Powerful technological forces are impacting the marketing profession and the companies and industries where marketers work. One such technology is blockchain, a technology that was first introduced to the world in 2008, but it was not until 2017 that the term started to hit the business headlines as cryptocurrencies such as Bitcoin hit valuations nearing USD 20,000 per coin. This report aims to demystify blockchain for marketers and equip them with the knowledge they need to evaluate blockchain use cases and make informed decisions about them.
The report will:
- Define and explain blockchain
- Clarify the difference between blockchain and its first application, Bitcoin
- Explore potential blockchain implications for the sectors where marketers work
- Provide an overview of blockchain use cases for marketing including business model innovation, advertising, identity management and social media
- Describe the challenges to blockchain adoption
Econsultancy would like to thank the following people for their contributions to this report:
- Johan Zammit, Founder & CEO, Smart Studios
- Zeeshan Mallick, CEO, YouYaa Ltd
- Abeed Janmohamed, CEO, Papyrus
- Adam Hopkinson, COO & Co-Founder, Truth Media Agency
- Miro Walker, CEO, Cognifide
- Christiana Cacciapuoto, VP, Partnerships & Platform Operations, MadHive
- Adam Helfgott, CEO, MadHive
- Robert Cooke, Director of Partnerships, Cube Intelligence
- Eduardo Salazar, Co-Founder & CEO, Forctis AG