7 Technologies That Will Change The Future of Marketing

ISBA SeminarYour Favourite Story Presents
7 Technologies That
Will Change The
Future Of Marketing
20/06/2018
© all rights reserved 6 Corbet Place London E1 6NH
With
Sean Singleton, Managing Director 
Steve Quirke, Head Of Strategy

T H E P R O D U C T LA U N C H A G E N C Y

But Actually…
You’d Think
That  
This Child  
Is Feeling  
Nostalgic  
About This 
Gameboy…

These Kids Show That Technology
Is Becoming Dated
As A Faster Rate

The Marketer’s
Battleground
Technology Culture
Tech And Culture Provide The
Spectrum For A Marketeer To
Deal With - With Rapid And
Exponential Change On Both
Sides.

Technology
Time
Moor’s Law Drives The
Exponential Growth - Every 18
Months, The Number Of
Microprocessors Doubles, The
Industry’s Bellwether
Showcases.

Culture
There’s A Tech-Centric Culture
Emerging Over A People-Centric
Culture, Which Has No Become
A Universally Recognisable
Truth.

The Marketer’s
Battleground
Technology Culture
Media
But Media Intersects Between
This Tech And Culture Spectrum.

When Tech Meets Culture, New Media Is Created.
We Believe When Tech Meets
Culture, New Media Is Created,
Thus Being The Most Interesting
And Relevant Area For
Marketers.

Tech Is Disrupting
Media At A Faster
Rate

A World Modelled
Around Us.
Here Lies The Vitruvian Man,
Based On Vitruvius’
Architectural Principles And
Inherent Symmetry Of The
Human Form.

A World Modelled
Around Us.
Four Fingers Equals A Palm,
Four Palms Equals A Foot - And
So On. This Belief Is Apparent A
Lot Of Architecture, Particularly
As It Was Found And
Rediscovered In The
Renaissance Period.

A World Modelled
Around Us.
The Florence Cathedral Is One
Such Example, With A Dome
That Took 200 Years To Build,
Simply Because The Principles
Did Not Exist To Construct It -
Until Brunelleschi Came Along
With His Vitruvian Mantra.

The YFS Man Of The Future
As Such, We Believe
That Tech Has And
Continues To Base
Itself Around The
Human Form.

#1: Artificial Intelligence & Augmented Minds
The Man Of The
Future Begins With
Artiﬁcial Intellgience
And The Extension
Beyond The
‘Augmented Mind.’

“Every time I take a flight, I marvel
at the technology that has allowed
us to soar above the clouds as a
matter of routine… When one
stops to contemplate what has
been accomplished by our 3lb
brains, it’s quite remarkable.”
Demis HassabisFounder & CEO, Google DeepMind
Here, Hassabis
Marvels At The
Achievements Of A
Relatively Small Lump
Of Human Flesh -
Consider The
Possibilities With
Mechanical Super-
Equivalents.

Turing To
Tay-Tay
Alan Turing, The
Forefather Of
Computing And The
Designer Of The
‘Turing Test’, Which
Deﬁnes Whether A
Machine Has Truly
Achieved Artiﬁcial
Intelligence.
Flashforward To
Today, And You See
Tay And Other Bots
Create The Impression
Of Intelligence.

Turing To
Tay-Tay
Artificial General Intelligence
Weak
Artificial
Intelligence
From Artificial
Intelligence To
Artificial General
Intelligence: The
Former Focuses On
Specific Tasks, Like
Playing Chess, And Is
Not Able To Learn
Another Skill, Like
Playing Another Game.

Turing To
Tay-Tay
Weak
Artificial
Intelligence
Artiﬁcial General
Intelligence,
However, Means The
Machine Can ‘Learn’
New Skills Over
Time.

Turing To
Tay-Tay
Weak
Artificial
Intelligence
So In Theory, They
Would Be Able To Play
Multiple Games - And
Eventually Drive A Car.

Turing To
Tay-Tay
Weak
Artificial
Intelligence
Singularity
This Leads To The ‘Singularity’,
Often Cited As The Possible
Explosion Point Where Machine
Intelligence Takes Over Human
Intelligence Forever.

Turing To
Tay-Tay

Brand Guidelines Programmed AI Persona
Broadcast Comms Personalised Conversations
Sign Up Forms Chatbot Hosts
User Irrationality Perceived Empathy
Post-AI
Marketer’s Toolkit
This Changes How Marketers Will Need To
Consider Their Brands; It’s Less About Fixed
Design Or Brand Kits, And More About
Programmed Personas Which Craft Their
Identity Based On Community Interactions.

#2: Facial Recognition & Interfaces

FACIAL INTERFACES SPAN FROM
THE VOICE, THE FACE, YOUR EYES
AND EVEN YOUR TONGUE

Gimmick to Gold-dust.
From Attention to Experience.
The Attention Span Of A Typical Gen Z Is Just 8
Seconds, So Novelty Gimmicks Like Snapchat
Are No Longer Making Us Tick. Brands Need
To Think About How They Can Turn The
Simplest Of Gestures Into A Service That’s
Valuable And Stimulating.

It’s not about you
unlocking your
device, it’s about
your device
unlocking you.
Since The Launch Of The Iphone X, Gestural
Interfaces Came Back Into Our Lives Like
Never Before. There's A Huge Playground For
Tech Giants To Play In.

The
Voice of
Reason
Voice Tech Is Being Embedded In Everything
We’re Doing Every Day. Already, Minted
Reported That 62% Of Brits Are Using Or Are
Happy To Use Voice-Operated Devices. As
Such, There’s A Huge Opportunity For Brands
To Optimise Their Services And Sales By
Embarking On What Voice Tech Does Best -
Instant Search And Online Shopping.

#3: Immersive Virtual Environments

Already
Normalised For
Discrete Tasks
Virtual Reality Is
Already Commonplace
For ‘Little’ Tasks Such
As Game Design,
Learning And
‘Experiences.’

But What If Things
Begin To Connect?
We’re Moving Towards
Far More Immersive
And Potentially
Interconnected
Environments.

An ‘Internet Of VR’.
Endless Immersive
Spaces.
So This Has The
Potential To Become
Like An Internet Of
Things Or Internet For
Virtual Reality Worlds.

VR Development To
Become More
Accessible Than
Ever Before.

#4: Interactive Experiences & Gestural Interfaces

A Hands-Free
Future.
So What Does The
Future Hold? Well It’s
A Sizeable Market.
With Facial Interfaces
Rolling Out To
Computers, Mobiles
Etc. The Market Is
Predicted To Be Worth
More Than $36 Billion
By 2021.

Gestural
Interfaces.
Similar To Facial
Interfaces, Gestural
Interfaces Refer To
Using Speciﬁc
Gestures Like
Scrolling, Pinching
And So On.

A Frictionless
World.
It Seems Like We’re
Slowly Shifting Away
From ‘Prodding’ And
Are Moving To
Interfaces That Are
Powered By Voice,
Movements And Gaze.
As Such, The
Relationship Between
Physical And Digital Is
Seamless.

Game On.
Unsurprisingly, The
Gaming Industry Are
The Leaders When It
Comes To Gestural
Interfaces. But With
This Gamiﬁcation
Experience, Surely
Brands In Other Fields
Can Bring This
Concept Into The
Retail Space?

#5: Biotech

Biotech.
At Its Simplest,
Biotech Is Tech Based
On Biology, Where
Processes And
Products Are
Developed To Improve
Our Lives And The
Health Of Our Planet.

Nanotech.Small Tech, Big Potential.
Nanotech Is Science,
Engineering And Tech
Conducted At The
Nanoscale, Which Is
About 1 To 100
Nanometres. The
Future Suggests That
We Could Develop
Self-Healing
Structures And Have
Actual ‘Doctors In Our
Body.’

Why You
Should
Give A
Rat’s
A*se
Using Gene Therapy,
Scientists Repaired
Damage In The Spinal
Cords Of Rats. The
Animals Could Then
Pick Up And Eat Sugar
Cubes With Their
Front Paws. This Is
Just An Example Of
Some Emerging
Treatments Within
This Sphere.

#6: Sports Wearable Everything

Sports
Wearables.
Sports Wearables Are Smart
Electronic Devices That Are
Built To Enable Objects To
Exchange Data. They Are
Mainly Seen In The Health And
Wellbeing Sector.

Understanding
You Better
Than You.
Previously, Wearable
Tech Came Across As
A Fad. Today, It’s
About Getting The
Experience Right -
From The Way The
Hardware Looks And
Feels, To How
Software Collects,
Analyses And
Presents Insightful
Data. We’re After
Something That Tells
Us How To Better
Ourselves.

You No
Longer Feed
It Information,
It Feeds You
Information.

The
Invisible
Coach.
Brands Now Have The
Aim Of Developing
The Most Invisible,
Smallest, Least
Detectable Tech For
Consumers That Can
Track The Most
Biometric Data, Be
Consumer-Friendly
And Have Accurate
Outcomes.

#7: The Reinvention Of Analogue Technologies

Analogue
Technologies In
The Spotlight
Not All Technologies
Of The Future Will Be
‘Futuristic’ Or Even
Digital. Many
Analogue
Technologies Are Due
A Reinvention, And
They’re Just As Likely
To Have A Big Impact.

Plastic
Alternatives
Formost For
Marketers, Will Be
Plastics. The World
Economic Forum Have
Cited Single-Use
Packaging As The
Main Culprit, Where
Up To 95% Is Never
Reused, In Part To
Design Of The
Packaging Itself And
The System That
Allows People To
Dispose / Re-Use It.

Broken Down System =
Unbroken Down Plastics.

Reconsidering
Everything We’ve
Ever Considered
About Packaging.
This Cuts To The Heart
Of A Key Marketing
Principle - The 7Ps.
Perhaps, We Now
Need To Stray From
The Bright And Overly
Packaged Shelves Of
The Past, To A Low
Impact And
Environmentally
Sensitive Shelf Of The
Future.

Reconsidering
Everything We’ve
Ever Considered
About Packaging.
People
Promotion
Packaging

7 Technologies That Will Change Marketing Forever

Brand Guidelines Programmed AI Persona
Broadcast Comms Personalised Conversations
Sign Up Forms Chatbot Hosts
User Irrationality Perceived Empathy
The Long Term In
The Short Term.

Smarter
use of dataSmarter Data

Things To Tell
Your Boss About.
When tech meets culture,
new media is created.
The YFS Man of the future. Data, Digitisation, Launches.

Sean Singleton,
Managing DirectorSean.Singleton@Yourfavouritestory.Com
Steve Quirke,
Head Of StrategySteve.Quirke@Yourfavouritestory.Com

ISBA SeminarYour Favourite Story Presents
7 Technologies That
Will Change The
Future Of Marketing
20/06/2018
Thank You.

7 Technologies That Will Change The Future of Marketing

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