We believe that usage of location-based applications and platforms are about to reach a mass that is critical enough to make a real difference to brands that we presently work with (like Microsoft's Bing, Diageo, Weight Watchers, and many others) and brands that we are looking forward to working with (CPG, automotive, retail). We believe that 'checking in' and 'badges' are just the beginning. The sharing of real-time location-rich information by tens of millions is not far away, and we've spent the last year preparing for it. We've been tinkering with APIs. We've been evaluating usage patterns. We've been understanding the impact game dynamics have had on location-based technology's growth. We've been deepening relationships with the companies at the cutting-edge of this technology and driving consumer adoption.
We also believe that the way to make it all work for brands at scale is to apply a mix of creatively applied technology, locally relevant media planning & buying, value-adding brand integration, socially-aware communications, and real-world activation through web, mobile, and other device platforms. Done right, we can use connectivity to move people to physical locations, and get them to actively and passively create content that helps others do the same. Imagine mobilizing groups of people to converge at a retailer for an event, and them rebroadcasting their every move. Or directing people to where the best price on an item might be nearby. Or launching loyalty programs that take CRM to the next level by rewarding repeat visits, purchases, and recommendations. Or bringing a brand closer to what is really important to real-world communities. It's all possible by bridging 'virtuaphysical' information gaps that prevent brands from making the two worlds work with one another, and we're making it our responsibility to figure it all out.
Having this as an important discipline at Deep Focus (with a real organizational structure) is mandatory if we expect to be the leading engagement (and therefore, social media) agency [note: check out my column on the engagement ad economy over at Forbes here]. And that's the plan.
If you're a geo-technology company, a mobile technology facilitating connections and transactions, or any other potential partner looking to learn more about us or show us what you've got, tell us more at geo[at]deep-focus[dot]net.
If you're a brand looking to see what location-based marketing can do for you, feel free to drop me (ian[at]deep-focus[dot]net) or Michael Chin (mchin[at]deep-focus[dot]net) a line.
In the meantime, stay tuned as we launch several programs with GEOFocus' fingerprints all over them.
And as always, I welcome discussion in the comments.
Ian - Great Move - I think that there is a ton of marketing possibilities with the Location Services and actual business - instead of driving clicks you can actually drive foot traffic. 4Square, Gowalla, Hot Potato...these companies are so young and innovative that you should be able to do some groundbreaking work!
Posted by: Cliqology | April 16, 2010 at 09:36 AM