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The current direction of marketing is stifling creativity.

Marketing is one of the most important operations in any business. As globalization plays out its course, the world becomes increasingly intertwined and businesses gain access to populations beyond their border. The result of this is greater competition among businesses to target as many customers as possible.

Marketing budgets tend to take up a large portion of most companies expenses; these expenses are justifiable as plenty of research shows that companies that become stingy with their marketing costs tend to lose market share. What’s worse is that start-ups not only have to properly fund their marketing operations but also need to properly plan them else they risk failure.

The importance of marketing in today’s highly competitive economies is undeniable.

Given that most companies rely on marketing for sales growth, the marketing sector itself has greatly expanded. Over the course of time, this sector has also evolved. While only a couple decades ago the vast portion of this industry was in the hands of marketing agencies, the past few years have seen a shift to marketing industry becoming increasingly dominated by media agencies that leverage data to build powerful targeted campaigns.

A New Era of Marketing

Data-powered targeted ads have had a good pace at penetrating adoption. The reason for this is clear since these ads exist on digital media and a vast portion of the world’s buying power is held by people who use at least one smart device. Beyond reach, the greatest appeal targeted ads on digital media have is that they provide proper statistics on effectiveness; advertisers can see the views and clicks these ads generate.

The problem, however, is that a vast portion of web traffic in on a small number of platforms and this gives these platforms incredible power when it comes to laying down terms on the advertising they facilitate. Not only do they have the power to charge premiums when they directly provide they ad, they also place terms on influencer- or even customer-created content that promotes a brand.

A new blockchain project, INFLEUM, recognizes that mass marketing is not heading towards a positive direction.

Naturally, the major web platforms want to drive greater revenue for themselves. Thus, they tend to place terms that ensure the major portion of ad revenue their platform facilitates ends up in their reserves. Thus, influencers face strong limitations on what can be posted and how it can be posted; some platforms even demand commissions from them.

More importantly, most platforms leverage algorithms that value content that they prefer. Influencers want to create content with maximum reach and so instead of going about their free will to create content that truly encompasses their creativity, they dedicate their efforts to making content optimized for platforms’ algorithms. Influencers are being incentivized to not be creative.

Decentralized Trade

INFLEUM intends to create a platform that can remove the middleman in the marketing and product creation cycles.

The platform creates a Proof of Influence mechanism which properly assesses the value each person provides to a business. This means everyone involved in the development of a business; everyone from those who help to fund the brand to those who help promote it.

While such a platform has an impact on the overall state of commerce, it has an overwhelming impact on marketing. INFLEUM opens up marketing so that highly centralized institutes cannot assert how influencers or everyday people have to create content that involves other bands.

INFLEUM ensures the large commissions some platforms charge for promotion-posts are removed. This provides those who put the labor of acquiring the following or creating the actual content to get the full fruit of their work.
The platform also ensures that everyday people have the ability to benefit from marketing. At present, only those who have massive followings are able too attract the interest of advertisers. However, with the Proof of Influence mechanism, advertisers will be able to tap into the influence any single person can have. This takes community-based marketing to a new scale where the ability of any person can be leveraged.

INFLEUM allows content to exist as it should: cored on creativity. In an open content system, creators won’t need to abide by algorithms of systems to earn traffic; quality will stand on top.

Wrap-Up: INFLEUM’s creating a new era of commerce in which every person’s value to a business is realized and rewarded. This allows businesses to reach an organic sales growth powered by the creativity of any person.