Some say blockchain technology is as revolutionary as the internet itself. For example, Ginni Rometty, the CEO of IBM states "Blockchain will do for transactions what the internet did for information." Skeptics, on the other hand, point to multiple security breaches, slow transaction speeds, and severe governance inefficiencies as evidence that blockchain technology is more hype than substance.
From a marketing perspective, the important questions are: "Can blockchain improve customer experience, enable new products or help us create blue ocean markets?" The best way to explore possible answers to these questions is for marketers to start with the blockchain value proposition.