Foursquare and IBM are changing the current advertising landscape of contact points and how advertisements and sales promotions reach consumers. As part of its “Smarter Planet” campaign, IBM built a billboard that changes colors based on what those standing in front of it are wearing. The video didn’t address this, but I would imagine that it could eventually track the number of colors people wear and sell that information to retailers who would base inventory and color pallets on the frequency of color choices worn by consumers.
Furthermore, Foursquare, a service that allows users to “check in” to places and update their social media status, is developing software that will alert individuals when they are in proximity to other friends using Foursquare. The software, Radar, will take advertising to the next level by sending users an alert with a coupon when they are in proximity to a participating store. This will be a more targeted approach that will enhance sales and shopping experiences as traditional methods have consisted of randomly sending text messages to consumers.
However, there is the ever-present argument of invasion of privacy. Some individuals may not be comfortable about a billboard tracking the color of their outfit or when they receive a specific alert when they are at a specific location. Then there are technology fanatics that understand the evolution of technology and are more than willing to participate in new trends.
http://www.adweek.com/adfreak/ibm-billboard-changes-color-based-your-clothing-135035However, there is the ever-present argument of invasion of privacy. Some individuals may not be comfortable about a billboard tracking the color of their outfit or when they receive a specific alert when they are at a specific location. Then there are technology fanatics that understand the evolution of technology and are more than willing to participate in new trends.
http://www.adweek.com/news/technology/are-location-based-ads-foursquares-radar-135746
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