According to entrepreneur, investor, and bestselling author Alex Tapscott, there is one form of technology that will have a greater impact on the world economy than self-driving cars, solar energy, or even artificial intelligence. It’s called the blockchain.
So why should you care about this? Blockchain is not only the technology that powers bitcoin, but is a protocol that holds the power to reshape the world of business and transform the old order of human affairs for the better. For Marketers, it holds immense value in the
In this keynote session, Alex Tapscott will discuss how many different features of the marketing function will be transformed by blockchain. Just as blockchain provides ways to obtain information about potential contractors and partners, it will be able to tell you about people or businesses you propose to do business with. Remember, individuals will control their own data in virtual block boxes. Since companies will no longer be able to profile customers by tracking and capturing their behavior online, they must engage more directly peer-to-peer with them. This may seem like a nuisance but it’s actually a huge opportunity. Rather than a one-way broadcast model, companies can engage their customers as ‘prosumers’ in the business, giving them more power to monetize their role in the value chain. Some consumers may allow access to their data in exchange for freebies; others will charge businesses a fee to license their data. The advantage for companies will be that they will be able to find their target audience with greater precision.
- How blockchain can enable consumers to own and monetize their own data
- How this technology can transform consumers into prosumers, improving target metrics
- What this means for the future of Marketing, Social Media, and Big Data