Putting Content in its Place

Kitewalk Marcos AresMarcos Ares, co-founder and CEO of Kitewalk, explains the value of locally-targeted content.

We are experiencing a content revolution. Content is everywhere. And that’s a good thing. Information is power after all. The problem is that the tsunami of content which we are all bombarded with on a daily basis is so huge that it becomes harder and harder to digest it all in a timely fashion. It’s information overload. So how do brands put their content out there in the most effective manner in such a demanding environment?

At Kitewalk we are trying to bring some order to this chaos. We focus on ensuring that users receive the content that is most relevant to their current location, time and context. Because 95 per cent of the content that matters to people is the content that is close to them. Promotions, events, books, activities, deals, restaurants, jobs, houses: you name it, local counts.

Geo-targeted content
Since each and every one of us has different interests depending on where we are and when we are there, there is a need for brands to geo-target the content they put out. That’s what we’re trying to do at Kitewalk. Our platform enables two people accessing the same communication channel at the same time to view different things and perceive different experiences, depending on where they are. Because Kitewalk dynamic feeds are not just a function of time like Facebook Walls, Twitter Walls or online newspapers. They are a function of time and space.  Kitewalk audiences will see the content around them change as they move, enabling brands to target them with content that is more relevant to them because they are physically close enough to the offer or the event to be able to act on it.

Accessible via a 2-way Web Services API, Kitewalk’s cloud architecture eases the creation, modification and deletion of content of all kinds (titles, descriptions, photos, dates, addresses) which are immediately tagged ‘in space’ upon creation. What that means is that a piece of content stored in our cloud will always have a flag in a map, it will always belong somewhere. The purpose? Well, the same API also allows for the retrieval of such content following geo-intelligent requests such as: “Bring me back the 8eight pieces of content which are spatially closest to the following GPS coordinates”.

Use cases
We can imagine multiple and diverse use cases for our technology. Lets take for instance the communication problem that an international retail store chain faces today. Typically, it needs to create and maintain different marketing and communications campaigns in different regions. In pursuit of efficiency and personalization, it needs to use different channels, many times in a repeatable matter – from multiple Facebook pages to different consumer apps – to reach people in different locations. Or, using Kitewalk’s web services technology, the retailer is now in a position to create global apps or other mobile solutions that allow them to communicate their offers or marketing messages on a region-by-region, or even store-by-store basis, using one platform.

That’s because the offers created and maintained inside Kitewalks cloud architecture will be delivered to the brand’s customers in a geo-localised and personalised way. Anyone using that brand’s app will only see the content the brand publishes around a particular location, wherever that location is. And the icing on the cake is that as soon as any of those app users travel to a different location, the brand will still be able to target them with content that’s relevant to where they currently find themselves.

Here’s another example: with Kitewalk, city apps can be reinvented. Tourist boards can publish information about exhibitions, concerts and sporting events which can be presented to tourists and citizens not as classical calendar tables but as moving sharable interactive objects around them. Just as audio guides help visitors to make the most of their trip to a museum, Kitewalk apps could become the perfect audio guide to help everyone discover what the city they currently find themselves in has to offer them.

There are also convincing use case around intranet deployments. Elecnor is a major Spanish construction group that builds anything from hospitals to solar plants. It has hundreds of projects distributed around 30 different countries and more than 13,000 employees. Kitewalk is currently creating the company’s first mobile app solution which will be able to geo position all the past, current and future projects led by the company worldwide. The app goal is two-fold. Firstly, using the app as a dynamic catalogue, app users will be able to see which Elecnor projects are close to them and get information about their progress or history. In such context, the app becomes a dynamic business card for any Elecnor commercial representative when meeting with potential customers. Secondly, used as an internal communications tool, the app will help employees to intuitively discover information regarding current projects taking place, get contact information about such projects, and interact via a Chat button with everyone related to a particular project.

Many other use cases will present themselves once companies get their heads round the logic behind geo-located content: from swimming pool makers to emergency and relief organizations, from blood donation platforms to app creators wishing to add ‘Content Around Me’. Branded content is great; geo-located branded content is even better.

Marcos Ares is co-founder and CEO of Kitewalk. You can see a video interview with Marcos here.