Deep marketing

Marketing is about to get deeper.

Over the past decade, marketing gained precision, but brands paid more and consumers lost privacy.

Now technology and governance are here to change that.

OpenAI recently wrote about the future of customer service and introduced two ideas: deep engineering and deep craft.

In other words: a fusion of deep engineering and deep humanity to deliver better customer experiences and greater efficiency for brands.

That got me thinking about five pillars that will support the future of marketing:

1) Deep Insight: superhuman amounts of contextual data feed the communications ecosystem in real time.

2) Deep Craft: very human levels of sensitivity, meaning, and lived experience are injected into the work, making imperfection valuable.

3) Deep Distribution: open protocols, agent-to-agent offers, and ultra-granular touchpoints meet people wherever they are.

4) Deep Engineering: on-device AI talks to the cloud and turns campaigns into systems of continuous learning.

5) Deep Governance: consent-as-currency and transparency rules enable fair exchanges among brands, consumers, and platforms.

This will make it possible that, by 2035, your autonomous agent will buy on your behalf, using a smart consent contract and a portable digital identity, sharing only what you allow.

Brands start to function like living brains. Consumers stop being the product and begin negotiating their own data. Platforms gain the ability to act in increasingly personal contexts.

And for those of us in this industry, a wave of new roles and challenges across: strategy, creativity, experience, engineering, ethics and governance.

I am Domenico Massareto, and this is SUOR: a place for next gen marketing and advertising discussions.