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Geo-Fencing Case Study

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In October 2013, the Supreme Court of the United States made a decision that stands as a victory for privacy advocates today. In Riley v. California, the Court prohibited warrantless digital searches, concluding that digital searches are “much more intrusive” than searches of physical items, therefore deserving more protection (Balitis, 2014; Riley v. California, 2013). With increased focus on mobile devices and digital searches, the question of just what falls into these categories arises. With an ever-changing mobile industry, it is necessary that clear and concise rules and regulations remain up to date with new technologies. Technology and its dynamic nature have stretched to significantly impact the mobile marketing industry, leading …show more content…

A CEO of a consulting company with a background in legal and marketing matters shared Burberry was one of the first retailers he had heard of using geo-fencing (Richardson ……). However, he did not necessarily state that geo-fencing was acceptable in his eyes. When asked to apply his experience with legal matters to the question of is geo-fencing used in marketing an invasion of privacy, he stated, “Geo-fencing is new enough that early tech adopters and tech savvy people are the only ones I believe truly understand geo-fencing and the potential invasive nature of the same. The masses have not caught on to the fact geo-fencing is even occurring” (Richardson….). Another way for marketers to more finely craft messages for specific audiences, he describes geo-fencing used in marketing as moving from a mass-message approach to a one-to-one approach, becoming significantly more personal. “There is nothing more personal than your location and whereabouts,” he responded. If geo-fencing is here to stay, it is evident consumers deserve increased awareness of location-based marketing …show more content…

A vice president of a company that sells location-based marketing software shares that location-based marketing allows one to find a large percent of information that one would otherwise miss on social data, as 74% of all posts online do not contain a relevant hashtag or keyword in order to be searched by. In other words, location-based marketing provides valuable insight on any particular audience. This remains special because companies like Geofeedia “can look at multiple different areas to gain a comprehensive understanding of any company’s multifaceted audience,” according to the vice president of their company. When asked how one would define the “valuable insight” that location-based marketing provides, it is a way of better understanding more people in a more effective way. This allows marketer’s to reach more people and grow social marketing all together, while consumers will be better understood, allowing companies to create strategic marketing plans more tailored to them

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