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Blockchain & the CMO: The Next Era of Marketing

This paper examines the intersection of blockchain and digital marketing, focusing on how decentralization is shifting the power dynamic between brands and cons

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Abstract

This paper examines the intersection of blockchain and digital marketing, focusing on how decentralization is shifting the power dynamic between brands and consumers. The authors analyze how blockchain can address systemic issues in digital advertising, such as ad fraud, lack of data transparency, and the dominance of ‘walled garden’ platforms. It explores the use of tokenized incentives to reward consumer engagement, the creation of transparent loyalty programs, and the verification of ad viewership. The paper emphasizes that for Chief Marketing Officers (CMOs), blockchain provides a unique opportunity to build direct, authentic relationships with customers through data ownership and transparent value exchange. By leveraging smart contracts, marketers can automate complex loyalty rewards and ensure brand safety in programmatic advertising. The study concludes that blockchain is moving marketing away from surveillance-based tactics toward a more cooperative, value-driven, and consumer-centric model. Publication: Blockchain Research Institute

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Key findings

  • Blockchain mitigates ad fraud through verifiable viewability metrics.
  • Tokenized loyalty programs deepen direct consumer engagement.
  • Decentralized data ownership shifts the power from platforms back to the brand and consumer.
  • Smart contracts automate the distribution of marketing incentives.

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Citation

(n.d.). Blockchain & the CMO: The Next Era of Marketing. Blockchain Research Institute. https://www.blockchainresearchinstitute.org/project/webinar-4-blockchain-and-the-cmo-the-next-era-of-marketing/
Canonical knowledge ID: research:blockchain-the-cmo-the-next-era-of-marketing