A Better Location Based Advertising Framework

A statistic in the article reads, “Studies have shown that more than 50 percent of

I remember having so much fun throughout the day as my step-mother was recording lots of it. At night, there were fireworks and my step-mother decided to take out her camcorder again to record those fireworks, and I just thought to myself, “Why can’t she just enjoy the moment right now instead of recording it.” As I would watch that video at home, I would realize that it just did not have that same feeling. Those are the type of moments that cannot be replicated. As technology advances, I feel like many people will be missing out on opportunities such as this and not living life to the fullest. There are also apps that can scan a barcode of certain food items at the grocery store, and show that the item is cheaper at another grocery store down the road. We are not empowered consumers because we have become pawns of advertisers more than ever before. I love using amazon, but the one thing that I do not like is that they like to track my interest. For example, I remember buying a new charger for my phone from amazon because my old one broke. The next day, I would surf Amazon just to window-shop; as I was looking at video games, recommendation for cell phone accessories kept popping up. There were car chargers, portable chargers, phone cases, screensavers, etc. For this reason, I stopped surfing Amazon, but sadly, these same ads would pop up on different websites I would leisurely surf. This

Many of us think that we are living in a state of safe technology where no one is following you when you are online shopping, going on your social media pages, such as Facebook, or searching for online travel deals. How can a customer protect their privacy? “Mapping, and Sharing, the Consumer Genome” written by Natasha Singer, will tell us how the digital marketer provides sensitive information such as age, gender, race, ethnicity, interests, place of residence and purchases, and how it is being used, along with the concerns the consumers will face (Singer, 2012). The author proved her points based on her research, interviews and an expert opinion on a particular company called “Acxiom Corporation.”

A CEO of a consulting company with a background in legal and marketing matters shared Burberry was one of the first retailers he had heard of using geo-fencing (Richardson ……). However, he did not necessarily state that geo-fencing was acceptable in his eyes. When asked to apply his experience with legal matters to the question of is geo-fencing used in marketing an invasion of privacy, he stated, “Geo-fencing is new enough that early tech adopters and tech savvy people are the only ones I believe truly understand geo-fencing and the potential invasive nature of the same. The masses have not caught on to the fact geo-fencing is even occurring” (Richardson….). Another way for marketers to more finely craft messages for specific audiences, he describes geo-fencing used in marketing as moving from a mass-message approach to a one-to-one approach, becoming significantly more personal. “There is nothing more personal than your location and whereabouts,” he responded. If geo-fencing is here to stay, it is evident consumers deserve increased awareness of location-based marketing

Technology is everywhere and is evolving permanently. Since the beginning, it has been changing the way people work, travel, communicate, socialize, and shop. Consequently, people’s shopping practices have changed as well, which has led companies to modify the way they advertise their goods and services. In “How to Market to Men in 2010” Terry O’ Reilly (n.d.) states that advertising had a huge innovation in 1915 when the first ad for men was printed by the company Cadillac. Marketers found a new technique to advertise merchandise, which led on to associate the product to the desires of the people. A couple of decades ago, the more common means for advertising products were through television, radio, and print media including newspapers, magazines, and flyers. Nowadays companies are opting out of traditional advertising and instead they are using the internet and the social networks to promote their commodities.

Location-Based Advertising only works if the user shares his location with the organization (Mobile Marketing Association, 2011). The number of applications that use the consumer’s location is rapidly

Retail outlets and emailing influential people on the product’s behalf similar developments are likely to continue in the future whereby consumer targets become active participants in the design and implementation of marketing communication efforts.

In today’s world where everyone is presented with an overabundance of choices, the needs of the customer are becoming increasingly difficult for businesses to meet. Simply asking a customer what they want will often give you mixed and incomplete answers because a lot of people simply don’t know what they want. By watching the way the customers shop and by keeping track of their purchases, businesses can make shopping better for the customers and themselves. I refute the claim that conducting surveillance on customers is manipulative and unethical because it leads to an increase in customer satisfaction, it allows the stores to perform better, and makes for an easier shopping experience for the customer.

According to a paper published by the aforementioned Professor Sloan of Duke University, over two-thirds of

“Contemporary marketing innovations such as 24-hour retailing, telemarketing, cash machines, and “instant credit” home shopping networks make it easier for the consumer to operate on a whim now

Stephen’s Retail Revival highlights the changes in consumerism that have emerged in the last two decades as a result of social, economic, and technological advancements. These advancements have challenged the traditional business model of large corporations, specifically in the way that brands need to reach out and retain their consumers. The mass amount of information that is now attainable to customers has made customers more knowledgeable and raised their expectations. Simply with the ease of communication, to both the company directly and to other customers, they are able to voice their opinion and concerns of the product. People have become more conscientious of their money because they are aware of their options; they no longer have to settle for less.

This paper will explore the potential evolution of the role of consumer marketing. I will examine the role of the retailer and the consumer on the Internet and the vital changes retailers must incorporate to stay competitive in the marketplace. In addition, I will discuss the role of personalized marketing, traditional advertising versus online advertising, changes in the marketplace attributable to globalization, the implications of interpersonal communications, and management of the 5Ps.

In the book, Positioning: The Battle for Your Mind, two authors, Ries and Trout, illustrate how efficient positioning a product can affect the recognition of the target market. In addition, it is an outside-in approach to the business marketing. In other words, the marketer considers a business with the prospect’s mind rather than the products. First and foremost, the authors introduce the concept of positioning---“Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position the product in the mind of the prospect” (Ries & Trout, 1986). Moreover, the past strategies for marketing no longer match the present market, and Ries and Trout believe that communication itself is a big problem. Since our society is “over-communicated,” customers might receive overwhelming information. People’ s minds can only collect a narrow amount of information and it blocks out the rest of irrelevant information; therefore, this can explain the reason why some advertisements fail to attract the attention of consumers. The authors provide several statistic data to support their statement about the over-communicated world. Obviously, 57% of the world’s advertising is offered by the United States, America publishes more than 30,000 books per year, and the average of American family watches around 51 hours per week of television. Therefore, American customers receive too many messages from different mediums, such as television, books, and

In the last six decades rapid technology advances have driven radical changes in the retail environment. Adoption of technology has created consumers that much more sophisticated than in previous generations, and raised consumer expectations when it comes to their retail experience. Technology has also increased the level of competition between retailers. No longer is a retailer only facing competition from retailers in the same geographical area. Instead, due to the growth of the internet and e-tailing retailers are competing both locally and globally. As consumers continue to adopt technology and change their shopping habits it is important that retailers adapt and how they conduct business to meet the changing needs of consumers. In the face of the increased environmental and consumer pressures on retailers it is critical that retail managers pay attention to their retail stores and ensure that they are up to standards. The retail storefront is the focus point of interaction between consumers and a business. The storefront, brick and mortar, or virtual, is the point of interface between the business and the consumer and as such, it must be configured in such a way to facilitate sales.

Shopping is one of the most common social activities in our life. Lingering in one store and another, the customers are looking for the products that meet their requirements and making decisions to purchase while enjoying the leisure time with their families or friends. At the same time, to achieve a better business performance, the retailers try to attract the customers to pay more attention to the products and stay longer in their stores by using various kinds of technologies to surveil the shoppers, such as using cameras to monitor their shopping behavior, tracking their purchased items, and even analyzing these consumers’ background. However, the surveillance of consumers by retail anthropologists is manipulative and unethical