Blockchain Technology and Its Brunt on Digital Marketing
Dhanabalan Thangam, Anil B. Malali, S.Gopalakrishnan Subramaniyan, Sudha Mariappan, S. Vijayarani Mohan, Jin Yong Park · Advances in marketing, customer relationship management, and e-services book series · 2021
The proliferation of information and communication technology and online business platforms joined together with smartphone technology and thereby changed the business-to-consumer business landscape, restructured organizations, and refurbished the process of value creation. Thus, it facilitates the businesspeople to reach a wider customer base by the customized customer targets; in so doing, it increases customers' trust and loyalty towards a brand. The internet-enabled technologies help the businesspeople to develop new digital markets and to make new demands for their products and services. Thus, the internet-enabled technologies are contributing a lot to the market engagement and customer target. Inline, a new technology called blockchain has transformed the digital marketing process completely and helps to do the business effectively with accurate and up-to-date data. With this backdrop, this chapter is designed to demonstrate how blockchain technology acts as a cutting edge technology in the consumer-centric pattern.