Mazda has been using a new mobile location tracking and targeting data from PlaceIQ that helps the company to send ads at consumers that are likely to want to test drive and/or buy a Mazda car. The new technology, using satellite data, allows Mazda to identify which consumers that visited a Mazda dealership have high-incomes, own SUVs or even how far they travelled to visit the store. More importantly, the location data shows where potential consumers went before and after visiting Mazda, ie a big-box retailer or even a competitor's showroom.
For Mazda, probably one of the best features of the new technology is that it can identify consumers going to competitor's showrooms and target ads at them for Mazda, thus encouraging consumers that might not have otherwise considered Mazda to also visit a Mazda dealership.
Essentially, the technology allows Mazda to learn more about its customers and thus better create and target ads. This is clearly the future for mobile advertising where companies and brands know not only the demographics of their customers, but can physically track what they do and where they go. Personally, I find this notion more than a bit disturbing!
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