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Blockchain by Karim R. Lakhani, Marco Iansiti, Don Tapscott, Catherine Tucker, Harvard Business Review

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11

HOW BLOCKCHAIN CAN HELP MARKETERS BUILD BETTER RELATIONSHIPS WITH THEIR CUSTOMERS

by Campbell R. Harvey, Christine Moorman, and Marc Toledo

Blockchain has important implications for marketing and advertising. But according to The CMO Survey, only 8% of firms rate the use of blockchain in marketing as moderately or very important.1

Blockchain technology is not well understood and is subject to a lot of hype. This combination creates a natural barrier to entry and has likely caused marketers to take a wait-and-see approach. However, there are many reasons to invest the time now to understand the technology and begin exploring specific marketing applications for your industry. Like digital platforms, social media, martech, fintech, and ...

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