Augmented marketing, as I wrote in my book , is characterized not only by the strategic exploitation of data and technology, but also because the recipients of its activities are no longer just people, but also and above all machines. The concept of machine is to be understood in a broad sense: machines are agents composed of hardware and software, which represent the new diaphragms between desire and consumption, between companies and people. Metaverse Marketplace (created with Dream by WOMBO) In particular, the augmented marketer must design experiences thinking about these elements: algorithms : the predominance of social media in the customer journey has already accustomed companies to understanding how to produce content that is appreciated not only by people, but also (and perhaps above all) by the algorithms that govern visibility and therefore the discovery of products/services ; chatbots/digital assistants : these are applications capable of replacing support service operators, reducing costs and increasing availability (operational at any time to answer questions from prospects and customers, using writing).


They can be placed on the company website or in other contact places (mobile applications, social India Mobile Number Data media, instant messenger). They are an obvious example of "programmable marketing"; voice assistants : similar, but much more pervasive are the assistants that are an essential part of our smartphones or various home devices. They are becoming a shortcut to knowledge, a sales and distribution channel, a marketing medium that must be mastered by companies to avoid loss of relevance; smart contracts : marketers will have to design the operating logic of smart contracts, code written for the blockchain, in order to determine the consequences of a transaction with the consumer. An emblematic case is that of the products/services represented by NFTs .



Their purchase can generate future consequences that can be programmed by the marketer: for example the right to participate in limited events or to purchase exclusive goods; digital products : for some types of consumers, possession takes on a different meaning from how it has always been understood. It is no longer linked only to real goods, but also to digital objects (clothing with which to give personality to your avatar, elements to use in the ecosystem of a game). This is why today's marketers should strive to understand how to satisfy this new need for possession, which is above all a need to take care of one's digital person; metaverses : three-dimensional digital environments already involve 350 million people, but few companies are still wondering what form to give to their presence in these metaverses .