With respect to that 80’s one hit wonder, Rockwell (backed by a still, relatively sane Michael Jackson), today’s mobile phones can really make you feel like someone’s eyes are on you.

One of the buzzes around mobile, mobile web browsing and text messaging is the concept of geo targeting. Most are aware at this point that when you visit a website with your favorite browser on your computer, websites can pinpoint a general location from your IP address.

This is why when you visit search engines, it magically can target local businesses, services, etc. by your locality. Want to see for yourself? Point your browser to http://whatismyipaddress.com/ and see how close it can target your location. Some appreciate this, and others are frightened by it. Proxies and other similar techniques can be used to hide your IP address to fool the engines into thinking you are somewhere else.

One area of search that is the next great unknown is applying this same technology to mobile browsers. The growth of smart phones, be it either Palm, Windows or iPhone based, is rapidly expanding. With this growth, marketers are seeking out new ways to advertise directly to your cell phone, and your cell phone browser, especially by your current location.

The addition of GPS and triangulation can assist a business or advertiser to individually market their product to someone’s cell phone. Imagine the barrage of text messages that can slam you walking down Broadway in New York! While none of us will be too excited for all this junk spam, there is value in this technology.

Services like Google maps and MSN Live search are excellent applications for your cell phone. They can help you locate restaurants, hotels, shops…virtually anything you could be seeking out. However, most still require you to put in your location or street address. Eliminating this step with GPS targeting makes these programs seamlessly integrate into getting you what you are searching for.

The advent of built in GPS on many of these phones eases the search process and can offer marketers what they always seek: a true target audience. This does bring up questions of privacy and the feeling all eyes are on you as you walk down the street. Some may be uncomfortable with this, but you can also turn off these features on the phone.

As this area of marketing grows, marketers need to come to understand what an acceptable intrusion onto people’s cell phones is. Opt in programs are necessary, as data services like SMS and browsing can sometimes lead to unwanted charges on people’s cell bills.

The Bluetooth feature on your phone also allows marketers to set up a transceiver on street corners or in stores to promote their latest product. Imagine walking down the aisle of your supermarket and certain cereal boxes texting you, begging to be purchased!

There are many potential uses for these geo targeting programs. Consumers can sign up to their favorite coffee shop or store and their phone can ring anytime they are within radius of these places. Their banks ATM’s can easily be found. Favorite stores can ring you up.

The potential exists for friends to set up a small circle to have their phones ring whenever they are within range of each other. Seeking out where to go eat, drink or see a movie can be less clicks away on your phone with information aimed specifically at your locale. The range of possibility is endless with this technology, but it does come with a price, namely privacy concerns.

Marketers need to understand the benefits of this technology as well as determining acceptable levels of intrusion. The consumer needs to be in control of the decision of how much they want to be contacted or have their location known. Putting this control into your target markets’ hands ensures goodwill with those potential clients as well as consumer confidence in respecting their privacy.

The JAR Group continues to study this space and advise our clients accordingly to this ever growing landscape. Location based advertising offers great possibility, makes our phones even more powerful and can be a great utility to all of us, but none of us likely wants to be humming Rockwell anytime soon either.