Between Google and Facebook, your every online move is
monitored. If you take online quizzes, those can provide insight into your
personality and motivations and even your IQ. Through GPS, your mobile device
can follow your every movement. Security cameras capture you or your automobile
and its license plate wherever you go. New wearable devices monitor your blood
pressure, heart rate, breathing and skin moisture and therefore your state of
mind. Apps can measure the number of paces you have taken in a day. The camera on
your Google Glass can capture what you are seeing. And big data analytics can
discover important patterns and correlations between data sources.
We are truly entering a world in which almost everything can
be known about us. How might this play out in marketing? What if marketers
could figure out not only what we had bought in the past but also what we might
buy in the future and what if they could link that to geotargeting (location-based
marketing) and geofencing (combining location and timing in marketing
messaging)? And what if, knowing your circle of friends and who you are closest
to through social media, they can tell you which friend just bought something
similar?
For example, you have been thinking about buying a pair of
Ferragamo shoes and you walk by a boutique that carries the pair of shoes you
have been considering purchasing. Your mobile device vibrates in your pocket
and alerts you to the fact that you are in front of a store that has what you
want and it offers a time-sensitive discount on the shoes if purchased at that
store. Further, it mentions that your best friend bought a pair of Ferragamo shoes last week (peer pressure/reinforcement). Upon detecting elevated heart rate and
more rapid breathing, your personal device prompts you again with another
selling message for those shoes. Far fetched? Not really. Welcome to the 21st
Century.
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