” Imagine walking past a shirt shop with two friends and glancing at the garments in the window. Suddenly your mobile phone pings with a message.
Buy two shirts from the shop, runs the text, and you will receive a 20 per cent discount; buy three and the discount will be 30 per cent.” (Financial Times, 10 Feb 2013)
Why on earth would I want that?
” Location based advertising ” became the new buzz word around the tech blogosphere, meaning nothing more in essence than ” Spamming you according to your location “. Reaching consumers with ads goes back a long way. In the recent history, first came the billboards; well you could ignore them, after a while they became just part of the environment. Then, they invaded your mail box at home, ignoring your feeble ” no publicity please ” stickers. Your email inbox came next, this way at least they can track you whenever you click on the ad. But this method is becoming obsolete, with more new filters in place and worst of all - it is now perceived as the worst method of spamming (hence respectable companies would usually shy away from it).
“It is something they [consumers] will find helpful in that context. It’s going from location-aware to context-aware. That’s where a lot of the smarts are.” says Steven Miller, dean of the school of information systems and vice-provost for research at SMU. (Financial Times, 10 Feb 2013)
So now with a little improved marketing, they are trying to convince you that it is in your own interests (and pretty cool) to download an app that would constantly spam you. Same story different approach.
(Photo courtesy of: www.fogonazos.es)