Sometimes I forget that I live in a marketing bubble. This response to my location based services post brought an interesting perspective from a non-marketing friend of mine over at SoulRevolution. I especially liked her quote on relaxing on the beach. There is a line that doesn’t need to be crossed with location services, but what is that line? It’s different for everyone….she gave me permission to repost her response.
This post struck such a chord with me I had to respond, however, not being in the professional marketing world at all, I wasn’t sure that it would be appropriate to stir the pot online. So, I am just sending to you – I’d be curious to know your thoughts on my comments. Hope this finds you well! -Tracy
Given the make-up of the session’s panel, I am not surprised by the definition of “location-based services.” However, I think that the folks (such as those on the panel) who make the money have inappropriately usurped the word “meaning” here.
A more accurate definition would probably be “You’re putting out signals, and you want to be rewarded with pleasure or the avoidance of discomfort.”
Most people in our society, unfortunately, think that they “need” this type of “meaning” because it is how they live their lives, which is, of course, a losing battle strategy in the war to win happiness and fulfillment in life.
I would argue that if people were really honest, “meaning” would be defined as something like “happiness and fulfillment in life.”
I like that you used the word “relevancy” (and maybe they did too in the session). That rings more true. Although, I would add that at some point there must be diminishing returns on the “in-your-face” marketing. I mean, when does this just become a virtual version of a beach full of people relaxing, but unable to enjoy themselves (or conduct their lives) because with every motion they are harangued by peddlers of goods or services. People telling me what I “need” via mobile devices is not relevance to me, but manipulation.
On the other hand, mobile devices ARE extraordinary tools. And when consciously used, can be of great service and convenience. I love to use the “Around Me” app. I like knowing that when I am somewhere and, for example, need to find a gas station, I can access the “collective information” (not “collective intelligence”) to find one.
I also like the group-buying services when offered to me as a daily option that I can just delete or open and consider.
I think just because we can, does not mean we should move further on this continuum toward real-time location-based marketing. Our culture already gives us enough opportunities to avoid thinking for and understanding ourselves.