Disruptive Innovations in Digital Marketing : How Blockchain Could Revolutionise the Advertising Industry
Kecskés, Zselyke (2018)
Metropolia Ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018053111621
https://urn.fi/URN:NBN:fi:amk-2018053111621
Tiivistelmä
The objective of this research was to study whether blockchain technology could act as a disruptive innovation in digital marketing. Furthermore, the study intended to discover and discuss the type of changes this technology could initiate in the field.
A literature review was conducted on marketing to further deepen the understanding of the field and its evolvement while also giving insight to some current issues and what has led up to it. To conduct this research, qualitative, exploratory methods were used. An interview was conducted with an Aaron Koenig, an expert on the field of blockchain technology, to gain insight into the possibilities and more technical aspects of the technology.
The results describe the current problems in digital marketing from both the perspective of users and advertisers and offer a possible scenario of how blockchain could disrupt the industry. The study also introduces a company as an example, that aims to solve the two main problems introduced utilising blockchain technology.
As a summary, it can be concluded that blockchain has the power and potential to disrupt various aspects of digital marketing. Large corporations currently play a big role in dictating the terms of digital marketing, which allowed privacy issues to emerge. Furthermore, the accuracy of current digital advertising and targeting has room for improvement. Both these issues can be potentially solved by involving blockchain technology in digital marketing. It is yet to be seen, how these technologies will be applied by companies and utilised by everyday users.
A literature review was conducted on marketing to further deepen the understanding of the field and its evolvement while also giving insight to some current issues and what has led up to it. To conduct this research, qualitative, exploratory methods were used. An interview was conducted with an Aaron Koenig, an expert on the field of blockchain technology, to gain insight into the possibilities and more technical aspects of the technology.
The results describe the current problems in digital marketing from both the perspective of users and advertisers and offer a possible scenario of how blockchain could disrupt the industry. The study also introduces a company as an example, that aims to solve the two main problems introduced utilising blockchain technology.
As a summary, it can be concluded that blockchain has the power and potential to disrupt various aspects of digital marketing. Large corporations currently play a big role in dictating the terms of digital marketing, which allowed privacy issues to emerge. Furthermore, the accuracy of current digital advertising and targeting has room for improvement. Both these issues can be potentially solved by involving blockchain technology in digital marketing. It is yet to be seen, how these technologies will be applied by companies and utilised by everyday users.