According to a self-noted conspiracy theorist and his cat, Waffles, smartphones are the brainchild of a secret conclave of advertising gurus. They might be on to something. A recent publication by luxurydaily.com declared, “location-based advertising is poised to take the mobile medium by storm;” while senior Google exec Mike Steib chimes in ‘The Holy Grail for local advertising is location-targeted coupons” … delivered via mobile.
This news comes as no surprise to savvy marketers.
Waffles wearing secret smartphone monitoring device
The increasingly ubiquitous smartphone allows brands to engage customers in ways never before possible. Specifically, marketers can now target their customers with surgical precision – to the envy of both Dr. McDreamy and the Pentagon. Location-based advertising tethers mobile vouchers, coupons, promotions and ads to the consumer’s location, generating market awareness and driving sales. And because customers experience anxiety induced panic when their smartphones are more than three feet away, and turn off their phones only under threat of TSA arrest when cruising at 30,000 ft, the customer is always reachable.
ABI Research predicts (and our conspiracy theorist confirms) that by 2015 businesses will spend $1.8 billion on location-specific campaigns. Marketers are endorsing location advertising because it provides superior ROI. Location-based ads target consumers when they are in the vicinity to purchase products and services, thus they have the coveted capacity to immediately influence consumer behavior. Campaigns can incorporate location-based social media such as Facebook Places or Foursquare to take their promotion multi-platform, creating location-envy in all the targeted consumer’s peers.
This intimate level of customer contact carries a certain responsibility. Advertisers must listen to preferences when reaching out through their customer’s mobile phones; otherwise, they sacrifice the benefit of this advertising revolution. The secret is for marketers to learn customer likes and dislikes, forming a mutually beneficial partnership between those looking for products and services and those wanting to deliver them.
What will this duo come up with next? We’ll keep you posted.
Tipped off by LuxuryDaily.com