I was brought on by Navads around two months ago to facilitate lead generation and sales as a Business Development Associate, for the last ten years I focused primarily on customer success and operations so this was uncharted territory for me…an immersion course if you will. My company asked me to attend the 2017 LBMA (Location-Based Marketing Association) Conference in Atlanta, Georgia from October 17 – 19 on their behalf. As I am new to this side of the industry jargon and terms, I wanted to pull together an overview of trending developments in location-based marketing and the ones to watch from what I witnessed at the conference.
One of the major themes I saw throughout the entire conference was the adoption and the rise of popularity behind the autonomous car. Kurt Hoppe, Global Head of Innovation at General Motors mentioned that the Smart Car is growing in popularity based on the wide acceptance of autonomous cars. Cars are also becoming heavily integrated in supporting mobile devices as they have the ability for independent WI-FI hot spots, Bluetooth and navigation. Mobile devices are then connected to dashboards as an extension of the device, which is engaging the in-car audience. Smart cars are becoming more of a necessity in larger cities, which is creating the smart driver profile. Smart drivers are also using Zipcars, this is the ability to rent your car while you travel to save money starting at $20 a day, this car sharing platform is currently available in seventeen cities.
They’re seeing a massive decrease in accidents with autonomous cars as they are now creating a higher safety standard in transportation as it becomes more popular with Government and State authorities. General Motors is now focusing on the ability to have a self-parking and errand-running auto to increase efficiencies for it’s owner while they are at work or living life to save time. In New York, Cadillac owners receive an extra benefit from GM motors whereas they offer a bundled service for $1,500 per month, which includes insurance, rental as well as maintenance. This service allows you to pick up a Cadillac at any dealer and return it.
As these new services evolve, purchasing a car for ownership will be a lot cheaper as predicated for the future. I liken it to when computers became much more affordable due to adoption and scalability in the early 90’s. Fetch, as cited by Adam Steinburg is a new line of truck rentals along which allows the truck to be delivered to your location. The most intriguing aspect is when Fetch uses your mobile phone to remotely unlock and lock doors. What a time to be alive!
Location Cookies are essentially digital breadcrumbs, as they bridge the gap between online and offline and build a digital profile for your person through cookies on your mobile device. This is how your phone can determine your home location, work location through IP address etc. The cookies monitor time spent at locations to determine your whereabouts. Ben Glynn from Phillips spoke about beacon technology as beacons are now being used in lighting systems which are smartly being directed and operated through the cloud. Making Wi-Fi or Bluetooth network capable of operating lights.
Augmented reality and virtual reality has consistently gained importance with companies such as Ikea and Loreal who are promoting ad formats in 2D and 3D. Augmented reality (A/R) glasses will be considered a market requirement by the year 2022. Smart home solutions are evolving from smart refrigerators, monitoring of the home through Nest and other programs while using satellites to unlock doors for package delivery. Geofencing targets your mobile device to provide you with general information for the location you’re utilizing your mobile device from, for instance if you’re using an application that allows for said ad format, it will be delivered. Events, in-store loyalty offerings, restaurant promotions, wifi, and ads all welcome these formats.
QR codes (Quick Response Codes) are becoming more active since they were initially established in 1994 by Denso Waves. Even 2014 was too soon for early adopters other than frequent airline travelers to use QR Codes for anything other than boarding passes QR codes are being put on merchandise as an individual price-checking solution, displayed on more ads and advertising boards for demand generation as a call of action. Push Alerts are being used to ‘push’ an SMS alert to mobile phones when you’re in certain areas or near an app-driven location such as a WI-FI connection.Digital billboards are on the rise as it allows you to show not only one ad but a series of rotating and dynamic LED ads for marketers.
These are just a few of my observations on emerging and more-widely adopted technologies for which the LBMA helped to boost my understanding around. The theme all of these location-based application and ideologies share is a universal summons for more accurate location data. Accurate location data is the fuel in the engine of demand-driven solution for the location-based consumer.
Dana Jasper started her career in online marketing a decade ago aiding Universal Business Listing in operations, support, sales, call center, training, research & development and client services management. A native New Yorker, she found herself in Charlotte, NC where she is a Business Development Associate at Navads’ US-based office in the heart of Uptown Charlotte.