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Blockchain and cryptocurrency will grow together, despite being based on new, more advanced relationships and paradigms. The world of ICO s itself will probably grow not as much in quantity but rather in quality and feasibility of the presented projects.
We have heard about many different possibilities regarding the use of blockchains: In this article, I will try to apply the concept of blockchain to corporate communication. Blockchain will bring immediate trust and measurability to a transaction not just economic, of course with an extra reward for those taking part in the transaction itself. Everything would go from the micro to the macro dimension. In a communication process, in a flow of information, Blockchains could be engaged to the base of the process itself:.
We might be the participants of "communication transactions" where the sender, the media used and the same receiver would be "validated" by peers on the chain. And each one of them would be rewarded in the same moment they start taking part in the transaction, in the process of communication.
If we think about the publishing industry, the press, traditional and social media, blockchain could mean a strong decrease in fake news, a strong qualification of sources, a commitment from receivers in order not to spread misleading news or uncertain sources. In a proactive sense, it could imply a higher quality of user-generated content , having the possibility to monetize one's own contribution immediately.
The concept of web 2. Let's try to think of a new web, a web 3. How much more reliable could communication flows become within that specific chain?
Think about tourism reviews on products and services. The same browsing experience on the Web can be modified, by looking both at content and online advertising, as it is already happening at the embryonic level with the concept of Basic Attention Token and the resulting possibility of monetizing online activities of users, impressions, click throughs via cryptocurrency, based on a much stronger and more targeted engagement.
In addition, if we look at marketing and corporate communication activities, we might wonder what would be the impact of monetizing feedback from the user, based on a validating community formed by the company and its customers. Companies could benefit both from the advantages of the blockchain and the direct issue of currency linked to a certain chain. What is happening these days with Telegram and other ICOs could be the near future in many situations.
What could Amazon do, for example? The role of companies would change on several levels: The same concept could be applied to corporate incentive plans and to the issue of stock options. It is not a simple matter of dividends but rather of the value that the corporate crypto can acquire on the market compared to the others. As we can see, there are a lot of important challenges for digital marketing! In corporate communication, the role of the blockchain could be very useful, for example, to validate news communicated to the outside world.
Let's think about the impact that a press release could have if it was validated by a blockchain which could be private and highly qualified for investors and stakeholders of a company , perhaps a publicly-traded one. In the internal communication of large corporate companies, as well as in communication with its commercial and sales networks, a blockchain could significantly improve communication flows by working on the aspects of process security and privacy.
We are facing an important change in paradigms, which will certainly offer innovative and potentially disruptive projects in many areas of marketing, digital and corporate communication. At the same time, the extreme fragmentation and volatility of the crypto market, together with new potential regulatory interventions made by governments, will have to make see reason on possible limits and distorted uses.
What will really make the difference are the correct spread of knowledge and the optimal management of the best practices that will be introduced little by little. Franco Giacomozzi is head of communications at Edmund Mach Foundation, an agri-food scientific institute, where he is responsible for internal and external communications, press and media relations, web, intranet and social media. Skip to main content.
Blog Latest news and discussions on recent developments in communications and public relations. Blockchain and corporate communication. In a communication process, in a flow of information, Blockchains could be engaged to the base of the process itself: How many possible fields of application are there in corporate communication? Media, advertising If we think about the publishing industry, the press, traditional and social media, blockchain could mean a strong decrease in fake news, a strong qualification of sources, a commitment from receivers in order not to spread misleading news or uncertain sources.
Digital marketing In addition, if we look at marketing and corporate communication activities, we might wonder what would be the impact of monetizing feedback from the user, based on a validating community formed by the company and its customers.
Communication and PR In corporate communication, the role of the blockchain could be very useful, for example, to validate news communicated to the outside world.
As communication professionals, we must be ready to take up the challenge! Back to all articles.