Remember the nice Wi-Fi Adapters we used to buy so we could connect our laptops? They came in various forms like a Card Slot type or a USB Adpater. They came from various brands like Netgear and Linksys and the Electronics Stores included them in the Sunday Circulars. They were a stand alone device that we bought and added to our computing Ecosystem. Then one day when electronics got small enough and adaption wide enough, you started seeing them included inside the hi end Laptops and eventually all Laptops and now even my Motorola Droid2 has Wi-Fi included in my little phone.
Right now we have Facebook, Twitter, etc. They are Add Ons right now. None of them are integrated into our Laptop or Phone. We have to go to a website, download an App. Just like with early Wi-Fi some of the first movers didn’t pan out. They had clumsy solutions, but smart people eventually caught on and took the early work and ran with it. Think today of Motorola Blur, Google Wave as stabs at this.
Creative’s will not just be people who craft messages and make Advertising. Creative’s will also include people who dream up new Strategies and Campaigns for their clients to reach their target demographics in ways that reduce wastage/over spend, but make the activity of that engagement much more rewarding and enjoyable for Consumers.
And all these choices will have privacy levels that we decide with a voice command or a simple touch stroke who we want to share what with. We can group together in anyway with anyone at any time. And only those we choose will see what we wish to share or participate with. We can include anyone in any communication, to any level of involvement we desire. I know I just scared the shit out of you Marketers but your job will get easier. Trust me. (I have Space Daiquiris if you need to calm your nerves).
That they know they can go into a store and opt in with a simple action to see if they have special offers? Maybe a deal that with a simple electronic tag if I share a purchase with my network I get rewarded. And we will all have filters for everything so we only receive relevant communications. These filters get built over time by us blocking similar communications when we receive something we don’t care for. So technically a Store or Brand could customize all offers based on an Individual’s filters.
Maybe I will ask my friends for help deciding on whether to buy something by sending a digital 3-D image/avatar of me wearing a new shirt and ask if they like it? And the ones I send it too possibly get a rider offer from the Store or Brand?