Human Body Digitalization and Marketing Consequences in the Coming Decades

Human body digitization, in other words “mating" with technology, represents a fusion of technologies that shrinks the boundaries of physical, digital and biological world. Throughout history, trade perception has changed significantly, from a mere intermediary to creative activities. Adapting marketing activities and strategy, generated by the technology development of modern society requires in-depth marketing research on client profile, customers’ suggestions as well as their purchase capacity, consumption habits and other matters, which are at the ground of demand and trade policies. The authors consider that the technology incorporated in human body will crucially affect the marketing activities and strategy, during the coming decades. By human body digitalization, for example, marketers can have real-time information about the time clients spent in front of a product, various reactions they might have, their level of satisfaction, and which alternatives they are considering. Human body digitization process will crucially affect industrial companies, which will truly become digital businesses with basic physical products complemented by digital interfaces and innovative data services. These digital businesses will directly work with customers and suppliers in digital industrial ecosystems, which represent a radical change in the fundamentals of today's marketing. It is very likely for many companies that data analysis methods can have a significant influence on decision-making processes over the next decade. The authors conclude that the human body digitalization – by collecting various marketing data on client behavior – will dramatically influence the way of future marketing research, and will inherently lead to radical shifts in the marketing area in the coming decades. More than that, the authors of this futuristic study go ahead with forecasts, saying Human Body Digitization will lead to a complete globalization of the services and products market.