Today, business and technology are inseparably entwined. In fact, they always have been. Technology (even primitive applications) combined knowledge and tools in order to exponentially increase the productivity and output of human work. And since the dawn of civilization business has by design revolved around real estate.
Real property (comprising natural resources such as water, flora, minerals, and later crops and human constructs) was the fundament of early commerce – the value derived by measuring its desired intrinsic attributes (read products) against the practical proximity to places necessary to obtain the optimum usage from it (read convenience). This valuation ultimately produced the oft quipped answer to an age-old question that has become an elemental business maxim. Q: What are the three most important tenets of the real estate industry? A: Location, location, location.
Technological advancements continued to foment revolutionary changes — and business boomed. With the advent of the machine age, and subsequently, the oil age, the atomic and the space age, commercial endeavors skyrocket, and marketing and advertising are elevated to an art form.
As the information age hits full stride, the location adage, it turns out, has more relevance than ever before, and it applies directly to the future of marketing and advertising. So much so that a recent report for CMOs and media buyers, produced by Screen Media Daily, the international information source for digital-place-based-out-of-home-media, proclaimed: location is the new currency of marketing.