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       Building  up  on  this  kind  of  marketing  automation  is  Blockchain  technology  can  even  help  to  prevent
       essential  in  managing  the  upcoming  task  in  digital  advertising  fraud  and  improve  the  effectiveness  and
       marketing.  However,  a  lot  of  data  is  needed  and  then  measurability  of  online  advertising.  Advertising  traffic
       used in connection with AI in such a way that intelligent  that’s artificially generated by bots will then be a thing
       and   tailor-made   offers   for   personal   customer  of  the  past.  There  is  greater  transparency,  since  all
       experiences can be created.                         those  involved  along  the  value  chain  can  reliably  see
                                                           whether and by whom the advertisement was seen and
       Conversational  interfaces,  so-called  simple  text-based   what actions triggered.
       chatbots, have for instance long been used in customer
       support.  These  are  often  still  based  on  manually  The  fact  is,  when  a  brand  is  not  performing  digitally,
       configured  rule  sets  and  appear  relatively  unintelligent  customers look for better offers. So, to constantly meet
       during the interaction, but the company can at least be  the increasing expectations and to remain competitive
       reached non-stop. Since chatbots are AI-powered, they  as a company, AI and blockchain will play an essential
       can  often  arrive  at  the  right  solution  faster  than  any  role in the future. The interface to people is becoming
       human. With the ability to learn, the interaction also gets  more and more invisible and increasingly a part of our
       better with every conversation. Combined with predictive  life.  ◊
       analytics,  the  chatbot  can  then  anticipate  customer
       requirements   and   proactively   make   the   right                              By Daniela La Marca

       Now,  with  the  use  of  blockchain  in  marketing,
       administration can also be significantly simplified, which
       results  in  lower  costs  and  better  service.  In  connection
       with a conversational chatbot, the blockchain becomes a
       convincing duo in marketing.

       February 2021: Conversational & Event-Triggered Marketing   7
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