Drones – AKA “unmanned aircraft systems” – are making a variety of sectors somewhat excited of late. And they seem to be taking the marketing world by storm, too.
I recently found out that FPS – a national B2B parts distribution company – made UK history by delivering car parts courtesy of a drone. In an industry where time is of the essence, drones certainly seem to offer a solution. And with companies like Amazon investing heavily in the technology, it makes sense for automotive companies to follow suit.
But how else can they be used in marketing? In February, a Singaporean marketing company flew drones over LA with sensors that could pick up mobile phone signal strength and WiFi. They could identify and locate consumers by their devices, and send out highly-targeted ads straight to their phones. According to the company, the use of drones for location data collection could massively reduce human intervention and make the process of collating data in inaccessible regions much easier.
However, we must make sure that drones are really enhancing and adding value to our marketing strategy, and avoid using them just because they are seen as the latest “cool bit of tech”. After the buzz has died down, will drones be able to help generate sales? Ultimately, the investment has to make a positive impact on your bottom line.
Another element to consider is what your core audience makes of drones – not everyone is their number one fan, so – like with any marketing tactic – it’s important to analyse how it will resonate with your prime target.
I’d be interested to know what you think about the use of drones in marketing, and how people respond to their use. Will you be embracing them as part of your strategy?
Photo: David Rodriguez Martin