Hasta La Creative!

If you still think you can build a breakthrough brand through interruptive messaging, another wake-up call is on the horizon. Recent reports suggest that Apple is developing software called iBeacon, which will allow its devices to communicate via indoor-mapping with Bluetooth Low Energy beacons within 150 feet. PayPal has announced an initiative with a technology so similar, it basically has the same name — Beacon.

This micro location technology will allow consumers to walk into retailers and have access via their mobile devices to unlimited information about products in the store. With this information, they will have a kind of x-ray vision, able to see through a product’s marketing, advertising and packaging. For some brands, this is a scary concept. For others, it provides an incredible opportunity to differentiate.

Consider a customer shopping for a new camera. Micro location technology will enable access to information on products up to 50 yards away. Let’s assume, in this example, that only two cameras being considered in the store. Both will have strong advertising and packaging and an enthusiastic salesperson. But, one enables the customer to hold up his phone, quickly and easily receive product specs, filter those specs based on his exact preferences, watch videos, download promotions and read reviews from photography aficionados. The other manufacturer offers no such information; consumers have to start searching in their mobile browsers to find out anything. The winner is clear. There’s no way that a great ad or shiny packaging can offset that amount of customized information.

Continue reading at AdAge.com