Blockchain Technology and Applications for Digital Marketing

Rohit Bansal (Curatore)

Pacha Malyadri (Curatore)

IGI Global, 2021

Blockchain is a digital, decentralized technology that is continually growing and making quite a mark in digital marketing. Blockchain has brought a drastic change to technology in the last few years, and it is referred to as distributed ledger technology (DLT), which makes the historical backdrop of any computerized resource unalterable and straightforward using decentralization and cryptographic hashing. Blockchain is transforming digital marketing by removing companies' abilities to pull data from customers without also offering to reimburse them for its value. Marketers can leverage the technology's positive attributes that customers are searching for in today's digital landscape, both in transparency and data protection. In terms of digital marketing, blockchain is one of the most important topics for its applications in the marketing field. Blockchain Technology and Applications for Digital Marketing provides insights on blockchain technology and its applications in digital marketing. This book grants a comprehensive understanding of how this technology is functioning within modern marketing and how it can influence the future of the digital marketing industry. The chapters cover the applications of blockchain, benefits and challenges, disruptive innovations in digital marketing, privacy and security concerns, and the recent trends of blockchain in digital marketing. It is ideally intended for marketers, advertisers, brand managers, executives, managers, IT specialists and consultants, researchers, businesses, practitioners, stakeholders, academicians, and students interested in blockchain technology and its role in digital marketing.

• Curatore: Rohit Bansal, Pacha Malyadri
• Editore: IGI Global
• Anno: 2021
• Rilegatura: Paperback / softback
• Pagine: 329 p.
• Dimensioni: 254 x 178 mm
• Peso: 633 gr.
• EAN: 9781799880820

Testo in English