MARKETINGIN THE AGE
OF THECYBORG
CONSUMER
DAVID BERKOWITZCMO, MRY
@DBERKOWITZABOUT.ME/DBERKOWITZ
WWW.MRY.COM
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WHAT IS A CYBORG?
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CYBORG DEFINED
FICTIONAL?
HYPOTHETICAL?
CYBORGS ARE REAL
AND THEY’RE SPECTACULAR
WELCOME...(HOS GELDINIZ...)¸
...TO THE AGEOF THECYBORG
CONSUMER
WHAT WE’LL COVER TODAY
• WHAT’S CHANGING IN THE AGE OF THE CYBORG CONSUMER
WHAT WE’LL COVER TODAY
• WHAT’S CHANGING IN THE AGE OF THE CYBORG CONSUMER
• PRINCIPLES OF THE CYBORG AGE
WHAT WE’LL COVER TODAY
• WHAT’S CHANGING IN THE AGE OF THE CYBORG CONSUMER
• PRINCIPLES OF THE CYBORG AGE
• IMPLICATIONS FOR MARKETERS
WHAT’S CHANGING?
WE INTERACT WITH EACH OTHER THROUGH OUR CYBORG SKINS
WE RELY ON VOICE, VISION, AND GESTURE
WE BECOME MORE AWARE OF OUR HEALTH
WE FEEL MORE IMMERSED IN MEDIA AND GAMES
WE CONNECT WITH LOCATIONS IN NEW WAYS
WE CAPTURE EVERY MOMENT; THE CHALLENGE IS SORTING IT
WE WEAR TECH OUTSIDE...AND INSIDE
WE CONTROL MEDIA WITH OUR MINDS...
...AND OUR HEARTBEATS TOO
SOME THINGS WILL GET VERY, VERY WEIRD
PRINCIPLES OF THE CYBORG AGE
SMARTPHONES STARTED THE CYBORGIZATION
WE’RE IN THE AGE OF CONNECTED DEVICES
ANY SCREEN CAN BE THE FIRST SCREEN
SCREENS AREN’T A NECESSITY FOR DIGITAL MEDIA
PERSONALIZATION TAKES ON NEW MEANINGS
WE PLUG IN CLOSER TO OUR MODES OF TRANSPORT
WE TRACK OURSELVES LIKE WE TRACK OUR CARS
IMPLICATIONSFOR MARKETERS
IMPLICATIONSFOR
MARKETERS
INSIGHTS
CONTENT
TARGETING
PRICING
PLACEMENT
PRODUCT
INSIGHTS: BIG DATA BECOMES BODY DATA
CONTENT: CREATE CONTENT THAT CONNECTS WITH WEARABLE TECH
TARGETING: BODYPART IS THE NEW DAYPART
PRICING: PAY FOR ATTENTION, ACTIVITY AND ACTIONS
PLACEMENTS: GET CLOSER TO CONSUMERS THAN EVER
PRODUCT: DEVELOP PRODUCTS THAT CYBORG CONSUMERS CAN WEAR AND INTERACT WITH
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
ANYQUESTIONS?
THANK YOU!TESEKKUR EDERIM!
KEEP IN TOUCH
DAVID BERKOWITZ
@DBERKOWITZ / @MRY
ABOUT.ME/DBERKOWITZ
WWW.MRY.COM
DAVID.BERKOWITZ @ MRY.COM
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