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Content key to success for Location Based Services
By Andrew Davis on Mar 31st 2014 07:10 AM
2014 is shaping up to be a big year for Tapit.
Clients across Government, Retail and Outdoor Media sectors are beginning to realise by offering the ability for people to effortlessly interact with paid or owned physical media via a simple tap of their smartphone opens up entirely new pathways to communicate with people.
This epiphany of location based connectivity using a simple method such as Tapit is getting companies excited about the technology’s potential and highlights the many creative ways companies can harness Tapit technology using hyper targeting capabilities such as location, asset, time and frequency.
But like all technologies, location based platforms like Tapit are only as good as the benefit they are providing people who many in media & technology label in the lifeless form of “end users”. Whilst many marketing, technology and government departments are excited about delivering digital content to people with a simple tap of their smartphone there seems to be a big disconnect between the ease of accessing content and what the actual content is once people tap.
The content experience must be compelling otherwise people won't interact.
Creating content for mobile devices is often challenging because it requires companies to think about experiences with little or no steps, low on fluff and getting to the point quickly which often run contrary to how companies have traditionally tried to communicate with people.
A lot of executives have different opinions on what constitutes content that is compelling; the facts are there’s no formulaic answer to this question. A great way to approach this question should be “why would I bother interacting with this, what’s in it for me”. If you can begin at this starting point you’ll be in a good position to filter out the garbage vs. the content that people will find useful, valuable, fun and exciting that gets them interacting with location based technologies such as Tapit.
It’s important that you never lose sight of the fact that the content experience is the most critical element to making location based deployments a success and further adopted by the most important stakeholders in the process; People aka “end users”.
We can have the best technology on the planet that can do amazing stuff, but if nobody taps their smartphone we’re about as useful as an ashtray on a motorbike.