The future of advertising

In the 2002 futuristic film, minority report, advertisements on electronic billboards played adverts that were specific for each person.

In the 2002 futuristic film, minority report, advertisements on electronic billboards recognised passers-by and played adverts that were specific for each person (“John Anderton, you could use a guinness right about now”). Through the use of rfid chips and facial recognition software, this technology is now with us. advertisers can now tailor a billboard message to suit each person walking by.

Clearly, personalised electronic billboards are beyond the budget of all but the biggest of companies, however personalised marketing does not need to be limited to multinational brewers. if you have a database of your customers or members, or can get access to one, you too can carry out a relatively cheap direct mail campaign, with the message and images tailored to suit each and every person.

The conversion rate for personalised mail is second only to phone calls and so much cheaper, with an additional bonus that it is easy to carry out multivariate testing on your campaign.