Blockchain in Digital Marketing: More Customer Confidence – and Innovative Advertising Methods

T-Systems International | April 20, 2021

Blockchain in Digital Marketing: More Customer Confidence – and Innovative Advertising Methods
Concerns around online activities, such as cybersecurity, data privacy, and transparency, are affecting digital marketing. Blockchain technology will help in the stabilization of customer trust in the digital world. It will increase the credibility of online ads, brand honesty, cross-promotion with influencers, and reward customers for data sharing.

Due to the monopoly or duopoly, platform companies such as Facebook pose threats to multiple industry leaders in digital marketing. Furthermore, data scandals fueled skepticism in the digital advertising industry.

Both users and advertisers believe that control over their data is slipping away from them. Blockchain technology allows marketing organizations to work more autonomously in the advertisement industry while also increasing the credibility of their product and corporate communications.

How? The blockchain's key feature is that it maintains data on decentralized servers in several locations rather than in a single centralized repository. These distributed data records (blocks) are inextricably linked together to form a chain. Every computer (peer) in the network receives the same unalterable data copy. This has the advantage of no longer requiring all market players to trust a single repository – and therefore no central point of attack for cybercriminals or vulnerability to technical malfunctions. The concept is similar to an online document held in a decentralized location that can be modified continuously through several computers. This lays the groundwork for more transparent, secure, and reliable solutions in digital marketing.

Brand and product transparency

Any marketing agenda mainly focuses on sustainability. Many businesses claim to be sustainable. But how are they going to prove it? Blockchain technologies can enhance brand integrity within the supply chain management process, for example, by ensuring that products have been packaged or shipped sustainably – 2 important conditions when the products are organic.

As a result, an Industrial Control System (ICS, for example, T-Systems) writes all data into a blockchain that is synchronized for all players, including the manufacturer, delivery agent, and retailer. This procedure allows customers to obtain facts about the sources of their products as well as monitoring information.

In reality, the cloud2cloud combination of the Cloud of Things (T-Systems) and the SCP (SAP Cloud Platform) utilizes Internet of Things (IoT), blockchain, and machine learning to monitor the supply chain of the apples used in a smoothie (use case of T-Systems, pdf). Consumers can trace the direction and origin of organic apples using IoT data, supply data, and origin data – and do a fact check on the brand's value proposition. This enables businesses to sell their products as sustainable with much greater credibility.

Blockchain is on the rise

For the time being, high prices, the failure of real-time apps to attain commercial viability, and a lack of sector-wide initiatives are preventing widespread adoption. While some potential blockchain applications are still unclear, it is beginning to transform the digital world. In the digital advertising ecosystem, blockchain can increase transparency, confidence, and productivity. It will soon become a force in digital marketing rivalry that marketers cannot continue to neglect.

T-Systems has already pioneered individual solutions to help companies get started with blockchain. Several pilot projects have already been initiated, and sector-wide experience sharing will be a critical next step. Marketing organizations who wish to stay competitive can into the processes that blockchain can simplify or even monetize.


In this episode of Nick's Ad Chat, Nicks walks you through integrating Facebook Lead Ads with your Marketing Automation Platform (such as HubSpot) using Zapier.


In this episode of Nick's Ad Chat, Nicks walks you through integrating Facebook Lead Ads with your Marketing Automation Platform (such as HubSpot) using Zapier.

Related News


Model B Launches First Of Its Kind Omnichannel Advertising Technology; Blueprint

Model B | August 17, 2021

Model B, an emerging technology company built to address systemic issues throughout the digital ad buying and analytics ecosystem, today announced the launch of Blueprint, the company's proprietary Omnichannel marketing technology. Blueprint is a single tool that integrates five disparate points across the ad planning, buying and analytics landscape, reducing the amount of tech licenses, money and effort necessary to drive better performance. Through this platform, Model B aims to create an environment where large companies can thrive, but also one where small businesses can grow with ease. Blueprint's end-to-end workflow capability, coupled with its powerful planning, buying and analytics features, empowers brand-side marketers to finally shed their agencies. Model B also offers a unique hybrid model, which provides full-service agency support during onboarding and a timeline to transition away from the company's resources, so the end user can move their media buying in-house in a less disruptive manner. Blueprint's proprietary approach to structuring and modeling vast quantities of data reduces the amount of media planners, buyers, data scientists and ops personnel necessary to understand who to target with what message, as well as which channels and platforms are delivering the best results. Through structured machine learning, Blueprint organizes data based on fixed variables and delivers simple and digestible reporting that gives users a clearer picture of how their campaigns are performing. The platform aims to retrain the brains of marketers to think more purposefully about their audiences and content. "Most media planning and optimization tools were designed for a simpler time, when cookies ran rampant and the walled gardens weren't quite as high," said Todd Silverstein, President of Model B. "Blueprint is the only technology that marries sophisticated analytics and machine learning with automation that ensures the level of campaign setup necessary to generate meaningful data and business intelligence. Our platform simplifies everything and allows marketers to see exactly what's moving the needle for their campaigns. It's the Holy Grail for the modern CMO." Model B already has an extensive network of diverse clients. In addition, a number of brands have already signed up to license their Blueprint technology, prior to launch, including an ecommerce debut by one of Instagram's most well-known influencers, Ayesha Curry. "Blueprint has made launching my ecommerce brand, Sweet July, much easier than I thought," said Curry, founder of Sweet July. "I looked at several solutions, but Model B's technology is much more seamless. After talking it over with my team it was a no-brainer." Model B was founded by Abtin Buergari, a serial entrepreneur who takes pride in identifying flawed and broken systems and fixing them through technology. His former company, Modus, helped launch eDiscovery in the legal space through highly advanced utilization of AI. About Model B: Model B is a pioneering technology company borne out of a full-service advertising agency, providing AI-enhanced Ad Technology and managed service support to brands looking to grow. We exist to empower brand-side marketers in whatever way creates a competitive advantage, whether that's expediting their ability to in-house, thanks to our SaaS products, or delivering strategic, creative and media support. Promoting transparency and simplicity is at the heart of our One Team + One Tool approach, which drives measurable and consistent impact.

Read More


CSI to Invest More in B2B Payments for Advertising and Media

CSI | December 22, 2020

Corporate Spending Innovations (CSI) has reported that it will spend more to support its cloud-based administrations for B2B payments for advertising and media needs, an organization public statement says. President David Disque considered it a "key focus" for the organization to help put resources into media payments, which could support speed and productivity. “This investment in innovation will enable CSI to continue to advance our market-leading position in media and advertising — delivering solutions that increase efficiency, reduce costs, and bring transparency and real-time analytics to all media payments (digital, TV, outdoor, print, and radio).” CSI works with a few huge media platforms and has worked with organizations of all sizes for quite a long time, the delivery says. The organization is channeling capital into item advancement and is turning out more approaches to amplify card spend improvement. Liane Sanson, divisional president of media sales and operations, said the organization was " launching exciting enhancements to our data analytics solution that will take actionable data to the next level for our clients and partners,” the release says. “Our goals are to enhance the customer’s experience and provide transparency and accountability on CSI’s efforts in an interactive way,” she said, according to the release. “We plan to deliver vital data that will assist CFOs in making more informed decisions on targeting suppliers, optimizing payment mix, increasing spend, and improving cash flow.” Disque, keeping in touch with PYMNTS recently, said the main change made in light of the pandemic has been the need to move to advanced methods for payments. He said the organization put a high need on conveying unmistakably about the digital payments circumstance and the advantages of working distantly.

Read More


Evaluate and Track Advertising Companies | View Company Insights for 1,000+ Advertising Service Providers | BizVibe

BizVibe | November 12, 2021

BizVibe has made available 1,000+ company profiles for the advertising services category on its B2B platform. Companies listed in this category are primarily engaged in providing various types of advertising services (such as advertising copywriting, photography, etc.). Companies which manufacture various advertising-related products are also included in the category. Each profile is free to view and packed with high-quality insights, providing businesses with detailed company information. Users can take advantage of these insights to identify, target, and connect with the right companies who provide advertising services. This company information includes employee insights, company competitors, the impact of emerging trends and challenges, the latest news, and more. Free Insights Included for all Advertising Services Company Profiles: List of product and service category offerings and primary operating industries Risk of doing business score across four different metrics List of key executives and their roles within the company Company financials and general organizational information Global, national, and regional competitors List of key clients Top trends and challenges within operating industry and expected influence on business impact Latest company news with the ability to sign up for timely news alerts Advertising Services Companies on BizVibe BizVibe's platform contains 30M+ company profiles, spanning across 200+ countries, categorized into 40,000+ products and services. There are 1,000+ company profiles related to advertising services on BizVibe, covering 20+ related categories. Each company profile contains detailed insights dedicated to helping procurement and sales teams find trusted suppliers and target sales prospects. Examples of advertising services profiles that can be discovered on BizVibe include companies that specialize in: Advertising copywriting services Advertising photography services Digital advertising services Direct mailing services Aerial advertising services Company Profiles for Buyers and Sellers BizVibe's modern B2B platform is designed to help both global buyers and sellers. Powered by the latest best-in-class solutions, BizVibe provides outstanding product features for both category managers and sales professionals. Features for Buyers: Quickly discover the right suppliers Create short lists and custom alerts Mitigate supplier risk and evaluate suppliers Send RFIs/RFPs Features for Sellers: Target the right sales prospects Qualify leads Analyze buyer potential API integration and data enrichment About BizVibe BizVibe has been conceptualized and built by a team based out of Toronto, Bangalore, and London. We are a branch of Infiniti Research and have dedicated units in all three locations. BizVibe helps buyers find the most relevant suppliers from around the world and help sellers target prospects who need their products and/or services.

Read More