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What is Noiseless Marketing and How Blockchain Helps Products With Real Value

  • Darryn Pollock
    SingUlarity

    Marketing is evolving to a point where it is becoming noiseless, it is getting back to its roots, and the value of the product wills out


What is Noiseless Marketing and How Blockchain Helps Products With Real Value
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Contents

Marketing is a major factor in every single business and every single market, and plays a huge role in the success or failure of products and services. As such, it is a dynamic and ever-evolving space that is filled with competition and cut-throat ambition.

Marketing has also been driven by technology and with that, the likes of Above the Line marketing have come to the fore and become very much a part of the mass media. With that space growing exponentially, it has been a massive fight for those marketers to push theirs above the line agenda.

Above the Line at its peak

But, big Above the Line marketing, in a competitive environment, has meant that the marketing is more important than the product.


Marketing has entered a space where the product is secondary, and the fine margins between a good and great product can be determined more about how they are marketed.

But as times have begun changing, and even technology shifting, there is a change in the wind for marketers as well. Marketing differentiators have shifted to Below the Line to try and prove their products worth, but now, there is a layer even lower than that needs to be figured out.

People have started to grow tired with flashy Above the Line marketing and are more intent on knowing what their fellow users think. Communities are forming and their power is being felt, more so, communities are also becoming transparent thanks to technology like Blockchain.

Companies can't press the communities with the perceived value anymore. The information spreads from one community member to another, and hence the need for noiseless marketing.

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Below the Line

The popularization of mass media and things like television, radio, and other such platforms for Above the Line marketing saw a boom in advertising for products and services, applying to a mass market.

People were convinced that certain products were a must have and that they were superior to other competitors, simply because they had a bigger advertising budget and could push a perceived value down people’s throats.

As marketing helped consumerism boom, so it exponentially made the product market and the advertising market that much more competitive. The barrier to entry for people creating a range of products was far less, and the market became flooded for choice in different products.

The only way to really differentiate oneself from the competitor was through advertising. The value being advertised or spurted through marketing was not necessary as high as it stated, but it was perceived that way.

Above the Line was soon being challenged as the market was no longer faceless and voiceless. Suddenly, through the Internet and social media, the customers could speak out and interact with the product creators. They had a voice, and it became just as important to advertise Below the Line again.

Below the Line advertising allowed the products to demonstrate themselves, put other marketing spins on, and try and add extra value rather than forcing a perceived value. The customers would no longer lap up everything that was said, and they could see the value and would let others know where that value began and ended.

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The new horizon

Still, as marketing continued to move with the times, social media and the Internet was used as a tool, and the perceived value of things was also manipulated through marketing. Ratings, star reviews and other forms of comments are easily forged, and so, the market differentiator may have shifted, but the products were still being defined by new forms of internet marketing.

Marketing's reputation has become sleazy and the perception is that every advert or marketing strategy is trying to get the most out with the least in. People are no longer falling for it.

This has led to what is seen as a new standard in marketing that can be considered “noiseless marketing.”

Noiseless marketing is essentially letting the product do the talking, and not wasting people’s time with unnecessary fluff on trying to push a product.

Silent marketing rather listens than shouts, and takes in what is needed by being intuitive, and creating exactly what is wanted.

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Community transparency

As new technology comes forward, such as Blockchain, marketers again have to adjust, just like they did to television and the Internet. The thing is, with Blockchain, the steps in marketing are already being made with this phenomenon of noiseless marketing.

Blockchain supports the idea of community transparency and the relationships and connections of real trust. Companies willing to market their product will have to offer something of real value, invest less in marketing as it will be of much lesser use than it is today.

Trust is the ultimate catalyst for any community. There are projects like U°Community that build a transparent community platform with dynamic reputation. Users could create content, interact with people, direct their own communities, run businesses, and even build dApps without having to leave the ecosystem.

Communities that are formed in Blockchain will be the judge, jury and executioner of a product, and they will not be spoken to through marketing to be swayed one way or another. The trustless and transparent nature of the Blockchain and the communities present on it will also make it difficult for marketing to get around this core.

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A Blockchain way of life

The creation of Bitcoin and Blockchain came out of a changing in global sentiment to move away from corporations and centralized control. It is Blockchain and its decentralized nature that is so important and tempting for the new generation.

In this way, noiseless marketing is also a reaction to a desire to be less reliant on centralized authorities- this time in advertising. Blockchain is the means on which a global desire can be played out, and down the line it will be the end of centralized control over the population.

To this end, noiseless marketing needs to become the future. Although it will be tough and a lot of players will become extinct, the ones with value will win. And the community will only win too.

Cover image via u.today
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Artificial Intelligence: Usurped and Trapped, But Not For Much Longer

  • Darryn Pollock
    SingUlarity

    Artificial Intelligence has so much range and scope, and although it has primarily been aimed at making advertising revenue, it could be different in the East


Artificial Intelligence: Usurped and Trapped, But Not For Much Longer
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Contents

Why AI’s true potential can be fully explored in the East, not in the West

The Internet was born out of the idea of sharing information across the planet with no constraints or controls. Yet the manner in which it has manifested itself today is no longer true to those original ideas.

In the age of social media, we have come to a point where information and data have been usurped by a few companies that allow people to use their services with an underlying, hidden cost of that data.


Facebook and Google have taken full control of data, using it for their own needs. This is starting to expand into not only people’s data but also new and emerging technologies, such as AI.

Much like how other companies in Silicon Valley began their lives with this brazen entrepreneurial spirit and slowly evolved into ones that could not survive on innovation alone, this has led them down the road of chasing ad revenue, creating new and deceivious ways in which to reach it.

The same applies to AI; such a new and potentially revolutionary technology is being sprouted by small innovative companies, only to be bought out and taken over by the Internet giants of Google and Facebook to be used as a new avenue for ad dollars.

These days, the direction of AI companies is overwhelmingly being used to target user behavior in order to extract more ad dollars, rather than advancing the technology for its much more powerful and useful needs.

It has left AI languishing in one direction when enough resources are thrown at it, and thus pigeonholed its potential — but that is only real for the West. There is a big drive coming from China, which has not taken long to catch up in terms of research to expand AI.

However, their mandate is very different to the West’s, and ad dollars are not part of the process for AI. This means its true potential can be exponentially explored in the East, and, in time, probably overtake the stymied position of western AI.

Of course, China may forge ahead, but with its governmental control and socialistic nature, it still brings its own problems when it comes to advancing a new and only possible technology like AI. For this reason, it is also worth delving into the potential of CI (Community Intelligence)

The embodiment of evil

It would be a bit harsh and dramatic to call the likes of Facebook and Google ‘evil’; however, Jaron Lanier, who is widely credited as a founder of virtual reality, has recently delivered a sobering prognosis on the spiraling corruption of these types of social networks.

“I can’t call them social networks anymore. I call them behavior modification empires,” said Lanier in Vancouver for the TED conference, adding:

“I don’t think it’s a matter of bad people who’ve done a bad thing. It’s a globally tragic, astounding ridiculous system rather than a wave of evil.”

Lanier’s point is that the Internet was built on a socialist model that everything should be free and accessible to all. But it also celebrated visionary tech entrepreneurs who made it big with their world-changing ideas: “How do you celebrate entrepreneurship when everything is free?” he mused.

This is where the crossover between these two juxtapositioned ideas was reached in the form of advertising funding. Advertising allows companies to use their innovative ideas to attract people and make money off them, and that model has been growing exponentially with a few major companies usurping all the power.

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Now, the close working relationship of these major companies and the wants and needs of advertisers see them using their innovation to maximize advertising revenue. Thus, the tech entrepreneurs and visionaries who are pushing the boundaries are often bought out and taken over by the companies which have already made their fortune.

This then leads to these ideas taking a road which is far more applicable to achieving ad revenue than expanding the boundaries of tech innovation.

AI’s dalliance with advertising

AI is one such revolutionary tech advancement which has become trapped and usurped by the likes of Google, Facebook, and other tech giants who are trying to utilize this new technology as another way to create ad revenue.

It has become so that these large tech companies are picking up AI thought leaders and developers, either out of university or worse, by buying out their small startups and steering them in the direction they need.

“In effect, tech startups are serving as stealth recruiting tools for big companies, used to gobble up young developers and researchers who don’t particularly feel like big-company careers. These young nerds sign up to work for some exciting startup, but then the startup inevitably gets sold to a big company, and they wind up cashing out to a small degree,” explains Ben Goertzel, founder and CEO of Singularity NET, a Blockchain-based AI marketplace.

“The channeling of AI expertise into big corporations has a significant impact regarding what kinds of problems AI gets primarily applied to. Advertising, for example, gets an awful lot of attention. Cambridge Analytica’s relatively crude methods of social media engineering, applied to political campaigning, got a lot of press in the last US presidential election cycle. But Google, Facebook and Baidu (among others) have vastly more sophisticated manipulation machinery, which is used not to elect candidates but rather to direct people to buy products and services,” he adds.

A new dawn rises in the East

The way things work in the West, or in the US in particular, has made it standard practice for new technology to be primarily advertising-focused. This has also only come about because of the general monopoly and power that Western companies have over the vast majority of the Internet.

No longer is the Internet totally free and socialist. Even in countries where there is socialism, that notion is an incorrect one. The Socialist Republic of China has cut itself off from the rest of the Internet with its Great Firewall, but behind that wall, it is also devoid of reliance on advertising dollars.

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Because of this, China is building up its AI development at a rapid rate, but it is also not redirecting it to be used solely as a tool for advertising revenue. China’s growth of AI has larger and far-reaching potential as they are looking to expand the technology to its full potential.

So, while there may be a division in the advancement of Westernised AI and that of the East, there is at least a base of development which is looking to drive AI forward to its full potential, offering a level of equilibrium.

Issues with China and AI alternative in CI

Although China does not have the same reliance on advertising dollars to drive its AI advancement, the strictly-controlled country is not free to explore and expand AI as it pleases. Government intervention and direction is clear and evident in advancing technologies. Thus, AI will still have some sort of agenda dictated to it by the state.

It is for this reason that Community Intelligence is a viable alternative to AI and its stymied growth.

The world is heading towards an era of true community involvement and strength. No longer is there a one-way interaction of information that was originally seen at the birth of the Internet. Furthermore, as discussed with the dangers of social media, there is now this third wave of community-powered engagement.

Thus, to have CI as an alternative is to have a group collective answer questions and process problems in order to determine the path of common acceptance.

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