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Crystal Gazing at Goafest with Dean Donaldson and Jonathan Tavss

06-April-2018
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Crystal Gazing at Goafest with Dean Donaldson and Jonathan Tavss

Digital futurologists Dean Donaldson and Jonathan Tavss presented their idea of the future of marketing and advertising on Day 2 of GoaFest on Friday.

Donaldson, a transformation strategist and digital futurologist at Kaleidoko and Tavss, a global leader, content creation, business strategy and consumer insight at Kaleidoko gave the audience a sneak peek into future of the industry during their session entitled Majority Report: Future of media 2030.

Provocateurs in their own right, they proposed the idea of a geno-media that will replace social media. The future will be based on micro-analysing and micro-serving both ads and content. They believe that the trifecta of artificial intelligence, blockchain technology, and genomics will put the ‘me’ back in media.

This new and improved media will empower advertisers to target consumers based on their genetic predisposition towards certain products. They tempted marketers with the possibilities that geno-media could deliver. Imagine if you know a consumer’s predisposition towards coffee or lactose. Or what if you could predict a consumer’s inclination towards a product?

Blockchain will change the dynamics of the industry, making consumers have control over their data and demand rewards for sharing their data. In the future consumers will be in a position to give explicit consent to advertisers and marketers to use their data. Consumers will be able to retain control of their data and it is not social media that will be rewarded in this model. “Blockchain will make every other model obsolete, en masse, at scale. That’s the majority report,” they concluded.

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