Decentralized Marketing 101

17 May 2022

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Marketing has always been centralized. Large companies with deep pockets can afford to employ armies of marketers specializing in one specific area, like advertising or PR. But what if marketing could be decentralized?

That's the idea behind decentralized marketing, a new trend growing in popularity. Instead of relying on one centralized authority to market your product or service, you can depend on a network of independent promoters.

Decentralized marketing is a new way of marketing that uses technology to allow companies to reach customers without a central authority.

Decentralized marketing is still in its early stages, but it has the potential to revolutionize the way businesses operate.

30 Years of Digital Marketing

Digital marketing is a relatively new form of marketing that has only been around for about 30 years.

However, it has become one of the most important and influential forms of marketing in that short amount of time.

1990 to 2020: 30 Major Changes in 30 Years of Digital Marketing

Digital marketing is a term that refers to all marketing activities that are conducted online or through electronic devices. This includes email marketing, social media marketing, search engine optimization, and paid advertising.

One of the reasons digital marketing is so effective is because it allows businesses to target their customers more accurately than ever before.

With traditional forms of advertising like TV and radio commercials, businesses had to guess who their target audience was and hope that they were reaching them with their ads.

But with digital marketing, businesses can track exactly who is visiting their website and clicking on their ads.

Centralized Vs. Decentralized  Marketing

Decentralized marketing is a newer buzzword in the industry that describes operations and strategies that are not reliant on a centralized authority.

Centralized marketing has typically been the go-to model for most organizations, as it offers a more streamlined and controllable approach. However, this centralized way of doing things is becoming less feasible in the current digital age.

With the advent of web3 and blockchain technology, there is now an opportunity for decentralized marketing to take center stage.

This new way of working enables companies to reach out to their customers and communities in a more democratic way. It also allows for more transparency and trust between businesses and consumers.

The Cons of Centralized Marketing 

Centralized marketing is a system where all marketing efforts are coordinated and controlled by a single authority. While this system can be very efficient, it also has significant drawbacks.

First, centralized marketing can lead to a lack of diversity. When a small group makes all decisions of people, the resulting campaigns can be very uniform and cookie-cutter in nature.

This can make it difficult for companies to stand out from their competitors and alienate potential customers.

Why Centralized Marketing maybe a Bad Idea - Tahoor Qureshi 

Second, centralized marketing can be slow to adapt to change. Since the central authority must approve all decisions, changes can take longer to implement than a more decentralized system.

As technology and consumer behavior evolve, companies that use centralized marketing may struggle to keep up.

Third, centralized marketing can be less effective than decentralized marketing.

Decentralized Marketing 101

In the decentralized world, there are no centralized points of control. This lack of a central authority can create challenges in marketing.

The marketing team can direct all activity and messages from a single location in a centralized system. In a decentralized system, this is not possible.

There are several ways to approach decentralized marketing. One approach is to create a decentralized marketing team.

12 Benefits Of A Decentralized Marketing Structure - Forbes

This team would be responsible for developing and executing marketing plans and strategies. Another approach is to use decentralized platforms to distribute content and messages.

Decentralized platforms allow content to be spread more quickly and efficiently than traditional methods.

Decentralized marketing can also be used to build trust and credibility with customers. By using transparent, decentralized platforms, customers can be assured that they are dealing with an authentic company.

Origins of Decentralized Marketing 

The decentralized marketing model is not a new concept, but its popularity is rising with the growth of blockchain technology.

The first example of decentralized marketing can be traced back to the early days of the internet, when people could communicate and collaborate in a distributed manner. This was made possible by technologies like Usenet, Bulletin Board Systems (BBS), and early forums.

Decentralized marketing is also influenced by the open-source movement, which encourages collaboration and sharing of information.

Open source projects such as Linux, Mozilla Firefox, and Wikipedia have demonstrated that many people can work together towards a common goal without needing a central authority.

The development of blockchain technology has given rise to new types of decentralized applications (dapps) that can be used to facilitate peer-to-peer interactions.

Philosophy of Decentralized Marketing

Decentralized marketing is a philosophy that rejects the traditional top-down marketing model in favor of a more democratic, peer-to-peer approach.

Under this system, companies and brands would distribute power and control among their customers and fans, giving them a say in how products and services are created, marketed, and distributed.

This would create a more engaged and invested community, which would lead to better products and stronger customer loyalty.

There are several advantages to decentralized marketing. First, it democratizes the marketing process, giving regular people a voice in creating and marketing products.

This can result in better products as companies are forced to listen to their customers and consider their feedback.

Second, it builds customer loyalty by empowering customers and giving them a sense of ownership over the brand.

The Pros of Decentralized Marketing 

Decentralized marketing is a digital strategy that distributes tasks and responsibilities among an extensive, decentralized network of individual marketers.

This approach has several advantages over traditional centralized marketing.

The first advantage of decentralized marketing is its scalability. A decentralized network can quickly scale up or down to accommodate changes in demand.

The (near) future of marketing is decentralized - Chief Marketing 

This flexibility is important in today's rapidly changing business environment.

Decentralized marketing also improves communication and coordination among team members.

Tasks can be divided among team members according to their strengths and expertise, resulting in a more efficient and effective marketing campaign.

By decentralizing the marketing process, businesses can also reduce their reliance on third-party vendors. This can save the company money and give it more control over its marketing efforts.

Finally, decentralized marketing is a more democratic approach to marketing.

How to Decentralize your Marketing?

In a decentralized world, individual actors can interact directly with one another without relying on centralized authorities.

This concept can be applied to digital marketing by empowering customers to interact with each other and the brand directly rather than through a third party.

Decentralized marketing opens up new opportunities for customer engagement and builds trust between customers and brands.

There are several ways to decentralize your marketing. One approach is to create a platform where customers can interact with each other and the brand.

This could include a forum, blog, or social media page where customers can share their experiences and feedback.

Decentralized marketing also provides opportunities for brands to build trust with customers.

Next, I will share some decentralized marketing tools and tips that can help you stay ahead of the curve:

Tools For Decentralized Marketing

There are a few key ways to decentralize your marketing. The first way is to use online tools that allow for collaboration between team members.

This could be something like Google Drive or Trello. These tools make it easy for team members to share and collaborate on projects, which can help decentralize the workload.

Another way to decentralize your marketing is by using social media platforms that allow decentralized posting.

These platforms make it easy for team members to post content without going through a central authority. This can help speed up the process and ensure everyone has a voice. Here are some of the decentralized marketing tools:

1. Steemit: Steemit is a decentralized social media and content sharing platform that rewards users for their contributions. Since its launch in 2016, Steemit has become a popular destination for digital marketers looking for an alternative to traditional social media platforms like Facebook and Twitter. Steemit offers a variety of tools and features that make it an attractive option for marketing campaigns.

2. Mastodon: Mastodon is a decentralized social media platform that touts itself as an alternative to Twitter. Mastodon is built on the open-source software GNU Social and has many of the same features as Twitter, including hashtags, followers, and posts. Mastodon has become popular among digital marketers because it provides an easy way to share links and images and follow other users. Additionally, because Mastodon is decentralized, it can be used as a tool to bypass censorship restrictions.

3. AdEx: AdEx is a decentralized, digital marketing tool that enables users to create, manage and optimize ad campaigns. It also allows for real-time bidding and provides transparency and trust to buyers and sellers of advertising space. Advertisers can use the platform to target specific demographics and receive feedback on their campaigns. Likewise, publishers can use the platform to sell ad space directly to advertisers, increasing their profits.

4. Presearch: Presearch is a search engine that rewards users with cryptocurrency for their contributions. It's built on the Ethereum blockchain and allows users to control their data.

5. Akasha: Akasha is a social media platform that allows users to share content and interact with one another without fear of censorship or surveillance. It's built on the Ethereum blockchain and uses peer-to-peer networking technology.

Community Vs. Web 2.0 Influencers

Community is the lifeblood of the decentralized digital world. Without it, there would be no incentive to participate in decentralized networks and no way to create and share value.

However, many people view the community as secondary to influencers – those who have large followings and can generate a lot of attention.

In reality, the community is far more critical than influencers. Communities are where the real work of creating and sharing value happens. They are also essential for building trust, which is crucial for any successful decentralized application.

Influencers may be able to generate a lot of hype, but they cannot create a community on their own. It takes the participation of many people to build and sustain a community.

That is why decentralized marketing is better to trust the community instead of a bunch of possibly fake followers.

The best way to build a strong community is by providing tools and platforms that enable people to connect and collaborate easily.

Revolt: Discord Decentralized Alternative For Communities

A new decentralized digital marketing tool called Revolt is gaining popularity as an alternative to Discord.

It allows users to create and manage channels, post messages, and share files without relying on a central authority. This makes it a more democratic platform that is less vulnerable to censorship.

Revolt also offers a variety of features that are not available on Discord, such as private messaging, user profiles, and group chats. In addition, it is built on the Ethereum blockchain, ensuring secure and reliable operation.

The developers of Revolt plan to use it as a platform for marketing campaigns, content creation, and collaboration. They believe that it has the potential to revolutionize digital marketing by empowering small businesses and individuals to compete with big corporations.

Digital nomads

In the past, marketing was a centralized activity. A company would have a small team of people whose job was to develop ideas for marketing campaigns, plan and execute those campaigns, and track their results.

But in the digital age, companies can now reach consumers directly through online channels like social media and email marketing. This has led to the rise of the digital nomad – a worker who can do their job from anywhere in the world with an internet connection.

Digital nomads are perfect for decentralized marketing. They can be hired remotely, which means companies don't have to worry about geographic boundaries.

And because they're typically experts in social media and other online channels, they can help companies create and execute effective digital marketing campaigns.

The benefits of using digital nomads for decentralized marketing are clear.

Dapps for Decentralized Marketing 

One of the key benefits of web3 technology is that it enables decentralized applications (dApps).

dApps are built on a network of nodes rather than a single server. This makes them more secure and efficient, and resistant to censorship.

dApps can be used for a variety of purposes, including marketing. Marketing is an essential part of any business, but it can be expensive and time-consuming. dApps offer a way to decentralize marketing tasks, making them more affordable and efficient.

There are several ways to use dApps for marketing purposes. One way is to use them to create and distribute content.

dApps can be used to create videos, articles, and other content. They can also be used to distribute content, allowing businesses to reach a wider audience more quickly and efficiently.

Empowering Customers and Users

As we move further into the digital age, it becomes more important to decentralize our marketing.

With traditional marketing, a company has centralized control over what is said and how it's said. However, that control is spread out among many different sources with decentralized marketing.

This makes it harder for anyone or a group to manipulate the message. As a result, it becomes more accountable and trustworthy.

Decentralized marketing also helps to build a community around a product or service. Empowering customers and fans to share and promote content creates a feeling of ownership and involvement. This can help create a loyal following for a brand or product.

Finally, decentralized marketing is essential for combating censorship. When a few people in charge decide what is promoted, they can quickly be censored or blocked by those in power.

Final Thought

It seems that digital marketing is decentralizing. People are taking their marketing efforts into their own hands, using decentralized platforms to promote their businesses and products.

This shift away from centralized marketing is doubtless a response to the increasingly sophisticated and pervasive advertising strategies of tech giants like Google and Facebook.

Decentralized platforms offer a more democratic way to market one's business or product. They give users more control over their data and how it is used.

They also provide a more level playing field for small businesses and entrepreneurs. Decentralized platforms can create viral campaigns, connect with customers directly, and build brand awareness.

The use of decentralized platforms for marketing will undoubtedly continue to grow in popularity in the years ahead.

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