6000字深度干货,彻底解决营销人对区块链的焦虑!

对营销领域而言,区块链将带来哪些新契机呢?

当区块链带着资本的血腥味高调进入大众的视眼中之时,很多朋友读了很多书听了很多演讲看了很多视频依然无法彻底理解区块链,还需要到处去找区块链是什么这样基础问题的答案。

大部分人在这个过程中放慢了寻找答案的步伐。但是往往,一个概念的解释越复杂,一个新兴事物的出现越难被接受和理解,却越有可能有颠覆世界的力量,我们不妨多点耐心去探寻一下未知的答案。

区块链是什么呢?一般来说,区块链常被看作是一个庞大的全球化分布式记账数据库,这些数据是需要集体维护。数据所有者可以共享其资产,而无需将其导出或转交给另一个利益相关者。真正做到即使在没有权威机构的统筹下也可以让互不信任的人安全透明的进行信息与价值互换。只有具备以上所有特性才能被视为是区块链技术。

听完上面的描述,可能大家还是云里雾里。电子商务出现的时候,很多人也无法理解这个概念,但是有了淘宝这个超级应用的佐证解释,相信很多人就豁然开朗了。与其把时间花在寻找区块链的定义和解释上,不如去看看区块链的一些应用案例。今天先生就试图从老本行营销的角度,谈谈区块链+营销会带来怎样不同的未来世界,希望能对大家理解区块链产生帮助。

首先我们来听一下小米MIUI商业产品部负责人顾大伟从营销的角度对区块链的定义:

区块链技术本质上是一种通讯协议,在一个网状架构里,大家共同维护数据,特点是安全、不可篡改、透明以及去中心化。区块链就像是一个安全可信的账本,让互不信任的人在没有权威机构的统筹下,安全透明的进行信息与价值互换。

数字营销行业里有很多角色,每个角色有不同的利益点,从广告博弈论上讲是多人游戏,有不同利益点之后,怎么保证大家之间的游戏规则,在一个很好的安全框架下做事情,这就涉及到两个问题,一个是规则,第二个是规则可执行。区块链是解决规则可执行问题,就是行业一起制定标准,区块链只是提供一个框架,让规则可以执行、可以落地。

那么区块链在营销领域的应用,究竟会有怎样的过人之处呢?大概可以分为以下几点:(以下部分来源于网络整理)

1.产品可溯源,重塑品牌信用体系

我们以前都是依靠品牌主动的宣传和产品的优质体验来积累品牌信用,这种方式的弊端,由于不能提供具体直接的数据,从品牌到用户的传递过程中,滋生了大量资源的浪费。但是区块链似乎能完美解决这个问题,下面给大家举一个比较有代表性的例子。

在以往,我们向用兜售优质的有机无公害农产品,需要不厌其烦的跟用户去传递品牌的理念,通过巨额的广告费用将绿色有机无公害的品牌形象切入了用户的心智中去,引导用户的信任。

创业公司Ripe.io的两位合伙人尝试用区块链管理自己的农场。根据彭博社的报道,从今年8月开始,Ripe.io农场已经开始用区块链技术来追踪西红柿的成熟度、颜色和含糖量,减少腐坏,记录供应链。

每一个西红柿,都有自己信息记录,并用分布式记账的方式存贮在区块链平台上。它们将直接送达与农场合作的Sweetgreen商店。店铺经理和消费者可以准确地了解每一颗西红柿的生长时间、采摘时间、甜度以及含糖量,这样就可以非常直观的向用户展现产品的质量,可以给品牌省下很多的宣传费用。

而该领域最大的玩家IBM已经与包括多乐食品公司、雀巢公司、联合利华公司和沃尔玛公司等在内的食品巨头合作,试点向其业务添加区块链。IBM表示,其技术可以在几秒钟内显示产品的来源,而传统的方法可能需要一个星期。

2.增强透明性

当前数字营销,特别是广告领域最受人诟病的就是透明性。巨头媒体如Google、Facebook不开放,广告代理公司等中间环节繁杂利益关系已让广告主失去了信心。宝洁和联合利华已经一再声明行业透明性的重要,除了削减预算之外,联合利华还公开宣布与IBM正展开区块链相关合作,为的就是提高媒介购买的透明性。

如今有XCHNG、MAD Network、ADEX、Parpuys、DATx等区块链项目,尝试打造基于区块链的受众和广告位购买,并使用智能合约来签订媒介购买合同。

重塑媒介购买后,理论上广告主可以直接与区块链上已注册的媒体签订购买合约,并圈选人群。即使仍然使用广告代理公司,每笔交易甚至每次曝光均记录在区块链上,极大的增强了透明性。广告主需要做出的改变是,购买这些项目发行的数字货币,以支付广告投放中的媒介费用。

尽管有不少人强调区块链的性能达不到广告的高并发要求,但从长远来看,技术会快速跟进,达到此要求仅是需要时间。最大的麻烦是:透明性对行业的冲击太大,要完全重塑行业,会伤筋动骨。这是有可能实现的,但需要时间。但这样,新创项目整合的很可能只是长尾资源,不太可能成长为下一个Google,因为Google很有可能在这不太快的变革中苏醒。或许它们可以成长为一个不错的区块链广告联盟,或者有机会被大型媒体和广告公司收购做为技术补充。

3.广告防作弊

广告反作弊战役从技术上看是一个数据问题。判断一个广告是否作弊,需要充分了解到这个广告的投放时间、设备特征、媒体信息、点击&转化特征等。这些信息都可以存储在区块链上,像物流一样的追踪。京东和阿里提出的商品防伪区块链解决方案一样,或许能够为广告反作弊提供更切实际的指导。

有非常多文章在讲区块链会解决广告反作弊问题,也有非常多的文章在反驳。其实区块链确实不太可能完全解决广告反作弊问题。因为要判断一个设备是否存在作弊行为,一个设备后的人是否为真的人,在数字世界里不存在绝对标准。有意义的说法是,区块链可以辅助反作弊。

Rebelai、adChain、Data等区块链项目,都是想利用区块链解决广告反作弊问题。adChain利用区块链的智能合约来对网站进行投票,并广播网站白名单;Rebelai利用区块链和加密认证技术,进行网站或APP的广告作弊预测;Data通过在用户移动设备上植入SDK,利用区块链和去中心化存储来分析设备的行为并计算声望(区块链并不收集),声望的高低决定了设备作弊的可能性。

区块链作为一种不可更改的数据库,如果能够收集设备、网站、App更多的历史作弊可能性,并通过合适的机制进行共享。或许对整个广告行业反作弊事业,是很不错的资料档案。

4.数据流通

在讲数据流通之前,先跟大家科普一下数据孤岛,企业发展到一定阶段,出现多个事业部,每个事业部都有各自数据,事业部之间的数据往往都各自存储,各自定义。每个事业部的数据就像一个个孤岛一样无法(或者极其困难)和企业内部的其他数据进行连接互动,我们把这样的情况称为数据孤岛。简单说就是数据间缺乏关联性,数据库彼此无法兼容。

随着大数据的日益普及,巨头通过整合、收购的方式来建立数据护城河,这也导致了巨头们之间的数据是无法通过共享流通的,比如腾讯和阿里的数据互通的可能性就很低,我们都能够感受到支付宝和微信覆盖了人们生活的大部分场景,但是支付宝和微信的数据却是无法对应上的,这也就形成了所谓的数据孤岛。

数字化已是人们对社会发展的共识。我们耳熟能详的词汇,数据共享、数据交易、数据孤岛,以及数字化营销,核心都是数据。数据对营销的作用不言而喻,从受众分析、精准定位、广告效果、反作弊,到产品改进、店铺选址等均有重要作用。

数据孤岛的打破涉及用户隐私、企业利益等复杂问题,但Scry、公信宝、矩阵元、小米营销数据链等项目,都期望在保护多方数据源的用户隐私和数据安全情况下,完成数据共享(不泄露单条用户数据,只暴露某项计算的结果)。

区块链通常与加密算法结合,做为一种去中心化的架构,高效地连接不同企业数据源。但保护绝对的隐私和各企业利益,有悖互联网的复制、流动的特性,抑制了营销更高效率、效果的发展。这是非常值得深入研究的领域,目前遇到3个问题:

1.如何设计高效公正的利益分配机制,可以有效的连接不同企业的数据(特别是大企业)?

2.谁来牵头做这件事情合适,牵头人怎么获取自身利益?

3.法律、隐私、数据开放的社会和企业观念发展,可以怎样有效推动?

这些问题也一定程度上抑制了区块链在数字营销领域的应用进展,但是相信随着技术的革新能够解决这些问题。

5.数据变现

对中心化最激烈的批评之一是大型科技公司收集用户数据获利的方式。对这些巨头而言,能够使用来自搜索、电子邮件或社交网络等服务的数据而无需为此付费似乎是理所当然。

但是,一旦了解这些公司通过用户数据获得的利润,你可能会摒弃这种观点并重新审视科技公司的这一行为。

例如,Google的广告业务高度依赖用户数据的有效性,进而成为公司的关键盈利机构。Facebook超过5000亿美元的市值也显示了拥有个人和社交信息所蕴藏的价值。

事实上,Facebook通过其广告产品在2016年获得了近270亿美元的收入,相当于每年每月通过每位活跃用户(MAU)赚取约20美元。而据估计,美国普通消费者平均每年可以根据自己的数字广告数据赚取240美元。

区块链将很快进入该领域。就隐私而言,区块链技术为用户提供了加密和保护其数据的手段,甚至可以选择谁可以访问他们的信息。区块链驱动的数据市场也为数据所有者提供了按需求将数据选择性出售的方式,并为多方提供数据访问服务。

国际知名营销机构PMG产品战略和投资的负责人Dustin Engel曾总结了27种营销人和广告主可以使用区块链的场景,大家参考一下:

1.验证广告投放,确认一个在合约生效期内真正查看广告人
2.验证广告投放的参与或表现
3.防止同样的广告频繁的投放到相同的人,并确保最佳的频率
4.支付出版商、科技公司、代理商、承包商和其他人,他们应该为广告的制作、交付或演出得到补偿
5.支付消费者以使用他们的隐私数据,如行为或心理统计数据
6.奖励消费者提供明确的数据,如个人可识别的信息、兴趣和购买计划
7.给消费者一个透明的视角,让他或她看到自己的数据是如何被广告商使用的
8.让消费者洞察营销人员如何使用数据的概况
9.支付消费者以使用他们已经创建的内容,如品牌的照片或视频
10.奖励消费者为广告主的投放计划提供新的内容
11.验证意见领袖真的是有影响力的人,他们符合营销人员的标准
12.确认任何人的追随者都是真实的人而不是机器人
13.确保任何广告或内容在投放前被相关的政党批准
14.做为比赛奖励,确定提交的广告是否符合规范并且如果广告被企业认可(将可以获得奖励)
15.为颁奖典礼或赞助比赛做投票验证,确保每个人只有一票,每个选民符合资格标准
16.政治广告在运行之前都需要认证授权
17.让营销人员有机会创建初始硬币发行(ICOS)资助的新产品或服务。投资者获得合资企业股份
18.确保只有目前的代理或供应商员工有权获得其特定客户的数据。这不会消除有直接相同客户的处于直接竞争关系的代理机构的“中国围墙”,但它将使这些墙更高,更强
19.为消费者创造新的奖励计划,并使得他们难以欺诈(濡羊毛)
20.审查和认证每个合同
21.提供代理或承包商的保险政策的审计线索
22.做为云主机存储数字资产的替代方案
23.购买或从内容创作者获得许可权(音乐家,摄像师、摄影师),在广告中使用他们的工作成果
24.核实应聘者的就业经历,同时确认报告的结构、参考资料和其他细节。
25.允许从广告计划的时间花费测量转变为测量产出和性能。Time sheets可以取代或颠覆
26.验证电子邮件营销,并追踪营销人员与目标受众之间的信息交流
27.作为营销人员使用区块链减少欺诈,垃圾邮件,黑客,把安全当作一种有价资产

相信很多营销的朋友看完上面的内容以后,会觉得深深的焦虑,因为这些似乎跟自己的工作没有太大的联系,怎么才能让自己在这股热潮里面不掉队呢?先生觉得,属于营销人的机会大概分为下面两点:

1.就业机会

由于区块链技术的持续火热,越来越多的大公司和创业者都在试水区块链,这也直接导致了区块链相关领域人才的极度稀缺,这种稀缺性主要体现在岗位需求的迅速增加和不断刷新记录的高薪资,根据一份公开的数据显示:

与上月相比,北京区块链岗位增加了3万多个,技术28420个,社区社群运营3217个,编辑1259个,商务1000个。

与上月相比,杭州区块链岗位增加了1.6万个,技术是12132个,社区社群运营1870个,编辑106个,商务 80个 。

与上月相比,上海区块链岗位增加了5000个,技术是3241个,社区社群运营300个,编辑138个,商务68个 。

与上周相比,深圳区块链增加了9000个岗位,技术的6758人,社区社群运营1286人,编辑910人,商务100人。

与上周相比,广州区块链增加了3515个岗位,技术的2468人,社区社群运营102人,编辑105人,商务68人。

与上月相比,南京区块链增加了5515个岗位,技术的4468人,社区社群运营802人,编辑126人,商务88人。

而薪资问题大家可能会更为看重,我们通过一些社群的截图可以看到,平均薪资已经去到三万了,稍微资深一点的工作岗位,薪资甚至能给到八十甚至百万级别了,这个数据的确令人心惊。先生也有幸受到国内某知名区块链项目负责人年薪400万的数次邀请,虽然最后先生忍痛拒绝了,但是这样的薪酬的确让人眼馋。

目前大家看到很多区块链项目的营销方式都相对低级,高度依赖于社群和媒体,相比较其他行业还有很大的发展空间,随着区块链项目的增多和竞争环境的加剧,势必导致市场上营销人才尤其是高端营销人才的高度空缺,因而有区块链背景的营销人必将成为市场上的香饽饽。

从这个角度来看,营销人应当马上全力学习区块链知识并补充在区块链行业的工作经验,为之后在企业的区块链+营销人才大战中占领先机。

2.创业机会

区块链+营销的创业机会,除了前面讲到的需要深入了解区块链技术对营销领域的变革外,其实还有一些比较容易进场的机会。

比如一个比较容易切入的点,那就是为区块链企业提供广告营销、品牌公关等相关的第三方服务,区块链团队多为技术出身,缺乏推广经验和资源,寻找第三方服务机构来进行深度合作是大部分有实力的区块链企业接下来会重点考虑的事情,所以能提供营销专业化服务的机构会成为营销人比较容易入场的创业机会。

目前已经有这种类型的服务机构获得了区块链领域的巨头投资,这对于想创业做营销机构的营销人来说是一个重大利好,希望有意的小伙伴不要错过。

备注:本篇文章做了比较多的引用,以下为本篇文章引用和参考的文章列表:

1.adblockchain:《区块链广告的五个场景》、《重新审视区块链广告》、《营销人使用区块链的27种方式》

2.链条ChainHeadline:《区块链将如何颠覆Facebook、Google的广告业务?》

3.顾大伟:《区块链如何解决程序化广告痛点?》

 


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