Imagine a future where we are constantly bombarded by notifications as we wander down the road using our mobiles, innocently passing by shops. Now imagine just how frustrating that could be if not managed carefully. To quote a recent tweet from R/GA, if this is the future of location-relevant advertising, I’ll stick with my trusty Sunday circular, thank you very much.
If not done carefully, these types of things appear more like an attempt to ride the wave of social media than an opportunity to deliver a truly charming customer experience that returns any real long term sales.
At first these ideas seem logical, target people who are already instore with an offer as they are already there in a shopping mindset. However unless executed with care, I feel it will do more to irritate people then actually sell to them.
Advertising is a blunt instrument, we focus on such a granular segmentation at our peril.
There is a fine line between spam & information, we must take take to intelligently use the growing quantity of data we have available on our customers and deliver messages that are relevant and on brand or up comes the spam filter!
// Rebuilding_Creativity 
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