From Jeremy Epstein’s post The 2 Phases of Adoption: Marketing in a Blockchain World at Never Stop Marketing:
I expect the first phase of adoption within the marketing world to be focused on the question of “how do we use blockchain tech to do what we already do more efficiently?”
Phase 2 is going to require the most forward-thinking CMOs to ask themselves “ok, what new business opportunities and threats are going to emerge because of the arrival of blockchain technologies that we can take advantage of and need to defend ourselves against?”
Clearly, we’ve seen an onslaught of ICOs recently with teams looking to launch projects quickly while the money is flowing in. As may be expected, this hasn’t resulted in the best quality projects. A lot is going to change in the 2nd phase, It’s likely years away either, as cycles are sped up immensely in the crypto world.