AT&T released a new marketing service this week in select cities. Beginning in Chicago, New York, Los Angeles, and San Franciso, and to go national this summer; a new marketing service allows brands to send customized coupon or sales notices to opt-ed customers. This new technique will involve the use of "Geo-fencing" which will allow participating companies to limit their advertising based on the geographical location of customers.
Jet Blue's first geo-fencing campaign collaboration with AT&T is reminding customers to check in to places where they can earn JetBlue Points. While K-Mart is electing to use this service to promote current deals and offers in surrounding stores. Other companies will elect to use the service for promotions at concerts and sporting events.
In efforts to make this service as successful as possible, AT&T asks that customers choosing to use this tool provide them with their name, ZIP code, age range, gender and e-mail address. Due to anticipated skeptically from some customers of giving out this personal information, Vice President of Ad Product Innovation says "AT&T will not share this information with marketers or use it for other corporate marketing."; this information will allow this service to be as effective as possible and target the proper market. No more than four text messages will be received each week by participating customers.
Would you be willing to try this new marketing service?
I have responded to this on my blog.
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