It plans to court advertisers to market directly to users, possibly personalizing their messages to each person, figuring that if users reveal their location, that gives the company implicit permission to, well, locate them with a targeted message. But Hancock is quick to point out that Go2 has no plans to bury a caller in offers and promotions, only what they want. If we don't give the users what they want, we're going to go out of business. The Mobile Location Server lets users have control over how data regarding them is used. He notes that a more private, targeted approach not only protects the consumer, but the advertiser as well.
Messages have to be extremely relevant and something that people are comfortable with.
You may get a low cost per user, but you also get a low uptake. And tick a few users off, to boot, says Randy Beveridge, marketing manager of Liberty USA, an ISP in New Jersey. The company aims to deliver information in real time to consumers so they can make buying decisions quickly. Inventory lies in specific places and the customer needs to be in close proximity to stores. That's a key point for most businesses because for ebusiness to succeed, many observers say, companies have to more closely link their brickandmortar and online strategies, using the latter to drive users to the former and viceversa.