O2 has started trialling a new marketing programme that could either be described as being highly innovative and ingenious or downright annoying and a complete invasion of one’s privacy, depending on which hat you’re wearing at the time. Geo-fencing around shops means that as you pass a participating store you will receive promotional offers for goods and services within that store which makes it pretty ingenious. However, the thought of walking down a busy high street and hearing a cacophony of ringtones is enough to make you slam it as being invasive and annoying.
The truth of the matter is that you have to opt in to receive the messages and once you do, you’re more likely to be met with money off vouchers from brands like Starbucks and L’Oreal than you are irritating marketing messages. The new marketing technique, which is called Ping Marketing, is being trialled by O2 and uses the GPS tracking system that is in everybody’s mobile phone and helps carriers track each and every one of their users wherever they may be (scary stuff).
A shop or brand can essentially own a certain area of ground (we don’t think it works in the skies but you never know) and this will usually mean purchasing the area outside their own store. We are curious what O2’s response would be if Starbucks wanted to buy space outside Costa Coffee shops in order to persuade their rival’s clients away but we’ve yet to hear.
Users that are signed up to O2 More to receive offers and discounts will receive the alerts and this means that if you’ve already signed up then you may well start receiving texts. Our biggest concern is that every bit of real estate including motorways leading up to service stations will soon be owned which will make the technology virtually useless as consumers won’t want that level of intrusion even if it does mean 50p off a cup of coffee and half price hair care products.
Are you opted in for O2 More?