BLOCKCHAIN IN MARKETING

Justyna A. Minkiewicz

Economy & Business Journal, 2021, vol. 15, issue 1, 410-419

Abstract: Blockchain is one of the particularly recently acclaimed technological solutions, which is believed to soon change many areas of human activities. Blockchain is also more and more often referred to as one of the key innovations related to digital transformation. It was first introduced in 2008 in the area of finance as to serve as a public ledger for bitcoin cryptocurrencies. Now, it is growingly implemented in other areas of human activities such as: financial services, video games, energy trading, supply chains, anti-counterfeiting or healthcare as well as in art, art market and marketing. It is believed that it will significantly affect the development of digital marketing. The priority of this article is to present the basics of blockchain functioning in marketing. The second aim is to show the initial research results of the marketing industry in Poland, particularly in the context of blockchain. In this article, I analyze the blockchain solution per se, its origin, short history and the application in marketing. Nowadays, we almost live in a digital world, that is why marketing experts need to find and develop new and highly effective ways of reaching to their potential clients. Moreover, this article describes the role of the blockchain in making marketing operations more telling in a digital world. Finally, the areas of blockchain applications in marketing and the possible benefits thereof are analyzed.

Keywords: new technologies; blockchain; marketing; blockchain in marketing; smart contracts; digital marketing (search for similar items in EconPapers)
JEL-codes: A (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:isp:journl:v:15:y:2021:i:1:p:410-419

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