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Blockchain marketing news in October 2019

In a speech at the 18th Collective Study of the Chinese Political Bureau this month, President Xi JinPing called for increased investment in and accelerated development of blockchain technology.

By why do President Xi’s comments matter to blockchain marketing?

We all know that influencer marketing is an important tactic for brands trying to get their message across these days. In blockchain marketing, we saw how important some celebrity endorsements were in increasing the profile (and price) of some cryptocurrencies during the 2017 ICO boom.

In China, there really is no bigger influencer than the President of the country. If he picks out a new technology for increased investment and development, people in China listen. So much so in fact that searches for ‘blockchain’ skyrocketed in China as a result. If this activity occurred around a company’s brand term, it would tick all the boxes of a textbook influencer marketing campaign.

Apart from President Xi’s remarks, we’ve got lots of different news stories this month. This is great to see after months of feature and opinion-packed newsletters, as news stories demonstrate real activity in the market. These include a new partnership for the Brave browser, new blockchain marketing products from Aqilliz and a new marketing hire at BitPay.

Things seem to be ticking along nicely in the blockchain marketing space, so we hope they are for you too. Good luck with your projects and remember, we are the pioneers!

News & Reports

Xi Jinping’s Speech at the 18th Collective Study of the Chinese Political Bureau

For all of you who, like us, can’t read Chinese characters, this translation of the speech provides all you need to know about what the President said. While owning and trading cryptocurrencies has been banned in the country previously , it now seems China’s leadership are the latest to say ‘short on bitcoin, long on blockchain’.

Blockchain browser Brave inks marketing agreement with online encyclopedia Everipedia

Brave browser signs marketing partnership with online encyclopedia Everipedia Brave, the open source web browser that uses the Basic Attention Token, has signed an agreement with Everipedia, the blockchain-based online encyclopedia. The partnership aims to boost each brand in the other’s community and makes sense as blockchain marketing, communications and web tools try to grow from their initial hype stage.

Blockchain Solutions Provider Aqilliz Unveils Enterprise Product Lines for the Digital Marketing Industry

Aqilliz, a blockchain solutions provider aimed at improving advertising and digital marketing, has announced the launch of three new products. Its Proton, Neutron and Electron products have been built to improve transparency in programmatic advertising and come about as a result of Aqilliz using the Zilliqa blockchain.

BitPay names Bill Zielke chief marketing officer

BitPay, which provides blockchain payment processing for businesses, has appointed Bill Zielke as its Chief Marketing Officer. Zielke has 25 years of marketing experience and has recently worked for Ingo Money and Forter. Zielke will be tasked with attracting more users and increasing acceptance of cryptocurrencies amongst merchants.

PayPal withdraws support for Facebook’s Libra cryptocurrency

After being one of the biggest stories in blockchain marketing earlier this year, the wheels really seem to be falling off the Libra bandwagon now. PayPal is the latest big name to drop out of the association that was formed to support the ‘Facebook cryptocurrency’, as scrutiny from lawmakers in the US increases.

Blockchain for sneakers: New Balance pairs with basketball star for pilot

New Balance has released its newest pair of trainers (or sneakers) in partnership with Cardano. Customers who buy the OMN1S shoe will be able to record their purchase on the Cardano blockchain, thus guaranteeing their authenticity. It’s hardly game changing but it does show how Cardano’s activity is increasing.

Features & Interviews

Blockchain Product Marketing Vs Digital Marketing: What's The Difference?

While there’s no shortage of articles examining the different ways blockchain companies should approach marketing, this article covers some useful points. It does a good job of explaining the nuances involved in social media marketing for these firms, particularly in light of crypto advertising restrictions, as well as highlighting the SEO opportunities that many miss out on.

Industry Opinions

The Drum Show: Blockchain, walled gardens and ethical adtech

The panel discussion that’s linked to from this article will ground anyone that’s getting ahead of themselves in overstating blockchain’s impact on advertising technology. Watch from around 04:30 on the Twitter link and you’ll see how, far from not understanding the tech, the panelists actually do a pretty good job of explaining why change isn’t straightforward.

And Finally…

Here's why there won’t be a quick enterprise blockchain revolution

If you didn’t know it already, successful blockchain marketers need to be in it for the long run. As this analysis of blockchain adoption amongst enterprise organisation points out, there are many problems that must be solved first. While it isn’t written about blockchain marketing per se, it’s a useful reminder of the questions that we all need to answer when explaining this technology.

Latest resources

Crypto thought leaders - Balaji Srinivasan
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