The DMS
Digital marketing as we know it has been on full bloom since the advent of the internet and other digital mediums (mobile devices in general). These days people shop right from their phones and computers online without having to go to malls and stores and as such, where better to advertise your products and services than on the net? The DM system is the fastest way to sell your business.
The DMS makes use of various marketing methods such as; display advertising, search engine marketing, social media marketing, email direct marketing and many others too numerous to mention.
With so much competition on the net from various business platforms trying to gain a large following of potential customers, many would agree that adverts would be the best way to gain an edge over others and as such, every opportunity and platform that would promote these adverts have become typical "gold mines." However, there is hardly any easy way of knowing if there is actual gold present on those platforms
Over time, the effectiveness of the DMS has been quite limited due to the fact that there are less and less relevant information being passed across to internet users and subscribers. The DMS as a majority would agree is causing a lot of inconvenience to users of mobile devices and the internet in general. Click ads are highly ineffective despite being fast and inexpensive, they are usually irrelevant to a lot of users and as such, they only get the "one-click" with only few users becoming customers.
Publishers as a way of generating income allow the display of ads on their content and sites for a certain fee which the advertisers use in gaining access to some audience.
With little in the way of regard for user preference, privacy and what not, one wonders if there is a way to revive the DMS and prevent marketers from ruining businesses.
The Kind Ads Solution
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The Kind Ads protocol, powered by the Leadchain Foundation is a revolutionary decentralized platform for digital marketing that is based on the Etherum blockchain. It seeks to establish a direct relationship between the main participants in a DM system:
- Publishers/Content creators
- Advertisers/Marketers
- Users/Subscribers
Publishers
These are site owners or content creators who use their platform as an avenue to display ads in exchange for cash from advertisers.
Advertisers
They pay publishers so they can have access to their subscriber base in order to be able to display their adverts, usually for companies or businesses.
Users
These are the subscribers or people that visit or view the content created by the publishers.
Between these three components, there are some link problems, such as:
The advertisers do not have a way of knowing how large the publisher’s subscriber base is and as such may pay a large amount for a small subscriber base, causing the yield/turnout to be low and resulting in a complete waste of resources.
As an advertiser, I assume that because of this you would be very cautious as to using affiliate marketing as the only way to ensure a favourable turnout in this situation would be if you had established a good relationship with the publisher.
If you use an android phone, then you would agree with me that display ads and pop-up notifications can be very annoying, most of the time when you click on them, it is not usually to view content but out of error and you hurriedly leave. I have visited some sites who requested that I turn off the ad-blocking system on my browser in order to gain access to the site. According to them, that is how they generate revenue to fund the site. One of such sites is even programmed in such a way that if you enter a new page, your first click takes you to an ad destination!
When a DMS does not involve targeting, it ceases to be relevant, you have a lot of cases where publishers are more involved in unethically selling user data, advertisers displaying ads that are relevant only to a few and users who inadvertently have to bear the brunt of it all.
This is where Kind Ads comes in.
The Kind Ads Ecosystem
The Kind Ads ecosystem consists of all the players in a typical system plus some additions like the KIND TOKENS, a reward pool and a scoring system.
As is the vision of the blockchain and all things crypto to promote decentralization and transparency, the Kind Ads ecosystem promotes a partnership between publishers and advertisers in which access to subscriber data is exchanged without violation of privacy but based on user preference. Ads shown on a user’s tab would be based on relevance to the user.
The Leadchain Foundation is of the view that the use of push notifications is one of the best bets for a DMS both in profit making and user convenience. Push notifications are a really great way to communicate with your audience (mobile device users) a lot of users (52% according to a study by Localystics) have push settings enabled on their devices. it has a reputation for high engagement as it builds relationship with the user, long term rather than being forceful like some other methods such as click ads.
KIND TOKENS, SCORING SYSTEM AND REWARD POOL
The Kind Ads tokens (KIND) are tokens built on the Etherum blockchain and defined by an open-source smart contract. It would be the medium of exchange in the Kind Ads Ecosystem for ad placements, payment of publishers, opting in and out of the ecosystem and reward pool for users, advertisers and publishers alike.
The cool thing about the KIND is that the rewards will be received within 24hrs of a transaction and what’s more? There are no transaction fees involved!
They have put in place a scoring system to provide information about a publisher’s reputation. This score would be based on the effectiveness of previous campaigns by the publisher. Based on this score, other publishers on the platform, advertisers and users can choose who to do business with, the problem that advertisers usually have concerning publishers subscriber base is thus eliminated.
Users are given the option to state who has access to their information, thus keeping them in control of their data. A user/subscriber for example may decide to grant a publisher the right to sell his/her information to a third party advertiser as it would mean more rewards in the form of KIND tokens for that subscriber, but all the same, the decision to sell would be totally yours and nothing can be done unless you give the “go ahead”...see that’s the wonderful thing about this service unlike all the others, it puts “you first!”
A reward pool would also be set up to promote good conduct across the platform, I believe the logic here is that most people would be keen to follow due process if it works and in this case, it does!
The reward pool is split between the publishers, advertisers and subscribers once again, of course in different proportions, but none the less, rewarding.
This system will also enable the small scale publishers/site owners to focus more on content creation for their subscribers while at the same time earning stable ad income, it’s a win-win situation!
This post is in response to a contest put out by Kind Ads. Feel free to check out their website here to learn more and if you would like to participate in the contest, here's a link to the contest post. Follow the rules and regulations and make your own debut!
Here are some other links to get you up to speed!
Kind Ads Whitepaper
Kind Ads Team
Kind Ads FAQ
Kind Ads Twitter
Kind Ads Telegram
Thanks for stopping by!
Super nice post @ossyjay. I for one has always considered the ads pop up as annoying but getting paid so that this ads can acutually come up... Brilliant. Am loving this. You are really a talented writer @ossyjay and i hope you get appreciated for your efforts.
Once again, one of my favorite steemians is here to support me! Thanks for your positive input @cuppcake, I have personally been on the receiving end of subscriber data violation and annoying pop up ads. It is so great to see the kind ads platform putting the blockchain into such good use and I'm proud to be part of their campaign!
This post has received a 3.35 % upvote from @boomerang.