Great article in Ad Age about the significance of location-aware phones made the rounds yesterday. It’s not about the ‘text a Starbucks coupon when you walk by” type use case, it’s about engagement and brand utility.
“Everybody’s got a website, but nobody has a mobile experience right now,” he said. “Next year, probably the end of next year, if you pull your phone out and you’re in the Hilton hotel and it doesn’t tell you information about the Hilton, either your phone is broken or the Hilton’s broken. If you, as a business, own a location, you’ve got an interesting shot at reaching your customer.”
The promise lies in the realization that mobile isn’t just an ad play but an extension of the services and products businesses already offer. And location is one of the most important contextual clues a mobile phone can provide. “Mobile marketing will move beyond promotions and advertising,” said Kenneth Parks, senior VP-managing director at Digitas in Stanford, Conn. “It’ll be about mobile services that might be marketing but they’ll feel like services.”
and my favorite, from Dennis Crowley of Foursquare,
“There’s no such thing as information overload but filter failure,” said Mr. Crowley. “Location is one of those big filters we’ve been missing in a lot of stuff.”
Effective filters are topic near and dear to my heart and location is gearing up to be one of the best vectors we have to making this social/mobile web thing work.