Using Location-Based Technology

Location-Based Technology

Location-based technology, including wearable technology, is booming. But how can you use it to advance your business? Let’s take a look.

Location-Based Technology

Many people carry their smartphones. But a whole new generation of wearable technology, such as the Apple Smartwatch is making it easy for digital marketers to connect with potential customers, like never before.


The iBeacon, or beacon, was introduced by Apple in late 2013 and has taken the world of location-based events such as conferences and conventions by storm. The beacons allow organisers to connect with participants, track their movements, facilitate meetings in what is often a huge and crowded venue, and more. It adds interactivity to presentations; organisers can send quizzes, polls and other things to the people in the room.

The beacons are ideal for instant on-site registration at live events, notifications of upcoming sessions about to start and more. The only downside is that users need an app to connect to the beacon and anyone without a smartphone will be missing out.

Radio Frequency Identification

Radio Frequency Identification (RFID), is being used in a range of ways. You are probably most familiar with it as a microchip to help find lost pets. RFID requires a tag to identify an item and a scanner will then locate the item.

RFI is one form of automatic identification and data capture (AIDC). It is a range of methods of automatically identifying objects, collecting data about them and entering that data directly into computer systems without human involvement. Another familiar example of this would be barcodes. They carry data about the product, including price and also help businesses to keep track of inventory and re-ordering needs.

RFID and AIDC mean more information for marketers and more opportunities to analyze data and consumer behavior. Possessions, products, even people (such as those with dementia and small children) can be tagged and tracked. The main concern is about people’s privacy.

Wearable Technology

In addition to smartwatches, people are now wearing a whole new generation of fitness and activity trackers. Some are internet capable, while others use Bluetooth.

The information is automatically sent to a computer for storage and analysis. Patterns can be tracked over time. If you have a fitness goal, for example, a FitBit or similar wearable tracker can help.

These devices are so popular, that there will be opportunities for advertising in the future. Messaging, advertising and specialised content suited for these small screens could all help you to connect with your target audience.

Virtual Reality

Ever since Google announced Oculus, their virtual reality headset, there has been a huge buzz about the emergence of virtual reality devices. Some are built for specific applications like video games. Others are designed for more general use. Game, movies, and yes, ads and connection with social media accounts, will all be a part of the Rift experience.

Now that we’ve covered the basics about connecting with your audience using the latest technology, you should have a think about how you could use it within your business. You should consider incorporating it into your digital strategy.

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