The third age of marketing

Will whisky bottles communicate with us in the future?"Let's not even get started on the digital transformation," Andy Hobsbawm, co-founder of Evrythng, begins his presentation. One innovation after another pops up on the screen - like Uber, Instagram or Facebook. We are connected everywhere and have an insatiable hunger for information. And this will only get worse in the future, as Hobsbawm emphasizes. From the car we drive to the house we live in to the device we carry with us all the time, everything will be connected. "All these innovations will be able to communicate with each other," says Hobsbawm, who names the three marketing ages:- The voice of the brand, which is given an existence as a result.- The voice of the consumer, who increasingly determines the product.- The voice of the product, which is only made possible by this connected world.What if a bottle could communicate?"The product is given an identity and that is the third age of marketing," explains Hobsbawm. An example: the consumer buys a bottle of whisky and can scan it with their smartphone - which everyone has these days. They then receive information about the product, can even order it online, rate it and discuss it with others.For a better worldHowever, this also means that data must be collected and will increase exponentially. "And in particular, it should not take over the world, but help to make it easier for us," says Hobsbawm. This could go so far that one day the bottle will respond to a voice and be able to speak for itself, requiring a new system to manage the data and a new role: Product Relationship Manager. "This connectivity enables the automation of services and additional options," Hobsbawm concludes his presentation.Author: Melanie Granados