Reality: With all the next level, automated marketing schemes that are claimed today, the most fundamental of all, location targeting, is still at the core – particularly with mobile devices. Location is the most basic feedback we get from mobile phones. Everything else is one step removed from an educated inference.
Given that reality, there are a couple ways to get more from location data than we do:
- Geo-Fencing – identifying and pushing a message to a phone based on their current location.
- Geo-Targeting – identifying and pushing a message to a phone based on a past location.
- Geo-Conquesting – identifying phones that have been at a competitor’s location and messaging them.
In all cases, advertisers do need to take care not to target individuals. Rather, to protect privacy, they need to “aggregate and anonymize [data], to prevent any individual tracking.” Source: MarketingLand