Implicit Query Generation for In-Store Mobile Marketing
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Solution Overview
Problem
Current technologies lack an effective analog for serving advertisements and additional content in the physical world, similar to how web pages are served online, which limits targeted marketing and user engagement in physical stores.
Innovation Solution
A system that maps physical store locations to web pages, generating implicit queries based on a mobile device user's location and activities within the store, allowing for dynamic presentation of supplemental content such as advertisements, coupons, and product suggestions, leveraging existing online advertisement services.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Productivity
If physical store locations are mapped to web pages with advertisement services, then user engagement and marketing efficiency are enhanced, but device complexity and system integration requirements increase
Solution Approach 1:
The patent introduces a server as an intermediary component that receives location data from mobile devices, maps physical store locations to web pages, and delivers supplemental content. This mediator handles the complex integration between physical store infrastructure and online advertisement services, shielding end-users from system complexity while enabling sophisticated location-based marketing capabilities
Solution Approach 2:
The system integrates multiple functions into a unified platform: location tracking, web page mapping, advertisement delivery, and conversion tracking. By consolidating these functions into a single system that works across both physical and digital domains, the patent achieves multi-functionality that improves marketing efficiency without requiring separate complex systems for each task
2Loss of information
If supplemental content is dynamically added to web pages based on user location, then user engagement increases, but information processing requirements and response time increase
Solution Approach 1:
The system pre-loads and caches supplemental content ( advertisements, coupons, product suggestions) on the server before users arrive at specific store locations. When a user's location is detected, the pre-prepared content is quickly retrieved and delivered, reducing the time lag between location detection and content presentation while maintaining high engagement quality
Data Source
AI summary
Systems and methods, and other embodiments, for processing in-store events regarding the location of a mobile device user are presented. Data regarding a plurality of physical stores is maintained, where the data comprises, for each of the plurality of physical stores, a web site comprising a plurality of web pages, each web page corresponding to a location with the physical store. While a mobile device user is within a physical store, in-store events regarding the mobile device user are repeatedly received. A corresponding implicit request for a web page corresponding to location information of the in-store events is generated and supplemental content from the web page, returned in response to the implicit request, is presented to the mobile device user.