Let’s face it, we’re basically a bunch of cyborgs. Smartphones have become so ingrained in our day-to-day lives, they’re pretty much just another appendage. But the jokes on you, Smartphone users (and some Blackberry users!) Because this human extremity is providing valuable new context for how we reach people—location.

See, local is getting a lot local-er. I’m talking “I see that you’re in the shampoo aisle right now, so here’s an instant offer for some shampoo that will change your life” local. And even though it feels big brother-y, this technology can help us enhance the consumer’s experience.

Here’s how it all works:

GPS Targeting

Nearly all Smartphones have GPS capabilities. So when a person is using an app with location functionality, anonymous data about that device is being sent to advertisers. Boom! Gotcha! Now we know all the retail, attractions, and competitors that the consumer’s near and we can skew our messages accordingly.

Indoor Position Systems (IPS)

IPS—more commonly referred to as beacon technology—has been the talk of the industry for a couple of years now. See, how it works is…when strategically positioned throughout a retail space, beacon technology provides data we can use to create customized experiences for customers. And its accuracy is within inches of the device’s location.

IP Targeting

Are you connected to the internet? Then your device has an IP address. Are you a mid- to large-size company? Then there’s a good chance it’s a unique IP address—which is an invaluable resource for B2B companies trying to reach business decision makers.

Ok, so it’s kinda like we’re watching people…just a smidge. But we can all sleep a night knowing there’s no self-identifying info being passed around – and that the technology helps provide the consumer with a maximum experience. Thank you, weird phone hands.