Very augmented reality

You sit at your computer and you’re looking for book of economy. Information about your activity are registered in database. You leaveing your home and passing by bookstore. Your mobile device gives a signal. You have just received information from bookstore “Hi, we have a book you were looking for today. We have a special offer for you its -35%. Buy it now, the offer is valid only for 25 minutes”. What would you do with such a offer?

Mobile devices are commonly used. Geolocation services becoming increasingly popular, and personally I bet that soon the online industry will have a new word-fetish (which will let to go phrase “social media” on a well-deserved retirement): Geolocalisation inflected by all the cases. Even today when I recall during the training about geolocation services, employers are smiling to himself. What a temptation to have an employee on a tray.

The fact is that we leave more and more data to during online sessions and there are the information that can let to earn much more. Information of what we Google collects. Information of what we like, Facebook collects.

Many people has no problem with saying “I am in x place”. If we put together all these data, we have a full picture of every person. The best is that no one steals these data or spying us. We do it voluntarily and we are giving ourselves to the marketers.

PDA devices will soon become not just a gadget, but something to facilitate everyday life. Not surprisingly, the advertising and marketing follows this trend … and very good! Few people only draws attention to online banner ads and TV spots. Personalized marketing is an advantage not only for sellers, but for us, because we will eventually be offered products and services we are actually looking for. Augmented reality and geolocation is a technology that finally makes it possible “- Maciej Gajewski, editor of Chip.pl

One of my colleagues left her mobile number in the shop selling wine. And now each time when she is a nearby to the shop, she gets an invitation. “Come in, we have something for you”. It’s fairly simple action, but if a small wine shop can do it also big shops with tons of dollars for marketing can.

Stores and shopping platforms like Allegro (it’s like eBay but in Polish) sending a personalized offers. Empik.com remembers what I was looking for and every week I get email with products that may interest me. Similarly, Allegro send me information about goods that might be interesting to me. For now, I get this information by email. For now, these emails are defined on a permanent basis and they come at a specific time, specific day. I used to them and only occasionaly browse them.

I am doing this kind of shopping for a long time now, but for now only in amazon.com and eby.com. Maybe because they have – especially the Amazon – a well-profiled offer. Both stores get information about the items that may be interesting to me. I am buying more and more with iPhone and iPad – Krzysztof Urbanowicz, president of the Mediapolis.

More and more frequently (see box above) we buy items using mobile devices. There are the same devices that we have in our pockets while passing a shop, turned on and receiving the data. It’s just a matter of time when we start to get very specific offers matched to – what it is worth noting – our current needs. Especially if the offer will look for special occasion, also available for only a short time.

Marketers have mastered these techniques to perfection. Many people say now “for me it does not work. I’m too smart to let myself be approached in this way”. And probably some people have the right, but the group is rather small. Simply go shopping at the hipermarket and think for once why bread is so far from entrance and you have to walk through the whole shope. Similarly, meat and sausages. It’s worth to notice when you walking through the shop, which products are on your’s eye level and what is on the lowest shelves.
Is is only an accident that products you’re looking for are on lowest shelves? So you still think that advertisements are not affecting on you? Just look at your basket while leaving the shop and count the products you saw on tv recently.

If such a well-known methods still work, how will work SMS: Hey “Your name”. We’ve got the book, “Title”, which you were looking today. If you visit us now, you will save 10$. You are welcome.” I bet that many people will say “Hey it won’t affect on me” and very many of them will come to the store and buy a book at such an attractive price. Marketers know that too.

Of course – in my opinion – it’s not the end. As the number of data that we left on Internet is increasing, the possibilities of their processing increasing too. And the will to process them too. If I remember two or three years ago, people from Google were planning to create a site that would contains data about our health. I do not remember what happend with the project, but it doesn’t matter. Every time I am visiting my doctor at Medicover (it’s a private healthcare here in Polish and Sweden as far as I remember) he writes the purpose of the visit, diagnosis and prescribed medications in online database. Everything is in the database, and I have as simple access as to Facebook. Well, now let’s think what can be done with such a data …

Long time ago I said that today’s detective work is as simple as never been. It is worth noting that the work of thinking marketer becomes even easier. At our own request.