A recent announcement from General Motors piqued
my interest—they’ve just unveiled an innovative feature through OnStar, called AtYourService. The service utilizes always-connected LTE
technology to deliver hyper-relevant information to drivers. Ask for directions
to a point of interest and the OnStar advisor can send offers and provide data.
Already on board are coupon providers RetailMeNot and Entertainment Book,
Parkopedia, Audiobooks.com, Priceline and Dunkin’ Donuts.
For drivers, it’s safe way to efficiently
gather and sort information. For marketers, it’s a massive opportunity to
engage with a captive audience.
Drive somewhere new and before you exit your
vehicle, you’ve already got context: where to shop, where to eat, where to
sleep, where to park. Sounds like a slam dunk, right?
AtYourServices’s success will be determined
by how it reacts not only a driver’s location but also their preferences. Personalization
without preference is not only meaningless, it is often infuriating. Siri
doesn’t shout from your pocket when she triangulates your location as being
near a Dunkin’ Donuts and likewise no driver wants AtYourService urging them
toward a hotel when they’re just running to the store for milk.
This is where the principles of effective preference
management come into play. Honoring the customer’s wishes about timing, volume,
and other matters make a personalized experience truly effective.
The rapid advances we’ve made in connectivity
mean that opportunities for communications between consumer and brands are
multiplying. Moreover, the information we can share is based on any number of
things – previous purchases, GPS location, who’s in the car, or what book we
just read. As long as we keep preference management at the forefront of our
communications, I think we’re on the right road.
Eric Tejeda is the Director of Product Marketing for PossibleNOW and CompliancePoint. Eric supports the organization’s growth objectives by productizing and launching innovative new products and services that fill critical needs in the marketplace.
With 25 years of experience, Eric firmly believes that permission-based marketing and preference management is a mega trend and the path to success for marketers today.
Labels: atyourservice, audiobooks.com, customized communications, dunkin donuts, General Motors, LTE technology, OnStar, Parkopedia, priceline, RetailMeNot, siri