Computers in Reverse

Computers once took up entire floors of buildings, with lab-coated technicians catering to their every whim. They served the machine. Computer interfaces were extremely difficult to communicate with, essentially making all users programmers.

Computers are now so small they fit in your pocket or ear, and are essentially disposable. Computers will be even more ubiquitous soon: in your refrigerator, on the recycling bin, on your trash can, even in your toilet, monitoring your health. The machine will serve us. Computer interfaces will be so easy to use that children, the elderly -- anyone of any ability -- will easily communicate with them.

Advertising in Reverse

Advertisers used to pursue media outlets that had audiences that might be interested in what they had to offer. A bland, ubiquitous ad would then serve to generate some interest in what the advertiser was selling. Ads were loud, stupid, puerile, condescending, and expensive. Media was in control.

Advertisers will soon connect directly with consumers. They'll create thousands of dynamic ads, each reflecting the consumers' preferences, and target consumers with one-on-one precision by listening to what the consumer is doing: what they search for & how often; how they seek information; how they describe product benefits to their peers. Consumers can choose to see/hear or not see/hear these ads. The consumer is in control.

Purchasing in Reverse

Consumers used to go through a funnel process when deciding what to buy: contact sellers, evaluate the options, reduce choices based on needed criteria. The consumer would then go to the marketplace and find the best price/package/service, relying on the seller to fill in information gaps. Once bought, the consumer and the seller would never speak again unless there was a problem or repurchase.

Now, consumers evaluate products and services completely outside the knowledge and control of sellers. They come to the marketplace more educated than sellers, ready to buy. If the seller is foolish, this will be the only point of contact they have with their buyer. Once bought, consumers will remain engaged, promoting or denigrating what they bought, in public. They will broadcast their experience to their peers.

Social Media in Reverse

Social sites are currently destinations to see what your social circle had been up to. They are also places where advertisers can target you with extreme precision. After all, you not only tell them all the people & things you like, what you talk about, who you talk to, and when you talk to them, you also provide them with constant updates about your preferences, activities, and location.

This will change. Rather than social media sites being destinations, social media will pervade the web and mobile. You'll never be online alone -- your social contacts will be there with recommendations, preferences, wish lists, and opinions, some from the past, some live. You'll also be providing the same to them, so much so that you'll be earning commissions on what you recommend and is subsequently bought.

Eventually, social media and websites will be using you as the vehicle for their ads. You'll have your own ad rate. You'll be bundled up with others like you, and this block of social media influencers will be bought and sold to advertisers at auction.