From local to micro local advertising

Local advertising is getting even more specific as companies like Apple and Paypal move to introduce "micro local" software - making life even harder for advertisers and brands to stay relevant.

The new technology would allow consumers to have unlimited information about products in a store via their mobile phone - with the ability to compare products within 50 yards away.  Basically, it will be x-ray vision for products - looking past in-store advertising and marketing.  This means that brands will need to increasingly be on top of their digital footprint as the impact in-store, not just through online shopping will be ever bigger.

The brands that succeed will be good at identifying what information a consumer wants at point of sale and providing it to them through the new technology. 

This will have a huge impact on how consumers shop brick and mortar in the future as the process of checking online will become so much less cumbersome (no need to scan several websites, etc on your phone).  While I'm sure consumers will jump at the new technology - brands and advertisers will struggle even more than they are already are to break out of the clutter.

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