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Skip to 0 minutes and 9 seconds SIMON PERRY: Every story that can be geographically located, we geographically locate it. Geomarked is the way we refer to it. That gives us the ability to show a map at the end of the story without having to– it’s a smoother way of doing it, we found. So if a story is about, say, planning permission, or an accident, or road disruption, then the reader can mouse over at the bottom the story on a desktop computer, and the map pops up on the mobile version it’s automatically there.

Skip to 0 minutes and 45 seconds But it also allows us to do something called augmented reality, where an application that run on a mobile phone you can walk through Newport, if you were so inclined with this application with a phone in front of you, and it would show you where stories have occurred. Say for the coverage we just did for the Isle of Wight Festival. We weren’t on site. We were back where we work. And we decided to monitor the social media channels to then do a live blog update of what was happening. We did two separate ones. One with travel. And the other one of people going to the festival and having fun at the festival.

Skip to 1 minute and 26 seconds So we used the fact that they had geomarked their postings of Instagram and also of Twitter to then use it to gather the information that we could then publish again.

Using location to personalise information

In an earlier video, Howard talked about how the National Trust website presents relevant information based on the location of the user e.g. are they on the way to a property, at a property or have left the property.

In this video, Simon talks about how OnTheWight has taken this a step further by geographically locating each story that can be geographically located (what they call ‘geo-marking’).

He also explains how the OnTheWight mobile App uses ‘augmented reality techniques’ which allows customers to experience relevant stories in the exact place that they occurred.

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Digital Marketing: Challenges and Insights

University of Southampton

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