machines may interfere with other machines along the path to an actual purchase. It gives a whole new meaning to the term, “red light district”. Imagine your car cruising down the street being solicited by every gas stations it passes. Merchants could then compete to offer the most compelling package of goods and services based on each vehicle’s current condition. Sticking with cars, they could easily expose their maintenance and performance records to nearby merchants via short range wireless. “Know your machine” may become even more important than “know your customer”. The trick will be to understand the algorithms that machines use to calculate value and to offer the most attractive bundles taking into account value, price, and actual cost. Once a machine starts balancing different factors, marketing opportunities arise: for example, a car that's told to minimize total operating costs might choose more expensive gasoline if that’s combined with a discount on an oil change it will need the near future.
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But most agree that they’ll want machines to have some discretion such as how far to travel for the lowest price gasoline or how to balance cost vs. skeptics might think that machines will just buy the things people tell them, so they make no choices and therefore there’s no way to market to them. Marketing directly to machines offers a way avoid the overload, especially as machines take over more of our day-to-day decision making.
message overload is a fundamental problem for marketers: people get so many messages that it’s increasingly difficult to break through the clutter. But I did come up with some interesting thoughts to consider while you’re waiting for that (computer-controlled) ball to drop at midnight. It’s not going well – all the scenarios lead to self-aware computers taking over the world, which is both depressing and unoriginal. I’ve been working on that screenplay about marketing to things (see Do Self-Driving Cars Pick Their Own Gas Station?).
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