There is an interesting article in the Wa
ll Street Journal today about services that allow cell phone users to track their friends through GPS. The discussion of cell phone tracking has been going on for a while now, and includes the possibility that someday, walking by your favorite neighborhood restaurant could trigger a text message advertisement of a special offer from that establishment. Whether this kind of thing will ever fly is the question. Personally, if I had signed up for it, I might welcome things like text message “coupons” from my favorite places around the city if I happened to be in the area. Not sure how I feel about the “friend tracking” capabilities….How do you feel about this issue? Will tracking cell phone users for commercial and social purposes ever be widespread, or are there too many hindrances?
You’re right Jada. Like any other marketing medium, users have to weigh in on whether the benefits outweight the risks or if I sign up to accept these messages, am I going to be bombarded with them. I think right now, with cell phone pricing structures based around a per message or usage fee, people are more hesitant to be marketed towards, as it costs them money. However, cell phone companies are starting to see the light (more so abroad, than in the US) and are starting to come up with flat data usage plans where it’s no longer costly for users to send/receive on a per message basis.
It’s at that point, that I think more people will be accepting of these kinds of technologies, as they can opt-in and -out much easier and less costly.
When we were planning for a tradeshow in Germany last year, a few of my reps mentioned that this is something they had been using at the show. As soon as you walked in it triggered texts to your phone. They were going to use this as an option for advertisers and exhibitors at the show to drive people to booths. I remember thinking about how angry people in the States would get if they had to deal with it.
I think I would be angry in theory, but it’s an opt-in I would assume. And I wouldn’t mind getting texts. I have a decent plan.
As I was discussing earlier in our Creative Meeting, I think that most business folks wouldn’t be too angry about this kind of technology if it’s explained and is an opt-in. Imagine walking by a booth and say, “We have an opening to chat with ______ if you have five minutes.”
Again, the key is opting in.