Let Them Bleed
M.G. Siegler

Over ten years ago, I had expected that by now we would be seeing the good and bad results of where “smart TV” technology can take American marketing efforts.

I had imagined it would have occurred to enough people in the appropriate technological “line” that the most direct marketing is from a televised item, to a persons brain, to a click on their favorite Internet access device; or simply the one they had in their hand at the moment of seeing an item.

People already can set up accounts with online marketers where they need only “one click” their way to a purchase, all information and permissions being previously set up as automated assumptions; agreements with the merchants.

Take that out of the “online market” venue, and arrange the technology and agreements to enable people to choose something out of a scene they’re watching, like sunglasses, clothing, cars, shoes, etc.

Anything and everything in sight during the movie or TV series episode, could be made technically available, in an instant of most urgent satisfaction. Advertising sales as an industry would migrate to live-linking the products as they sit or move within a scene.

Of course this would initiate a whole new genre of software engineering and business and legal arrangements, ultimately including “brokers” who match purchase opportunities (by the tens of thousands) arising from this new sales technique, to suppliers of products and services; a constant give & take from both directions, as talent agents, stock and commodity brokers already depend on for their income.

Just imagine what this could mean for the speed and volume of trade? Is “exponential” a big enough term for the possible acceleration, from the very first day of introduction?

Many of the marketing and sales-related components are already in use and practice as stand-alone and shallowly associated efforts. “Celebrity/celebrities” already make major bank simply by being paid to wear Louboutins instead of Nike's. Cars are provided for free just to be seen driven by Hollywood stars, on and off the screen. The list goes on & on, far more than the shopping public suspects.

So the social and sales aspects are already there. I believe that the massive growth in distribution chains by the biggest shopping sites could now keep up with the spike in shipments such a technology would create. If not, buddy, they will find a way.

So we’ve got the smartness in the TV’s already, and in the cellphones PC’s and laptops. I’m sure the vote would be unanimous among prospective shoppers, in favor of the opportunity. Would it even take much of a pitch to get the manufacturers on board?

Yeah I think, they would be asking one question; “Just how well developed is this system? Is it universal, or only on whatever channels buy into it?”

And there’s my curiosity: Why, with all of the modern capabilities existing already or within the grasp of hardware/software designers, and overwhelming opportunity to be exploited, has this not yet been implemented?

Like everything in this world this has an explanation. Can someone please let me know what on earth anyone would be considering a totally insurmountable obstacle?

(A gazillion QVC, Amazon and E-Bay shoppers are dying to know!)

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