th images menu user export search eye clock list list2 arrow-left untitled twitter facebook googleplus instagram cross photos entrep-logo-svg

Why Marketers Need to Pay Attention to Cryptocurrency ’ Now

What is cryptocurrency, and why is it going to interfere with your current marketing model?
By AJ Agrawal |
Why Marketers Need to Pay Attention to Cryptocurrency ’ Now

Although the technology is relatively new, cryptocurrency is already making waves in multiple industries. In fact, there are some who argue that it will change the face of finance and marketing forever.

 

Despite its relative infancy, cryptocurrency has already impacted the marketing world pretty significantly, even as experts work to understand the risks and benefits involved. Here are some reasons you should be paying attention to cryptocurrency, as well as some explanations of this groundbreaking technology, to get you started on mastering it.

 

 

First off, what is cryptocurrency?

Before you dive into why cryptocurrency is important for marketing, you need to understand what it is in the first place.

 

Cryptocurrency is a form of blockchain technology, the technology that bitcoin and other distributed ledger systems are based on. Basically a gigantic ledger of transactions, blockchain is an open and shared database that operates in a decentralized network format. It allows users to transfer and add information to it anonymously, without security compromises.

 

In other words, cryptocurrency, like Bitcoin, is an anonymous financial system that employs blockchain technology to operate. Instead of using a credit card to pay for an item online, users can use Bitcoin or another form of cryptocurrency. And it's getting pretty popular — in November 2016, the market capitalization of Bitcoin and other cryptocurrencies reached$13.8 billion.

 

It's important to remember that many uses of cryptocurrency in advertising are still a few years away, as there isn't much happening in this area yet. However, there's no harm in being ahead of the trend.

 

 

Cryptocurrency may make it tougher to access consumer information

The use of cryptocurrency might make it more difficult for marketers to collect the kind of data on consumers that often inform advertising strategies. In this regard, 86 percent of internet users have tried to remove or decrease their digital footprint online; and cryptocurrency will make this more possible than ever, because it will deplete the amount of consumer data available.

 

Currently, it's pretty easy to collect huge amounts of information on potential customers to attract leads. This is largely because the platform you use, like Facebook or Google, owns the data and sells it to you. Marketers can use this information to figure out audience segments, test which ads work better than others, predict customer behavior and more.

 

With cryptocurrency, however, many leads and buyer information will become anonymous, secure and encrypted — making it difficult for marketers to figure out who bought what, and how customers are responding to marketing tactics. Individuals will be in more control over their personal information, which could make it nearly impossible for marketers to gather it and design marketing strategies accordingly.

ADVERTISEMENT - CONTINUE READING BELOW

 

For these reasons, marketers need to start figuring out new ways to collect information to inform their strategies, if they want to keep up with consumer wants and needs.

 

 

Consumer attention and information may cost more

One way marketers could navigate the potential lack of consumer data is by paying users directly for their personal information, to be allowed to market to them online, instead of paying the platforms they use.

 

Since the blockchain technology behind cryptocurrency means that no single entity can own or control networks, users will be in control. Cryptocurrency itself further complicates this picture, as businesses eventually will be unable to tell who bought what product or service. Companies may need to pay users directly for their information and for the opportunity to market to them, instead of platforms like Facebook or Instagram.

 

For instance, new social media platforms like 21.co and Steem (which has over 30,000 current user accounts and is growing) allows marketers to engage with users for the opportunity to get the purchasing and other personal information about them that would otherwise be unavailable due to cryptocurrency. Businesses have to do the legwork to reach out to users, and the users can then decide if they want to engage.

 

The tricky part here is that the average customer is going to want more compensation for his or her purchasing and other information than a platform might charge for that same information now. The plus side, however, is that if the customer allows you to access his or her information, that person is more likely to be interested in your brand.

 

 

Final thoughts

We know that discussions on cryptocurrency involve a lot of hypotheticals, largely because we don't yet completely understand what it's going to do to marketing.

 

However, although cryptocurrency may not affect your own business marketing model, it's a strong representation for where digital trends are heading in the next few years. Even if the changes aren't as dramatic as now believed, it's a good idea to prepare and explore the potential of cryptocurrency so that you aren't taken by surprise.

 

 

What are some other ways you think cryptocurrency might affect marketing in coming years?

 

 

 

*****

 

 

Copyright © 2017 Entrepreneur Media, Inc. All rights reserved.

This article originally appeared on Entrepreneur.com. Minor edits have been done by the Entrepreneur.com.ph editors

Latest Articles

Pinoy Kids Need Not Worry: It's Business as Usual for Toys "R" Us

Local franchise holder assures all 34 standalone branches and 44 toy box outlets are open ahead of...

byElyssa Christine Lopez | September 20, 2017 18:00:00

How Much is the Typical Filipino’s Budget for Buying a House?

Real estate portal Property24 profiles the typical Filipino property buyer

byLorenzo Kyle Subido | September 20, 2017 10:00:00

(Video) Meet the Business Owner Who Caused a Z Movie-Like Stampede for the Php8 Zark’s Burgers

Why thousands of customers risked hurting themselves for a burger sandwich

byEntrepreneur Staff | September 20, 2017 10:00:00

What Has JAZA Got To Do With the UN’s Sustainable Development Goals?

Ayala Corp. chairman recognized as pioneer in crafting business strategy and operations around 17...

byElyssa Christine Lopez | September 20, 2017 09:00:00

The Luxuries People Can't Live Without (Infographic)

A recent study found that more people would give up Spotify for Netflix.

byRose Leadem | September 20, 2017 08:00:00

The 3-Step Approach for Testing Out Your Business Idea

Here's how to learn the most from your potential customers and get honest feedback

byVanessa Van Edwards | September 20, 2017 04:00:00

How 6 Business Titans Created a Thriving Team

As the host of podcast Masters of Scale, Reid Hoffman asks everyone from Mark Zuckerberg to Sara...

byEntrepreneur US Staff | September 20, 2017 02:00:00

Financial Adviser: 5 Ways to Make Money from Freelance Consulting Without Losing Your Day Job

Long experience and deep knowledge in a field are key ingredients of a consulting career

byHenry Ong | September 19, 2017 12:00:00

Ex-BlackBerry PH Manager Raises Php32-M for Online Store Selling Electronic Gadgets

Poundit wants to be the top-of-mind for consumer tech products in the country

byLorenzo Kyle Subido | September 19, 2017 11:00:00

Franchise Talk: Wholesale Franchising With the Area Development Franchise

Area development franchises allow accelerated expansion for both franchisor and franchisee

byManuel Siggaoat | September 19, 2017 09:00:00

20 Outstanding Filipino Businessmen and Entrepreneurs You Should Know

Taken from Town and Country's 2017 list of 101 People You Must Meet Right Now, here are exceptional...

byPierre A. Calasanz for TownandCountry.ph | September 19, 2017 08:00:00

Why Achieving Your Goal Should Not Be the Most Important Thing

Everyone has the will to win. It's having the will to prepare to win and enjoying it that is much...

byDavid Meltzer | September 19, 2017 08:00:00