When I published, “Neuromarketology” last year, I noted throughout the book that the revolution of 1-to-1 interactive marketing communications and channels was not only moving swiftly, it was actually accelerating. It turns out my observation was far more true than even I thought!
As an example of how fast things are changing, I created this possible future scenario in the book:
“Going forward, more and more marketing conversations will take place electronically, but will be powered dynamically. Not only will convergence continue its hypersonic pace, but more and more people will become hooked on using electronic devices as generations mature, offering even more opportunities for connecting with them.
“Consider a toddler who walks into the den and sees a KindleTM laying next to her father’s chair. She walks up to it, points and says, “Daddy’s book.” To her that’s what a book is. She may also call printed books “books” as well, but she’ll never have to get used to the new concept of an electronic reader – it’s already part of her reality paradigm.”
Then came this recent article from the San Francisco Chronicle newspaper website, with an accompanying YouTube video:
Baby can’t get magazine to work like iPad (video)
Old media crybabies will find something new to shed tears over in this clip of a 1-year-old trying to use a magazine as if it were an iPad. The tot pokes and swipes at the glossy pages, hoping they’ll respond in some way. Instead they just sit there, dull and lifeless. Not unlike a dead tree. The girl looks at the camera in frustration and seems to think the old-school publication is as useful as a bad case of diaper rash. Then her parent hands a shiny, interactive iPad. She goes nuts, manipulating the screen with both hands and making ecstatic guttural noises.
“Neuromarketology” made the prediction, now see the early-arriving reality here on You Tube: