Blockchain and NFT technologies in digital marketing

This thesis aims to examine the role and impact of blockchain and NFT (Non-Fungible Token) technologies in the field of digital marketing. Blockchain, as a distributed ledger technology, offers significant potential for secure and transparent management of digital assets. NFTs represent a new concept where ownership of digital assets is tokenized, supporting collector trends. This thesis employs methods such as literature review and expert opinion analysis to investigate the effects of blockchain and NFT technologies on digital marketing strategies. The literature review has helped identify existing knowledge gaps and provided a fundamental understanding of how these technologies can be used in digital marketing. Expert opinion analysis has allowed for a more in-depth examination of the potential advantages and challenges of these technologies. As a result, this thesis demonstrates that blockchain and NFT technologies can contribute to digital marketing strategies and offer new opportunities to digital marketers. It also focuses on how these technologies can be integrated into businesses and made compatible with existing marketing practices, shedding light on the future of the digital marketing field. This study provides important insights that can help digital marketing professionals, academics, and business owners understand and implement these innovative technologies. It also emphasizes the need for further research on how blockchain and NFT technologies can bring about change in the digital marketing field and provide advantages to businesses.