Geile/Leon Marketing Communications

Trending from G/L: How far will personalized marketing and advertising technology go?

Every Monday morning, we sit down to discuss industry trends. Topics range from wearable technology to brand-sponsored short films. This week, our Creative Director Dave Geile brought something so technologically innovative to the table that we felt compelled to share.

The new gadget that had us geeking out in the conference room: a centimeter-long origami robot that climbs, swims, and carries loads twice its weight, according to MIT researchers. The fascinating, yet admittedly esoteric, device is expected to provide assistance in the medical industry—capable of reaching otherwise difficult-to-access areas inside the body.

Naturally, watching the bug-like device fold itself and chug through obstacles got me thinking about technology, marketing, and how the separate industries intertwine.

Advertising has a coercively isomorphic relationship with the tech industry; meaning the development and evolution of advertising is at least partially linked to technological innovation. Wait, isn’t this a movie?

“You could use a Guinness right about now!”

Behold, the single line I remember from Minority Report.

In 2054, Washington D.C., wall-attached eye scanners assess moods and chime out tailored advertisements. Tom Cruise must’ve been thirsty.

In 2002 when the film was released, I’m guessing the concept of hyper-personalized marketing was so far-fetched it was promptly dismissed—like time travel or teleportation.

Now looking back, the scene portrays future advertising somewhat accurately. Although most advertisers don’t implement eye scanners or mood detectors, I imagine cookie tracking would’ve seemed equally improbable—but here we are.

The question is not how far can advertisers go? Technological advancement has shown little sign of slowing. The question is how far will advertisers go? As tech capabilities continue to increase, how advanced, personalized, and intrusive will brand messaging become? Will advertising technology ever go too far? Let’s hope these undetectable, body-diving robots stick to exploration… below the neck.

Here at Geile/Leon, we have our own approach. We believe results come naturally by making sure every project, interaction, relationship, and even handshake mean something. Before we even touch a project, we ask ourselves one question: Why? By determining why a project is important, we’re able to recognize what we need to do to make our client successful—now that’s personalized marketing.

Want to learn more about Geile/Leon’s approach to strategic marketing? Let’s chat. Drop us a line and we’ll get back to you within 48 hours.

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