| blockchain marketing and pr: Blockchain Technology and Applications for Digital Marketing Bansal, Rohit, Malyadri, Pacha, Singh, Amandeep, Pervez, Asif, 2021-06-25 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. |
| blockchain marketing and pr: The New Rules of Marketing and PR David Meerman Scott, 2022-04-25 The new eighth edition of the pioneering guide to generating attention for your idea or business, jam-packed with new and updated techniques As the ways we communicate continue to evolve, keeping pace with the latest trends in social media, including social audio like Clubhouse, the newest online video tools such as TikTok, and all the other high-tech influences, can seem an almost impossible task. How can you keep your product or service from getting lost in the digital clutter? The eighth edition of The New Rules of Marketing and PR provides everything you need to speak directly to your audience, make a strong personal connection, and generate attention for your business. An international bestseller with nearly half a million copies sold in twenty-nine languages, this revolutionary guide gives you a proven, step-by-step plan for leveraging the power of technology to get your message seen and heard by the right people at the right time. You will learn the latest approaches for highly effective public relations, marketing, and customer communications—all at a fraction of the cost of traditional advertising! The latest edition of The New Rules of Marketing and PR has been completely revised and updated to present the most innovative methods and cost-effective strategies. The most comprehensive update yet shows you details about the pros and cons of AI and machine learning to automate routine tasks. Your life is already AI-assisted. Your marketing should be too, but there are challenges to be aware of. The definitive guide on the future of marketing, this must-have resource will help you: Incorporate the new rules that will keep you ahead of the digital marketing curve Make your marketing and public relations real-time by incorporating techniques like newsjacking to generate instant attention when your audience is eager to hear from you Gain valuable insights through compelling case studies and real-world examples The eighth edition of The New Rules of Marketing and PR: How to Use Content Marketing, Podcasting, Social Media, AI, Live Video, and Newsjacking to Reach Buyers Directly is the ideal resource for entrepreneurs, business owners, marketers, PR professionals, and managers in organizations of all types and sizes. |
| blockchain marketing and pr: The Real Business of Blockchain David Furlonger, Christophe Uzureau, 2019-10-15 Blockchain is transforming business. What's your strategy? Leaders of forward-thinking organizations are exploring how blockchain can transform the way they create and seek value. Whether it's used to streamline multiparty processes, create and trade new assets, or leverage artificial intelligence and the internet of things, blockchain enables entirely new business opportunities. This is just the start. As blockchain becomes more widely adopted, it has the potential to radically change the way companies and societies operate, as transformative a paradigm shift as the launch of the internet. The Real Business of Blockchain is one of the first books on this transformative technology written for business leaders. Authors David Furlonger and Christophe Uzureau--both of Gartner, the world-renowned research and advisory company--will help you: Assess how blockchain will impact your business Explore the value proposition that blockchain offers Make smart near- and midterm investments Position your organization in a new competitive landscape Timely, visionary, and accessible, The Real Business of Blockchain cuts through the hype and helps you unlock the vast capabilities of this powerful and potentially world-changing technology. |
| blockchain marketing and pr: Blockchain Developer's Guide Brenn Hill, Samanyu Chopra, Paul Valencourt, Narayan Prusty, 2018-12-21 Build real-world projects like a smart contract deployment platform, betting apps, wallet services, and much more using blockchain Key FeaturesApply blockchain principles and features for making your life and business betterUnderstand Ethereum for smart contracts and DApp deploymentTackle current and future challenges and problems relating to blockchainBook Description Blockchain applications provide a single-shared ledger to eliminate trust issues involving multiple stakeholders. It is the main technical innovation of Bitcoin, where it serves as the public ledger for Bitcoin transactions. Blockchain Developer's Guide takes you through the electrifying world of blockchain technology. It begins with the basic design of a blockchain and elaborates concepts, such as Initial Coin Offerings (ICOs), tokens, smart contracts, and other related terminologies. You will then explore the components of Ethereum, such as Ether tokens, transactions, and smart contracts that you need to build simple DApps. Blockchain Developer's Guide also explains why you must specifically use Solidity for Ethereum-based projects and lets you explore different blockchains with easy-to-follow examples. You will learn a wide range of concepts - beginning with cryptography in cryptocurrencies and including ether security, mining, and smart contracts. You will learn how to use web sockets and various API services for Ethereum. By the end of this Learning Path, you will be able to build efficient decentralized applications. This Learning Path includes content from the following Packt products: Blockchain Quick Reference by Brenn Hill, Samanyu Chopra, Paul ValencourtBuilding Blockchain Projects by Narayan PrustyWhat you will learnUnderstand how various components of the blockchain architecture workGet familiar with cryptography and the mechanics behind blockchainApply consensus protocol to determine the business sustainabilityUnderstand what ICOs and crypto-mining are, and how they workWho this book is for Blockchain Developer's Guide is for you if you want to get to grips with the blockchain technology and develop your own distributed applications. It is also designed for those who want to polish their existing knowledge regarding the various pillars of the blockchain ecosystem. Prior exposure to an object-oriented programming language such as JavaScript is needed. |
| blockchain marketing and pr: Strategic Innovative Marketing and Tourism Androniki Kavoura, Efstathios Kefallonitis, Prokopios Theodoridis, 2020-03-09 This book covers a very broad range of topics in marketing, communication, and tourism, focusing especially on new perspectives and technologies that promise to influence the future direction of marketing research and practice in a digital and innovational era. Among the areas covered are product and brand management, strategic marketing, B2B marketing and sales management, international marketing, business communication and advertising, digital and social marketing, tourism and hospitality marketing and management, destination branding and cultural management, and event marketing. The book comprises the proceedings of the International Conference on Strategic Innovative Marketing and Tourism (ICSIMAT) 2019, where researchers, academics, and government and industry practitioners from around the world came together to discuss best practices, the latest research, new paradigms, and advances in theory. It will be of interest to a wide audience, including members of the academic community, MSc and PhD students, and marketing and tourism professionals. |
| blockchain marketing and pr: Advances in Digital Marketing and eCommerce Francisco J. Martínez-López, Steven D'Alessandro, 2020-05-07 This book highlights the latest research presented at the first Digital Marketing & eCommerce Conference (Barcelona, Spain, June 2020). Papers include a diverse set of digital marketing and eCommerce-related topics such as user psychology and behavior in social commerce, influencer marketing in social commerce, social media monetization strategies, social commerce characteristics and their impact on user behavior, social branding, business model, user privacy, and more. |
| blockchain marketing and pr: CryptoMarketing Nexus: Bridging the Gap Between Marketing and Cryptocurrency Nazmul Anam Mollah, 2024-10-01 In CryptoMarketing Nexus: Bridging the Gap Between Marketing and Cryptocurrency, embark on a transformative journey that reveals the cutting-edge strategies and innovative approaches shaping the future of marketing in the cryptocurrency landscape. From leveraging decentralized marketing models and community governance to embracing the metaverse and artificial intelligence, this book equips marketers, entrepreneurs, and crypto enthusiasts with the knowledge and tools needed to thrive in an ever-evolving digital marketplace. Discover how to harness the power of community-driven campaigns, capitalize on emerging technologies, and engage audiences in ways that resonate with their values. With in-depth insights, practical examples, and actionable strategies, this essential guide demystifies the world of crypto marketing, empowering you to create impactful campaigns that drive engagement and foster loyalty. Whether you’re a seasoned marketer or just starting your journey in the crypto space, CryptoMarketing Nexus will inspire you to innovate and succeed in the blockchain era. |
| blockchain marketing and pr: The Only Guide You Need for Crypto & NFT Marketing Tim Haldorsson, 2022-03-07 Get the A to Z on Crypto and NFT marketing at your fingertips! Stuck on the intricate crypto lingo? Maybe you’re losing your patience with starting and growing a community, or is the ever-changing social media landscape making your hair fall out? If you answered ‘yes’ to any of those questions, or simply looking for a one-stop shop for all your crypto marketing needs; look no further, we are here to equip you with all the tips and tricks in the book (quite literally). Our in-depth, yet easy-to-navigate marketing guide has been attentively put together by Tim Haldorsson, founder and marketing manager of a leading crypto and NFT marketing agency. He has eloquently outlined marketing must-knows from real-life experiences and challenges. Learn how to market your blockchain project to shoot for the moon: Discover how to draw in an audience and cultivate a community from scratch. Master the ins and outs of Airdrop tokens and faucets to get people talking! Learn how to create and execute jaw-dropping content to keep your social media platforms alive. Grasp the value of NFTs and their potential. Construct high-level and efficient Ad campaigns optimized for your search terms. …and much more. More about the author: Tim embarked on his blockchain journey in 2017 and is now the founder of leading crypto and NFT marketing agency, Lunar Strategy. The fortunate success of the agency has welcomed Tim to work with some of the most noteworthy projects in the crypto-sphere |
| blockchain marketing and pr: The Use of Blockchain Technology in Digital Marketing: Exploring the Transformative Potential of Web3 Giovanni Aytan, 2024-07 Web3 has opened exciting possibilities for brands to engage with customers in innovative and trustworthy ways. This book serves as a valuable resource for marketers, businesses, and enthusiasts, providing practical knowledge on harnessing blockchain technology for digital marketing. By presenting real-world examples and conducting in-depth analysis, it bridges the gap between theory and practice. Through the comprehensive examination of blockchain, Web3, and their influence on digital marketing, this book uncovers novel findings and provides a nuanced understanding of latest trends in the evolving digital landscape. The reader is empowered to seize opportunities in this dynamic environment. Using a comprehensive mixed-method approach that includes qualitative interviews and surveys, this research leverages the invaluable expertise of industry experts specialized in blockchain and Web3. The experts describe Non-Fungible Tokens (NFTs) as highly valuable marketing tools that offer novel opportunities in the digital marketing space. Beyond their intrinsic value, NFTs foster community building and act as digital cookies that enable companies to gather new customer data. |
| blockchain marketing and pr: Blockchain Quick Reference Brenn Hill, Samanyu Chopra, Paul Valencourt, 2018-08-10 Understand the Blockchain revolution and get to grips with Ethereum, Hyperledger Fabric, and Corda. Key Features Resolve common challenges and problems faced in the Blockchain domain Study architecture, concepts, terminologies, and Dapps Make smart choices using Blockchain for personal and business investments Book Description Blockchain Quick Reference takes you through the electrifying world of blockchain technology and is designed for those who want to polish their existing knowledge regarding the various pillars of the blockchain ecosystem. This book is your go-to guide, teaching you how to apply principles and ideas for making your life and business better. You will cover the architecture, Initial Coin Offerings (ICOs), tokens, smart contracts, and terminologies of the blockchain technology, before studying how they work. All you need is a curious mind to get started with blockchain technology. Once you have grasped the basics, you will explore components of Ethereum, such as ether tokens, transactions, and smart contracts, in order to build simple Dapps. You will then move on to learning why Solidity is used specifically for Ethereum-based projects, followed by exploring different types of blockchain with easy-to-follow examples. All this will help you tackle challenges and problems. By the end of this book, you will not only have solved current and future problems relating to blockchain technology but will also be able to build efficient decentralized applications. What you will learn Understand how blockchain architecture components work Acquaint yourself with cryptography and the mechanics behind blockchain Apply consensus protocol to determine the business sustainability Understand what ICOs and crypto-mining are and how they work Create cryptocurrency wallets and coins for transaction mechanisms Understand the use of Ethereum for smart contract and DApp development Who this book is for Blockchain Quick Reference is for you if you are a developer who wants to get well-versed with blockchain and its associated concepts and terminologies. You will explore the working mechanism of a decentralized application with the help of examples. Business leaders and blockchain enthusiasts will also find this book useful, as it will help you effectively address challenges and make better personal and business investments. |
| blockchain marketing and pr: Blockchain and the Digital Economy Steinmetz FIEDLER, Ingo Fiedler, Lennart Ante, 2020-07-31 This book presents the key concepts of blockchain technology and an overview of the machinations of different blockchain ecosystems. It discusses the socioeconomic impact of this new technology, including its effects on sectors such as energy, data, capital markets, logistics, and gambling. |
| blockchain marketing and pr: Exploring Blockchain Applications Sezer Bozkus Kahyaoglu, Vahap Tecim, 2024-05-07 In this book, the development process of blockchain algorithms and examples of their applications in different sectors are explored. The opportunities and challenges of blockchain implementations that arise in making technological innovations usable in corporate structures are discussed. In this respect, the book aims to deal with both the conceptual framework and the real challenges and opportunities encountered in practice regarding the blockchain applications. It is tried to contribute to the literature by presenting practical blockchain application suggestions to the readers on a scientific basis. It is a fact that blockchain technology is considered one of the most disruptive and revolutionary innovations after the invention of the internet. Blockchain technology, which was first used for cross-border payments, is coming up with a new application area in a different sector every day. The main purpose of Blockchain-based systems is to spread the trust service provided by a central intermediary to machines in transactions between two parties. Thus, it removes the need for this trust from the monopoly of a single intermediary. Blockchain implementation scenarios are to establish math-based trust in an untrusted environment. While exploring the complexity of blockchain applications in different sectors, the emerging risks are also examined from a management perspective. In particular, it is aimed to be a key work that the management levels of the enterprises can benefit from in the decision-making processes. It will be seen that blockchain technologies will be used unlimitedly in design, planning, management and decision making. This book will also introduce new visions for practitioners to use different blockchain technologies and methodologies to face problems. |
| blockchain marketing and pr: Transformations Through Blockchain Technology Sheikh Mohammad Idrees, Mariusz Nowostawski, 2022-03-07 The book serves as a connecting medium between various domains and Blockchain technology, discussing and embracing how Blockchain technology is transforming all the major sectors of the society. The book facilitates sharing of information, case studies, theoretical and practical knowledge required for Blockchain transformations in various sectors. The book covers different areas that provide the foundational knowledge and comprehensive information about the transformations by Blockchain technology in the fields of business, healthcare, finance, education, supply-chain, sustainability and governance. The book pertains to students, academics, researchers, professionals, and policy makers working in the area of Blockchain technology and related fields. |
| blockchain marketing and pr: Blockchain for Business S. S. Tyagi, Shaveta Bhatia, 2021-02-24 The book focuses on the power of business blockchain. It gives an overview of blockchain in traditional business, marketing, accounting and business intelligence. The book provides a detailed working knowedge of blockchain, user cases of blockchain in business, cryptocurrency and Initial Coin Offering(ICO) along with the risks associated with them. The book also covers the detailed study of decentralization, mining, consensus, smart contracts, concepts and working of distributed ledgers and hyper ledgers as well as many other important concepts. It also details the security and privacy aspects of blockchain. The book is beneficial for readers who are preparing for their business careers, those who are working with small scale businesses and startups, and helpful for business executives, managers, entrepreneurs, bankers, government officials and legal professionals who are looking to blockchain for secure financial transactions. The book will also be beneficial for researchers and students who want to study the latest developments of blockchain. |
| blockchain marketing and pr: The Rise of Blockchain Applications in Customer Experience Majeed, Mohammed, Ofori, Kwame Simpe, Amoako, George Kofi, Alolo, Abdul-Raheed, Awini, Gideon, 2023-11-14 Blockchain is a groundbreaking technology that is altering supply chain management and has tremendous ramifications for many businesses. There have been several scholarly publications dedicated to investigating how distributed ledger technology will affect companies and industries. However, present research efforts lack an explanation of what blockchain technology entails for the greatest stakeholder of these organizations and industries: consumers. The Rise of Blockchain Applications in Customer Experience provides an overview of how blockchain influences consumers and considers the key characteristics of blockchain models for institutional success. Covering key topics such as online customer experiences, customer satisfaction, and consumer behavior, this premier reference source is ideal for business owners, managers, policymakers, scholars, researchers, academicians, practitioners, instructors, and students. |
| blockchain marketing and pr: Blockchain and Crypto Currency Makoto Yano, Chris Dai, Kenichi Masuda, Yoshio Kishimoto, 2020-04-15 This open access book contributes to the creation of a cyber ecosystem supported by blockchain technology in which technology and people can coexist in harmony. Blockchains have shown that trusted records, or ledgers, of permanent data can be stored on the Internet in a decentralized manner. The decentralization of the recording process is expected to significantly economize the cost of transactions. Creating a ledger on data, a blockchain makes it possible to designate the owner of each piece of data, to trade data pieces, and to market them. This book examines the formation of markets for various types of data from the theory of market quality proposed and developed by M. Yano. Blockchains are expected to give data itself the status of a new production factor. Bringing ownership of data to the hands of data producers, blockchains can reduce the possibility of information leakage, enhance the sharing and use of IoT data, and prevent data monopoly and misuse. The industry will have a bright future as soon as better technology is developed and when a healthy infrastructure is created to support the blockchain market. |
| blockchain marketing and pr: Blockchain and Artificial Intelligence Tom James, 2021-08-23 Blockchain and artificial intelligence are perhaps the two most significant disruptive technologies this century and both will significantly rewire the world of global financial markets and the world in which we live. While blockchain offers a number of significant advantages over traditional forms of finance including lower cost and massive increases in operational efficiencies of traded markets, property records and a whole host of transaction processes, artificial intelligence is moving fast from basic structured machine learning doing menial yet important big data tasks like credit card fraud detection to predictive analysis and real-time real-world risk management and investment decision making. There is still a lot of confusion in the market about cryptocurrencies, bitcoin and the underlying blockchain technology. Blockchain and Artificial Intelligence highlights the underlying technologies of blockchain and the differences between cryptocurrencies and blockchain financial applications. It explores the current AI offerings and gives a vision of the fast-moving developments in this area including the many solutions that are expected to revolutionize the way financial and commodity markets will operate in the future. |
| blockchain marketing and pr: Advances in Blockchain Technology for Cyber Physical Systems Yassine Maleh, Lo’ai Tawalbeh, Saad Motahhir, Abdelhakim Senhaji Hafid, 2022-04-01 The Cyber-Physical System (CPS) relates to many other popularized technologies such as Internet of Things (IoT, IIoT), Machine-to-Machine (M2M), Industry 4.0, which describe a vision of connected creations that deeply unite the physical and information domains. As a revolutionary technology, Blockchain (BC) provides a practical solution to enable a secure and decentralized public ledger that a huge plethora of exciting new technology applications in several areas, such as the Internet of Things (IoT), Cyber-Physical Systems, Manufacturing, Supply-Chain, etc. Blockchain technology has infiltrated all areas of our lives, from manufacturing to healthcare and beyond. In this context, this book helps discover the various potential applications that could be fruitful for cyber-physical system applications. It provides a sampling of recent advances and ideas on research progress and the practical usage of blockchain technologies in addressing cyber-physical systems challenges and issues. It provides a sampling of recent advances and views on research progress and the practical usage of blockchain technologies in addressing cyber-physical systems challenges and issues. |
| blockchain marketing and pr: Handbook of Research on the Platform Economy and the Evolution of E-Commerce Ertz, Myriam, 2021-10-15 In the past two decades, research on electronic commerce and platforms has thrived. Tremendous academic research has been conducted on this specific concept. Over the last decade, with the rise of applications and mobile technology, that stream of research has extended to the collaborative economy, more colloquially known as the sharing economy. The commonality between e-commerce and collaborative consumption being that they both occur online and rely predominantly on platforms. The Handbook of Research on the Platform Economy and the Evolution of E-Commerce is a comprehensive reference book offering a holistic perspective of the platform economy by connecting the e-commerce and collaborative economy streams into a common framework. As such, this integrated perspective offers a clearer understanding of the key trends in research and in managerial action, as well as an agenda for future studies and practice. This handbook emphasizes how the digital transition will create an increased merging between physical and digital activities, as well as the challenges and opportunities pertaining to this trend. Covering topics including sharing economy, Marketing 4.0, and digital applications, this book is essential for marketers, managers, executives, students, researchers, and academicians. |
| blockchain marketing and pr: Cryptocurrencies in Colombia: understanding their impact on the economy and society Mario De la Puente Pacheco, Helen Pérez Hernández, Adrián Pabón Mendoza, Guillermo Londoño Meza, 2024-07-29 Cryptocurrencies in Colombia: Understanding Their Impact on the Economy and Society is a detailed research project that attempts to offer a complete overview of the present situation and future possibilities of Colombia's cryptocurrency business. The book aims to address numerous essential issues about the industry's present situation, the progress of crypto asset marketing and acceptance in contrast to the international market, and the intricacies of rules and legislation governing cryptocurrencies in Colombia. The primary audience for this book is scholars, policymakers, and anyone interested in Colombia's cryptocurrency economy. |
| blockchain marketing and pr: Blockchain in Digital Marketing Maria Johnsen , 2020-05-12 Blockchain technology has emerged as a transformative force in various industries, including digital marketing. This book provides a comprehensive overview of blockchain's potential impact on the digital marketing landscape, exploring its historical context, core concepts, security issues, and numerous applications. The book begins with an introduction that highlights the significance of blockchain in digital marketing. It sets the stage for a deep dive into the subject, emphasizing the potential of blockchain to revolutionize the industry and reshape the way marketers operate. A historical overview offers insight into the origins and development of blockchain technology. Starting with the creation of Bitcoin, the chapter explores key milestones that have influenced the adoption of blockchain across industries, including digital marketing. Understanding the historical context helps readers appreciate the evolution and impact of blockchain technology. The subsequent chapters delve into the core concepts of blockchain. Readers are introduced to the fundamental principles that underpin this technology, such as decentralization, immutability, and consensus mechanisms. By explaining how blockchain operates, the book equips marketers with the knowledge necessary to grasp its potential benefits and implications in the digital marketing realm. Types of blockchains are explored, including public, private, and consortium blockchains. Each type has its unique characteristics, use cases, and relevance to digital marketing. By examining these different types, marketers can gain a comprehensive understanding of the blockchain landscape and determine which blockchain solution suits their specific needs. The book addresses security issues associated with blockchain technology. While blockchain is renowned for its robust security features, it is not without vulnerabilities. This chapter explores potential security risks, such as hacking and 51% attacks, and offers insights into how marketers can mitigate these risks when utilizing blockchain in their digital marketing strategies. The integration of blockchain with cryptocurrencies is another area explored in the book. It examines how cryptocurrencies and blockchain are interconnected, highlighting the impact of cryptocurrencies on the digital marketing ecosystem. The chapter provides valuable insights into the evolving relationship between blockchain and cryptocurrencies, offering marketers new perspectives on leveraging this synergy. The application of blockchain in various sectors of digital marketing is explored extensively throughout the book. Industries such as video games, social media, content writing, eCommerce, and advertising are examined in detail, showcasing how blockchain technology can revolutionize these domains. From enhancing trust and security to streamlining transactions and enabling decentralized marketplaces, blockchain presents countless opportunities for digital marketers. The book also examines the integration of artificial intelligence (AI) and blockchain technology. It explores the impact of this combination on search engine optimization (SEO), chatbots, web security, data science, text mining, and search engines. The fusion of AI and blockchain has the potential to reshape these areas, offering marketers new ways to harness the power of data and automation. Throughout the book, the future implications of blockchain in digital marketing are discussed. The potential for blockchain-powered marketplaces, reputation management systems, and management tools is explored, providing readers with a glimpse into what lies ahead. The book encourages marketers to embrace blockchain as a disruptive force that will shape the future of the industry. Initially penned in 2020, my intention for this book was to unveil blockchain technology's transformative potential within digital marketing. As an author deeply committed to innovation and its practical applications, I sought to empower marketers and business leaders with the knowledge and tools necessary to effectively leverage blockchain's capabilities. Upon revisiting the manuscript and witnessing the latest developments in 2024, I was astonished to see many of my predictions materialize. This motivated me to enrich the book with additional insights and examples, ensuring its relevance as a forward-thinking resource for navigating today's rapidly evolving digital landscape. Now expanded to 528 pages, I trust you will find this updated edition to be both refreshing and insightful. |
| blockchain marketing and pr: Marketing Opportunities and Challenges in a Changing Global Marketplace Shuang Wu, Felipe Pantoja, Nina Krey, 2020-06-15 This proceedings volume explores marketing opportunities and challenges that exist in the current, fast-changing landscape of the global marketplace. Current global issues such as the rising middle class in emerging markets, disruptive technological breakthroughs, big data analytics, changing consumer habits and concerns over national trade policies have renewed ethical concerns around consumer privacy and the tools companies use to operate, market to, connect and build a relationship with their customers. Featuring the full proceedings from the 2019 Academy of Marketing Science (AMS) Annual Conference held in Vancouver, Canada, this book explores and assess the rate of change that drives companies to evaluate and adapt their marketing strategies to remain competitive. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review (AMSR). Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science. |
| blockchain marketing and pr: Marketing and Smart Technologies José Luís Reis, Marc K. Peter, José Antonio Varela González, Zorica Bogdanović, 2023-05-11 This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2022), held at Universidade de Santiago de Compostela, Spain, during December 1–3, 2022. It covers up-to-date cutting-edge research on artificial intelligence applied in marketing, virtual and augmented reality in marketing, business intelligence databases and marketing, data mining and big data, marketing data science, web marketing, e-commerce and v-commerce, social media and networking, geomarketing and IoT, marketing automation and inbound marketing, machine learning applied to marketing, customer data management and CRM, and neuromarketing technologies. |
| blockchain marketing and pr: Handbook of Blockchain, Digital Finance, and Inclusion, Volume 1 David Lee Kuo Chuen, Robert H. Deng, 2017-08-03 Handbook of Blockchain, Digital Finance, and Inclusion, Volume 1: Cryptocurrency, FinTech, InsurTech, and Regulation explores recent advances in digital banking and cryptocurrency, emphasizing mobile technology and evolving uses of cryptocurrencies as financial assets. Contributors go beyond summaries of standard models to describe new banking business models that will be sustainable and will likely dictate the future of finance. The volume not only emphasizes the financial opportunities made possible by digital banking, such as financial inclusion and impact investing, but it also looks at engineering theories and developments that encourage innovation. Its ability to illuminate present potential and future possibilities make it a unique contribution to the literature. - Explores recent advances in digital banking and cryptocurrency, emphasizing mobile technology and evolving uses of cryptocurrencies as financial assets - Explains the practical consequences of both technologies and economics to readers who want to learn about subjects related to their specialties - Encompasses alternative finance, financial inclusion, impact investing, decentralized consensus ledger and applied cryptography - Provides the only advanced methodical summary of these subjects available today |
| blockchain marketing and pr: Handbook of Research on Blockchain Technology Saravanan Krishnan, Valentina Emilia Balas, E. Golden Julie, Harold Robinson Yesudhas, S. Balaji, Raghvendra Kumar, 2020-02-04 Handbook of Research on Blockchain Technology presents the latest information on the adaptation and implementation of Blockchain technologies in real world business, scientific, healthcare and biomedical applications. The book's editors present the rapid advancements in existing business models by applying Blockchain techniques. Novel architectural solutions in the deployment of Blockchain comprise the core aspects of this book. Several use cases with IoT, biomedical engineering, and smart cities are also incorporated. As Blockchain is a relatively new technology that exploits decentralized networks and is used in many sectors for reliable, cost-effective and rapid business transactions, this book is a welcomed addition on existing knowledge. Financial services, retail, insurance, logistics, supply chain, public sectors and biomedical industries are now investing in Blockchain research and technologies for their business growth. Blockchain prevents double spending in financial transactions without the need of a trusted authority or central server. It is a decentralized ledger platform that facilitates verifiable transactions between parties in a secure and smart way. - Presents the evolution of blockchain, from fundamental theories, to present forms - Explains the concepts of blockchain related to cloud/edge computing, smart healthcare, smart cities and Internet of Things (IoT) - Provides complete coverage of the various tools, platforms and techniques used in blockchain - Explores smart contract tools and consensus algorithms - Covers a variety of applications with real world case studies in areas such as biomedical engineering, supply chain management, and tracking of goods and delivery |
| blockchain marketing and pr: Advances in Blockchain Research and Cryptocurrency Behaviour Carolyn Strong, Brett Martin, Polymeros Chrysochou, 2024-09-02 This book presents an edited collection of chapters from academic and industry expert contributors focusing on the directions of blockchain cryptocurrency from leading authorities in their field providing the cutting-edge and timely insights in the world of cryptocurrency behaviour. Whether you are a researcher, a portfolio manager, financial adviser, or nvesting novice, this book will provide you with thought provoking perceptions and insights. It will bring you fully up to date on the consumer issues, trends, and challenges in the world of blockchain crypto behaviour equipping you to understand and meet current challenges to come. Advances in Blockchain Research and Cryptocurrency Behaviour provides an interesting and thought-provoking insight into blockchain and cryptocurrency behaviours and is fi lled with new insights into: Consumer adoption and behaviour; digital currency innovations; blockchain technology and governance; sustainability and environmental impact; branding and resilience and investing in blockchain. The culmination of many decades of investing experience and academic research, this book makes complex issues interesting and logical. |
| blockchain marketing and pr: Social Media Communication Jeremy Harris Lipschultz, 2020-05-27 This updated third edition presents a wide-scale, interdisciplinary guide to social media. Examining platforms like Facebook, Instagram, LinkedIn, Snapchat, TikTok, Twitter and YouTube, the book analyzes social media's use in journalism, broadcasting, public relations, advertising and marketing. Lipschultz focuses on key concepts, best practices, data analyses, law and ethics – all promoting the critical thinking that is needed to use new, evolving and maturing networking tools effectively within social and mobile media spaces. Featuring historical markers and contemporary case studies, essays from some of the industry’s leading social media innovators and a comprehensive glossary, this practical, multipurpose textbook gives readers the resources they will need to both evaluate and utilize current and future forms of social media communication. Among other changes, updates to the third edition include a deep dive into new approaches to analytics, as well as greater discussion of law and ethics in light of the Facebook Cambridge Analytica scandal, the roll-out of GDPR and new case law relating to social media. Social Media Communication is the perfect social media primer for students and professionals, and, with a dedicated teaching guide, ideal for instructors, too. |
| blockchain marketing and pr: Blockchain in Digital Healthcare Malaya Dutta Borah, Roberto Moro Visconti, Ganesh Chandra Deka, 2021-12-29 Blockchain is a series of transactions recorded in blocks and secured cryptographically. It is immutable, decentralized, and transparent and has proved to be beneficial across all domains to protect and store data. Maintaining privacy, integrity, and security, blockchain is particularly valuable to the healthcare industry. of healthcare data. Blockchain in Digital Healthcare provides a panoramic review of prospects of blockchain technology in the healthcare domain. Users can record transactions in blocks in an immutable distributed ledger that cannot be changed once recorded and/or published. Blockchain is also decentralized, which eliminates dependency on a trusted third party to facilitate transactions, enabling clients and other users of the blockchain to take ownership of the data they push on the network. Blockchain also makes transactions more secure as clients have their own copies. Features: Provides systematic and comprehensive understanding of the block chain technology and the potential in healthcare Describes how security and privacy concerns of healthcare data can be addressed using Blockchain Technology Discusses the concept of smart contracts for performing advanced level scripting to create a blockchain network to provide a platform for the development of decentralized applications Includes a chapter on role of blockchain based insurance application using Ethereum/Hyperledger Presents cases of blockchain use for various aspects of drug manufacturing and the pharma supply chain This book serves as a reference book for IT professionals, scientific investigators and researchers who need to analyze the prospects of blockchain technology in healthcare. |
| blockchain marketing and pr: Digital Marketing Ira Kaufman, Chris Horton, Mariusz Soltanifar, 2023-06-29 Digital Marketing: Integrating Strategy, Sustainability, and Purpose, Second Edition, draws on the latest digital tactics and strategic insights to help students understand how to generate sustainable growth through digital integration. It provides a roadmap to adopt a digital mindset, incorporate digital trends strategically, and integrate the most effective tactics and tools with organizational core values to achieve competitive advantage. Retaining the popular integrated approach that introduces students to each concept as it becomes relevant to the digital marketing plan, this edition: Combines a strong theoretical foundation with practical insights and activities that give students a comprehensive understanding of how to implement a digital marketing strategy in a modern business environment striving for purpose. Introduces the Sustainable Marketing Normal, a values-driven marketing model for the digital age which incorporates the 6Ps of marketing (product, price, place, promotion, participation, and purpose) to grow customer loyalty and advocacy and achieve sustainable outcomes for all stakeholders. Outlines the key Drivers of Change and leading digital marketing trends that students must understand and incorporate to be future ready and drive business opportunities. Demonstrates the impact of emerging technologies, such as virtual reality and augmented reality, on customers and other stakeholders. Highlights the concept of network thinking, as an opportunity for marketers and organizations to engage in activities that create value through platforms and networks. Presents critical insights on the importance of using data analytics to inform and drive digital activities. Incorporates QR codes throughout the book, which link to the book’s companion website, Digital Marketing Resource Center, offering a truly interactive learning experience. Updated examples, a broader set of case studies, and interactive exercises support students at all stages of digital literacy, making Digital Marketing, Second Edition, the go-to guidebook. An updated companion website also offers instructors a richer set of support material, including a test bank. |
| blockchain marketing and pr: Multichannel Marketing Bernd W. Wirtz, |
| blockchain marketing and pr: Advances in National Brand and Private Label Marketing Juan Carlos Gázquez-Abad, Francisco J. Martínez-López, Katrijn Gielens, 2023-05-19 The 2023 International Conference on National Brand & Private Label Marketing is a unique academic forum to present and discuss original, rigorous, and significant contributions from researchers around the world on marketing issues facing retailers, store brand managers and national brand managers. The two-day event covered a wide range of topics from varied fields including retailing, marketing, general business, psychology, economics and statistics. The conference addressed diverse areas of application such as branding strategies, innovation in private labels, private label consumers, customer databases, Covid-19 consequences, loyalty programs, sustainability, and online grocery retailing, among others. A wide variety of theoretical and methodological approached have been used in these areas. This volume presents the proceedings of this 2023 NB&PL marketing conference in a collection of original, rigorous, and relevant contributions. |
| blockchain marketing and pr: Developing Digital Marketing Park Thaichon, Vanessa Ratten, 2021-06-11 Developing Digital Marketing: Relationship Perspectives provides a holistic perspective about the role of digital marketing in the global economy, helping readers to understand the shift from traditional marketing to more novel and innovative forms. |
| blockchain marketing and pr: Digital Business Strategies in Blockchain Ecosystems Umit Hacioglu, 2019-11-09 This book analyzes the effects of the latest technological advances in blockchain and artificial intelligence (AI) on business operations and strategies. Adopting an interdisciplinary approach, the contributions examine new developments that change the rules of traditional management. The chapters focus mainly on blockchain technologies and digital business in the Industry 4.0 context, covering such topics as accounting, digitalization and use of AI in business operations and cybercrime. Intended for academics, blockchain experts, students and practitioners, the book helps business strategists design a path for future opportunities. |
| blockchain marketing and pr: Contemporary Research in Commerce and Management Dr. V. Dheenadhayalan & Dr. C.Vijai, : About the Book Contemporary research in commerce and management is a rapidly growing field that focuses on developing innovative solutions to the challenges facing businesses and organizations in today's rapidly changing global marketplace. Some of the key areas of focus in contemporary research in commerce and management include: 1. Digital Transformation: Research focuses on the impact of digital technologies on business processes, customer behavior, and the wider economy. 2. Sustainability and Corporate Social Responsibility (CSR): Research aims to explore the role of businesses in promoting sustainable development and fulfilling their social and environmental responsibilities. 3. Data Analytics and Business Intelligence: Research focuses on the use of data and analytics to inform business decisions and strategies. 4. Customer Experience (CX): Research explores the customer's experience of a company's products and services, and how to improve it. 5. Strategic Management: Research examines the decisions and actions of top-level managers, and how they impact a firm's overall performance. 6. Supply Chain Management: Research examines the design, management, and improvement of the systems that are involved in the production and delivery of goods and services. 7. Human Resource Management: Research focuses on the management of employees, including issues related to recruitment, training, performance management, and compensation. These are just a few examples of the areas of contemporary research in commerce and management. As the business environment continues to evolve, new challenges and opportunities will emerge, and researchers will continue to work to advance our understanding of how organizations can operate effectively in this changing landscape. By keeping these things in mind, the editors decided to identify and publish the potential research in the above-mentioned areas, and this book will explore the possible changes that are going to happen in the field of commerce and management. Thanks to all the distinguished Research Paper Contributors of this Book and a special thanks to Sankalp publisher who scalped this manuscript into a book. Dr.V.Dheenadhayalan |
| blockchain marketing and pr: Marketing for Tourism, Hospitality & Events Simon Hudson, Louise Hudson, 2023-12-30 This cutting-edge and engaging student textbook, now in a second edition, provides essential coverage of marketing principles for Tourism, Hospitality and Events, with a strong focus on the increasing global and digital aspects of these industries. The text has been updated to include all the latest industry developments, practice and research, including the lasting impacts of Covid-19 on consumer behaviour and, in turn, the tourism, hospitality and events industries, as well as the accelerated role of digitalization and use of new technologies, such as artificial intelligence and the metaverse, both of which are changing how people conceive of travel and experiences whilst blurring the boundaries between what is real and virtual. Popular chapter features such as Lessons from a Marketing Guru, featuring personal insights from real world practitioners, and Digital Spotlights, which highlight the ways in which technology has transformed tourism, hospitality and events, and Marketing in Action case studies continue to help bring the text to life through fun and relevant examples from a wide variety of organizations and regions across the globe. This textbook is essential reading for any university or college course looking at marketing in relation to tourism, hospitality and events. Simon Hudson is a tourism and hospitality professor at the University of South Carolina. Louise Hudson is a freelance travel journalist writing for a host of newspaper travel sections, online tourism sites, and her own blog. |
| blockchain marketing and pr: Must Explore Tools and Techniques for Novice Blockchain Developers Dr. Poornima G. Naik, Dr. Girish R. Naik, 2023-11-17 Blockchain is a disruptive technology which has penetrated virtually all the sections including academics, banking, insurance, health, agriculture etc. to name a few. It has a wide range of applications in various industries, including finance, healthcare, supply chain management to name a few. One of the key benefits of blockchain is its ability to provide a tamper-proof record of transactions, which can improve transparency, accountability, and trust. Blockchain can also help to reduce fraud, as it makes it more difficult for bad actors to manipulate or falsify data. Another important feature of blockchain is its ability to provide faster and more efficient transactions, as it eliminates the need for intermediaries such as banks or payment processors. The blockchain technology industry is relatively new but growing rapidly, which means there are many exciting placement opportunities available. There is a wide range of employability opportunities for blockchain aspirants. The job avenues mostly include Blockchain Developer, Blockchain Analyst, Blockchain Architect, Blockchain Consultant, Blockchain Project Manager, Cryptocurrency Trader, Blockchain Security Specialist, Blockchain Marketing Specialist, Blockchain Legal Consultant. Hence the objective of this book is to familiarize the novice in blockchain field about the various intricacies of the field and tools and techniques to deal with them. |
| blockchain marketing and pr: Handbook of Research on Innovations in Technology and Marketing for the Connected Consumer Dadwal, Sumesh Singh, 2019-11-15 Connected customers, using a wide range of devices such as smart phones, tablets, and laptops have ushered in a new era of consumerism. Now more than ever, this change has prodded marketing departments to work with their various IT departments and technologists to expand consumers’ access to content. In order to remain competitive, marketers must integrate marketing campaigns across these different devices and become proficient in using technology. The Handbook of Research on Innovations in Technology and Marketing for the Connected Consumer is a pivotal reference source that develops new insights into applications of technology in marketing and explores effective ways to reach consumers through a wide range of devices. While highlighting topics such as cognitive computing, artificial intelligence, and virtual reality, this publication explores practices of technology-empowered digital marketing as well as the methods of applying practices to less developed countries. This book is ideally designed for marketers, managers, advertisers, branding teams, application developers, IT specialists, academicians, researchers, and students. |
| blockchain marketing and pr: AI-Driven Marketing Research and Data Analytics Masengu, Reason, Chiwaridzo, Option Takunda, Dube, Mercy, Ruzive, Benson, 2024-04-22 The surge in technological advancements, coupled with the exponential growth of data, has left marketers grappling with the need for a paradigm shift. The once-established methods of consumer engagement are now overshadowed by the complexities of the digital age, demanding a profound understanding of artificial intelligence (AI) and data analytics. The gap between academic knowledge and practical applications in the field of marketing has widened, leaving industry professionals, educators, and students seeking a comprehensive resource to navigate the intricacies of this transformative era. AI-Driven Marketing Research and Data Analytics is a groundbreaking book that serves as a beacon for marketers, educators, and industry leaders alike. With a keen focus on the symbiotic relationship between AI, data analytics, and marketing research, this book bridges the gap between theory and practice. It not only explores the historical evolution of marketing but also provides an innovative examination of how AI and data analytics are reshaping the landscape. Through real-time case studies, ethical considerations, and in-depth insights, the book offers a holistic solution to the challenges faced by marketing professionals in the digital age. |
| blockchain marketing and pr: FUTURE TRENDS IN BLOCKCHAIN SCALABILITY, INTEROPARABILITY, AND BEYOND MACHINE LEARNING Manoj Ram Tammina, Ravi U. Kalkundri, Ismail Keshta, Prof. Niraj Upadhayaya, 2023-10-30 A blockchain is a distributed public ledger that records transactions in a series of linked blocks that can be accessed by anyone. Before being added to the chain, the data (block) is time-stamped and verified. Each block builds upon the data in the one before it. The data is very difficult to forge due to the mathematical complexity of the storage system. The legacy of cryptocurrencies has helped turn the cryptographic term blockchain into a trendy catchphrase. A lot of people think blockchain is the same thing as cryptocurrencies. The opposite is true. Blockchain is the underlying technology behind cryptocurrencies, but its uses extend well beyond that. Blockchains may be considered for use in situations requiring the validation, auditing, or exchange of data. Here, we survey the literature on integrating blockchain with machine learning, and show that the two may work together successfully and efficiently. Machine learning is an umbrella word that includes a wide range of techniques, such as traditional ML, DL, and RL. As a distributed and append-only ledger system, the blockchain is a natural instrument for sharing and processing large data from multiple sources thanks to the inclusion of smart contracts, which is a crucial component of the infrastructure necessary for big data analysis. When it comes to training and testing machine learning models, blockchain can keep data secure and promote data exchange. In addition, it paves the way for the creation of timely prediction models using several data sources by leveraging distributed computing resources (like IoT). This is crucial for deep learning processes, which need a lot of processing time. However, distributed systems are more difficult to monitor and regulate than centralized ones, and blockchain systems will create a massive quantity of data from a variety of sources. The best blockchain mechanism designs need accurate data analysis and predictions of system behaviors. Data verification, as well as the detection of harmful assaults and dishonest transactions on the blockchain, may be aided by machine learning. There is a lot to gain from studying how to merge the two technologies from different perspectives. |
| blockchain marketing and pr: Guerrilla Marketing Volume 3 Jason Myers, Merrilee Kimble, Jay Conrad Levinson, 2023-07-05 What makes the Guerrilla Marketing book series unique? Within Guerrilla Marketing Volume One, Jason Myers and Merrilee Kimble reviewed the strong foundational elements of Guerrilla Marketing. Guerrilla Marketing Volume Two included many new Guerrilla Marketing tools, tactics, and tips—giving readers even more options to choose from. But Guerrilla Marketing Volume Three, the newest edition in this series, provides a great refresher of the strong foundation elements of Guerrilla Marketing while diving into the Guerrilla Marketing toolbox packed full of successful tools, tactics, and tips to try. For those who are new to Guerrilla Marketing (or those who want to learn more), Jason and Merrilee offer a FREE companion course (visit gMarketing.com/Club) to help anyone build their rock-solid Guerrilla Marketing foundation. This FREE companion course includes video tutorials, exercises, and the necessary tools for readers to build a crucial foundation from which their Guerrilla Marketing success will be born. Please know this: businesses with a poor foundation will fail. How will you use this All New series of Guerrilla Marketing books for your success? Jason and Merrilee are thrilled for readers who have selected to add Guerrilla Marketing Volume Three to their collection of the All New series of Guerrilla Marketing books. Guerrilla Marketing is a 360-degree consistent methodology that weaves through every aspect of a business. With each marketing tactic woven together, each volume will refer readers to other related sections and tactics in the current book their reading or within volumes, so that business owners can develop a cohesive and consistent marketing approach that works for them. Guerrilla Marketing is intelligent marketing that utilizes knowledge, strategy, and a plan that is supported with a toolbox of tactics. With this All New series of Guerrilla Marketing books, readers can access a toolbox full of low-cost, unconventional, and creative tactics to choose from, in order to convey and promote their compelling product(s) or service(s) and to drive their competition mad. |
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