Saturday, 6 June 2009

I Know Where You Are, So What...

Whilst location based mobile services are becoming more available as companies such as Vodafone, Alcatel-Lucent, PlaceCast and Navteq enter the market with solutions, marketers are, to date at least, pretty much ignoring the opportunities. Why is that? Why isn't retail jumping on this and experimenting with location-based offers? I guess the truth is that we haven't found the right model that marries location with other points of contextual relevance to deliver a message based not solely on where, but also on what and when. From a consumer perspective location, location. location just isn't enough in this case and this, like all other forms of (specifically) digital marketing, in order to be impactful, needs to draw on more than one dimension of relevance - contextual, temporal and experiential. Connecting the technology and marketing dots to deliver on this is not easy even today...