Yes, blockchain can be used to create tamper-proof reward systems. Points or tokens stored on the blockchain cannot be falsified and provide a transparent basis for long-term customer loyalty.

Blockchain stores data in a decentralised and encrypted manner, which significantly reduces the risk of data misuse. Customers can track how their data is used, which increases trust and security.

Blockchain can verify the authenticity of followers and interactions so that brands can be sure that the reach of influencers is genuine. Fake followers and paid likes are thus recognised and avoided.

Blockchain technology allows every campaign interaction to be documented and verified, which ensures that the adverts really do reach the desired target group. As a result, advertising budgets are utilised more efficiently.

Blockchain enables tamper-proof traceability of advertising campaigns and data flows. Companies can show in detail where data comes from and how it is used, which strengthens consumer trust.

The main challenge in performance marketing in 2024 was to find a balance between personalisation and wastage. Brands had to develop integrated campaigns that offered a seamless user experience across different platforms while taking into account the new data protection requirements.

Brands can adapt their performance marketing strategies by focussing more on direct customer relationships to collect relevant data. They should also utilise innovative solutions such as server-side tracking and predictive analytics to take meaningful measurements without cookies.

Zero and first-party data refers to data that companies collect directly from their users without relying on cookies or third-party providers. This data is important because it is privacy-compliant and enables a personalised approach, which is essential in an increasingly privacy-oriented environment.

In 2024, the role of AI has changed significantly, being used not only for ad optimisation but also for creative testing and real-time content adaptation. AI-powered tools enabled A/B testing and more precise targeting strategies.

The most important trends in performance marketing in 2024 included the increase in AI-supported optimisation, the focus on zero and first-party data and the increased use of multichannel strategies. Automated campaign optimisation and innovative tracking methods without cookies also played a key role.

A/B tests should be carried out continuously in order to optimise your campaigns on an ongoing basis. The process is not a one-off, but part of a long-term strategy to improve the conversion rate and user experience.

It is important to change only one variable at a time in order to obtain clear and meaningful results. If several variables are changed at the same time, it is difficult to determine which change had the most influence.

A/B tests make it possible to make data-based decisions instead of relying on guesswork. They help to find out which changes actually improve performance and therefore increase the conversion rate.

Start by creating a hypothesis about a possible improvement, create two variants of the element (A and B), collect data on user interactions and analyse the results to determine which version performs better.

A/B testing is a method in which two variants of an element (such as a website, newsletter or advert) are tested against each other to find out which version performs better in terms of metrics such as click-through rate or conversion rate.