Companies are becoming much more savvy with the way
they use digital marketing for their marketing strategies and planning.
However, sometimes they can come very close to obtaining almost all the
personal details of an online consumer.
To start of
with is the trend of ‘Location-based’ marketing. It not only targets your ad to
consumers within a certain distance of your business with radius targeting
technology, but it also uses this ‘technology
and the demographic and customer information, to know where the customer is,
who they are and what they like’ (Nissim, 2013). This technology is a little invasive through
the use of customers GPS location, however, for shopping centres it would be
silly not to invest in radius targeting technology to target customers more
effectively.
Likewise with ‘Location-based’ marketing, Google
‘Adwords’ and Apple ‘iBeacon’ both have been developed based on the radius
targeting technology. As mentioned by Gary Nissim, “Apple’s ‘iBeacon’ (indoor positioning system) has taken the technology
one step further enabling an advertiser to tailer messaging to a customer based
on where they are in a store, office or stadium. For example, they can inform a
customer in which aisle to find a product or provide navigational advice to
their seat in a stadium.” This technology has real power of obtaining
customer data and strategically using it to target the consumer (Nissim, 2013).
The advancement in technology is giving marketers the
power to connect with their consumers and target them appropriately in the
digital marketing world. ‘Location-based’ marketing is only one development of
many to use consumer information to the advantage of marketers and thus
companies can utilise this to increase sales and expand their leads.
Are you considering the information you slap onto the
Internet? Who knows what is next? How will they target you effectively with
your personal information and data?
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