You don’t have to be a futurist, democrat or republican to believe that paper and coin currency will eventually be replaced by digital currency. In South Korea the mobile phone is all many people carry to pay for their daily purchases. And don’t most millennials today pay via card — even for the smallest of purchases?
Fast forward 15 years and all currency transactions are likely to be cryptocurrent (sic). And where there are crypto purchases there is data collection. And where there is data collection there are likely to be marketing people. Hungry, rich, sellers of goods and services looking to collapse the distance between customer and product. Marketers looking to dial up efficiency.
Long gone will be the old saying “I know only half my advertising is working, problem is, I don’t know which half.” Digital currency and purchase data are likely to reduce waste to single digits. I know Google is listening. They are already a sonic reducer in ad inefficiency.
Marketers who prepare for the future, will be the “one giant step” marketers. Do not get caught unprepared.