Black Friday was yesterday and the forecast is expected to be profitable for brands that market utilizing digital applications and technologies to promote their products or services. According to Kim Davis there are three things you need to know about location marketing:

• Know where people are
• Location marketing is inextricably linked to the Internet of Things
• The “real-world” aspect of location over the history of location marketing brings some interested and uninterested players off the bench

Big Data continues to be the focus for retailer as they are providing discounts and savings to consumers in order to draw them into their digital sites or through their doors. Amazon has established a reputable brand which a majority of its consumers have faith in. Therefore, I am sure they will be a big winner in todays’ Black Friday sales. The convenience they provide to the consumer allows them to bypass the long lines, big crowds, and the hustle and bustle of the holiday rushes.

Being able to target the right consumers provides a brand with a high probability of making sales. Vendors having the right data available to make informed targeting decisions can lead to higher revenues. Sending out deals that can attract mobile consumers in the vicinity of brands also has the ability in increasing sales.

Big Data is Here and it’s Getting Bigger Every Day!

As the world continues to be digitized an enormous amount of data is being consolidated and analyzed on social platforms, marketing databases, and many other digital platforms (ex: Google, Amazon, Walmart, Facebook, etc.). Facebook and Google are already employing this strategy as they build their data empires that will be worth a bundle in the future. The invention of smart phones has expedited this effort, as the GPS signal continuously provides your positioning data which is stored and delivered through servers.

Beware of bad players that seek to exploit the mobile install industry. They seek to profit illegally and possibly implement vulnerabilities that will lead to the compromise of consumer information, credit card data, and potentially provide a gateway to company servers. (See interesting article identified in sources below)

Sources:

http://www.adweek.com/brand-marketing/what-brand-marketers-need-to-know-about-mobile-ad-fraud/

http://www.globalsecurity.org/security/systems/biometrics.htm