Sunday, June 06, 2010

Location ROI: The Relevance of Interruption

Location, Location, Location...  

William Shakespeare once said that "all the world's a stage" and we are merely players... That 
was then and this is now.  Now all the world's a location waiting to be "checked in" to...  Our modern lives are nothing more than a growing trail of digital breadcrumbs as we actively and passively record and broadcast our every move to friends and strangers alike.  Despite the fallout over Facebook and the perils of privacy (or the lack thereof) our liberation of our location is not necessarily the epitome of evil.  There can be benefits to location awareness, if we are just aware of them.

Bring On The Marketers

Last month Jay Berkowitz invited me to speak on a "Location Super Panel" at the 2010 SFIMA Summit held at Nova University, headlined by a great Keynote by blogger, podcaster and all around mensch, Mitch Joel, of the highly regarded Agency TwistImage and author of the bestselling "Six Pixels Of Separation."  An engaging speaker, Mitch set the tone for a day of sharing and learning, and it was my pleasure to contribute a few pixels of my own.  I was asked to prepare a short presentation on location and given the influence of my own experiences and employment in the mobile content industry I gave some thought to the influence of location on mobile content and marketing.  Key points of my talk include:

  • We live in a mobile world. 
  • In a mobile world, location creates context.
  • Context, not content, is King!
  • Context creates relevance.
  • Relevance determines the impact and success of marketing and advertising.
  • Mobile advertising is an interruption.
  • Successful Mobile advertising is gauged by the ROI: the Relevance Of Interruption.
  • Location Aware Content personalizes your experience.
My slides, and a video of the presentation (courtesy of @iamjeffcohen) are embedded below.

Myxer's Jeff Sass Talks Mobile, Location & Content at the 2010 SFIMA SUMMIT from Jeffrey Sass on Vimeo.

YOU ARE HERE! Myxer's Jeff Sass at SFIMA Summit 2010
 </object><div style="padding:5px 0 12px">View more presentations from Jeff Sass.</div></div>

Do you agree with where we location is taking us?  I'd love to hear your thoughts and views in the comments.
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