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Blockchainbasiertes Walletmarketing – Chancen und Implikationen durch zielgruppenspezifische Ansprache

In: Praxishandbuch Digitales Management

Author

Listed:
  • Valeria Sparla

    (Hilti Deutschland AG)

Abstract

Zusammenfassung Die Globalisierung und der technologische Fortschritt haben in den letzten Jahrzehnten Innovationen und digitale Transformation rasant beschleunigt. Für 2028 sind 5,1 Mrd. Smartphonenutzer prognostiziert. Parallel etabliert sich Blockchain als Schlüsseltechnologie, demonstriert durch eine Bitcoinsmarktkapitalisierung von 758 Mrd. US-Dollar. Trotz Potenzial in Dezentralisierung, Dateneigentum und Marketing ist die Forschung noch begrenzt. Die VisitorApp bietet als Plattformlösung ein konkretes Anwendungsbeispiel in einem herausfordernden Marktumfeld, das zeigt, wie mit innovativem, blockchainbasiertem Walletmarketing personalisierte Marketinginhalte mobil ausgespielt werden können.

Suggested Citation

  • Valeria Sparla, 2026. "Blockchainbasiertes Walletmarketing – Chancen und Implikationen durch zielgruppenspezifische Ansprache," Springer Books, in: Stefan Detscher & Michael Hepp (ed.), Praxishandbuch Digitales Management, pages 571-587, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-49614-2_90
    DOI: 10.1007/978-3-658-49614-2_90
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