The Internet marketing realm is evolving at a rapid pace. Marketers realize that flooding social networks with ads isn’t the best way to promote brands to consumers. Now, they are learning that it might be more beneficial to focus on specific demographics and social media agencies are following suit.
The Internet marketing realm is evolving at a rapid pace. Marketers realize that flooding social networks with ads isn’t the best way to promote brands to consumers. Now, they are learning that it might be more beneficial to focus on specific demographics and social media agencies are following suit.
But let’s be serious — marketers have become obsessed with specificity more so than ever before. They want to know where you are, what you’re doing and when you’re doing it. This eagerness to pinpoint consumer locations and actions could be one of the reasons why Apple bought WifiSLAM, an indoor location tracker company, for $20 million.
WifiSLAM has the potential to identify your exact location within a 2.5-meter radius. According to its company profile on Angel List, the software uses “ambient WiFi signals that are already present in buildings.”
Google already provides indoor mapping technology, but it’s limited and mostly available in airports or malls. Apple could use this newly acquired technology to catapult itself back in the game after the devastating fail from its Maps app. But instead of using this highly sensitive GPS location software to strengthen it’s own mapping capabilities, Apple should take another route. How about close proximity-based marketing and brand engagement?
If Apple wants to distinguish itself from the rest of the marketing industry and prove that it’s a truly innovative company, it might want to start branching out from its traditional focus.
Potentially, brands could collaborate with social apps (like Facebook or Twitter) using Apple’s super sensitive GPS technology, which could allow consumers to check-in at specific sections within actual stores. Once checked in, brands could provide offers for related products. For example: Say you were at Target and Sony was offering a specific sale for followers on its television sets. You could check-in to the electronics area using Apple’s software and look at the available offers. When you find the Sony offer, you could redeem it on your phone and use it at the checkout.
A service like this could set Apple above the rest and thrust it into the online marketing industry. It would allow consumers to use offers for in-store purchases and promote engagement with brands.
Though Apple has not specified any details regarding the WifiSLAM acquisition, I have a feeling its part of a big plan that could change the future of proximity-based marketing.
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