I was asked the other day,” Ben, what's the future of marketing?”

It's a very decisive question to ponder. As a marketplace or population, will we embrace the new or revert to the old?

I keep reading that QR codes are the future, but if you, like me, the idea of ever using a QR code again after COVID insights me with rage (not really) ...

Perhaps it's the rebirth of TV, where we all huddle around watching Hay-Hay its Saturday, and print advertising once again becomes a dominant force. I doubt it.

One thing is for certain, technology will pave the way. At the speartip will be our ability to move away from groups or demographics and towards individuals.

5G networks, the increase of AI, and the growth of the "Internet of Things", the world will be hyper-interconnected. Marketing methods based on physical location and the presence of people will become a lot more effective and feasible.

Take the following scenario: You wake up and search for a new pair of shoes on the net. Later on, that same day as you navigate between picking up the kids, buying tonight's dinner, and socialising you start to notice digital outdoor advertising changing displays to show the very shoes you were looking for. Even more incredible, as you walk into a store to purchase an unrelated item a text message pops up on your phone that provides you with a 20% discount on the same shoes in the very department store you are standing in.

Businesses will leverage Outdoors, stadiums, bars/pubs venues, public transport, and all types of facilities to personalise their advertising based on individual behavior, time, and location.

Welcome to personalised advertising. Or. location-based re-targeting