This chapter introduces the emerging marketing landscape shaped by blockchain-enabled decentralization. It highlights shifting marketing focuses in the context of decentralization: (1) decentralized technological ecosystems as marketing contexts, (2) blockchain tokens as driving forces, (3) stakeholders as marketing targets, (4) communities as marketing environments, and (5) value cocreation as the core marketing objective. These shifts challenge the traditional product- and consumer-centric view of marketing. As a result, marketing must adopt new capabilities, deepen its understanding of nonhierarchical stakeholders, and embrace an ecosystem perspective to effectively facilitate value cocreation for businesses. With the advancement of blockchain-related innovations and business models, this chapter offers insights for marketing researchers and marketers on how to prepare for and embrace future transformations toward decentralization.