Chris Copeland, CEO of GroupM Next, is a bit all over the place and extremely non sequitur during his opening presentation at the Search Insider Summit at the South Seas Island Resort in Florida. But that’s okay, because the subject he’s presenting on – “how search identifies you,” and in particular, technologies like near field communication and RFID – is also all over the place. In fact, it’s increasingly everywhere you go.
And that’s Copeland’s point. The ability for search marketers to know where you physically are via geo-location and check-in technologies, enables brands to make offers and serve advertising in a way that conventional Web-based search never could. It’s all about triangulating mobile, location and search marketing techniques that change the whole ballgame.
“The difference between walking into a Macy’s and being pushed advertising and sales, vs. having to look for it,” he says.