Mumbai: Isobar, a global digital marketing agency, has published a playbook to explain what blockchain is, the technology in practice and how it can be integrated into businesses today, including high growth markets Brazil, India and China. The playbook unpacks blockchain’s potential impact on the global media and marketing industry including supply chains, transparency, brand management and creativity, as well as explaining what marketers should do next.
Vikalp Tandon, Global Chief Technology Officer, Isobar said, “Digital has changed the way we live and work forever. If the past is evidence, whenever a near monopoly emerges, a new technology also emerges that disrupts the industry. Blockchain could be that opportunity.”
Blockchain has launched a decentralized technology revolution, with Gartner forecasting “the business value-add of blockchain will grow to slightly more than $176 billion by 2025, and then it will exceed $3.1 trillion by 2030.” Isobar believes the potential of the technology has far-reaching implications for the media and marketing industry, in areas such as supply chain, commerce, transparency and identity management.
Speaking on the launch, Shekhar Mhaskar, Executive Vice President & Commerce Practice Lead, Isobar India said, “India has been on an impressive, rapid economic growth path for several years across industry sectors. With the efforts of the government and industry leaders in the Blockchain space to arrest plaguing issues, the progress is only going get catapulted into brighter and bigger realms.”
The playbook was authored by Robert Tilt, Director of Nowlab at Isobar Australia, with contributions from Vikalp Tandon, Isobar Global Chief Technology Officer, Shawn Mishra, SVP, Isobar Global Managing Partner, Isobar Commerce Practice, and Simon Gill, Isobar EMEA Chief Experience Officer & Shekhar Mhaskar, Executive Vice President & Commerce Practice Lead, Isobar India.
It also features contributions from Dentsu Aegis Network, and covers:
- The history of the ledger & a simple definition of the blockchain, and a glossary of terms
- In practice: cryptocurrency and Initial Coin Offerings (ICO); financial services, supply chain & proof of origin; data insights & authenticity.
- Deep dive into high growth markets: India, China & Brazil.
- Blockchain in media & marketing, and as a creative medium, and implications for supply chain
- Commerce & payment on the blockchain
- What is holding blockchain back?
- What should marketers do next?