Companies who use mobile marketing seems to take into account past experience of unsuccessful intrusive advertising and now offer really interesting ways to lure away consumers.

The largest coffeehouse company in the world Starbucks and cosmetics giant, L’Oreal are launching a six-month trial campaign of mobile location-based advertising in Britain.

Both companies are using UK’s O2 mobile network. Placecast, a private US company, provide technical realization of campaign, using so called “geo-fence” technology. The system sends promotional codes offering discounts for products for O2 subscribers who are passing by the companies’ stores.

Perhaps, the most important thing that deserves attention is that offers are delivered only to those who are interested in them. Promotions are available only if customers have opted in for the O2 More service. Subscribers input information about them such age, gender and their interests. Those who are interested in food and drinks, receive an offer from Starbucks when within a geo-fenced area of Starbucks. The same is with L’Oreal – customers who are interested in beauty receive promotions within the area of L’Oreal shops.

These companies are certainly caring about their current and future consumers, as they provide this campaign only for opted-in subscribers. There is a great chance to make your customer an ex-customer if you send him/her unsolicited messages offering 10% discount on chain saw when they are in fact go past your shop to buy a vase. People who are just happened to be near your store are not enough good cause to fill their mobile phones’ memory with advertising.

Of course, this case is interesting due to precise targeting which haven’t been seen before. However, what it lacks is interactive communication with consumers, who only get plain discounts. If a consumer is interested in beauty, maybe adding an option to subscribe for news about new products and offers will take the whole campaign a little further? This way they can get messages not only when they are in the zone of geo-fencing, but everywhere.

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