October 15, 2010

location-based services are very hot. be careful.

socialmediatoday has posted a great article explaining why location-based services are so hot right now and what they mean for the future of marketing. GPS phone capabilities are getting faster and more accurate, there is a wider acceptance and usage of social media and brands have an ongoing need to create unique experiences for the consumer at a low cost. These three factors have created some great opportunities.

What if you want to create a hyper-local, targeted campaign? One with the ability to draw attention to your current promotions and target qualified prospects within a specific location? Historically, a traditional ad agency or a direct-mail campaign may be able to help. For a hefty fee. Let’s also say you want the agency to create a few slick features. Features that can really help your business by:
  • Improving online interaction
  • Increasing foot traffic
  • Creating sticky word-of-mouth interaction
  • Enhancing customer segmentation and analytics tracking
  • Building new-school forms of loyalty program rewards, both online and offline
Location-based marketing strategies already provide these features, for free.

The key to all of this is very fundamental, something we all learned very early on in life, sharing. As long as we are open to new ways of sharing we can create new, fun and innovative ways of engaging customers and making it a richer experience for everyone.

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