The Future of Marketing: Invasive or Intriguing?
Imagine a random day in what looks to be the distant future. You are walking through a modern shopping center and three-dimensional advertisements showcasing sales and coupons protrude out of store windows.
And that’s not all. Your previous activity and spending patterns have also allowed modern marketers to collect location-based data and algorithms to formulate ads just for you.
For example, the Wi-Fi signal on the mobile device in your pocket may prompt a soda machine you pass to address you by name and tell you to come and buy your favorite soft drink. It knows you based on an app on your phone that was somehow triggered the last time you purchased that drink.
Sure, 3D store signs and talking soda machines may be a little farfetched. But that type of advertising may also be inching closer to reality. Just check out the following three methods that some marketers are already implementing.
Mobile device targets
You use your smart phone to do everything from look up directions to find the closest McDonald’s. It’s a source of convenience to get the information you want at your fingertips. But to the savvy marketer, it’s a way to collect data.
Pretty soon, you’re part of a micro targeting effort to convince more McDonald’s customers to buy that quarter pound cheeseburger when they get hungry. The franchise is subtly targeting you through mediums such as video and rich media, placed purposely in advertisements as you browse pages and apps on your phone. And you don’t even know it. While still outbound in nature, that personal touch is what makes it inbound and, essentially, more effective.
Predicting your actions
Back to your search activity. What you look for now is one thing. But some marketers are taking it to the next level by also collecting data on what you will be doing next.
Maybe the last time you ate at McDonald’s you followed it with a trip to the nearby mall, where you bought some new clothes. Now, as you eat your quarter pounder, you are getting an email for coupons to that clothing store. And if you have push notifications for your email, it’s right there in your hands.
But it’s all about whether you choose to click, giving you, the consumer, control. This strategy eases the sometimes interruptive approach (outbound) and replaces it with a more inviting one (inbound).
Location based data
Everyone knows it’s much easier, and cheaper, to fire up a mobile search when you’ve got a free Wi-Fi connection. And marketers are taking advantage.
Wireless internet connections are not just in cafes, hotels and airports anymore. From parks to bus stops, you can now easily join networks inside all kinds of public venues. The signals are placed strategically to target crowds of people who will be resting, relaxing or waiting for a while.
They are close to businesses and laced with advertisements for daily deals, which pop up in the sidebars of your browser. While still technically outbound, the strategy is calculated, giving it a more inbound feel.
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These are just some of the ways that modern marketing may be dispersed in your daily life today. Some may call it intrusive or invasive. But the forward-thinking marketing agent may find it intriguing. Are there ways that you could use these subtle tricks to grow your customer base without the in-your-face approach of traditional outbound marketing?
Get more info about how Innovations Branding House could help you decide.