Marketers have been using geotargeting on the web to serve up appropriate ads for a long while. We’re all used to it and not at all creeped out when we’re surfing the web and see an ad for a local retailer. But with mobile, it’s different. I don’t know why but we all get a little chill when there’s talk of using cell phone geolocation technology to deliver ads and other information.
Mobile feels more personal and more immediate. Someone can track me based on my IP address but that just gets them in the neighborhood not to my house. . . . right? (I hope.) If you’re tracking my cell phone, you know exactly where I am. Exactly. And that gets scary. Admittedly, in 99.9% of cases it’s not a security threat but it still feels like one.