In 2011 we will see a rise of location aware content, checking in will take a back seat and experiential marketing will take on new meaning.
Location aware content will allow brands to extend the relationship with customers outside the proximity of their stores and place the brand squarely in an activity. For example. A outdoor retailer could create location aware content that when opened it overlays customers preference for activity and location to deliver local trails, reviews from friends or guided tours.
Location aware content and applications coupled with a better integration of technology like geo-fencing may finally make the act of "Checking in" obsolete. Moving beyond the check in to location aware content provides new opportunities for brands to build new relationships with customers.
Checking in will not go away all together, rather content and applications will begin to add layers of intelligence that allow people to engage in location based activities thru a unified location profile. This profile that may be managed by a platform like Facebook or Google will allow people content aware applications to tailor the experience based on interest, attitude and explicit opt in.
We are already seeing this in some very basic forms today with services like SVNGR but in the future I expect to see brand extensions that script out how people actually experience their products. A car manufacturer who prides themselves on the Ultimate Driving Experience will begin to integrate location aware content in dash with things like America’s most scenic routes with performance driving tips, videos on cornering and photos from other enthusiasts.
The future for location aware content is bright and with growth of 3g/4g networks the possibilities will only be limited by creativity. It will be exciting to experience a world that is augmented with contextual information.
