X Marketing = Marketing of Tomorrow

The Reality Tomorrow

We are extending our reality. Yes, we are doing it, with the convergence of Robotics, Artificial Intelligence, Internet of Things, Mass Automation, Wearable Technologies, HMDs, Haptics, Virtual Reality, Augmented Reality, Mixed Reality and Brain Computer Interfaces. It will be reality beyond and above what nature bestowed us with. We are calling it X Reality. The complete transformation of the Human Experience.

Being Human Tomorrow

Our experience of being human and existing in the human form will transcend all boundaries, biological and digital. We will have sensory experiences through distant and remote objects that are non-biological and even non-physical. That said, we will also draw sensory experiences by tapping on the biological bodies of others. We will work and play, with omnipresence, omnipotence and omniscience.

Marketing in Tomorrow

In a tomorrow where we are not limited to physical interfacing with any machine or system, nor by our geographic location or physical state of being, our needs will be different, including our needs for how we receive, process and interpret information, of any sort, including, marketing.

We will want to sample the experience of riding in a vehicle in virtual simulation, before considering acquiring one. We will want to know how a certain body wash will feel on our skin, before acquiring a bottle. We will have little patience for accessibility, buying processes, delivery times and having to search for anything.

The function or process of marketing will have to pervade and permeate through all aspects of our lives, to ubiquitously, foresee our needs, understand them and meet them, tailored to our individual selves. That form or level of marketing, which will work autonomously all the time, all around us, ubiquitously, in complete integration with our reality around us as well as within us, will be X Marketing.

Harish Shah is Singapore's first local born Professional Futurist and a Management Strategy Consultant. He runs Stratserv Consultancy. His areas of consulting and Keynote Topics include EmTech, Industry 4.0, HR, Digital Transformation, Product Development, X Reality, Marketing, Strategic Foresight, Systems Thinking and Organisational Future Proofing.