Welcome to the last installment of our three-part series on bitcoin and blockchain! From highlighting the benefits associated with talking about these two technologies to lining up qualified thought leaders, we’ve set the stage for a productive discussion around bitcoin and blockchain.
Now it’s time to put all of that planning and preparation into action. Here’s how to position your company at the forefront of the bitcoin and blockchain conversation.
Get out and about
Each year, dozens of conferences and events serve as gathering points for bitcoin and blockchain experts from all over the world. Learn about the latest developments surrounding the two innovations by sending your company’s thought leaders to a few of these events in 2018. The more often they chime in on conversations between speakers and attendees, the better chance they’ll have of being seen as an authority on bitcoin and blockchain.
Eager to get moving? Consider these upcoming events.
Offer your two cents
Whenever big news breaks, news outlets and trade publications rely on thought leaders to help explain what fresh developments might mean for the rest of the industry. Offer up such insights by reaching out to reporters who are particularly interested in bitcoin or blockchain. Although your company’s thought leaders may not start off as go-to resources, commenting on recent trends can help build up their credibility among audiences as well as journalists.
Build influencer relationships
Known for their loyal — and often large — audiences, bloggers and social media influencers have the power to generate significant results for your business. Nearly 86 percent of marketers relied on influencer marketing in 2016, and of those, 94 percent found the tactic to be effective. Make the most of this opportunity by establishing relationships with influencers who might be a good fit for your thought leaders. From commenting on recent posts to offering ideas for new ones, consistent engagement can help earn the trust of influencers.
In addition to working with influencers, encourage your thought leaders to develop content of their own. Blogs, videos and podcasts are just a few of the many ways in which thought leaders can craft reputations as experts in the industry — and possibly increase sales. More than 80 percent of senior executives believe compelling thought leadership content can influence their choice of business partner.
Wondering where to start? Walker Sands is here to help. We’ll work closely with your team of internal experts to create content that can be easily found by both buyers and decision-makers. When it comes to pinning down relevant conferences or trade publications, we’ve also got you covered. Our team knows the ins-and-outs of the B2B tech industry, and can take your brand’s visibility to new heights.
Get in touch to learn more about how Walker Sands can help you pull up a seat to the bitcoin and blockchain conversation.
Change is nothing new to the FinTech industry – a seemingly endless list of technologies have come into the picture over the last decade alone. Like clockwork, the industry is being transformed by yet another new innovation: Bitcoin.
Created in 2009, Bitcoin has since made headlines due in large part to its dramatic volatility. Growth of more than 300 percent in 2017 alone has piqued interest among potential investors and financial services companies.1 Still though, there’s no telling what the future holds for the much-debated cryptocurrency. While some expect Bitcoin to become the sixth-largest reserve currency by 2030, others aren’t as optimistic.2
Even if Bitcoin never meets sky-high expectations, the idea of decentralized cryptocurrency is sure to leave a lasting impact on a number of different industries – including digital marketing. This is why marketers should familiarize themselves with Bitcoin and all of the change it stands to bring.
Here’s a look at two ways marketers can make sure their companies benefit from learning and talking about Bitcoin.
Want your company to be remain on top of all the latest trends in FinTech? Bitcoin is a good place to start. Getting the conversation going about cryptocurrencies such as Bitcoin can help demonstrate that your organization is in the loop when it comes to industry innovation. While your thought leaders may not be Bitcoin experts just yet, sharing their insights on how Bitcoin is impacting the space can prove to be valuable.
To help draw attention toward your brand and raise awareness among a new audience, try speaking openly about new developments or trends related to Bitcoin, including:
- Bitcoin Cash
- Initial Coin Offerings (ICOs)
- Cryptocurrency exchanges
- Digital currency security
Keeping security top of mind
One of Bitcoin’s most compelling features is the technology behind it all. Commonly referred to as the blockchain, this technology consists of a distributed ledger that stores a record of any and all transactions within the Bitcoin network. But since the data is anonymized, consumers don’t have to worry about sensitive information falling into the wrong hands.
Highly-publicized data breaches have tarnished brand reputations while also inflicting severe financial damage. Companies can avoid such such fallout and gain a leg up on the competition by positioning themselves as a knowledgeable source on secure innovations in FinTech, including blockchain. Even if your brand isn’t leveraging Bitcoin now, simply discussing its impact on financial security can show your organization’s commitment toward exploring and understanding new security measures.
Here are some interesting talking points when it comes to blockchain and its impact on financial security:
A blockchain-based security model may help decrease the risk of cyberattacks and data hacks
Switzerland and Japan accept Bitcoin as a legal method of payment
Blockchain is being taken more seriously by financial institutions due to its independence, security and transparency
Much has been made about Bitcoin in recent years. From aiding billions of unbanked adults around the world to shoring up data security, Bitcoin promises to fundamentally transform the FinTech industry. Therefore, marketers have plenty to gain from discussing its potential impact in blog posts, whitepapers and other thought leadership pieces.
Ready to Talk Bitcoin?
If you’re interested in learning more, but aren’t sure where to start, check out a few Bitcoin resources we’ve pulled together. From a six-part series on Bitcoin and the blockchain to an in-depth look at how the blockchain could change finance as we know it, these resources can help put you well on your way toward developing a better understanding of Bitcoin and the blockchain.3 4
Stay tuned for additional blog posts and analysis as a part of our three-part series.
- The Balance: The Growth of Bitcoin Exchanges
- Institute for the Future: Understand the Blockchain in Two Minutes
- Marketing Week: Why Marketers Need to Get to Grips with Blockchain
It’s been a rough couple of years for traditional retail. Companies like Amazon have upended the retail structure, and as consumers continue to turn to e-commerce, brick-and-mortar retailers must adapt to survive.
To do so, many companies are turning to hot-button tactics like virtual reality (VR) and augmented reality (AR), simple or even nonexistent payment tactics (hello ApplePay and Amazon Go), and more. However, these strategies are more aspirational than practical, as they require heavy infusions of capital, huge upgrades to existing infrastructure and widespread consumer adoption to be successful.
While retailers work to make these long-term dreams a reality, there are several trends brick-and-mortar retailers can pursue to stay relevant and competitive in the more immediate future:
1. A Focus on Stores as Showrooms
As the purchase process continues to migrate online, we’re seeing brick-and-mortar stores used as a way for consumers to feel and see products before they pull out their phones and make a purchase. This approach works best for categories like furniture, where people are traditionally hesitant to purchase without physically interacting with products.
Examples of this strategy include Apple stores, which focus more on showcasing products and what they can do, or Bonobos’ guideshops, which exist purely as a way for consumers to interact with the web retailers’ goods (you can’t even walk away with any merchandise, but you can order clothing).
Venture capital firms have invested more than $1.4 billion in blockchain since 2013, and more than 2,500 patents involving the technology have been filed in the same time frame. The implications for the financial world here are more obvious, but what does this trend mean for marketing? More than the average marketer may think, as it turns out.
Blockchain is the distributed ledger technology (DLT) behind bitcoin, the digital currency that’s used with encryption methods so that transactions are made without a middleman (banks). These days, businesses offering everyday consumer goods and services are increasingly accepting bitcoins. While Bitcoin was the first currency to be applied to this DLT strategy, it’s not the only currency that can be.
With Blockchain as the backbone of bitcoin, transactions are extremely fast and secure, all while being transparent. One blockchain analyst has compared it to a Google Doc, with our mainstream system of transactions being a Microsoft Word document. The ledger is shared for all to see and updates automatically every ten minutes, all while being incorruptible.
Considering these strengths, it’s only a matter of time before blockchain technology changes the marketing landscape as we know it. Here are three realms that may see changes due to blockchain technology in the not-so-distant future.
The idea of blockchain is already being applied to the world of ad buying, and isn’t so far away from being implemented on a larger scale. Nasdaq announced that in late 2017 it will launch an electronic marketplace using blockchain technology for the New York Interactive Ad Exchange.
The ledger will allow publishers, advertisers and media buyers to buy and sell ad space via an electronic marketplace. According to the NYIAE CEO Lou Severine, if this takes hold the way it’s intended, companies could implement the model across different forms of media including TV, radio and out-of-home markets.
As a former teacher, education PR professional and current learning and development manager at Walker Sands, I was ready to nerd out at SXSWedu 2017. Thousands of experts gathered for 4 days in Austin, Texas to address trends in edtech and have honest conversations about the challenges facing the education industry as a whole.
Between education celebrities such as Dr. Brene Brown and John Maeda wandering the halls, and one interesting session description after another, my FOMO was at an all-time high. I attended as many sessions as I could and walked away with solid insights into the current state of edtech.
What EdTech Stakeholders are Talking About Now
1. What can VR do for you?
VR, AI and MR (mixed reality, combining the first two) technologies are eliciting intrigue across all industries, education included. While some educators are embracing the possibilities for deeper engagement (major buzzword alert), others worry about the risk of losing touch with reality.
If we can transport students to anywhere in the world with one swipe of a finger and a cardboard box, what’s to become of physical field trips? Will students further lose themselves in a solitary, virtual vortex? Will VR have a significant enough impact in the classroom to warrant any of this?
Teachers who have begun implementing these technologies in the classroom have noticed students prefer to explore them in groups. The social component of education remains significant. Regarding impact, all signs point to VR/AI/MR transforming, specifically and certainly, the med school experience and many healthcare practices.
In the traditional classroom setting, the technologies will allow for deeper exploration by bringing more concepts to life in new, interactive ways. One thing most can agree on is that these technologies are often intuitive enough to make implementation and integration more accessible for educators.
2. What does the future hold for higher education?
The notion of the 21st-century job, in which you choose a specific career path and then go to school for it, is fading. Companies are instead seeking employees with relevant skills, such as creative problem-solving and good communication.