advantages of blockchain • Examples of blockchain projects • Trends and predictions • Next steps for you, the digital marketer • A disclaimer and a special offer Slides on speakerdeck.com/dcent What will you get from this talk? Dcent.tech @divydovy
trust everyone in the group, can't trust outsiders Towns - need to trust currency to enable specialised lifestyles and trades Cities - need to trust police and governments to maintain citizen safety International - need to trust institutions for education, government, finance and law Digital - need to trust computers and the corporations that run them -- The history of trust to this point is a story about centralisation -- Blockchain - no need to trust anyone, only need to trust maths Dcent.tech @dcentagency
risk to join the battle for truth so that facts triumph over fears." Edelman Trust Barometer 2018 http://cms.edelman.com/sites/default/files/2018-02/2018_Edelman_TrustBarometer_Executive_Summary_Jan.pdf The challenge Dcent.tech @divydovy
Smart contracts - programmable contracts, execute on the blockchain when conditions are met Cryptocurrencies - blockchain technology, decentralised currencies, exchange or store of value Coins/tokens - digital representations of an intrinsic or physical assets tracked on a blockchain Oracles - trusted authorities, involved in smart contracts dApps - decentralised apps which use the blockchain itself as their operating system Cryptoeconomics - the protocols that define trade behaviour in a DLT-powered system https://www.legalgeek.co/learn/blockchain-wtf/ Dcent.tech @dcentagency The jargon
how cryptoeconomics will disrupt digital marketing: 1. Content marketing 2. User-generated content 3. SEO 4. Display advertising Zooming out, longer term • What does this mean for brands? • Is the future for brands based on purpose & values marketing?
like Reddit or Medium but underpinned by it’s own cryptocurrency - where Medium has claps, Steemit has STEEM dollars. You can earn STEEM by: • Publishing content • Voting and curating content • Buying tokens directly Then you can sell your tokens to buy your groceries. https://steemit.com Content Marketing
to: • Allow direct reader revenue • Manage platform governance • Incentivise 3rd party developers • Provide a token-curated registry Civil fixes a number of key issues specific to publishing businesses. Cryptoeconomics
rel=author tag - another ranking signal for search and social platforms. https://searchengineland.com/blockchain-will-impact-search-mark eting-industry-282998 http://www.digitalistmag.com/customer-experience/2017/11/08/bl ockchain-impact-marketing-search-programmatic-influencers-05 489233 SEO Dcent.tech @divydovy
blockchain adtech will be more like tinder. “After all, with blockchain, the intermediary is a robot, not a human, so people can trust it with their data.” https://digiday.com/marketing/blockchain-in-progr ammatic/ Display Marketing "bots inflicted $7.2 billion in fraud last year." https://www.neverstopmarketing.com/wp-content/ uploads/2017/07/CMO-Primer-For-The-Blockchain -World-NSM.pdf
There are already some very credible platforms emerging in this space, e.g. • https://decent.ch • https://po.et • https://joincivil.com • https://steemit.com • https://www.yours.org • https://www.synereo.com • https://akasha.world Credit for map: https://medium.com/@matteozago/why-the-net-giants-are-worried-about-the-web-3-0-44b2d3620da5
2. Cohesive plan to achieve vision 3. Harness the power of a community of believers who are stakeholders in multiple ways: emotional, psychological, and financial Brand Marketing Core new brand capabilities: • Be willing and able to provide transparency via blockchain proofs • Inspire and recruit believers in the core vision and mission • Propel circular economies of authentic value that support the vision and mission
their economics, and rally a community...to flourish in a way that was previously impossible.” Fred Ehrsam (co-founder of Coinbase), Value of the Token Model “an infinity of subcultures...now blossoms on the Internet — vegans, body modifiers, CrossFitters, Wiccans, DIYers...Millions of people are finding their true peers in the cloud.” Balaji Srinivasan (founder of 21.co) Software is Reorganizing the World Combine these insights and we can imagine a world in which the granularity and transparency of blockchain data gives economic power to very specific communities. https://www.neverstopmarketing.com/wp-content/uploads/2017/07/CMO-Primer-For-The-Blockchain-World-NSM.pdf Purpose Marketing Dcent.tech @divydovy
(Rakuten already has) • Media-buying agencies will innovate or struggle • Everything that can be Tokenized will be Tokenized • Shift towards purpose, authentic value creation, community curation and experience • Instantaneous migration between service providers • Browsers will help manage your online budget • The role of oracles (to provide data for smart contracts) will lead to the growth of importance of trusted authoritative data sources • Blockchain-based Ad- and Mar-Tech will see huge growth (400% in last 6m alone) Trends - my take
settings • Try implementing BAT on your website and letting people know you’re using it • Sign up to Steemit (and/or other blockchain-based social media) and get involved • Put some time into reading and learning about blockchain, CCs and DLTs • Consider whether your brand is ready for this new reality • Seek out economic opportunities and potential that add to the brand proposition • Build stronger bonds with your customer experience team (or create one) • Stop washing spreadsheets and prepare to play a different role when reporting data • Measure how your audience feels inspired by your purpose What should you do now if you're a digital marketing professional?
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