区块链技术营销策略有哪些,区块链技术营销策略研究

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『一』How will blockchain develop in 2021

Blockchain empowers the development of the real economy. With the development of blockchain technology, its application scenarios have become more in-depth, ranging from commodity traceability, judicial certificate storage, government affairs, supply chain finance, trade finance, and social welfare to industrial management, energy and power, data transactions, public resource transactions, digital Identity, medical and health and other fields. In the future, as blockchain technology further develops, especially in terms of performance, scale, and security, its application scenarios will become increasingly widespread.
1) Blockchain industry life cycle. Determine the development stage of the industry by analyzing the market growth rate, demand growth rate, product variety, number of competitors, entry and exit barriers, technological changes, user purchasing behavior, etc. of the blockchain industry;
2) Area The market supply and demand of the blockchain industry is balanced. By studying the supply and demand status of the blockchain industry, as well as the import and export status, the supply and demand balance of the industry is determined in order to grasp the degree of market saturation in the industry;
3) The competitive landscape of the blockchain industry. Through the analysis of the bargaining power of suppliers in the blockchain industry, the bargaining power of buyers, the ability of potential competitors to enter, the substitution ability of substitutes, and the current competitiveness of competitors in the industry, master the five factors that determine the profit level of the industry. power;
4) The economic operation of the blockchain industry. Mainly for data analysis, including the number of competing companies in the blockchain industry, number of employees, total industrial output value, sales output value, export value, finished products, sales revenue, total profits, assets, liabilities, industry growth capacity, profitability, repayment debt capacity and operational capacity.
5) The main market competition enterprise in the blockchain industry. Including the company's products, business status (BCG), financial status, competitive strategy, market share, competitiveness (swot analysis) analysis, etc.
6) Investment, financing and mergers and acquisitions analysis. Including investment and financing project analysis, merger and acquisition analysis, investment area, investment return, investment structure, etc.
7) Blockchain industry marketing. Including marketing concepts, marketing models, marketing strategies, channel structures, product strategies, etc.
The Xueshuo Innovation Blockchain Technology Workstation under Lianqiao Education Online is the only approved "Blockchain Technology Professional" pilot of the "Smart Learning Workshop 2020- Xueshuo Innovation Workstation" launched by the School Planning and Construction Development Center of the Ministry of Education of China. workstation. The professional base is based on providing students with diversified growth paths, promoting the reform of the training model integrating professional degree research, production, and research, and building an applied and compound talent training system.

『二』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, countThe 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.

『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 just launched, it is a great opportunity for brand promotion. Promoting the project together with the brand can not only enhance the popularity of the blockchain brand, but also greatly attract users to pay attention to the project application.

There are currently 10,000+ people living outside the city. If you want to do block chain advertising, then try the outer circle of the city!

『四』How to apply blockchain in the field of digital advertising

Blockchain has now become a highly exposed hot word, and some even believe that this technology will be used by all walks of life around the world. Bringing huge changes to all industries. So, what impact will it have on the digital out-of-home advertising (DOOH) industry?

Rob Thomas, director of inbound marketing at OpenMedia, gives some perspective:

DOOH and location-based advertising

The outdoor industry is undergoing a micro-revolution. Static and conventional banners are no longer enough to attract a loyal and lasting consumer base. In an increasingly digital and internet-driven world, brands are preparing to take the next step in creating outdoor advertising strategies that are not only eye-catching, but also accessible, engaging and impactful.

What is certain is that blockchain has the potential to revolutionize the digital outdoor media industry. Blockchain can enable brands to gain big data insights about their customer base by facilitating and encouraging consumers to interact with their digital location-based ads (for example, taking a photo and sharing it on social media) in exchange for customer rewards. The process is called tokenization.

Leveraging location-based data can have a significant impact on digital out-of-home media. Fundamentally, allowing brands to tailor their ads to specific audiences at specific times and with specific goals really works.

Smart Contracts, Tags, and Outdoor Advertising

Essentially, blockchain is a decentralized record-keeping technology that can be used without the need for a centralized third-party administrator. Facilitate secure and transparent peer-to-peer financial transactions. It is also known as cryptocurrency.

This technology is expected to have an output value of US$175 billion by 2025. In the field of digital out-of-home media, one of the most attractive possibilities is that blockchain can enable the formation of mutually beneficial logos between brands and consumers.

For example, imagine a digital display that drives users to interact with it through taking photos and social media sharing in exchange for a fixed amount of digital (crypto) store credit. In return, this will allow brands to create micro-branded ads, which will provide them with specific and valuable data about their consumer demographics.

This formal marking between enterprises and consumers can be implemented through smart contracts. A smart contract in its simplest definition refers to a piece of computer code that controls future transactions between parties on the blockchain when triggered under specific conditions. For example, a triggering event could be when a consumer engages in an outdoor ad by sharing a photo on their social media. This, in turn, can trigger spontaneous contract execution and store crypto credit rewards from advertised brands will be seamless and transparent.

In addition, consumers can be sure that their information is secure because distributed ledger technology has strong encryption capabilities. As the name suggests, each transaction represents a "block" and all blocks are connected to the next creation chain. Since this chain is distributed to every peer in the network and is not under the control of a central administrator, it is difficult for any hacker or third party to interfere with the data.

There is no doubt that the future of digital outdoor media is exciting.

As a leader in digital outdoor media, Aoqing Siling is also actively developing blockchain-related businesses. It hopes that through blockchain technology, it can make the digital outdoor ecosystem transparent and reduce advertising fraud. , improve the effectiveness of reaching target groups. In the further future, with the deepening of blockchain and artificial intelligence technology, there may be a subversion of the overall ecological model of outdoor advertising. Quanque is working hard to improve the relationship between advertisers, media and users.Benefit.

『Wu』Blockchain public account, how to carry out blockchain marketing

Now the blockchain is extremely popular, and its development prospects are good. In terms of marketing and promotion, you can also look to the outer circle. They have marketing and promotion plans for blockchain projects, and they have a lot of popular blockchain media resources, so they meet the needs of promoting high-end blockchain products.

『Lu』 How to use blockchain in new retail

First of all, use blockchain technology to connect the supply chain of participants in different commodity circulation 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 are 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.

『撒』 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 blockchain concept 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), financial reporting (Financial Reporting), and the Internet of Things. 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, achieves verification and effective exchange of ownership, and opens the door to real-time micropayments. This information exchange model reduces payment friction, some intermediaries and intermediate 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 chain can pay consumers $1 for installing their APP;

If consumers agree to enable location tracking, they can get another $1 rewards;

If the consumer opens the APP "/1 time per day" andFor 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. According to reports, in 2016, GoogleGenerated an average of $73 in revenue per active user through ads. 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.io is 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 whichAll methods represent major breakthrough achievements in 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. This new web browser developed by Brendan Eich, co-founder of the Mozailla project and creator of the JavaScript language, in addition to providing a new level of privacy In addition to security protections, Brave enables blocksChain system, designed to change the relationship between users, advertisers and 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 technology managers are likely to use blockchain technology to reshape corporate customer relationships. Early introduction of this far-reaching technology will help companies seize market opportunities and benefit from this technology. Benefit in advance from technologies that will be widely used in the future.

About the original author:

Campbell R. Harvey, now at Fuqua School of Business, Duke University, USAJ. Paul Sticht, Professor of Finance and International Business at the School, served as the 2016 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.