Disruptive as the Industrial Revolution: Contextual and location based marketing

29 July 2014 – UPDATE: The Location-based marketing class will now be held at the University of Toledo as a face-to-face class, Spring Semester 2015

That’s how some have described the impact of today’s rapidly-changing technology – as disruptive as the original Industrial Revolution. Communication has been turned inside-out and to remain current, businesses must rethink their approach to marketing.

You may have heard the phrase: “Content is King.” But it’s no longer enough to understand the interests of your customers. In today’s world, you need to be able to provide information of value to them, as INDIVIDUALS, WHERE & WHEN they need it. This is not only for retail, but also applies to business to business marketing.

This is CONTEXTUAL, LOCATION-BASED MARKETING and it is the future of successful marketing. Providing information for people that is timely and personal. Simply put – providing information wherever your customers need it.

A scene from the 2002 movie, “Minority Report” let’s glimpse the direction marketing is going. I used italics for “direction” because it would be foolish to claim that a science fiction movie is what the future will be like. StarTrek wasn’t so far off, though.

The most valuable information is that closest to an individual’s situational awareness. “Will that car hit me in the crosswalk?” Walking by Starbucks, I see a “Frappuccino special” banner. “Hmmm. Do I have time to stop in and pick one up?”

That’s it. Your content has to be able to add value by providing relevant, immediate information that is useful to assist your audience as individuals in their “context.”
Apple, and some other companies with foresight already have the technology to provide this marketing tool to retailers. Business people need to integrate this concept into their marketing efforts. If you already have, then please add to this discussion by posting in the comments, below.

If you’d like to learn more about this topic, I invite you to join an online marketing class I will be teaching this Spring 2015 at the University of Toledo. “CONTEXTUAL, LOCATION-BASED MARKETING” is the first of its kind at UT, and I am excited about the possibilities it brings.

There is no text book – the material would be dated before it was published. Instead, I will lead an on-line discussion using real-world examples and multi-media materials. We’ll explore this new concept of “CONTEXTUAL MARKETING.” We’ll look at businesses that already have incorporated it into their marketing plan. And we’ll look at how these principles can be applied to other organizations.

At the end of class, you’ll be able to integrate mobile, contextual marketing into current marketing efforts in order to provide timely (immediate if possible) value to the end user or audience in their immediate situation.

No one will be asked to study the inner workings of this technology. You will be able to apply it by understanding the capabilities of current technology and where those technologies are heading in the future.

I am passionate about this, so let’s get going!

Here’s the information to register: MKTG 4980-003 30766 Sp. Topics: Contextual & Location-Based Mktg 3 MW 12:30-1:45 pm 40 ST-N 2140 Instructor: Paul Hem

As more information becomes available, I will add it here.

About Paul Hem

Innovator, team-player, who leads by example and loves to win.
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