What: Bitcoin. Blockchain. Cryptocurrency. These days, the internet seems so rife with cyber-punk buzzwords it can feel like you’re living in a bad Snow Crash fanfiction. But it’s no surprise these words sound foreign to most people; they are describing an emergent technology built upon and fundamentally changing the use of a platform people already use every day, but rarely understand: the Internet. When it comes to blockchain, there are plenty of scammers and people trying to capitalize on ignorance to make a quick buck, but don’t let that deter you from this new technology and the opportunities it can yield. Education is the key to realizing the full potential of any new technology and it will help you sift through the noise to determine which organizations are offering something of real value. Anvil’s Andrew Jones provides a crash course in blockchain and its potential effect on the way people view and approach marketing. Andrew will also address some common misconceptions people have surrounding the technology such, as what it is and what it’s used for. Then decide for yourself whether it’s just a fad or the next catalyst for major societal change! Who: Hailing from the Great Lakes State, Andrew moved to Portland after graduating college to learn more about digital marketing and the way people interact with content online. With experience on the creative side of advertising and work on a political common ground initiative, Andrew understands the importance of empathy when it comes to communicating ideas to new people, the fundamental goal of marketing. While fascinated with new technologies like cryptocurrency and the applications it has for human life, Andrew likes to relax by watching cartoons or spending time in the woods. When he needs to satiate his competitive side, he travels around the country taking it out on the court with his dodgeball team.

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Decentralizing a Centralized
World
An Introduction Into Blockchain Marketing
Andrew Jones
Paid Media Coordinator
andrew@anvilmedia.com

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Overview

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Overview
Misconceptions

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Overview
Misconceptions
What is
Blockchain?

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Overview
Private
vs.
Public
Misconceptions
What is
Blockchain?

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Overview
Private
vs.
Public
What is
Cryptocurrency?
Misconceptions
What is
Blockchain?

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Overview
Private
vs.
Public
What is
Cryptocurrency?
Misconceptions
What is
Blockchain?
Blockchain &
Cryptocurrency

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Overview
Blockchain
Marketing
Private
vs.
Public
What is
Cryptocurrency?
Misconceptions
What is
Blockchain?
Blockchain &
Cryptocurrency

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Overview
Blockchain
Marketing
Private
vs.
Public
What is
Cryptocurrency?
Misconceptions Q&A
What is
Blockchain?
Blockchain &
Cryptocurrency

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Misconceptions About
Blockchains
—Blockchain is a revolutionary
technology
11
—Blockchains are investment
vehicles
—Blockchains are stores of value
—Cryptocurrencies are for criminals

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Misconceptions About
Blockchains
—Blockchain is a revolutionary technology
12

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Misconceptions About
Blockchains
—Blockchain is a revolutionary technology
13
—Blockchains are investment vehicles

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Misconceptions About
Blockchains
—Blockchain is a revolutionary technology
14
—Blockchains are investment vehicles
—Blockchains are stores of value

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Misconceptions About
Blockchains
—Blockchain is a revolutionary technology
15
—Blockchains are investment vehicles
—Blockchains are stores of value
—Cryptocurrencies are for criminals

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What IS a Blockchain?
16

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or
What is a Cryptocurrency?

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How does a Blockchain
work in a Cryptocurrency?
or

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What IS a Blockchain?
19
or
What is a Cryptocurrency?
How does a Blockchain
work in a Cryptocurrency?
or

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—A blockchain is a distributed digital ledger that is used to
record transactions across many computers so that the
record cannot be altered retroactively without the
alteration of all subsequent blocks and the consensus of
the network.
What IS a Blockchain?

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Private vs. Public Blockchains

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Private vs. Public Blockchains
—Both are decentralized peer-to-peer networks, where
each participant maintains a replica of a shared append-
only ledger of digitally signed transactions.
According to IBM:

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Private vs. Public Blockchains
—Both are decentralized peer-to-peer networks, where
each participant maintains a replica of a shared append-
only ledger of digitally signed transactions.
—Both maintain the replicas in sync through a protocol
referred to as consensus.
According to IBM:

24. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.24
Private vs. Public Blockchains
—Both are decentralized peer-to-peer networks, where
each participant maintains a replica of a shared append-
only ledger of digitally signed transactions.
—Both maintain the replicas in sync through a protocol
referred to as consensus.
—Both provide certain guarantees on the immutability of
the ledger, even when some participants are faulty or
malicious.
According to IBM:

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Private vs. Public Blockchains

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Private vs. Public Blockchains
- Open to anyone and
everyone
- Requires an invitation

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Private vs. Public Blockchains
- Open to anyone and
everyone
- Requires an invitation
- All users are equal- Certain users are
designated as regulatory
authorities

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Private vs. Public Blockchains
- Open to anyone and
everyone
- Requires an invitation
- All users are equal- Certain users are
designated as regulatory
authorities
- The network consensus is
strengthened by more users
- More users complicates the
governance structure

29. Measurable Marketing That Moves You // © 2018 - All information in this document is copyright protected and the property of Anvil Media Inc.29
Private vs. Public Blockchains
- Open to anyone and
everyone
- Requires an invitation
- All users are equal- Certain users are
designated as regulatory
authorities
- The network consensus is
strengthened by more users
- More users complicates the
governance structure
- More users can slow
transactional throughput
and hinder scalability
- Less users means easier
scalability

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What is a Cryptocurrency?
30
—A cryptocurrency is a digital currency in which
encryption techniques are used to regulate the generation
of units of currency and verify the transfer.

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How does a Blockchain
work in a Cryptocurrency?

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Alice = 10
How does a Blockchain
work in a Cryptocurrency?
- The Blockchain keeps a record of every transaction as
data in the blocks

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Alice = 10 Alice  10  Bob
How does a Blockchain
work in a Cryptocurrency?
- The Blockchain keeps a record of every transaction as
data in the blocks
- When a new transaction occurs, the information is
recorded in the next block and attached to the end of
the chain

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Alice = 10 Alice  10  Bob Bob = 10
How does a Blockchain
work in a Cryptocurrency?
- The Blockchain keeps a record of every transaction as
data in the blocks
- When a new transaction occurs, the information is
recorded in the next block and attached to the end of
the chain
- The new block with all the latest transactions is
shared around the network until a majority
consensus is reached

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—Ad networks built on blockchains or
DApp
35
Blockchain in Marketing

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—Ad networks built on blockchains or
DApp
36
Blockchain in Marketing
—Eliminate bot fraud that creates faulty clicks
and traffic

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—Ad networks built on blockchains or
DApp
37
Blockchain in Marketing
—Eliminate bot fraud that creates faulty clicks
and traffic
—Enhanced privacy for the users

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—Ad networks built on blockchains or
DApp
38
Blockchain in Marketing
—Eliminate bot fraud that creates faulty clicks
and traffic
—Enhanced privacy for the users
—Incentivize users to look at ads and improve
targeting by sharing interests with the
advertisers

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—Tokens used as promotional tools
39
Blockchain in Marketing

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—Tokens used as promotional tools
40
Blockchain in Marketing
—Special privileges or opportunities offered
only to people who hold or spend
specialized tokens

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—Tokens used as promotional tools
41
Blockchain in Marketing
—Special privileges or opportunities offered
only to people who hold or spend
specialized tokens
—Use smart contracts to execute promotions
or deals when certain conditions are met

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Q&A

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