Major shifts in social networking behavior and applications for marketers can be anticipated as use of social networking Web sites migrates from computers to mobile communications devices.
Mobile and targeting technologies can be combined in new ways to provide more personalized services for consumers, including targeted interactive advertising, according to In Real Life (IRL), a social networking services company, based in the Netherlands and China.
Current location-based targeting is non-interactive, but mobile technology is evolving towards interactive advertising for social networking applications.
New technology will make it easier to target interactive ads based on the physical location of mobile device users, in addition to consumer profile data and their specific interests, according to IRL.
It anticipates mobile device users—through their privacy preferences—will be able to control how much information about their approximate geographical physical location is available to others at any given time.
Evolving location-based services can be expected to create a greater feeling of connectedness for consumers social networking online, because they’ll know where friends and family are physically present, rather being limited to just looking at their profile pages, according to Frank Schuil, CEO with IRL.
Major shifts in social networking behavior and applications for marketers can be anticipated as use of social networking Web sites migrates from computers to mobile communications devices.
Advertisement
