website copy, blog posts, eBooks, white papers, webinars, videos and a host of other formats – it’s imperative that you clearly and consistently articulate and support your company’s value proposition and key messages.  These key messages should serve as the ultimate bellwether for whether that content advances the company and the business, or is essentially useless filler.  The messaging guide helps to truly serve as the checkpoint for all of your content – is it in line with the business, does it support the way that we work and think, or is it just fluff?

Check out the video below “Why Messaging is important?”

Thank you for reading!

Feel free to comment with your thoughts and ideas! I always welcome new ideas.

Please follow me @cosimocreatesbuzz on Twitter and on Google+ at Cosimocreatesbuzz.

Like and follow my Facebook page @ Spark Media

Subscribe to my YouTube channel Spark Media

3 Tips to Create Content that Sells

In today’s world it’s important that you develop dynamic content that is engaging and that people will want to read. Content needs to cover these four stages:

  1. Inform
  2. Entertain or Inspire
  3. Compel People To Share It
  4. Sell Your Stuff

A lot of content only gets to level one- it informs- boring! Next level writers can entertain, inspire and motivate- that’s 2D Content. If you write the kinds of things people share, you may get to the third level- that’s 3D Content. But to go into the fourth dimension- which is amazing content that sells, we have to go further- to infinity and beyond.

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Many companies look at their marketing budget and see what they invested hasn’t produced what they wanted. In order for your advertising to be successful, it must be seen through interaction whether through sales in store or online or being shared and liked. Check out the chart below that outlines all the major advertising mediums used by small and large companies throughout 2016. Look at the percentage of their budget spent with each and what they received.

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Here are three tips to increase the responsiveness of online advertising:

  1. Teach With Story and Sell With Subtleness: Customers want an answer to “What’s in it for me?” If your content only talks about how great a job you did on a project but doesn’t teach, you’re not likely to get the best results. Have some of your best employees whether they’re tradesmen, or garden experts write content about specific problems they’ve encountered on the job and how to fix it. For example, garden experts experience a customer that wants to replace a plant that died under the warranty. However, once your garden expert looks at the plant and realizes that the warranty is void because the customer didn’t water it, the customer gets angry. Once the customer is calm and understands why the warranty is void and how to avoid it in the future, the problem is solved.
  2. Teach With Video (and a personal touch): When people know you and start to trust you, your chance of doing business with them is much, much greater. Video is an amazing tool for this. It allows businesses to integrate the social power of YouTube with the personal power of real people, and the teaching power behind the content. For example, create a video showcasing a special event that your company attended like the local fair or fundraiser where you were a major donator.
  3. Powerful Social Media Targeting: As organic reach on Facebook continues to plummet to zero, investing in paid promotion is a necessity. One of the strengths of today’s social networks lies within the targeting capabilities available to advertisers. Social media platforms have amassed rich data on consumers that financial marketers can leverage. Using your research and sales data, you can identify specific segments that can be targeted within social platforms. You can target people who are either engaged, married or pregnant, or those who are members of local buying group, or customers at businesses in the same industry as yours.

types of interactive content

For more information on Social Media Targeting:

Social Media for Small Business

Understanding Facebook Insights 2017

Thank you for reading!

Feel free to comment with your thoughts and ideas! I always welcome new ideas.

Melesko, D. (2017, June 29). 3 Tips to Create Content And Social Media Marketing That Sells. Retrieved September 22, 2017, from https://thefinancialbrand.com/66036/social-media-content-marketing-strategy/
Carter, B. (2014, September 29). How To Never Run Out Of Great Marketing Copy Ideas. Retrieved September 22, 2017, from http://briancartergroup.com/advertising/how-to-write-copy-content-that-sells/?hvid=PdNvh
4 Ways to Create Content That Sells. (2016, August 22). Retrieved September 22, 2017, from https://www.socialmediaexaminer.com/how-to-create-content-that-sells/

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