July 09

Location Based Video Marketing: Too Much or Perfect Strategy

By Alex Flores

Location based marketing (LBM) is the process in which multi media content is delivered directly to a mobile device based on where an individual is geographically. LBM uses GPS technology to locate exactly where the individual is using their Smartphone. According to The Realtime Report, almost 19% of the world’s mobile users are using location-based services while the most popular application is navigation via maps and GPS. Just by looking at the numbers, location-based services are quite popular and marketers see the possibilities it brings to their ongoing interaction with customers.  An example of how marketers use location-based services is through offering different incentives for customers who “check in” at a given location. Some incentives a business may include for checking in are coupons or even free promotional products. This different method promotes interactivity as well as raising awareness about your business.

With all that being said above, can video find a place in location-based marketing? As we all know video is one of the most popular and effective tools in the marketing world and as location based services become more popular, there could a beneficial relationship between the two marketing tools. Imagine combing the power of mobile video with the segmented, targeted audience that one would get using the location-based services. The possibilities are endless. A business could come up with a mobile video that would only reach an audience that favored the ideals and thoughts expressed in that given video while another video could be produced to reach the ideology of another area. Segmenting your audience and dissecting where they are geographically so that you can reach them with the perfect tailored video is a very powerful tool.

With the power that the tandem of video marketing and location based services offer, brings along the question “How much innovation is too much innovation?” As technology grows and grows, issues of privacy and security arise that producers need to be aware of. For instance, with location based video marketing, people may be turned off by the fact that companies can “zero in” on their location and produce a video that tailors to their geographic location. As most of us can relate we’ve all read the book 1984 in our high school literature classes and probably got a little freaked out about George Orwell’s look into the future. Personally, I think with GPS technology and location based services that our world is starting to come into fruition to what Orwell was alluding to in his classic novel regarding Big Brother and the fictitious but partly accurate society of Oceania. As technology keeps advancing producers, companies and businesses need to pay attention to people’s privacy since it is such an important matter. Most of the population does not want to have the feeling of being followed; rather they want to feel secure when on the Internet whether it is on their mobile device or laptop. Lastly, a tandem of a less powerful mobile video and location based marketing strategy could be used that would allow people to check into a much broader area. This strategy may ease people’s minds of their 1984 anxiety, but also offer a more subdued and still powerful tool for marketers.

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