Implementasi Teknologi Blockchain dalam Digital Marketing

Achmad Solechan, Rohmad Abidin

Abstract


This research was conducted because many parties feel that their privacy has been invaded as marketers. collecting internet user data. Some respondents were concerned about their privacy on the use of digital marketing, especially the abuse of their privacy related to user data. The size of the blockchain technology market worldwide in 2018 to 2025, where it is estimated that in 2025, the blockchain technology market will have a size of $ 39.7 billion. The graph shows the blockchain market prediction which also shows the adoption of the use of blockchain technology. Therefore, this study aims to determine the implementation of blockchain in the world of digital marketing in a literature review study. This study uses a qualitative method with a literature review technique with the results discussing 26 published research articles relevant to this research. The research results show that blockchain has great potential in digital marketing, especially in increasing trust, transparency, and efficiency. However, the adoption of this technology faces challenges in the form of technological literacy and significant investment. A mature implementation strategy is needed to fully utilize the potential of blockchain in the digital marketing sector.

Keywords


implementation, digital marketing, blockchain technology

Full Text:

PDF

References


D. Jain, M. K. Dash, A. Kumar, and S. Luthra, “How is Blockchain used in marketing: A review and research agenda,” International Journal of Information Management Data Insights, vol. 1, no. 2, pp. 1–12, Nov. 2021, doi: 10.1016/j.jjimei.2021.100044.

Priyanka and S. Siraj, “Impact Of Blockchain Technology On Consumer Trust In Digital Marketing,” Pacific Review Business, vol. 16, no. 7, pp. 23–29, 2024, doi: 10.5281/zenodo.10489034.

R. S. Sarode, A. A. Kale, P. G. Bendre, U. Suryawanshi, G. G. Tukaram, and A. P. Gaikwad, “Impact Of Blockchain Technology On Consumer Trust In Digital Marketing,” Journal of Jilin University, vol. 43, no. 1, pp. 67–84, 2024, doi: 10.5281/zenodo.10489034.

D. Iskamto and L. Juariyah, “Blockchain Technology Challenge in the Future: Data Security and Efficiency,” International Journal of Law, Policy, and Governance, vol. 2, no. 2, pp. 65–76, Aug. 2023, doi: 10.54099/ijlpg.v2i2.708.

J. I. Wiratama and L. H. Pasaribu, “The Effect Of Application Of Blockchain Technology On Digital Marketing,” Enrichment: Journal of Management, vol. 12, no. 1, pp. 801–807, 2021.

M. Wasiq et al., “Adoption and Applications of Blockchain Technology in Marketing: A Retrospective Overview and Bibliometric Analysis,” Sustainability (Switzerland), vol. 15, no. 4, Feb. 2023, doi: 10.3390/su15043279.

V. Stallone, M. Wetzels, and M. Klaas, “Applications of Blockchain Technology in marketing—A systematic review of marketing technology companies,” Blockchain: Research and Applications, vol. 2, no. 3, Sep. 2021, doi: 10.1016/j.bcra.2021.100023.

K. Safitri, “Blockchain Technology In Marketing: Exploring Decentralized Solutions For Trust And Transparency: Literature Review Study,” International Journal of Economic Literature (INJOLE), vol. 6, no. 3, pp. 681–697, 2024.

A. Shukla, D. Soni, A. Kolhe, and H. K. Pathak, “Impact of Blockchain on Trust and Security with Digital Market Place,” International Journal of Research Publication and Reviews, vol. 5, no. 5, pp. 7760–7767, 2024, [Online]. Available: www.ijrpr.com

F. Rabby, R. Chimhundu, and R. Hassan, “Blockchain Technology Transforms Digital Marketing by Growing Consumer Trust,” Transformations Through Blockchain Technology: The New Digital Revolution, vol. 1, pp. 265–289, Jan. 2022, doi: 10.1007/978-3-030-93344-9_12.

A. Rejeb, J. G. Keogh, and H. Treiblmaier, “How Blockchain Technology Can Benefit Marketing: Six Pending Research Areas,” Frontiers in Blockchain, vol. 3, no. 3, pp. 1–12, 2020, doi: 10.3389/fbloc.2020.00003.

V. Stallone, M. Wetzels, D. Mahr, and M. Klaas, “Enhancing Digital Advertising with Blockchain Technology,” Journal of Interactive Marketing, vol. 59, no. 1, pp. 76–98, Feb. 2024, doi: 10.1177/10949968231185543.

S. Guha and K. Sweety, “Block Chain And Digital Marketing: Opportunities And Challenges,” International Journal of Creative Research Thoughts, vol. 10, no. 7, pp. 168–172, 2022, [Online]. Available: www.ijcrt.orgwww.ijcrt.orga168

B. Rizvanović, A. Zutshi, A. Grilo, and T. Nodehi, “Linking the potentials of extended digital marketing impact and start-up growth: Developing a macro-dynamic framework of start-up growth drivers supported by digital marketing,” Technol Forecast Soc Change, vol. 186, pp. 1–12, Jan. 2023, doi: 10.1016/j.techfore.2022.122128.

A. T. Victoire, A. Karunamurthy, M. Vasuki, and S. A. Abuthakir, “Blockchain Technology: Its Impact on the Consumer-Centric Model in Digital Marketing,” International Research Journal of Engineering and Technology, vol. 10, no. 6, pp. 943–950, 2023, [Online]. Available: www.irjet.net

Z. D. Vladimirovna and P. N. M. Pahlawan, “Blockchain Technology in Digital Marketing: Roles and Challenges,” International Journal of Economics, Business, and Entrepreneurship |, vol. 5, no. 1, pp. 58–67, 2022, [Online]. Available: https://www.reportlinker.com/p03646022/?utm_source=GNW

N. D. Djajasinga, B. S. Rintyarna, S. Nurhayati, S. Z. Zainurossalamia, and I. Nurrachmi, “Blockchain Technology In The Digital Marketing Sector,” JIMEA : Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi), vol. 6, no. 3, p. 2022, 2022.

I. Kulova, “Impact of Blockchain Technology Development on Industries in the Context of Entrepreneurial, Marketing and Management Perspectives Worldwide,” in AIP Conference Proceedings, American Institute of Physics Inc., Jan. 2024. doi: 10.1063/5.0184740.

S. Chhina, M. Chadhar, S. Vatanasakdakul, and M. Chetty, “Challenges and Opportunities for Blockchain Technology Adoption: A Systematic,” Australasian Conference on Information Systems, vol. 1, no. 1, pp. 761–770, 2019.

T. Gupta and S. Bansal, “Blockchain Technology in Digital Marketing: Exploring Secure and Transparent Ad Campaigns,” International Journal of Science and Research (IJSR), vol. 10, no. 9, pp. 1737–1744, Sep. 2021, doi: 10.21275/SR24213023744.

M. Sharma, “Blockchain Technology: Opportunities and Challenges,” Journal of Management and Enterpreneurship, vol. 17, pp. 1552–1565, 2023, [Online]. Available: https://www.researchgate.net/publication/378313906

V. Buhas, I. Ponomarenko, A. Ramskyi, A. Fedorchenko, and A. Roskladka, “Blockchain Applications in Digital Marketing,” in CEUR Workshop Proceedings, Ukraine, 2023, pp. 77–86.

B. Jothikumar and N. Baby, “Blockchain Digital Marketing,” International Journal of Advanced Research in Science, Communication and Technology (IJARSCT), vol. 2, pp. 145–148, Feb. 2021, doi: 10.48175/ijarsct-768.

D. Limarwati and R. Y. Hardiono, “Peluang dan Tantangan Indonesia dalam Menghadapi Megatrend Dunia Tahun,” in Seminar Nasional “Peluang dan Tantangan Indonesia dalam Menghadapi Megatrend Dunia Tahun 2045, 2018, pp. 12–25.

S. C. Simamora, V. Gaffar, and M. Arief, “Systematic Literatur Review Dengan Metode Prisma: Dampak Teknologi Blockchain Terhadap Periklanan Digital,” Jurnal Ilmiah m-Progress, vol. 14, no. 1, pp. 1–11, 2024.

P. W. Susanto and W. M. Ashari, “Penerapan Teknologi Blockchain pada Transaksi Online Shop,” Al Qalam: Jurnal Ilmiah Keagamaan dan Kemasyarakatan, vol. 18, no. 1, p. 654, Jan. 2024, doi: 10.35931/aq.v18i1.2778.




DOI: https://doi.org/10.26877/jiu.v10i2.21002

Refbacks

  • There are currently no refbacks.


Copyright (c) 2024 Achmad Solechan

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Creative Commons License
Jurnal Informatika Upgris by Program Studi Informatika UPGRIS is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.