Exploring Blockchain-Based Digital Marketing in the UAE

Abstract

This chapter explores the possibilities of using blockchain technology in digital marketing practices in the UAE. The research also examines how blockchain may affect digital marketing's contemporary practices to provide recommendations to digital marketing practitioners on utilising blockchain technology. Secondary data analysis, an online survey, and a Delphi study were conducted to achieve the research objectives. This chapter corroborates a gap in the literature by analysing the secondary data. The online survey results depict users' frustrations, openness to advertisement incentives, transparent supply chains, and brand advocacy. Lastly, the Delphi study identified digital marketing frustrations and blockchain experts' insight. The research confirms that blockchain-based digital marketing could enhance user experiences and specific marketing objectives while facilitating market development or differentiation. It is recommended for marketers to study and remain open to the technology's adoption to improve their performance.