From Data Ownership to Transparency: Blockchain’s Role in Transforming Digital Marketing in Iringa Municipal, Tanzania
Author : Lusekelo Kibona
Abstract :
In the digital age, data has become a central asset for businesses across the globe, particularly in the field of marketing. However, concerns about data ownership, privacy, and transparency have emerged as key challenges, especially in emerging markets such as Iringa Municipal in Tanzania. As digital marketing practices continue to expand in the region, there is an increasing need for secure, transparent, and accountable systems to manage the flow of consumer data. Blockchain technology, known for its decentralized and tamper-proof nature, is being seen as a potential game-changer in addressing these challenges. This study explored the transformative potential of blockchain technology in digital marketing, particularly focusing on data ownership, transparency, and consumer trust. Conducted in Iringa Municipal, Tanzania, with a sample size of 100 respondents, the research aimed to understand how blockchain can enhance marketing performance by addressing existing challenges in data handling and fostering consumer engagement. The findings revealed a complex landscape where perceptions of blockchain's impact on data ownership varied, with notable concerns about consumer control and data security. Furthermore, the study identified significant barriers to blockchain adoption, including costs and limited awareness among businesses. Despite these challenges, respondents expressed optimism about blockchain's ability to improve targeting accuracy and build consumer trust, emphasizing the need for greater transparency in data usage and ad targeting practices. Ultimately, this research contributes valuable insights into the integration of blockchain in digital marketing strategies, highlighting both opportunities and obstacles for businesses in emerging markets.
Keywords :
Blockchain technology, digital marketing, data ownership, transparency, consumer trust, marketing performance, data security, consumer engagement.
