Consider a scenario where you have recently moved into a new location alien in terms of geography, culture and the worse – a language that can never tame your tongue. For the benefit of the techno-geeks, the smart and sleek gadget which constantly ‘mobiles’ wherever you go has evolved to a new form of search device.
Mobile search is an option which has the potential to be utilized extensively by brands and mobile operators alike. The outlet/product or service of concern will be positioned on the map (Google maps for example) and the brand is to pay for the same. “Mobile search, which includes paid positioning on maps and various forms of augmented reality, all of which can be informed by location, will spearhead mobile ad spending,” says Ms. Stephanie, Research Director at Gartner.
Driving past a new locality may render you doubts on local geographies and landmarks. Searching for the location or outlet which is the most sought after is important as far as a brand loyalty is concerned. With brands pooling in chunks of ad spends on TV, Print and other channels of marketing, the customer shouldn’t be made to jump hoops to access the outlet of their choice. Mobile eases the accessibility factor, provided brands realize the potential of paid map positioning!!
Let aside the vagaries of hacking and other means of phishing attacks. Like the old adage goes, every technology has its merits and demerits, so does the mobile technology as well. Contrary to the media uproar on hot issues pertaining to privacy issues, there are quite a few interesting finds.
Location based advertising has driven technology advancements which enables locations to be known with higher accuracy. Ensuring the safety and security of the consumers, the location based technology (LBT) enables in providing directions while travelling through unfamiliar routes, offering relevant mobile coupons to be redeemed at a branded outlet of the customer’s choice.
Utilizing technology to its best use, emergency response services helps in tracking out the exact location of the victim during a crisis. And what’s more, location based technology also helps in finding friends at a nearby location through various social media applications.
Let aside the hype about location based advertising giving away privacy concerns of the subscriber. This is more a simple business interaction. The network is utilized by subscriber for the services and in return receives relevant offers of interest which benefits both ends. Guess, the track is clear?