Marketing in the Digital/Physical Tsunami Age
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Marketing in the Digital/Physical Tsunami Age

Guy Huntington Guy Huntington

Guy Huntington

Trailblazing Human and Entity Identity & Learning Visionary - Created a new legal identity architecture for humans/ AI systems/bots and leveraged this to create a new learning architecture

Published May 15, 2020
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December 27, 2023 update - I strongly suggest readers skim “How Do I Trust Entities?   Different Levels of Identity & Credential Assurance - A Thought Paper”.

June 13, 2023 update - I strongly advise readers to skim these recent articles:

Premise:

The merging of offline and online worlds, offers up new business opportunities for companies willing to rethink their marketing strategies. Those that don't will see existing customers be taken away.

Big Picture Level

The incoming technological tsunami composed of AI, AR, VR, bots, genetic engineering, nanotechnology and wireless is creating a new business environment where online and offline are now merged.

Metaverse:

Skim these articles:

Advertising:

Skim these two articles showing Jane Doe, in full control of her legal identity, selectively releasing it to retailers:


New Age Behavioral Marketing

In papers like "I Know Who You Are & What You're Feeling", I document the various emerging technologies able to obtain, read, analyze and predict our emotions and behavior. The paper uses four friends walking down a street, each with different privacy settings, ranging from anonymous to here I am - have my identity and data. What are the marketing implications of this?

Behavioral Data Providers Will Be Main Players

Corporations who obtain behavioral/biometric data will be the main players in determining your marketing success. Why? From the neonatal stage on, they'll be able to build up second by second data repositories rich in biometric/behavioral data. To understand this, read the paper "Young Children’s Data Privacy Challenges in the Tsunami Age" and "Privacy Gone – AI, AR, VR, Robotics and Personal Data".

The main players in the game of behavioral marketing include Google, Facebook, Amazon, Apple, Alibaba, Oracle, Acxiom and others. Thus, you, the marketer, are likely going to have to purchase data, on the fly, as Jane Doe walks down the street, towards your store, to figure out what her likely behavior will be and then customize, on the fly, something that will make her want to come into your store.

Smart Cities

Skim this article to see how Jane Doe electronically lives in a smart city:

Then skim this one to see a new security model enterprises are going to use:

Bottom line? You the marketers are going to have to learn to swim in these new waters, determining how you're going to effectively reach the customer.

Once She's In Your Store Either Physically or Virtually

You'll want to provide Jane with a highly customized experience, addressing her needs, selling her goods and services she wants. On page 8 of this paper, it talks about virtual sales assistants. Combine this technology with very rich behavioral/biometric databases and, if Jane's willing, to read her emotions/biometrics in real time as the virtual assistant is "selling" to her. Closing a sale is very important in a world of increased competition at reduced price points.

The Emerging World of Virtual Selves and Digital Twins

Read this paper "Digital Twins, Virtual Selves, Identity, Security & Death". Virtual twins are what I see as a game changer over the next few years. Why? People will create them to do tasks on their behalf, e.g. shopping, banking, working, etc. Over time, not overnight, they'll become increasingly sophisticated.

Skim this paper describing a new human legal identity architecture which includes smart digital versions of us:

In the marketing world, it means over time, you're going to be selling to digital versions of people. This is a mind-bender since we're not used to thinking this way. In a marketing sense, it means knowing your customer just became more complicated. You're going to have to penetrate though the digital selves "walls" so to speak, to get their attention.

Enter IoT and Marketing Strategies

As the world of IoT (internet of things) rapidly develops, it means many things become smart. I believe, over time, the smartness of these devices will continue to increase. So, as a person wears smart clothes et al, coupled with cars, poles, buildings et al becoming equipped with very, very small devices, able to transmit what they see, hear, feel, etc..

Skim this article to see an example of how it applies in schools:

For example, in the future, as Jane walks down a street, she might look at a new car liking it. The direction she looked, the time she gazed at it, her emotions will all be observed by hundreds or thousands of IoT devices. This will lead to car ads appearing in her AR glasses/contact lenses etc.

Watch the 1:00 minute mark of this video to see what's coming at you.

The Technology Will Be Addictive

It's already been documented that "internet addiction" is a growing problem. However, I feel that over time, this type of behavioral/biometric marketing, on a second by second basis, will become increasing more addictive to growing numbers of the consumer population. The "attractiveness" or "addictiveness" will be hard to resist for many marketing departments, operating in increasingly competitive marketplaces.

Keeping Up With The Pace of Change

In many of my posts and papers, I refer to this diagram, depicting a logarithmic rate of change. It shows how the pace is exceeding our cognitive abilities to keep up. It applies to marketing departments as well.

I have a premise that large Fortune 1000 companies, have enough marketing resources to figure out and keep up with all of the above. Most other enterprises don't. Thus, I believe many marketing departments will increasingly outsource portions of their marketing, especially where it relates to behavioral/biometric marketing.

Look Before You Leap

The first thing is to get your marketing department's head into the game by educating them about the technology.

Next, rather than rushing into creating a new marketing strategy based on the above, it's prudent to take some of your marketing budget and begin small pilot projects, experimenting with this. See what works and doesn't work physically and digitally.

About Guy Huntington

I'm an identity trailblazing problem solver. My past clients include Boeing, Capital One and the Government of Alberta's Digital Citizen Identity & Authentication project. Many of my past projects were leading edge at the time in the identity/security space. I've spent the last eight years working my way through creating a new legal identity architecture and leveraging this to then rethink learning.

I've also done a lot in education as a volunteer over my lifetime. This included chairing my school district's technology committee in the 90's - which resulted in wiring most of the schools with optic fiber, behind building a technology leveraged school, and past president of Skills Canada BC and Skills Canada.

I do short term consulting for Boards, C-suites and Governments, assisting them in readying themselves for the arrival of AI systems, bots and AI leveraged, smart digital identities of humans.

I've written LOTS about the change coming. Skim the over 100 LinkedIn articles I've written, or my webpage with lots of papers.

Quotes I REALLY LIKE!!!!!!:

  • We cannot solve our problems with the same thinking we used when we created them” – Albert Einstein
  • “Change is hard at first, messy in the middle and gorgeous at the end.” – Robin Sharma
  • “Change is the law of life. And those who look only to the past or present are certain to miss the future” – John F. Kennedy

Reference Links:

An Identity Day in The Life:

My Message To Government & Industry Leaders:

National Security:

Rethinking Legal Identity, Credentials & Learning:

Learning Vision:

Creativity:

AI Agents:

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Architecture:

AI/Human Legal Identity/Learning Cost References

AI Leveraged, Smart Digital Identities of Humans:

CISO's:

Companies, C-Suites and Boards:

Legal Identity & TODA:

Enterprise Articles:

Rethinking Enterprise Architecture In The Age of AI:

LLC's & AI:

Challenges With AI:

New Security Model:

DAO:

Kids:

Sex:

Schools:

Biometrics:

Legal Identity:

Identity, Death, Laws & Processes:

Open Source:

Notaries:

Climate Change, Migration & Legal Identity:

"Human Migration, Physical and Digital Legal Identity - A Thought Paper”

Fraud/Crime:

Behavioral Marketing:

AI Systems and Bots:

Contract Law:

Insurance:

Health:

AI/AR/VR Metaverse Type Environments:

SOLICT:

EMP/HEMP Data Centre Protection:

Climate:

A 100,000-Foot Level Summary Of Legal Human Identity

  • Each person when they’re born has their legal identity data plus their forensic biometrics (fingerprints, and later when they can keep their eyes open – their iris) entered into a new age CRVS system (Civil Registration Vital Statistics - birth, name/gender change, marriage/divorce and death registry) with data standards
  • The CRVS writes to an external database, per single person, the identity data plus their forensic biometrics called a SOLICT “Source of Legal Identity & Credential Truth). The person now controls this
  • As well, the CRVS also writes to the SOLICT legal identity relationships e.g. child/parent, cryptographically linking the SOLICTs. So Jane Doe and her son John will have cryptographic digitally signed links showing their parent/child. The same methodology can be used for power of attorney/person, executor of estate/deceased, etc.
  • The SOLICT in turn then pushes out the information to four different types of LSSI Devices “Legal Self-Sovereign Identity”; physical ID card, digital legal identity app, biometrically tied physical wristband containing identity information or a chip inserted into each person
  • The person is now able, with their consent, to release legal identity information about themselves. This ranges from being able to legally, anonymously prove they’re a human (and not a bot), above or below age of consent, Covid vaccinated, etc. It also means they can, at their discretion, release portions of their identity like gender, first name, legal name, address, etc.
  • NOTE: All consents granted by the person are stored in their SOLICT
  • Consent management for each person will be managed by their PIAM “Personal Identity Access Management) system. This is AI leveraged, allowing the person, at their discretion, to automatically create consent legal agreements on the fly
  • It works both locally and globally, physically and digitally anywhere on the planet
  • AI systems/bots are also registered, where risk requires it, in the new age CRVS system
  • Governance and continual threat assessment, is done by a new, global, independent, non-profit funded by a very small charge per CRVS event to a jurisdiction to a maximum yearly amount.

A 100,000-Foot Level Summary Of The Learning Vision:

  • When the learner is a toddler, with their parents’ consent, they’ll be assessed by a physical bot for their learning abilities. This will include sight, sound, hearing and smell, as well as hand-eye coordination, how they work or don’t work with others, learning abilities, all leveraging biometric and behavioral data
  • All consents given on behalf of the learner or, later in the learner’s life by the learner themselves, are stored in the learner’s SOLICT “Source of Legal Identity & Credential Truth”
  • This is fed into a DLT “Digital Learning Twin”, which is created and legally bound to the learner
  • The DLT the produces its first IEP “Individualized Education Plan”, for the learner
  • The parents take home with them a learning assistant bot to assist the learner, each day, in learning. The bot updates the DLT, which in turn continually refines the learner’s IEP
  • All learning data from the learner is stored in their LDV “Learner Data Vault”
  • When the learner’s first day of school comes, the parents prove the learner and their identities and legal relationship with the learner, via their LSSI devices (Legal Self-Sovereign Identity)
  • With their consent, they approve how the learner’s identity information will be used not only within the school, but also in AI/AR/VR learning environments
  • As well, the parents give their consent for the learner’s DLT, IEP and learning assistant bot to be used, via their PIAM (Personal Identity Access Management) and the learner’s PIAM
  • The schools LMS “Learning Management System” instantly takes the legal consent agreements, plus the learner’s identity and learning information, and integrates this with the school’s learning systems
  • From the first day, each learner is delivered a customized learning program, continually updated by both human and AI system/bot learning specialists, as well as sensors, learning assessments, etc.
  • All learner data collected in the school, is stored in the learner’s LDV
  • If the learner enters any AI/AR/VR type learning environment, consent agreements are created instantly on the fly with the learner, school, school districts, learning specialists, etc. 
  • These specify how the learner will be identified, learning data use, storage, deletion, etc.
  • When the learner acquires learning credentials, these are digitally signed by the authoritative learning authority, and written to the learner’s SOLICT.
  • The SOLICT in turn pushes these out to the learner’s LSSI devices
  • The learner is now in control of their learning credentials
  • When the learner graduates, they’ll be able, with their consent, to offer use of their DLT, IEP and LDV to employers, post-secondary, etc. This significantly reduces time and costs to train or help the learner learn
  • The learner continually leverages their DLT/IEP/LDV until their die i.e., it’s a lifelong learning system
  • IT’S TRANSFORMATIONAL OVER TIME, NOT OVERNIGHT

 



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