Your mobile phone knowing where you are can help you out, but add advertising to that and who doesn’t get a little squeamish? Facebook is reportedly going to start doing location-based ads. They haven’t even officially announced it and I can already feel the masses getting irritated at this possible intrusion.
I know I always want to click ‘Don’t Allow’ when an app asks if they can use my current location. But give me a real reason and I’m on board. Hell, I’ll even give you more than my location, I’ll let you in on who my friends are and what I like (if FB starts location-based advertising they will already have all of that). Convenience (Google Maps ‘my location’ feature) and connection (to people: Highlight, or a location: geo-tagging on Instagram, or both: Four Square) are all things humans love. They also like deals and being treated extra special.
So how do mobile marketers break down the wall of digital privacy? Clearly marked benefits!! And most just aren’t doing it. Maybe in your scary give-me-all-your-info disclaimer there needs to be a ‘clicking yes means we will save you $$ or %% at your favorite bar/hot dog stand/chiropractor.’ Give a little (be upfront), to get a lot (of consumer info).
Bottomline: you gotta excite rather than scare. If mobile marketers take some cues from successful social apps and integrate what we all know about human nature, location-based ads could lose their evil rep.