Five Things That Will Change Marketing That Nobody is Thinking About Yet

1. Ubiquitous Computing (AKA “Everyware”)
A future in which everything computes — no longer are you shackled to a device, physical location, or whatever. So much of marketing is tied to the idea that the user is using a certain subset of machines in a limited physical space, that UC requires a bit of a re-think about how to market to users.
2. The Internet of Things
When physical objects have an IP address, basic processing and memory, they can become a platform for marketing. What if your tires started to market their own replacements to you based on wear, usage, and your driving habits?
3. Technologically-Expanded Human Experience
Consider an expanded sensorium — what if your target audience could detect magnetic fields? A small electrical device inside a product packaging would make it jump off the shelf at them. What if they had cochlear implants that could hear beyond the range of normal human hearing? Things like these aren’t science fiction as much as they are an inevitability. As hacking the human body and mind become more and more common, the way in which individuals view and experience the world is going to deviate from the normal human baseline. And that’s an opportunity.
4. Augmented Reality
In theory, this could be a part of item 3, above, but given how much of the human brain is dedicated to the visual component of our experience, it largely deserves its own line of thought. When marketers have the ability to blend advertisements into an individual’s field of view, there’s a certain amount of responsibility — and liability! — involved. Timing and context become more important than ever before. (I don’t need an ad for Sandals Montego Bay splashed across my field of view while I’m snowboarding in the mountains — no matter how much I’d like to go back. Hit me up when I’m in the chalet, and stick it on the overhead menu next to the prices for the hot chocolate, yo.)
5. Social Awareness
The ultimate in context-aware marketing — as social becomes more embedded in our lives, particularly with mobile devices and geolocation, mass-marketing can and should play to the crowd’s overall emotion. Not point in putting out a happy-go-lucky ad at a football game when the home team is down 14 with 3 minutes to go, right? Maybe. Maybe not. But being able to get a read on the crowd’s emotions through mining social data in real-time would be a god-send. And if you want to go beyond certain emotions, why not mine geolocations for keywords? What subjects, topics, brands, etc., are talked about over and over again in particular locations?