Since its introduction in the advertising industry, the geolocation it has become a fashionable concept, being perceived as one of the main advantages of mobile devices, compared to PCs, in the opinion of advertisers.
However, it is discussed on the subject of privacy that, according to some, is being affected with the geolocation itself. We will briefly refer to this later.
The use of geolocation at Mobile Marketing
One of the opportunities offered by mobile marketing is that brands can use geolocation technology to reach users with timely messages about their own devices. The ultimate goal is to attract customers to the brand to close sales. However, it is convenient to specify that the geolocation has been slow to take off.
However, there are some factors that have benefited from its increasingly visible positioning:
- The rise of applications: Traditionally, location-based information was not something shared with ease or regularity.
The increase in the use of mobile applications and, in addition, the increase in the number of apps that use the location information to operate (the local restaurants through Google maps, For example) have led to more and more users being willing to share that detail.
Now, it is much easier for users to activate or deactivate the location sharing feature, which is often enough with just one click. It is a convenience that has resulted in the geolocated advertising inventory growing significantly.
- Geomarketing in real time: los Markets in real time, have resulted in a greater aggregation of different types of inventory with a few ad exchanges, such as gateway to most in-App ads.
Thanks to these two factors (the boom in applications and real-time geomarketing), it is now possible to launch campaigns based on the Geolocation, Big enough to get more effectiveness in advertising.
Users can now receive, naturally, advertising campaigns that take into account their location, while browsing through applications.
Does the geolocation Is affecting privacy?
People nowadays use the new tools that can display their locations and can also take real-time pictures of what they do, think and / or need. However, in the opinion of some, geolocation is invading the sacred right to privacy, also called "right to privacy."
Of course, there are applications, such as Google Earth, Which only serve as a guide and, not necessarily, invade.
In any case, the debate continues with regard to geolocation and its potential capacity to harm users, as they are invading their privacy, according to the results of some studies that reveal their concern about not being able to enjoy Such privacy.
The results of some research reveal that more than half of Geolocation, they worry about the loss of privacy, through the use of their location exchange functions.
During one of the studies, specifically the advance by the security company Webroot, 1.500 owners were interviewed with device geolocation capabilities, including 624 people in the UK.
Risk Factors of geolocation
One of the situations that denote the impact of the application on users, is that all the time they are revealing their location, what they do, what they buy and, almost, they announce that they are at the cashier taking money, although they will not be lacking who do it
But according to experts, it is not about the programs or hardware, but about the users themselves, because they are the ones who must be aware of the data that they show there and the impact they can generate on their lives.
And this not only happens with geolocation But also with other means that allow the use of information, which should be more personal and intimate. Just as it was taken and still in process of education for the use of Facebook, so it could be with this system of geographical location.
This is precisely the current concern, as many people are unaware of the implications of these services, how many people know that the images they are taking should be published, like a new house, with everything and their address.
Everything is reduced to the fact that, before divulging everything that is done, what is really important is the security of each person (user of the geolocation), in order to avoid complex situations that can be avoided, truly. It is possible, then, to safeguard security by protecting privacy.