Advantages and Disadvantages of Location Based Advertising Communication

This document discusses the advantages and disadvantages of location based advertising communication. It explains how this form of communication helps in personalizing ads and targeting specific customer base. It also explores the impact of location based advertising on businesses.

Digital Landscape

Table of Contents
INTRODUCTION ..........................................................................................................................1
Project 1a – Case Study on E-Retailing ..........................................................................................1
1. Does the huge growth in ‘online shopping’ really mean the extinction of the traditional
‘high street’ store…or can they successfully co-exist? ..............................................................1
2. Discuss the 5 ‘New’ technologies outlined in video 2 and explain the advantages and
disadvantages of each technology. .............................................................................................2
3. In video 3 we see Symphony Retail’s vision of Supermarket 2020. Discuss what your
Supermarket of the future would look like and what it should contain/not contain. .................4
Project 1b: Case study related to Mobile commerce.......................................................................1
1. Advantages or disadvantages associated to location based advertising communication as per
the video 1...................................................................................................................................1
2. Discussion associated to advantages and disadvantages concerned with M-Commerce on E-
Commerce that indicate which is most significant and why.......................................................2
3. Discussion of the ways 5 Location Bases services can provide benefit to a typical SME of
the selection ................................................................................................................................3
4. Key ethical considerations close to business knowing all place they visit.............................4
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Digital landscape is defined as a collective name for mobile devices, websites, email,
videos, social network and more through which business organisation can enhance effectiveness
of their products and services and can serve customers with best (Bergson-Shilcock, 2020). It has
been evaluated that digital landscape provide significant assistance in retail industrial sector that
allows companies operating in this segment to provide seamless and personalised shopping
experience. Present report include discussions on various topics and concepts which is based on
videos.
Project 1a – Case Study on E-Retailing
1. Does the huge growth in ‘online shopping’ really mean the extinction of the traditional ‘high
street’ store…or can they successfully co-exist?
It has been evaluated that there is significant rise in the demand of online shopping
experience by customers all around the world. However, it does not mean that online shopping is
leading towards extinction of “high street” store. According to the evaluation of Video 1 it has
been underlined that, there is successful coexistence of online and offline shopping experience in
China. It has been underlined that Alibaba is effectively leading the way in merging offline and
offline shopping. Through this transformation company is looking forward to change the future
of traditional retail. With the help of smart innovation Alibaba is effectively infusing digital
solutions with physical shopping. For instance Alibaba's Hema is offering cashless fine-dining
supermarket experience to customers, in this Alibaba combines distribution centre, e-commerce,
supermarket and restaurants. This allows customers to easily select products and services of their
choice with the help of smartphone and get convenient delivery within 3-miles radius. In
addition to this, it has been evaluated that Alibaba is also offering significant help to most
traditional stores to become technical. With this new retail revolution this technology company is
effectively blending offline and online shopping experience to customers. By making significant
digitization of retail value chain Alibaba is aiming towards offerings benefits to both consumers
and merchant in an effective manner. Along with this, it has been determined that Alibaba is also
investing in Malls in order save them to get disappear. Company is investing in malls in an
effective manner by the way of providing consumer with the experience of virtual shelves, magic
mirror and more. In terms with virtual shelves it has been evaluated that customers can get
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experience of selecting the product on a screen, select specs, size and colour. In addition to this
with the help of virtual shelves there is less of of customers to walk away empty handed as this
feature allows customers to scan the products with the app and make it deliver directly to home.
Thus, it has been evaluated that with the help of these new retail strategies Alibaba is offering
customized experience to customers. With this company is not only facilitating customers to get
an amazing shopping experiences but are also facilitating harmonious combination of online and
traditional shopping. Furthermore, it has been underlined that with the significant integration of
food-service businesses, grocery stores, malls and restaurants with e-commerce and new
technologies Alibaba is putting magnificent example to transform retail industry with the
combination of online and offline shopping experience. With the evaluation of this analysis it has
been determined that growth of online shopping does not really mean extension of traditional
stores, by taking example from Alibaba successful integration of online and offline shopping can
be facilitate around the world by leading giants. It will not only allow customers to have an
amazing shopping experiences but also benefit both online and traditional 'high-street' stores to
successfully co-exist.
2. Discuss the 5 ‘New’ technologies outlined in video 2 and explain the advantages and
disadvantages of each technology.
By evaluating video 2 it has been evaluated that are five new technologies that has been
outlined which is having advantages and disadvantages of their own. These technologies are
offering significant aid in retail industrial segment through which immense level of consumer
satisfaction can be offered (Borisova, Kirichenko and Dmitrieva, 2020). Mentioned below these
5 new technologies is defined along with its advantages and disadvantages:
Beacons: These are mainly known are small wireless transmitters which is being used in retail
industrial segment in order to make improvement in the in-store shopping expectations. With the
use of this Bluetooth technology detection of nearby smartphones has been made in which media
such as coupons, ads and supplementary product information is being provided to customers. For
example with the help of this technology Macy's is enhancing traffic and shopping experiences
of customers. However, this technology is having some certain form of advantages and
disadvantages which is defined below:
Advantages:It offers organisation with an effective advertising tool through which they
can effectively boost power of personalization.
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Disadvantages: One of the major disadvantage of beacons is that it is not cost-efficient
along with this tracking movement is also not simple and organisations can somehow face
difficulties in gather information on consumer movement.
Facial Recognition: This technology allows companies in retail industrial sector to recognise
human face with the assistance of video cameras and offer personalised experience to customers.
This technology is disrupting retail sector in number of ways but is also have some certain
disadvantages which is defined below:
Advantages: It allows customers to have easy and personalised shopping experiences and
safe their time. With the help of this technology customers can try out things rather than waiting
for their turn to try out things in trial rooms.
Disadvantages: It has been evaluated that this technology can have disadvantages in
terms of lighting levels, video and image quality that can affect customers shopping experiences.
Robot Assistance: This has been evaluated that robot assistance disrupts retail industrial
segment in number of ways (Ferreira, Pereira and Durão, 2020). They are not only providing
effective customer experiences but are also aiding companies in various ways. This technology is
effectively driving engagement of consumer to the next level. Mentioned below significant
advantages and disadvantages of this technology is being defined:
Advantages: According to the evaluation it has been determined that robots are driving
seamless consumer experiences in retail industrial segment. They are managing in-store
consumer service, serving customers in different languages, monitor stock level for better
efficiency, helps customers to find items in less time and more.
Disadvantages: Major disadvantage of using robots that can be faced by organisations
within retailing sector is that, they does not interact as human do and have inability to feel
comparatively to human employee who can evaluate expressions of customers and can further
serve them accordingly.
Smart Mirrors: It has been evaluated that smart mirrors are effectively boosting sales in
retailing sector. With the help of this technology organisations within retail industrial sector can
allow customers to have more fun to shopping. This technology facilitate customers to quickly
try on things like outfits. Along with this, it has been evaluated that this technology is also allows
customers to share their picture on social media and ask for the recommendations from friends.
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However, it has been evaluated there are some certain form of advantages and disadvantage
associated to this technology which is being define below:
Advantages: One of the most important advantage of smart mirrors is that it allow
customers to virtually try on as many clothing pieces without waiting of their chance in trial
rooms. With the help of this technology consumers can get personalised and effectively shopping
experiences.
Disadvantages: There are some certain form of disadvantage that smart mirrors are
holding some of the disadvantage include lack of human interactions, cost of smart mirrors and
inaccurate inventory management that can further create problems.
Auto Checkout: It is a automated process in which customers are having feature to add
product automatically in their card and go to the checkout. There are some advantages and
disadvantages of auto checkout is being given which is defined below:
Advantages: It allow customers to undergo in hassle free shopping experience without
waiting in checkout lines. This technology enhances customers shopping experience in a well
define and effective manner.
Disadvantages: Major disadvantage that has been associated with auto checkout is that is
is having high up-front costs, equipment malfunctions, layoff backlash and more.
3. In video 3 we see Symphony Retail’s vision of Supermarket 2020. Discuss what your
Supermarket of the future would look like and what it should contain/not contain.
It has been evaluated in the video 3 that there are some certain number of factors that are
included in Symphony retail vision of supermarket 2020. These factors can acts as market
disruptors and can also serve high experience to customers. However, according to my point of
view supermarket of the future can be inclusive of tools like 3D store-navigation, click and
collect, AI-enabled real-time basket and cost reduction offers.
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Project 1b: Case study about Mobile commerce
1. Advantages or disadvantages associated to location based advertising communication as per
the video 1
In present mobile world, imagining reaching right person, right time and sending
personalised messages to appropriate person is possible with Blesh. Location based advertising
communication is the communication based on the location of the person in which a company
able to advertise their service or product to end consumer. When they are within certain
geographical distance, it easily accesses to customer behaviour, their habits and their shopping
style easily and effectively (Ascenzo, 2020). According to E market survey, more and more
people spent their time on mobile and tablet. There are different types of location based
advertising is used which are GPS advertising and IP address marketing. It helps business in
increasing the visit of people in their stores.
Key advantage of location based advertising communication as per Blesh are as follows:
 It provides real world data of customers with behavioural analysis on location visit. The
communication assists in personalising ads to people on the basis of their location and
showing something relevant helps in observing behaviours of people so that real data
about preferences, choices and other are provided to company.
 It makes real time communication possible with location based advertising
communication (Johnson and Ouimet, 2018).
 Location based advertising communication improves engagement of customers with
brand. When company specifically target audience in one location then they are able to
create relevant content which speaks directly to their requirements. The catered content
assist in helping audience to feel more connected to business as well as foster trust.
 Location based advertising communication is beneficial as it targets customer base on the
basis on behaviours and location. For example, it helps in targeting people that uses
public transportation every day, home makers, white collar people, sand or sea lovers and
international travellers.
 The communication helps in sending different messages to different people about
offering of company at same time and at same place (Lange, Planes-Satorra and Paunov,
2019).

 In faster changes of life, it becomes bigger and quicker as people move around. Blesh
helps in finding right target audience and moving towards them at time and right location.
2. Discussion associated to advantages and disadvantages concerned with M-Commerce on E-
Commerce that indicate which is most significant and why
As the world is moving towards mobile, concept of M-Commerce is ensuing E-Commerce
in every relevant aspects. The term E-Commerce can be termed to the way for selling addition to
purchasing products through electronic medium. It is a platform where buyer and seller make
purchase or sale of goods or services online over internet. It is the model through which any
business can expand in short period of time. It is a disruptive technology through which every
product is available from small quantity to large quantity. And in the present century, it is well
expand every business entity used this platform for growth and for earning profit. M-Commerce
is extension on E-Commerce wherein all transactions takes place on mobile devices (Poremski,
2017). It is the use of mobile and tablet any wireless handed product by the customer for
shopping product or service on the online platform and also help in paying the bills or booking
ticket of bus, train and flight online through mobile phone. Through this consumer save their
time, money, effort because every entity provide vouchers, coupons for shopping and discounts
on festivals. There are different types of M Commerce is present are- mobile banking, mobile
shopping, mobile payment etc. These both have same objectives that is to facilitate or encourage
a sale. However, the concept of M-Commerce offers multiple advantages which E-Commerce
simply cannot. The benefits of M-Commerce over the preceding are as follows:
Mobility: Mobile technology permits to form transactions easily at all places with contact
of button. Through M-Commerce, target audience can get quick wealth of information of their
existing locations till the time they connected with Internet. However, In E-Commerce, people
are not limited to place and time for gaining access.
Rapid as well as many varied purchases: It is M-Commerce which provides diverse
range of fast payment alternatives. It assist citizenry to simply download one of various one click
inspection applications and skipping through cart altogether. The option is not available to
people in E-Commerce. With this, it is said that M-Commerce makes painless as well as fast
experience.
Omni channel: It is all about devising a seamless all including customer experience by
using numerous communication channels. It is concerned with aforementioned mobility of M-
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Commerce to the advantage. An effective omni-channel is not possible without any
technological advancements which are bought by M-commerce over E-commerce.
Push Notifications: It is direct messages to audiences through apps. M-Commerce
announces new products, exclusive offers, services and rewards by crafting messages which
results in increasing engagement.
With the mentioned advantages of M-Commerce over E-commerce, it is analysed that
mobile have condemned desktop within market share globally. It reflects clear incentive for eth
purpose of spending financial and other resources on M-Commerce rather than E-Commerce
(Rekittke, Paar and Ninsalam, 2013). Although, M-commerce do not have money disadvantage
over E-Commerce. But there are come which are as follows:
Ad Fraud: Within mobile commerce space, Ad Fraud are more prevalent. It is reported by
HuffPost that around 60% marketers lack progressive Fraud prevention within their Smartphone
marketing. But E-Commerce do not have such limitation.
Cost: using M-commerce is a costly approach. Developing an app is seen as a costly
endeavour. Particularly, for small business as it takes huge time, resources and efforts to build a
mobile application and pass it to target audience. However, in context to E-Commerce, it keeps
sellers interested in online selling that reduces their additional costs.
Privacy: When company gains larger access to data of customers, it is their responsibility
to ensure that the collected data is protected. In M-Commerce, privacy of data is limited as it has
more possibilities of leakage of information. But, in context to E-Commerce, data are protected
more as customers shares limited information about them.
By considering advantages and disadvantages of M-Commerce over Electronic-
Commerce, it is analysed that M-Commerce is more important in fast growing business world
for business as it brings simple, user friendly as well as more accessible shopping experiences to
customers.
3. Discussion of the ways 5 Location Bases services can provide benefit to a typical SME of the
selection
Within fast changing planetary, business is always on move. Location based service is like
GPS but indoor. As per Alcatel Lucent Enterprise, five location based services that are
mentioned in the video include wayfinding, geonotification, geofencing, analytics and asset
tracking. For a small and medium size company, for example, Chic by Choice, the five location
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based services benefits through helping them to no more getting lost, no more wasting time and
offering huge benefits in the daily life. It differentiates them in competition by delivering
customised services and improving profitability. All these helps in moving towards where the
SMEs wants to by saving their rime and reducing stress. These services helps in making things
on time and reaching to a location without any complexities (Tian, CAO and Zhang, 2018). It
also improves notification with geonotification assist in improving traffic and sending
notification to target audience. Geofencing makes it easy to receive information about nearby
attractions and services. In all, five location based services helps business in improving
efficiency and values in market.
4. Key ethical considerations close to business knowing all place they visit
Location is the destination where a business travels for connecting with people, media
addition to places. All humans or business owners wants to know what, why, where and how
they are doing activities. The key ethical consideration around businesses knowing all places
they visit are technology, Social media and safety. In context to, social media, it is the factor that
requires mode consideration of business to provide suitable and fair information to kids and
millennials about the brand and its products on different platforms including Facebook,
Instagram and many more. Moreover, technology is other ethical consideration for businesses
while moving to different places (Lange, 2018). It helps in monitoring activities of employees on
their computers or other kind of electronic devices. It is important for companies to ethical
perform activities through focusing on the aspects related to what is there position in market,
where they are doing it, how the perform and why they move to other location.
CONCLUSION
From the report, it is concluded that digital landscape is aggregate title for social networks,
videos, websites and many more. All these tools are used to sell organisational products along
with services in quick manner. Online shopping is type of electronic commerce that permits
users to buy products directly over Internet. The five new technologies which are emerged in the
fast changing world are facial recognition, robot assistants, smart mirrors, auto checkout and
beacons. Through location based advertising communication, organization able to maintain
relationship with customer because they knew the need of the consumer. M-Commerce have
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various advantages over E-Commerce that is more important in the changing business
environment.
REFERENCES
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Chaparro-Peláez, J., Acquila-Natale, E., Hernández-García, Á. and Iglesias-Pradas, S., 2020.
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Johnson, K. M. and Ouimet, W. B., 2018. An observational and theoretical framework for
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Lange, E., 2018. 99 volumes later: We can visualise. Now what?.Landscape and Urban
Planning. 100(4). pp. 403-406.
Planes-Satorra, S. and Paunov, C., 2019. The digital innovation policy landscape in 2019.
Poremski, M. D., 2017. Evaluating the landscape of digital humanities librarianship. College &
Undergraduate Libraries. 24(2-4). pp. 140-154.
Rekittke, J., Paar, P., Lin, E. and Ninsalam, Y., 2013. Digital reconnaissance. Journal of
Landscape Architecture. 8(1). pp. 74-81.
Tian, Q., CAO, Z. Z. and Zhang, R., 2018. Digital camera and Auto CAD based method for
measuring the leaf area of landscape plants.Grassland and Turf. 3. pp. 25-28.
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