GPS

Eight great location-based mobile campaigns from 2012

Location-based mobile services have been one of the major digital trends this year, as they provide a great opportunity for retailers and brands to create contextual experiences to engage their customers.

One of the most obvious uses of location services is providing targeted offers and promotions to smartphone owners in-store

But we’ve also seen brands with little or no retail presence using mobile to add an additional layer of interaction to traditional outdoor advertising.

There are a number of great examples of brands using location-based mobile services this year, but here is a run down of eight of my favourite campaigns.

If you think I’ve missed any good ones, please point them out in the comments section…

Stats: What Australian consumers want from brands via social and mobile

Expansion of our Internet Statistics Compendium within the last few months has now made it possible for us to separate out what was once the Asia-Pacific part of the compendium into two new parts.

We now have two respective documents devoted to the region, with one focused on Australia and New Zealand, and data from the remaining countries now being added to the Asia part.

This will not only make the job of curating statistics from this increasingly diverse region easier for our researchers, but it will also make finding country-specific information within each document more straightforward.

Omo follows customers home with GPS-enabled products

Privacy advocates may not be happy with brands tracking consumers online, but a Brazilian detergent brand is set to begin tracking customers in the real world. Starting next week, Omo is embedding 50 detergent boxes with GPS devices as part of a new video camera giveaway.

The campaign is sure to get Omo lots of attention, but the amount of privacy concessions necessary to make it all happen could prohibit GPS-enabled products from becoming a widely used marketing strategy.

Apple to developers: iPhone GPS is only for “beneficial information”

When it comes to marketing, ‘location, location, location’ has always
been important. But thanks to the rapid growth and maturity of mobile
technologies, ‘location, location, location’ is taking on new meaning.

Location-based advertising is potentially the holy grail of mobile
marketing. And it appears that Apple, which occupies an important
position in the mobile market with the iPhone, apparently wants to keep
location-based advertising opportunities to itself.

Google is about to teach GPS companies the pain of free

Mobile navigation systems have been one of the most profitable purveyors of mobile content, with subscribers paying an average of $5 to $10 for mobile GPS access. But Google announced today that it will be launching a free turn-by-turn mobile navigation system next week. And the news ought to have navigation companies worried about their future.

Google’s system will launch next week on Motorola’s Droid phone and will eventually roll out to other phones, including the iPhone. Can GPS companies compete with free?