Will 2019 be a year more of hope or hype?

Blockchain in marketing

The future of cryptocurrency is murky, at best. The same cannot be said for blockchain, which is the technology that enables cryptocurrency’s existence. Global spending on blockchain technology is on pace to reach $11.7 billion by 2022.

There’s a good reason for this. While blockchain is synonymous with cryptocurrency or bitcoin, the underpinning of the technology may provide greater value to a multitude of industries — especially marketing in regard to building valuable, individualised customer experiences. 

Take fashion brand Babyghost as an example. In 2016, the company introduced blockchain technology into its clothing, which allows consumers to access detailed information about any piece of apparel: where it was designed, how and where it was manufactured, and even notes about the model.