It is interesting to see what technology can do to marketing a decade from now. Wearable (sometimes implanted) technology made out of nanotech will become as common as clothing. These wearables or implanted devices will measure the heart rate and other bodily vitals along with a ratio of food intake and fat being burnt at the speed of thought, while constantly storing that data for medical, social, and commercial analysis.
Influencing the mind and positioning the product/service without the knowledge of a customer may well be unethical in today’s scenario, which we’ve seen some marketers resorting to in the past, through subliminal perception. But next generation’s marketing may well be grounded on influencing the customer through the analysis of data accrued through these devices. Such magnitude of data when analyzed will provide insights that delight marketers. Customization of products or services at the individual level will no longer be an enigma, but a dream come true for them. The thin line between ethical and unethical marketing, can at that stage only be measured through nano technology!
People through these wearable devices are exposed to a constant rain of micro and milli second flashes (ads) on platform independent interfaces that may well influence their buying patterns by directly attracting their subconscious mind! What then remains may be a regulatory environment ensuring that people are not exploited.
Marketers, however will surely realize that competition may well remain cut throat and reaching out at personal level to sell, may well be the right idea, but exercising restraint and walking the thin line of ethical marketing will only prove successful in the long run even in the future.
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