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When Technology Got Personal and Became a Marketer’s Best Friend

Whilst on a business trip in Melbourne recently I received a text from an old mate asking if I fancied a drink. What’s weird about that, right?

Well, I haven’t seen or spoken to this mate in over two years, and I certainly hadn’t told him I was in town. I didn’t think much of it and took Daz up on the offer for a beer and a chat.

Next up via my ‘smart’ phone I’m sent the location of a trendy bar and – liking the sound of said trendy bar – I am guided by my friendly talking GPS with directions on how to get there (without it I never would have found this particular watering hole – it was like a scene from the Vampire Film Blade with weird symbols and lifts up to the roof!)

Later that night (back at my less than modern hotel) it hit me… it’s the 21st of October 2015. The future of my youth had arrived!

The future has arrived

Of course there are no flying cars and commercially available hover boards (yet ;) Don’t worry I’m not going to hark on about what the producers of Back to the Future 2 got right and what they didn’t, but here is the revelation I had: I’m slowly becoming a Cyborg[1]. From the phone in my hand to the watch on my wrist I’m functioning as part fleshy human part machine wizardry.  Or at least that’s how it feels sometimes.

I remember when Lycos and Ask Jeeves where the standard in search engines and ‘Snake’ was the height of additional features on a phone. Now I have a device that tells me when my body is overheating and lets me race a copy of my virtual self. Watches used to only tell the time! (I don’t own a pair of Google glasses yet but from what I’ve seen they remind me of the scene when the Terminator walks into the bar of bikers… we’re definitely in future land). 

In my short relationship with augmented hardware I’ve seen a rate of change that is truly mind-boggling. However, it appears that as the pace of life increases these technological advances seamlessly integrate with society. The faster our lives become, the greater the need for personalised technology. And that’s where technology has added real value – in the personal.

Technology – let’s get personal! 

Getting personal with technology is the name of the game for the best marketers today. They value customers as people (not just buyers) and so respectfully treat them so by targeting them – not so much with a super slick aim of an arrow – but rather with a delicately crafted message pitched in the flavour they like most. Kind of like a travelling gourmet icecream maker / psychic who delivers to your front door (or your phone) exactly what you were hoping for. 

Making the most of the opportunities that modern technology provides is a no brainer. Utilising smartphone technology to spark a brand bond in real-time using high quality data is a very effective way to relate to people who want to hear from you the most.  ContactAbility has been at the forefront of data marketing in Australia for the past 10 years, constantly moving with the ever-changing digital landscape. Our wealth of knowledge and accesses to the latest technologies provides the capability to create cost effective and rewarding campaigns for both the consumer and the brand.

2015 was the future in 1985 but where will we be in another 30 years? Will customers be telling us what they thought by filling out a survey on the box? Will we be ordering meals to be delivered at the tap of a button Jetson style? Oh wait, we already do that. Let’s just hope our technological aids don’t become too aware. Back to the Future 2 is one thing but Terminator and The Matrix?


By James Huse, Senior Account Manager, ContactAbility

ContactAbility specialises in customer acquisition and can reach more than 12 million prospects. To find out how we can help you reach new segments, why not drop me line at today. 

[1] “A cyborg (short for "cybernetic organism") is a being with both organic and biomechatronic parts.” Wikipedia, Cyborg, viewed 13.11.2015



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