There’s a lot of chatter about location-based targeting, lately, which is made ever more possible by sophisticated smart phones with built-in GPS systems, and by the social network masters who use them. These tools not only tell us where to find the nearest coffee shop that offers cinnamon latte; because of their seemingly constant updates via Facebook, Twitter and Foursquare, these tools tell us where to find many of our friends.
Now, there is a tool that helps you avoid them.
The latest issue of the Iconowatch newsletter showcased an interesting new application, called “Avoidr.” You can plug in people you don’t want to run into… and be advised of placed to stay away from.
Implications: People are increasingly able to use technology tools to block even “friends” from gaining access to their lives. So as a marketer, it is not enough to know where to find people. You must make them want to find you. Because about the time you’ve figured out where to reach an audience, they’ve figured out a way to block your advances. (This is nothing new; to legacy media, consumers could control their message exposure by simply changing a station, turning a page, or leaving the room.)
But as the consumer’s avoidance systems become ever more complex, the question is no longer “where to best deliver your intrusive message,” but rather, “how can I deliver a message that is engaging and relevant to my target consumer?”
Do you know who your target consumer is? Do you know what kind of benefits they seek when they buy the product or service you sell? Do you know what they are doing or thinking about at the moment they are exposed to your message?
Figuring out where to reach an audience is only half the battle. The successful marketer will seek ways of getting the consumer to reach back.
Mike Anderson
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