Using social media like Twitter, Foursquare, or Yelp is one way that LocalResponse can track you. Their company mainly delivers location-based ads primarily through Twitter by collecting data that’s “explicit” and “implicit.” This means that if someone is using a social media like Foursquare where they document their exact location, or if they are uploading pictures or mentioning a certain place in their tweets – they could receive ads based on where they are located. Basically if you are going to post your location on a public site, be ready to receive some LocalResponse ads.
The company totals around one billion check-ins a month. LocalResponse looks to expand their ads through other social media along with Twitter. Right now the system is very limited because it can only send ads to smart phone users with Twitter accounts. This is going to become a huge in the marketing world because in this generation people are constantly on “the go.” No one can stand to sit around and relax, everyone feels like they have to go, go, go. Cell phones and, better yet, smart phones have made this possible. They have connected society to their friends and to the internet wherever they are. Marketers realize that everything else is brought to a persons hand through their cell phone, so why not bring ads to them too? Take advantage of what your consumer is doing. If they are going document their location publicly then companies should take advantage and target those customers.
Location based advertising is a great idea. This form of integration will allow consumers to have the most current deals and steals in their hands. Instead of shuffling through the newspapers to find coupons or discounts off certain items, they will receive information based on their twitter accounts. This ease of information will help consumers stay more up to date on benefits in their area. There is no negative outcome for this situation. Increasing technology for consumers and allowing them an easier method to discover bargains will only make companies more popular in the consumers' mind.
ReplyDeleteI think that this is a great idea for advertising. If I am in a new area, I would love to hear about the sales in the area. It will not only help me to save money but it will also allow me to see what stores I am around. I believe that this is going to become very big because it is a wonderful idea for saving money. I do wonder if people will want to post their location to the public just to receive ads. I am a little nervous about putting my constant location for the world to see. I think that this company should also allow people to send in their location so to still receive the ads but not let the world know where you currently are. Overall, I think it is a great idea and I can really see this catching on!
ReplyDeleteThis form of integrated advertising can be of huge help to both visitors and natives to an area. Like Becky said, it would allow for those visiting to get the best deals for restaurants and attractions in the area. And for locals, paring this service with something like Groupon or Des Moines Daily would continue to create goodwill and community with residents and visitors alike. I can see this check-in based advertising becoming more and more popular in larger metropolitan areas in the years to come.
ReplyDeleteEveryone has touched on why LocalResponse is a good idea, which I agree with the fact that this idea has some great benefits, but I am going to touch on some problems I could see arising from this program.
ReplyDeleteObviously a person chooses to check in on foursquare or Twitter, but say someone simply wants to check in and not have a bunch of ads pop up they are going to be pretty upset. I equate this to being on the internet without a pop up blacker. There will be unwanted ads everywhere.
I can just imagine a scenario when I simply want to tweet that I am downtown Des Moines for work, then BAM ads for Spaghetti Works, Jimmy Johns, and Aspen Athletic Club all popping up on my phone. I'm not hungry, and am not looking for a deal on gym memberships so really this is just clogging up my phone.
I would presume that LocalResponse will come up with an option to disable the ads, but until then I could see some of these ads making people upset.
personally I know that every time I turn the Pandora App on my mobile device I already get three or four ads that pop up while I'm trying to change the song. This is a real burden when I'm selecting music, and usually the ads are for things that I don't really care about anyways. I do think LocalResponse has potential, but I also believe they will need to make sure they are careful with what ads they use and that they give people options not to receive ads.