Location Location Location!
Last Monday Tocquigny’s own Craig Saper tweeted something that has been on my mind ever since:
“iOS 5’s location-based reminder platform is brilliant. The second I stepped out of my office, I was reminded to pick up a dinner ingredient.”
iOS 5 - Apple’s new operating system for the iPhone, iPad and iPod Touch - will include location-aware notifications as part of the API when it launches to the public this fall. Beta users like Craig are already seeing the value of creating custom location-aware reminders through Apple’s own Reminders app, which is designed to alert users of a to-do when arriving or leaving a location.
To what level an app can use location-aware notifications is not yet clear to me (opt-in vs. opt-out, available only when an app is active, always on in the background and so on). But it’s safe to assume that this new level of location integration will change how marketers and product developers think about location-based services going forward. After all, the mobile screen, unlike the computer screen or the TV screen, is always with you and always on- perfect for streamlined, real-time personal engagement.
There are countless opportunities to light-up location-aware notifications in meaningful ways. For example:
- Out for a run at Lady Bird Lake with MapMyRun? In 0.25 miles, you’ll find free water provided by the Trail Foundation.
- At Waterloo Records? Get a coupon for Amy’s Ice Cream.
- Passing Whole Foods? Salmon is on sale.
- Friends checked-in at a nearby happy hour? Stop in for a deal on appetizers.
With location-aware notifications, companies can start communicating with a specific person, with her varied interests and sensibilities, in a specific location. This isn’t simply reconfiguring current communications; this is a new way to engage with customers. It should be designed to be relevant and actionable while on-the-go. After all, connecting with a customer through her mobile device is intensely personal, and if we want to achieve that level of engagement, we must be prepared to add meaning.
Managing privacy is the trick here. There is a fine line between relevant opted-in communication and unwanted promotions. As marketers, our role is to understand how the consumer wants to engage and help her manage her preferences.
Have you thought about how you can take advantage of this new level of location-integration for your business?
