Blog
Post 9
Google
is exploring different channels to distribute content and advertising to its
users. As the parent company of Waze, an application designed to avoid traffic,
Google plans to use the platform and include pop up adds of nearby stores. This
strategy is due to be successful by reeling clients giving them discounts to
such stores. One of their pilot destinations, confirmed they had more than
5,500 drivers show up after adding a simple add on the traffic app.
Having
already explored and tested the user base with stores such as Dunkin Donuts and
Starbucks, Waze is ready for phase two where they will go local and offer three
types of advertising charging on a cost-per-thousand impression basis. Even
though the user base is still in its growth stage, and the application already
has agreements with others such as Uber, executives of the company are
targeting this new idea as a way of monetizing the digital marketing space.
It
is fascinating and quite scary to digest that marketing will slowly but surely
be present in everyday and every channel. These giant companies want to understand
user behavior, times in traffic, times at restaurants, commutes, and times at
work and come up with ways to indirectly target users and reel behaviors or interests
into specific stores. As a Waze user, I did realize that I had Dunkin Donuts
pop ups on my phone screen when navigating on I-95, but now that I understand
the strategy, I will be cognicent as to how a huge company capitalizes on users
sometimes without them noticing. It is a brilliant move from Google and
potentially could read to a virtual reality play in the future.
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