区块链技术下的营销策略,区块链技术下的营销模式

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『一』What new products or services can the combination of Qihuo blockchain technology and NFT marketing bring to brand enterprise marketing?

1. Distributed brand marketing: District Blockchain technology can ensure the global security of Yutatan’s brand marketing activities, and can effectively disperse brand publicity and promotional activities to different regions, thereby increasing the brand’s visibility and influence.

2. Intelligent delivery: AI technology can intelligently analyze the delivery of brand marketing activities, identify potential customers more accurately, achieve more effective advertising, and thereby improve the efficiency of advertising.

3. Intelligent customer service: AI technology can provide intelligent customer service, which can quickly solve customer problems, improve customer satisfaction, enhance customer loyalty, and promote the success of brand marketing activities. .

『二』How to use blockchain in new retail

First of all, use blockchain technology to connect the supply chain of different commodity circulation participants with the blockchain storage system. connect. These include origins, manufacturers, distributors, retailers, brands and consumers. Make each participant's information viewable in the blockchain system.
Secondly, the operators of the blockchain alliance chain can be roughly divided into the following categories: alliance chain, automation, visualization, data efficiency, cross-chain bridging. Each link has a complete set of operating mechanisms, and the data chain information has Comprehensiveness, automation, openness, efficiency, rationality and linkage.
This operation and management mechanism is more scientific and rational. Especially in the food industry, taking beef as an example, through the unique traceability code of the purchased beef, consumers can clearly understand the authenticity of the purchased beef and the full traceability information, which greatly enhances trust. At the same time, big data public opinion helps companies carry out smart marketing activities such as brand cultural promotion to maximize the benefits of companies and consumers.
Finally, based on the fact that the retail industry naturally has the remarkable characteristics of fragmented transaction data, diversified transaction nodes, and complicated transaction networks, the collection, storage, and integration of information on commodity production, circulation, and delivery are the end-to-end retail supply chain. The core proposition of management.
Hongqiao Technology uses blockchain to replace the paper model in the existing cross-border trade process, and forms a closed-loop self-certification capability for data on the chain through the integrity and correlation of trusted transaction data. Improve the document review speed and process operation efficiency in cross-border trade. Customs can directly manage the entire process of cross-border trade, review the transaction process in real time, and quickly and accurately analyze and control risks.

『三』 What are the reliable marketing and promotion methods of blockchain, or intelligent marketing platforms?

Blockchain marketing and promotion in the outer circle of the city:
When a blockchain project is first launched, it is a great opportunity for brand promotion. Promoting the project together with the brand can not only enhance the brand awareness of the blockchain, but also greatly attract users to pay attention to the project application.
There are currently 10,000+ blockchain people in the outer circle of the city. If you wantIf you want to do blockchain advertising, then try the outer circle of the city!

『四』How is blockchain technology used in the banking industry?

The biggest feature of blockchain technology is decentralization, and this feature will reduce a lot of costs in the banking industry. cost.

First of all, decentralization means that intermediaries are no longer needed to establish a trust mechanism between banking systems, saving intermediary costs.

Secondly, the development of digital currency will make it possible to realize real-time digital transactions in banks. For example, in bill transactions, bank bill transactions have always relied on a third party to realize the transfer of valuable certificates. Even electronic bill transactions require interactive authentication through information from the central bank's ECDS system. Blockchain technology can realize point-to-point transfer of value and no longer requires centralized system control. This not only speeds up the speed of ticket transfer, but more importantly, it can reduce errors caused by human factors and reduce processes. Naturally, it will reduce the bank's demand for personnel and save the bank's labor costs.

Finally, it will also have an impact on clearing and settlement. The bank's clearing and settlement business has always been completed by central clearing, which is inefficient. Settlement through blockchain technology will greatly improve the efficiency of banks.

Blockchain technology also plays a major role in banks’ cross-border payment services. Today, when global trade is highly developed, cross-border payments are becoming more and more frequent, and banks often act as third-party services in cross-border trade, such as electronic transfers, asset custody, etc. However, cross-border payments generally take about 2 days to arrive, which is very inefficient and reduces the utilization of funds in transit. In blockchain technology, both parties of cross-border payments can be completed in a point-to-point manner, achieving round-the-clock payment and real-time arrival, thereby speeding up clearing and settlement, thereby improving the efficiency of bank processing business.

Another feature of blockchain technology is de-risking. Banks can build their own blockchain, which can ensure that bank customers’ transaction information and transaction records are true and valid and will not be compromised. Without any tampering, the bank can effectively identify the customer's information, understand all aspects of the customer's situation, identify the customer's abnormal transactions, and prevent being deceived by the customer, thus reducing the bank's supervision costs.

『Wu』 In the new retail era, how to use blockchain technology to create better customer marketing relationships

Author | Campbell R. Harvey

Source | Shiji Business Review (ID: efuture555)

In the marketing and advertising industry, blockchain technology has more important application significance, however, " CMO" survey data shows that only 8% of companies believe that blockchain technology plays a moderate or important role in marketing.

Although the concept of blockchain has received a lot of hype,The obvious result is that blockchain technology is not well understood. Such "conceptual hype + lack of in-depth understanding" has caused certain obstacles to the in-depth application of blockchain technology, causing marketers to adopt a "hesitant and wait-and-see" attitude towards this technology.

Blockchain technology has the characteristics of transparency, stability and security, which makes this technology widely used in supply chain management (SCM, SupplierChainManagement), smart contracts (Smart Contracts), and financial reporting (Financial Reporting). It has reliable and trustworthy advantages in information management such as IoT (Internet of Things), private medical treatment, and even power grids. At the same time, the data transfer model of blockchain technology greatly reduces transaction costs, enables verification and effective exchange of ownership, and opens the door to real-time micropayments. This information exchange model reduces payment friction, some intermediaries and middle links that make a living disappear, and it becomes possible for consumers to own and control personal information. All of the above allow us to see the disruptive potential of blockchain technology in information management, transactions, marketing and other fields.

Today, financial transactions have considerable transaction costs. Retailers need to pay a 3% payment processing fee to credit card companies (Translator's Note: 3% is the US processing fee standard), and payment processing fees at gas stations are even higher. Sellers who open stores on eBay and Shopify need to bear payment and transaction fees, transaction fees for paying with PayPal, etc. All of these fees add to the cost of goods and are often passed on to consumers. Therefore, with the widespread use of credit cards and debit cards, many merchants have set consumption limits to avoid loss of profits caused by excessive fees.

Blockchain technology will significantly reduce financial transaction costs, even approaching "zero transaction costs." Even small transactions will enjoy this profit. In the financial field, financial giants such as Mastercard and Visa are already using blockchain technology to handle local currency remittance business. The entire process is safe and transparent, which brings more choices and benefits to merchants. Cost comparison opportunities instead of relying solely on credit card transactions.

In the field of marketing and advertising, blockchain technology also has a profound impact. Currently, marketers are already using shared information purchased from third-party social media (such as Facebook) to obtain customer marketing data. This move undoubtedly illustrates the marketing value of data and also points to the trend and potential of digital marketing.

However, using blockchain technology, merchants can use micropayments to incentivize consumers to share personal information without the need for intermediary merchants. For example:

A grocery supermarket chain can support consumers who install their APP.Pay a $1 reward;

If the consumer agrees to enable the location tracking function, they can also get another $1 reward;

If the consumer opens the APP "1 time per day" and For spending at least a minute on it, retailers can reward customers for their loyalty by paying them a few cents or store points.

During this period, merchants will push promotions and special offers to consumers.

In fact, consumer customization opens up some legitimate marketing mechanisms, such as providing personalized marketing or prices. This is one of the main values ​​of consumers voluntarily providing various data. This method of marketing estimation derived from real consumer data will not only reduce the risk of fraud caused by anonymous promotions, but also reduce the various risks of promoting APPs due to incomplete and inaccurate consumer information. Application troubles.

The same method as the above method of promoting the use of APP can also be used for "smart contract" (a virtual agreement that does not require a middleman to confirm, audit and verify identity due to the support of blockchain technology) marketing middle. Based on the support of blockchain technology, consumers will activate this "smart contract" when they subscribe to emails or bookmark registration reward programs. After that, whenever consumers interact with emails or advertisements, small incentives will be automatically saved. into consumers’ wallets. This brings us to our next topic.

A similar model can be used in the website promotion advertising business, that is, motivating consumers through compensation to drive page views for each advertising page.

In 2016, a study released by HubSpot showed that most Internet users do not like pop-up advertising windows and mobile window ads, believing that online advertising seriously interferes with vision and has certain intrusive and damaging negative effects. For this reason, more and more users are installing ad blocking tools. This widespread trend of distaste has had significant punitive consequences for the advertising industry. It is estimated that ad blocking will cost publishers a whopping $35 billion in lost revenue by 2020.

With the support of blockchain technology, marketers can rethink their advertising, marketing promotion and revenue models, that is, consumers who pay attention to marketing and advertising can directly pay them "small incentives" "Of course, this method will also get rid of the middle layer of advertising distribution, Google or Facebook.

It is believed that the “duopoly” of Google or Facebook in the Internet and digital advertising will soon be threatened by the application of blockchain technology. Although keyword-based search will not completely disappear, its advantages will no longer exist. Ultimately, individuals will take control of their own private online profiles and manage their own social networks.

With the help of blockchain technology, companies can bypass some of the current social media “giants” by interacting directly with consumers and share the rewards of browsing ads with consumers. In 2016, Google reportedly generated an average of $73 in revenue per active user through advertising. Of course, $73 is just the average return for more than 1 billion active users, and we can reasonably estimate that the revenue Google brings to some highly valued people will be far more than $1,000. Just imagine, when companies use blockchain technology to implement "voluntary browsing advertising" and deliver effective product consumption value to consumers, how great the marketing effect will be?

With the help of blockchain technology, advertising delivery and the degree of consumer participation can also be confirmed to avoid excessive advertising and the abuse of email advertising. Because excessive advertisements and flooding of email advertisements will not only make consumers bored and lose motivation to purchase, but will also aggravate consumers and create resentment, thereby blocking advertisements. For example, consumers who have already purchased the product will not be willing to receive it anymore. Any advertising placed by the Company.

Blockchain technology can also be used to verify the source of marketing information. Micropayments will effectively destroy large-scale phishing spam emails, weaken the interference of ineffective marketing on people, and purify the Email environment.

Approximately 135 billion spam emails are sent to users every day, accounting for 48% of all emails sent. With only one reply for every 12.5 million emails sent that are considered "junk," the waste and disruption are staggering.

Using blockchain technology, as long as the recipient is paid a small marketing fee, spam can be filtered or blocked through these small marketing costs. With the help of these marketing costs, companies can help identify the target emails. Marketing or trading to consumer groups with independent wishes.

A similar situation is that on the Internet, every time a user clicks on a link, a small micropayment transaction may be generated. In most cases, users only need to pay a small fee, for example, it only costs one cent to read a news article. This kind of micropayment will be a powerful weapon in defeating "denial of service attacks". (Translator's Note: Denial of service attacks, referred to as Dos attack. Dos attack is a type of network attack. This attack has always been a problem that cannot be reasonably solved. For example, an attacker recruits a robot to attack a website, Sending millions of requests causes the website to crash due to full cache, slow response or even outage).

Blockchain technology can also prevent robots from setting up false media accounts, sending a large amount of false information to users, and stealing the online advertising revenue of big brands. Online authenticity is indeed baked into blockchain technology.

Keybase.iois a company dedicated to solving the problem of social media fraud, using blockchain technology to allow individuals to prove that they are the legitimate owners of various social media accounts. This makes marketing impact easier to track and marketing spend easier to demonstrate, both of which represent major breakthroughs for the marketing industry.

As of 2016, fraudulent or deceptive display advertising resulted in a loss of $7.6 billion, and this loss accounted for 56% of total display advertising revenue. In the next few years, this number is expected to increase. will rise to $10.9 billion.

Using blockchain technology to track advertising display activities, marketing organizations can monitor the execution of the entire automated advertising campaign to ensure that marketing support is used to promote return on investment (ROI), and can directly quantify and analyze marketing The input and output of activities generated by each user and each email.

By associating small marketing behaviors with micropayments, blockchain technology solves these attribution problems that have plagued marketers in industry operations and management for decades.

In addition, ordinary people who create popular new media content, such as some highly sought-after viral videos or social posts, can receive "rewards" every time they are clicked. , this will all be attributed to "blockchain technology". But the current situation is that unless their work is published on a subscription-based online platform or channel, they are not paid a penny.

In all these blockchain application scenarios, content creators have the right to create and manage their own successful works.

Coupit is both a cryptocurrency (Coupit Coin) platform and an open market where businesses and individuals can sell their products and services. The difference is that Coupit is an e-commerce platform powered by blockchain technology, and Coupit is preparing to maximize the use of blockchain technology to improve the impact of its marketing content.

Based on the support of blockchain technology, the company's marketers can intervene in the development process of consumer loyalty programs and group buying alliance programs. Consumers can exchange their own rewards and offers with each other, and marketers can easily differentiate between dormant and loyal customers. This visible, transparent, and easy-to-operate means helps marketers create personalized marketing prices and promotions for customers, thereby expanding their marketing effectiveness.

Even if aggregator analysis or intermediary analysis is necessary, micropayments will allow businesses to bypass ad blocking tools, and individuals will have control over the amount of personal information they share and will directly receive ad views. With the rewards coming, many privacy issues will also be completely solved due to legal protection.

Take the Brave browser as an example, which was co-created by the Mozailla projectA new web browser developed by JavaScript language creator Brendan Eich, in addition to providing a new level of privacy and security protection, Brave enables a blockchain system and aims to change the way users, advertisers and Relationships between content creators. Its “Basic Attention Tokens” (BATs) are tokens for a blockchain-based advertising platform. The project aims to eliminate third-party advertising transactions, protect user privacy, reduce advertising fraud, and share content with users. Revenue to reward users' attention to improve online advertising. _ Translator's Note) will allow publishers and advertisers to monetize value-added services to gain part of the growth associated with the advertising business, 73% of which is driven by Facebook and Google dominates.

As blockchain becomes mainstream, all intermediaries will need to adapt their business models. The decision-making chain changes structurally:

Individual consumers will have greater control over how they share their private information;

Consumers will decide how to spend time with advertisers Interactive;

Spam and phishing scams are blocked, and from a cost perspective, the more spam they send, the less sustainable their business will be.

From an enterprise perspective, this may mean a higher level of control over the traffic quality of all marketing promotions, as well as a better understanding of consumer behavior based on data management.

On the other hand, ads cannot be served without a transactional fee being paid to each affected individual. Consumers will also be motivated to post real and accurate social information online, such as describing content of interest, etc., and they will also pay for it. Instead of paying marketing fees to social media middlemen, marketers will pay directly to the end consumer. When the target consumers are high-value customers, the incentive mechanism will also increase, and the marketing will directly hit the bull's-eye.

Blockchain technology has great potential in reshaping social trust, making social trust more powerful, increasing visibility, connecting multiple resources, and rewarding individuals for their contribution to transactions. Marketing activities and the advertising industry have will be fundamentally affected by these changes. Not only for the company's top marketing leaders (CMO, chief marketing officer), but also for decision-makers such as corporate strategic planning, finance, and technology decisions, pushing them to design and implement blockchain as a priority business matter. From an operational perspective, companies may establish new high-level trust models with consumers and ultimately connect consumers with products through credible marketing campaigns.

Marketing managers and technical managers may use blockchain technology to reshape corporate customer relationships. The early introduction of this far-reaching technology will promoteEnterprises seize market opportunities and benefit from this technology that will be widely used in the future.

About the original author:

Campbell R. Harvey is currently Professor of Finance and J. Paul Sticht Professor of International Business at the Fuqua School of Business, Duke University. He served as the 2016 U.S. President of the American Finance Association. Professor Harvey is an investment strategy advisor to Man Group, PLC, and a partner and senior advisor to Research Affiliates, LLC. For the past 5 years, he has taught blockchain courses at Duke University: Innovation and Crypto ventures.

Christine Moorman is T. Austin Finch, senior professor of business administration at Duke University’s Fuqua School of Business and author of the Journal of Marketing 》 (Journal of Marketing) Editor-in-Chief.

Marc Toledo, a senior associate focusing on blockchain and digital transformation at PwC, graduated from Duke University with an MBA and worked at the World Bank and Apple During this period, he led large-scale projects related to cybersecurity, machine learning, and artificial intelligence.

『Lu』Blockchain technology has entered the fashion field

According to "Forbes", blockchain technology has entered the fashion field, and young Czech designers Martinasperlova is the first user. She cooperates with Provenance, a blockchain company also based in London, to put waterproof washing chips that store a large amount of information into clothes. After scanning with a mobile phone, a link will be obtained. After clicking, the clothes can be read. Source, production, story and other information, this link can also be shared with others online. Consumers can also contact brands and designers for after-sales service at any time through the blockchain.

For a piece of clothing, blockchain The application of technology not only allows people to know which company the zippers and other accessories on the clothes come from, but more meaningfully, all communities related to this clothing element are connected - consumers can understand the stories behind the clothes and see the on-site Photos, Sperlova sees as an emotional connection. If consumers want, they can also enter their own story with the piece of clothing into the blockchain, and the next person wearing the piece of clothing can see more of the story. In Vintage In the field of fashion, it is a good thing to identify the authenticity of products and increase product value.

For people like MartinaSperFor unknown small brands like lova, blockchain technology is an opportunity to develop Huanrubi.

The brand was founded in 2011. Spetlova, who is a chemistry major, applies his knowledge of materials to textiles, so Her design attaches great importance to hand-weaving technology and sustainable materials. Because of the weaving technique, color combinations that express the level of the fabric have also become a method. Bold and beautiful colors are popular and interesting, and asymmetric tailoring is also a characteristic of Martinatinatinatinasperlova. This popular style is not out of date. The brand has been active in a small area since it was trapped by fashion blogs such as Susie, Bubble, Fkatwigs and Akito.

Although the scale is small, it gives the brand the opportunity to deepen its sustainability and make its products more sustainable. There are more and more stories. For example, Spetlova works with refugee workers in the Turkish NGO Project Instanbul, using chromium-free leather uniforms. This is a material that is less toxic when tannins protect workers’ health and water sources. She is trying to put plastic The products are recycled into fabric.

Since in blockchain applications, every step of the product will be recorded, in order to present these contents in more detail, she narrowed down the suppliers and manufacturers to five. It is easier for small brands to apply blockchain technology. If there are too many suppliers, it will be difficult to follow up on every step.

Of course, she needs to convince these people to cooperate with the brand, but it is not difficult. Because for these For small and medium-sized enterprises, blockchain technology is a good marketing tool. Suppliers and manufacturers need to create their own blockchain accounts on Provenance and upload information. In order to ensure the security of the information, the information must not be edited or modified after being placed.< /p>

『撒』BlueFocus and Blockchain Data Foundation cooperate to explore marketing blockchain applications

Recently, Blockchain DATA Foundation and BlueFocus reached an agreement Strategic cooperation, the two parties will work together to build the marketing blockchain laboratory of BlueFocus Kunlun Hall Research Institute. The two parties will cooperate on the technical implementation of the DATA project in data anti-fraud in the field of digital marketing, and will also jointly explore the broad application prospects of blockchain technology in the field of advertising and marketing.

BlueFocus was founded in 1996 and listed on the GEM in 2010. In addition to having branches in major domestic regions, BlueFocus also has an international business network in North America, Europe and other countries and regions in the Asia-Pacific. Asia's largest marketing communications company. In the context of the era of big data and social media, BlueFocus continues to increase data genes and technology genes through business innovation and investment and mergers and acquisitions, and achieves the integration of content, creative services and product technology capabilities, forming new core competitiveness. In 2017, BlueFocus achieved total revenue of 15.2 billion yuan, of which data technology business revenue accounted for nearly 90%. More than 20% of the ideas have been completed by independently developed intelligent service robots, and the intelligent management service platform has taken shape.

The DATA project is a decentralized terminal data credit protocol based on blockchain and driven by AI technology and P2P mobile storage architecture. The DATA project is committed to using blockchain technology to solve serious problems in the global digital ecosystem such as data fraud, low cooperation efficiency caused by lack of trust, waste of ecological resources, and uneven value distribution. Through terminal-level data trustworthiness assessment, the DATA project hopes to solve the problems of data traceability, confirmation of incentives, and quality control.

In March of this year, BlueFocus and Lakala Group jointly established the Kunlun Hall Big Data Research Institute, which consists of four major laboratories: cloud computing, artificial intelligence algorithms, service robots, and blockchain applications. And set up a research center in Silicon Zen Valley. BlueFocus hopes to integrate various forces to build a smart operation platform. In the future, it will rely on big data construction capabilities to realize the output transformation and in-depth application of scientific research results, provide a powerful engine for the intelligent development of the entire marketing system, and ultimately empower customers with smart operations. Ability to achieve business model innovation.

The two parties will carry out the following cooperation on the implementation of the DATA project and the exploration of blockchain technology in the field of digital marketing:

On the one hand, based on the accumulation of marketing communication services over more than 20 years , BlueFocus has a deep understanding and strong demand for digital marketing effect monitoring. BlueFocus will try to use the Data Authentication Protocol and other related technologies provided by the DATA project within the system to build the underlying blockchain infrastructure for terminal data quality monitoring and traffic fraud prevention. For example, its mobile intelligent marketing integration service company Domob focuses on mobile brand advertising, performance advertising and APP distribution, and has a one-stop programmatic advertising platform. By combining DATA, Domob can not only further improve its traffic anti-fraud system, optimize service processes and improve marketing efficiency, but also become a DATA ecological certification node and work with ecological partners to jointly govern the ecosystem.

On the other hand, the two parties will combine the actual needs of BlueFocus and its subsidiaries in the marketing field to explore more application scenarios of blockchain technology, and will be jointly organized by the Blockchain Data Foundation (Blockchain DATA Foundation) leads the research of the institute’s blockchain laboratory in the field of marketing. Through core mechanisms such as blockchain-based consensus engines and smart contracts, the two parties will conduct research on marketing alliance chain research and development, intelligent marketing, settlement and payment, and data privacy security. By combining AI and big data technologies, we jointly improve digital marketing efficiency and create more value for customers and ecological partners.

In this cooperation, BlueFocus will also join the globalGlobal Data Trust Alliance (Data Trust Alliance) to jointly build a true, mutually trusting and efficient global data ecosystem. The Global Data Trust Alliance is an alliance initiated by the Blockchain DATA Foundation with the goal of establishing a true and mutually trusting data ecosystem. Currently, the American marketing data monitoring and analysis company Kochava, XCHNG Global Zone Blockchain digital marketing platform and global mobile monetization optimization platform Yomob are both members of the alliance. At the same time, Kunlun Hall Marketing Blockchain Laboratory will also work together with members of the Global Data Trust Alliance to explore potential vertical application scenarios that blockchain technology can really empower in solving data trust.

『8』What are the commonly used methods to promote blockchain

There are many ways to promote, such as WeChat groups, community media marketing, community marketing, and various professional websites , APP all have it, Qubu’s blockchain promotion is pretty good, you can learn a lot about blockchain in Golden Finance, if you want to learn more and compare it faster Good promotion method suggestions: Start with [Digital Currency] to learn more and faster.