Blockchain basiertes Wallet-Marketing – Chancen und Implikationen durch zielgruppenspezifische Ansprache

from Digitales Management · host Prof. Dr. Stefan Detscher, Prof. Dr. Michael Hepp

Basierend auf dem Beitrag von Valeria Sparla: Das blockchainbasierte Walletmarketing verändert diedigitale Kundenkommunikation durch Technologien wie Mobile Wallets, Blockchain, Geofencing und Bluetooth Low Energy (BLE). Diese Innovationen machen Marketingmaßnahmen personalisierter, transparenter und zielgerichteter, indem sieHyperkontext-Informationen nutzen. Angesichts der globalen Verbreitung von Smartphones, desAufstiegs der Blockchain-Technologie und strengerer Datenschutzanforderungen (DSGVO) setzen Unternehmen auf diese dezentralen Lösungen, um die Kundenbindung zu stärken, Dateneigentum zu gewährleisten und neue Interaktionsmöglichkeitenzu schaffen. Dieses Kapitel stellt die technischen Unterschiede zwischenklassischen und blockchainbasierten Wallets vor, präsentiert mit der VisitorApp ein konkretes Praxisbeispiel und erörtert die zentralen Chancen, Implikationen und Herausforderungen für eine erfolgreiche Einführung des Walletmarketings.

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This episode was published on February 6, 2026.

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