The Power of the Cellphone…

Earlier this month Google launched its location-aware friend-finding system Latitude in 27 countries.  It allows you to find out exactly where your friends are, and other usefull information e.g. locating that restaurant you’re looking for.  As with existing social media it will help you stay in touch with friends and help parents keep track of their kids.

John Markoff, covering technology for The New York Times since 1988, recently wrote a thought-provoking article about the increasing importance of cellphones.  According to him businesses and researchers will use Latitude and other similar programs to learn more about the whereabouts of their customers.  The possibilities are huge for companies – studying consumers’ travel patterns – which routes they take, or where they have that weekly Wednesday business lunch!  Imagine the value of this information for marketing purposes…

Preceding Google’s Latitude were Loopt, a social mapping application that displays the user’s location on cellphones.  Although the business and social value of these fantastic tools are obvious, Markoff raises an interesting point: What about privacy issues?  Do I really want ad agencies or the government to be able to keep track of my every move?  Do I want my boss to know I’m sitting in an Ale House over lunchtime?!

Markoff argues that this new generation, adapt at using an i-Phone blindfolded and used to sharing personal information on social media sites might not mind.  Time will tell.

One thing is for sure though, social media and mobile hand-held devices has changed the marketplace forever.  Are you connected to your audience?  Do you know how to effectively communicate with them using these tools?

(Read the full article in The New York Times.)

By Marco Bouwer