What’s around the corner for GPS-based marketing
This article from BrandWeek on GPS-based marketing, which is a form of location based services (LBS), caught my eye this morning. Among the interesting things in the article:
- In discussing TomTom’s partnership with Dunkin’ Donuts, they called TomTom "the trendy No. 2 manufacturer."
- Garmin is expected to expand their Savers Guide product to units other than just the nuvi.
- Such advertising is attractive because it is trackable. Consumers "will have to use membership cards to redeem the discounts."
- Magellan confirmed that they too are going after such LBS deals.
Could such services make GPS receivers an even more dangerous distraction? The industry seems to think so:
"Ross Rubin, director of industry analysis at NPD, sees "huge potential . . . to almost literally drive traffic to the point of transaction."
These devices and others could serve as a distraction, prompting the Consumer Electronics Assn. to launch its "Watch the Road" campaign next month."
The article goes on to discuss demographics:
Tweet"The demographics of GPS buyers is desirable. A third (34%) of buyers earned between $100,000 and $150,000 annually per a three-month NPD survey. Roughly 45% made $75,000 or more annually.
Maybe this will help explain why men don’t ask for directions: 81% of GPS purchasers were male, of which 29% were ages 45-54 while 23% were ages 18-24. The younger buyers "make a lot of investment in vehicle technology. They want to soup up their cars," said Rubin."
