Geo targeting is going to be the holy grail for marketers – location based marketing. It works by using GPS technology to deliver targeted content or ads to consumers, based on their physical location. Almost all 3G phones these days (iPhone, Blackberry, Nokia, Android) come with built-in GPS capability and the new iPad ships with similar capability. Geo targeting will be huge for the service and hospitality industries. Imagine you’re reading the Byron Times on your iPad, see an ad for a new chain of vegan cafes, click on the ad and it comes back telling you where the closest falafel burger is to your current location. Nice.
How many of you have actually used your credit card to purchase something online through your mobile phone? OK, so it’s still in its infancy in Australia, but Mobile Commerce (or M-Commerce) will be the next big thing for wireless and internet-enabled devices. Most major retailers now offer online shopping, so it makes sense to extend that out to mobile shopping. Mobile security has also come along in leaps and bounds over recent years – and consumer confidence is growing in the convenience. Giving the customer the ability to browse products, compare prices and purchase online using their mobile phone represents a huge value offering.
This one is more for the geeks, but Cloud Computing brings with it huge opportunities for marketers alike to cost-effectively manage their digital campaigns.
Put simply, it’s about utilizing servers on-demand which are physically hosted somewhere in that fuzzy abyss which is the Internet.
Cloud computing avoids any large hardware, software and service costs. Say if you have an online campaign, supported by a branded Microsite, which runs for 3-weeks. You can now upload the site to the cloud at a fraction of the cost of traditional hosting. You can switch on a campaign in a matter of hours and the infrastructure is scalable to allow for high-volume traffic during peak times.
People are still trying to get their heads around the mania that was made in recent years about “Web 2.0” and user-generated content, so the concept of Web 3.0 or the “semantic web” is still a little daunting for most. Digging deeper though, you’ll find that it’s really just about bringing life to the information that’s available on the web, to better customize the experience for the user. If you’re wanting to find great mexican in Dubbo, Web 3.0 tools will not only give you the most recommended restaurants, but will also provide you with a list of stores where you can buy a sombrero before you eat.
Rich Media refers to the use of video, expanding ads and live data in online advertising units, as opposed to display and banner ads. Rich Media is really about utilising technology to deliver an ad unit which is much more engaging, interactive and experiential for the end user. Research has shown that for building brand favorability and increasing purchase intent, Rich Media is far more effective than traditional display and banner ads. It’s great for FMCG and Consumer Electronics industries, where a dynamic catalogue can be displayed... you can track which products have the most clicks ... and then in real-time your can load up those products which are proving to be more popular with consumers.