There's a new feature coming to Google Maps Mobile that might interest marketers. Google is adding the "My Location" feature to their mobile maps application. This feature doesn't require GPS tracking to know where you are. It uses cell phone towers to determine your location, thus eliminating the need to type in your address. You can then search for nearby businesses and map your way there.

What I really like about this technology is that it takes Google's context based ad system into the streets in a sense. It expands on the concept of search. Searching for a repair shop or any other service happens on computer as much as it does on the road. The "My Location" feature for mobile maps allows for more relevant mobile messaging. That's good for advertisers, but better for people simply looking for something nearby. Mobile advertising is growing slowly, but little advancements like this have big implications. Expect companies like Coke and Pepsi to use this technology to guide you to the nearest vending machine or retailer.  Proximity based mobile ads will go main stream as more phones become open source in the next few years.

 


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