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Brian Morrissey had a quick piece yesterday morning that analyzed how “location” is increasingly tying together our virtual and physical environments.
If I’m a brand marketer or digital strategist, one of the nice by-products is I can now spend more time on engagement strategies. Here’s the way Morrissey described location’s impact on marketing.
This evolution has major implications for brands, giving them the possibility of tracking the success of digital campaigns to the store level and changing how they market to consumers.”
Think about the way check-ins and geo-fencing [a la Placecast] are changing the tactical approaches to one-on-one marketing and customer loyalty. In essence, brands can now have their own content delivery networks (CDNs] and almost automate the entire opt-in process within the mobile experience.
It’s really pretty simple, if I’m near your storefront and you reach me with something valuable, there’s a good chance I’ll share at least some of my information or social profile. And as socialCRM gets more sophisticated and things like Twitter are more deeply entrenched in customer service, the brand experience will be much more fluid. Savvy organizations will proactively engage with you based on your preferences. It’s that level of personalization, coupled with the ability to track behavior, that has so many folks excited about location’s impact on marketing.
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