Forget data and AI: Marketers of the future are looking beyond the next few years and setting their sights firmly on the opportunities opened up by human DNA.
‘Genetic marketing’ is the next big thing, with marketers gaining access to DNA test results seen as the new frontier of targeting and hyper-personalisation. With more than two million Australians having already had their DNA tested, 10 per cent of the population, and the ancestral travel industry booming as a result, marketers are excited.
And rightfully so. Almost half (49 per cent) of Australians who have had their DNA tested would be interested in receiving marketing information based on their DNA results, according to the YouGov Galaxy Predictors 2019 Study, commissioned by Red Agency.
Executive director of Red Agency, Jackie Crossman, said marketing to an individual’s DNA is the new age for marketers and the ultimate in person-to-person (P2P) communications.
“With two million Australians already having their DNA tested and the majority saying they are open to offers tailored to their results, there are huge opportunities for marketers to leverage this incredible bank of business intelligence. Those who do so first, and do it well, will gain a significant first-mover advantage,” she told CMO.