marketing in the age of the cyborg consumer - the future of wearable technology
DESCRIPTION
How can marketers reach consumers as wearable technology and wearable computing become pervasive? Consumers are rapidly turning into cyborgs, the ways people interact with media are shifting, and products such as Nike FuelBand and Google Glass are changing the nature of mobile devices. This presentation, given as a keynote at IPZ 2013 in Istanbul, Turkey, is a taste of what's ahead.TRANSCRIPT
![Page 1: Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology](https://reader035.vdocuments.net/reader035/viewer/2022081602/554d042bb4c905d4568b4734/html5/thumbnails/1.jpg)
MARKETINGIN THE AGE
OF THECYBORG
CONSUMER
DAVID BERKOWITZCMO, MRY
@DBERKOWITZABOUT.ME/DBERKOWITZ
WWW.MRY.COM
![Page 2: Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology](https://reader035.vdocuments.net/reader035/viewer/2022081602/554d042bb4c905d4568b4734/html5/thumbnails/2.jpg)
![Page 3: Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology](https://reader035.vdocuments.net/reader035/viewer/2022081602/554d042bb4c905d4568b4734/html5/thumbnails/3.jpg)
CAT FANCY
10 CATS TO SEE BEFORE YOU DIE
by cats, for cats
Who let allthese catsin the Pyramids?
Cat-sumer Reports
tests the world’s
squeakiest rubber
mice
![Page 4: Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology](https://reader035.vdocuments.net/reader035/viewer/2022081602/554d042bb4c905d4568b4734/html5/thumbnails/4.jpg)
WHAT IS A CYBORG?
![Page 5: Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology](https://reader035.vdocuments.net/reader035/viewer/2022081602/554d042bb4c905d4568b4734/html5/thumbnails/5.jpg)
![Page 6: Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology](https://reader035.vdocuments.net/reader035/viewer/2022081602/554d042bb4c905d4568b4734/html5/thumbnails/6.jpg)
Click here to add image
![Page 7: Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology](https://reader035.vdocuments.net/reader035/viewer/2022081602/554d042bb4c905d4568b4734/html5/thumbnails/7.jpg)
Click here to add image
![Page 8: Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology](https://reader035.vdocuments.net/reader035/viewer/2022081602/554d042bb4c905d4568b4734/html5/thumbnails/8.jpg)
Click here to add image
![Page 9: Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology](https://reader035.vdocuments.net/reader035/viewer/2022081602/554d042bb4c905d4568b4734/html5/thumbnails/9.jpg)
![Page 10: Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology](https://reader035.vdocuments.net/reader035/viewer/2022081602/554d042bb4c905d4568b4734/html5/thumbnails/10.jpg)
Click here to add image
![Page 11: Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology](https://reader035.vdocuments.net/reader035/viewer/2022081602/554d042bb4c905d4568b4734/html5/thumbnails/11.jpg)
Click here to add image
![Page 12: Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology](https://reader035.vdocuments.net/reader035/viewer/2022081602/554d042bb4c905d4568b4734/html5/thumbnails/12.jpg)
CYBORG DEFINED
![Page 13: Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology](https://reader035.vdocuments.net/reader035/viewer/2022081602/554d042bb4c905d4568b4734/html5/thumbnails/13.jpg)
FICTIONAL?
![Page 14: Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology](https://reader035.vdocuments.net/reader035/viewer/2022081602/554d042bb4c905d4568b4734/html5/thumbnails/14.jpg)
HYPOTHETICAL?
![Page 15: Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology](https://reader035.vdocuments.net/reader035/viewer/2022081602/554d042bb4c905d4568b4734/html5/thumbnails/15.jpg)
CYBORGS ARE REAL
![Page 16: Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology](https://reader035.vdocuments.net/reader035/viewer/2022081602/554d042bb4c905d4568b4734/html5/thumbnails/16.jpg)
AND THEY’RE SPECTACULAR
![Page 17: Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology](https://reader035.vdocuments.net/reader035/viewer/2022081602/554d042bb4c905d4568b4734/html5/thumbnails/17.jpg)
WELCOME...(HOS GELDINIZ...)¸
![Page 18: Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology](https://reader035.vdocuments.net/reader035/viewer/2022081602/554d042bb4c905d4568b4734/html5/thumbnails/18.jpg)
...TO THE AGEOF THECYBORG
CONSUMER
![Page 19: Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology](https://reader035.vdocuments.net/reader035/viewer/2022081602/554d042bb4c905d4568b4734/html5/thumbnails/19.jpg)
![Page 20: Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology](https://reader035.vdocuments.net/reader035/viewer/2022081602/554d042bb4c905d4568b4734/html5/thumbnails/20.jpg)
![Page 21: Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology](https://reader035.vdocuments.net/reader035/viewer/2022081602/554d042bb4c905d4568b4734/html5/thumbnails/21.jpg)
WHAT WE’LL COVER TODAY
• WHAT’S CHANGING IN THE AGE OF THE CYBORG CONSUMER
![Page 22: Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology](https://reader035.vdocuments.net/reader035/viewer/2022081602/554d042bb4c905d4568b4734/html5/thumbnails/22.jpg)
WHAT WE’LL COVER TODAY
• WHAT’S CHANGING IN THE AGE OF THE CYBORG CONSUMER
• PRINCIPLES OF THE CYBORG AGE
![Page 23: Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology](https://reader035.vdocuments.net/reader035/viewer/2022081602/554d042bb4c905d4568b4734/html5/thumbnails/23.jpg)
WHAT WE’LL COVER TODAY
• WHAT’S CHANGING IN THE AGE OF THE CYBORG CONSUMER
• PRINCIPLES OF THE CYBORG AGE
• IMPLICATIONS FOR MARKETERS
![Page 24: Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology](https://reader035.vdocuments.net/reader035/viewer/2022081602/554d042bb4c905d4568b4734/html5/thumbnails/24.jpg)
WHAT’S CHANGING?
![Page 25: Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology](https://reader035.vdocuments.net/reader035/viewer/2022081602/554d042bb4c905d4568b4734/html5/thumbnails/25.jpg)
WE INTERACT WITH EACH OTHER THROUGH OUR CYBORG SKINS
![Page 26: Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology](https://reader035.vdocuments.net/reader035/viewer/2022081602/554d042bb4c905d4568b4734/html5/thumbnails/26.jpg)
WE RELY ON VOICE, VISION, AND GESTURE
![Page 27: Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology](https://reader035.vdocuments.net/reader035/viewer/2022081602/554d042bb4c905d4568b4734/html5/thumbnails/27.jpg)
WE BECOME MORE AWARE OF OUR HEALTH
![Page 28: Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology](https://reader035.vdocuments.net/reader035/viewer/2022081602/554d042bb4c905d4568b4734/html5/thumbnails/28.jpg)
WE FEEL MORE IMMERSED IN MEDIA AND GAMES
![Page 29: Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology](https://reader035.vdocuments.net/reader035/viewer/2022081602/554d042bb4c905d4568b4734/html5/thumbnails/29.jpg)
WE CONNECT WITH LOCATIONS IN NEW WAYS
![Page 30: Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology](https://reader035.vdocuments.net/reader035/viewer/2022081602/554d042bb4c905d4568b4734/html5/thumbnails/30.jpg)
WE CAPTURE EVERY MOMENT; THE CHALLENGE IS SORTING IT
![Page 31: Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology](https://reader035.vdocuments.net/reader035/viewer/2022081602/554d042bb4c905d4568b4734/html5/thumbnails/31.jpg)
WE WEAR TECH OUTSIDE...AND INSIDE
![Page 32: Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology](https://reader035.vdocuments.net/reader035/viewer/2022081602/554d042bb4c905d4568b4734/html5/thumbnails/32.jpg)
WE CONTROL MEDIA WITH OUR MINDS...
![Page 33: Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology](https://reader035.vdocuments.net/reader035/viewer/2022081602/554d042bb4c905d4568b4734/html5/thumbnails/33.jpg)
...AND OUR HEARTBEATS TOO
![Page 34: Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology](https://reader035.vdocuments.net/reader035/viewer/2022081602/554d042bb4c905d4568b4734/html5/thumbnails/34.jpg)
SOME THINGS WILL GET VERY, VERY WEIRD
![Page 35: Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology](https://reader035.vdocuments.net/reader035/viewer/2022081602/554d042bb4c905d4568b4734/html5/thumbnails/35.jpg)
PRINCIPLES OF THE CYBORG AGE
![Page 36: Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology](https://reader035.vdocuments.net/reader035/viewer/2022081602/554d042bb4c905d4568b4734/html5/thumbnails/36.jpg)
SMARTPHONES STARTED THE CYBORGIZATION
![Page 37: Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology](https://reader035.vdocuments.net/reader035/viewer/2022081602/554d042bb4c905d4568b4734/html5/thumbnails/37.jpg)
WE’RE IN THE AGE OF CONNECTED DEVICES
![Page 38: Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology](https://reader035.vdocuments.net/reader035/viewer/2022081602/554d042bb4c905d4568b4734/html5/thumbnails/38.jpg)
ANY SCREEN CAN BE THE FIRST SCREEN
![Page 39: Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology](https://reader035.vdocuments.net/reader035/viewer/2022081602/554d042bb4c905d4568b4734/html5/thumbnails/39.jpg)
SCREENS AREN’T A NECESSITY FOR DIGITAL MEDIA
![Page 40: Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology](https://reader035.vdocuments.net/reader035/viewer/2022081602/554d042bb4c905d4568b4734/html5/thumbnails/40.jpg)
PERSONALIZATION TAKES ON NEW MEANINGS
![Page 41: Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology](https://reader035.vdocuments.net/reader035/viewer/2022081602/554d042bb4c905d4568b4734/html5/thumbnails/41.jpg)
WE PLUG IN CLOSER TO OUR MODES OF TRANSPORT
![Page 42: Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology](https://reader035.vdocuments.net/reader035/viewer/2022081602/554d042bb4c905d4568b4734/html5/thumbnails/42.jpg)
WE TRACK OURSELVES LIKE WE TRACK OUR CARS
![Page 43: Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology](https://reader035.vdocuments.net/reader035/viewer/2022081602/554d042bb4c905d4568b4734/html5/thumbnails/43.jpg)
IMPLICATIONSFOR MARKETERS
![Page 44: Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology](https://reader035.vdocuments.net/reader035/viewer/2022081602/554d042bb4c905d4568b4734/html5/thumbnails/44.jpg)
IMPLICATIONSFOR
MARKETERS
INSIGHTS
CONTENT
TARGETING
PRICING
PLACEMENT
PRODUCT
![Page 45: Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology](https://reader035.vdocuments.net/reader035/viewer/2022081602/554d042bb4c905d4568b4734/html5/thumbnails/45.jpg)
INSIGHTS: BIG DATA BECOMES BODY DATA
![Page 46: Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology](https://reader035.vdocuments.net/reader035/viewer/2022081602/554d042bb4c905d4568b4734/html5/thumbnails/46.jpg)
CONTENT: CREATE CONTENT THAT CONNECTS WITH WEARABLE TECH
![Page 47: Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology](https://reader035.vdocuments.net/reader035/viewer/2022081602/554d042bb4c905d4568b4734/html5/thumbnails/47.jpg)
TARGETING: BODYPART IS THE NEW DAYPART
![Page 48: Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology](https://reader035.vdocuments.net/reader035/viewer/2022081602/554d042bb4c905d4568b4734/html5/thumbnails/48.jpg)
PRICING: PAY FOR ATTENTION, ACTIVITY AND ACTIONS
![Page 49: Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology](https://reader035.vdocuments.net/reader035/viewer/2022081602/554d042bb4c905d4568b4734/html5/thumbnails/49.jpg)
PLACEMENTS: GET CLOSER TO CONSUMERS THAN EVER
![Page 50: Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology](https://reader035.vdocuments.net/reader035/viewer/2022081602/554d042bb4c905d4568b4734/html5/thumbnails/50.jpg)
PRODUCT: DEVELOP PRODUCTS THAT CYBORG CONSUMERS CAN WEAR AND INTERACT WITH
![Page 51: Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology](https://reader035.vdocuments.net/reader035/viewer/2022081602/554d042bb4c905d4568b4734/html5/thumbnails/51.jpg)
IMPLICATIONS IN REVIEW
1) INSIGHTS: BIG DATA BECOMES BODY DATA
2) CONTENT: CREATE CONTENT THAT CONNECTS WITH WEARABLE TECH
3) TARGETING: BODYPART IS THE NEW DAYPART
4) PRICING: PAY FOR ATTENTION, ACTIVITY AND ACTIONS
5) PLACEMENTS: GET CLOSER TO CONSUMERS THAN EVER
6) PRODUCT: DEVELOP PRODUCTS CYBORG CONSUMERS CAN WEAR & INTERACT WITH
![Page 52: Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology](https://reader035.vdocuments.net/reader035/viewer/2022081602/554d042bb4c905d4568b4734/html5/thumbnails/52.jpg)
ANYQUESTIONS?
![Page 53: Marketing in the Age of the Cyborg Consumer - The Future of Wearable Technology](https://reader035.vdocuments.net/reader035/viewer/2022081602/554d042bb4c905d4568b4734/html5/thumbnails/53.jpg)
THANK YOU!TESEKKUR EDERIM!
KEEP IN TOUCH
DAVID BERKOWITZ
@DBERKOWITZ / @MRY
ABOUT.ME/DBERKOWITZ
WWW.MRY.COM
DAVID.BERKOWITZ @ MRY.COM
¸
: