Beau Lotto's Talks "Immersive Messaging" with his New App "Traces"
Immersive messaging--it's next level social media, that goes much deeper than the mass broadcast messaging of typical social media. For Traces, could very much be the next innovative disruption in the realm of social media marketing.
Traces by Ripple, Inc. is the brainchild of Neuroscientist, CEO, and TED Talk Speaker Beau Lotto. The problem, says Lotto, is that "Facebook and WhatsApp broadcast frequent, out-of-context information that's of very little value to you, leaving you a completely passive receiver."
According to New Scientist, which interviewed Lotto,
With Traces, the sender creates a digital "payload" – any combination of text, music, images, video, tickets and vouchers – and sends it to their chosen person. The twist is that the receiver can only unlock the message if they are in the right GPS location at the right time.
To send a trace, the sender simply selects a person from their contact list, drops a pin in the map where they want it to be visible – and for how long – and then uploads whatever content they want to leave there. Recipients of a trace get an alert on their phone with a map showing where their message can be collected – and who has sent it.
"Instead of reading tweets in a random location you can choose the location to add context to your delivery," says Lotto.
Traces is a great example at the creative, innovative thinking Lotto is famous for. It's clever because it uses brain science to reinforce it's use. Leaving a love song or a poem on the street corner where you met your spouse is one example at the highly personal, customized application of Traces. You can leave other digital products like theater tickets, movie passes, gift cards, songs, literature. Users have a deeper experience that is truly social. And marketers have another opportunity to distribute and deliver content in a much more meaningful way.