GMTIC: How Blockchain is Changing Marketing

Posted 2021-04-29 IPGMediabrands盟博

Blockchain itself is a new business model. With Blockchain, organizations can turn their business into decentralization platform which can alter how their business works.

 

On the GMTIC（Global MarTech Innovation Conference）stage held in Shanghai, Reprise China’s Managing Director Alvin Foo moderated the panel on “How Blockchain is changing marketing”, joined by J Ellis Cameron-Perry, Andy Ann, William Bao Bean and Joe Wong. 

Alvin Foo, Managing Director, Reprise China：

Blockchain will surely play an important role in marketing and advertising providing better transparency, reducing fraud and improving privacy. It will also game change ad buying by removing middlemen. Adtech, Martech and Ad agencies will need to step up to stay relevant or be disrupted.

J Ellis Cameron-Perry, Executive Director, Adrealm Editorial & Intelligence Operations Unit, Adrealm Foundation：

If you're looking for good answers about the use-distribution and adoption of blockchain technology, don't rest content with the answers offered by the token-punters. Blockchain isn't "coming." It's here. Smart application and wise use will advance marketing, not drive it to extinction. 

Andy Ann, Founder & CEO, NDN Group：

We don't have to worry about blockchain taking away our jobs and positions in the media industry, instead, we will anticipate the power of this technology giving more transparency to our entire value chain and giving us more opportunities by eliminating frauds, scams and unused inventories. We will just be faster, better and more efficient when blockchain and AI technologies are applied fully! 

William Bao Bean, Investment Partner, SOSV & Managing Director, Chinaccelerator：

Two mistakes people make are 1) starting with the technology then trying to come up with a problem to solve. We focus on the problems then apply the technology. 2) focusing on problems that are not ready to be solved. We focus on a step by step approach where we start with smaller problems such as influencer vetting and attribution where, if we solve them, it will lead to a much larger opportunity later such a huge problem such as fixing click fraud.

Joe Wong, General Manager, Integrated Marketing Services, George P. Johnson, Greater China：

Compared to financial services, the activities of blockchain in marketing is relatively lesser.  Most marketing blockchain projects had been focusing in driving transparency in the media marketplace and the product supply chain at this moment. The greatest opportunity from MarTech community will come from those who can unlock solutions that enable brands to engage shoppers better, build new marketplace and also those which introduce a new edge for marketing services agencies to transform their agency business accordingly. The better the innovation in impacting revenue growth, the faster the adoption.

About GMTIC

The GMTIC（Global MarTech Innovation Conference）is for senior marketing leaders, IT and digital executives and experts to discuss the challenges and solutions facing the marketing technology industry today and to re-live your ramp-up experience, aiming to uncover innovative solutions to the challenges facing a modern marketing era, and curate conversations by bringing together industry leaders from marketing technology and brands to showcase what's new and next.