By: Dan Wittmers
Location, location, location! We’ve all heard or used this phrase in a multitude of fashions over the years, but the mobile platform has taken this to an entirely new level. Location is one of the key differentiators that separates mobile from any other medium available to marketers today. Often being dubbed, "The Holy Grail" of marketing, location data provides marketers the best possible chance to serve a consumer the right message at the right time.
In recent months, the conversation surrounding location for mobile marketing and advertising has been abundant, yet fairly unchanged. Innovators are still searching for new ways to increase the sharing of this data by consumers, as well as, testing new ways to utilize the data already being generated.
Many mobile ad networks tout geo-fencing or hyper-local targeting capabilities, but few have the ability to execute with a high degree of success. There are, however, a few companies that have taken location to new depths. For example, Jumptap recently announced a partnership with PlaceIQ to deliver hyper-local ads for a retail client of Hill Holiday. Paran Johar, CMO at Jumptap, was quoted as saying,
“Our exclusive relationship with PlaceIQ goes beyond standard geo-fencing to offer hyper-local audience targeting... Read more
Tags: geofencing, JiWire, lbs, location based advertising, location targeting, mobile advertising, mobile location targeting, mobile marketing
Posted in Ad Networks, Emerging Platforms, Targeting, Wireless | 1 Comment »
We’ve all seen the numbers of how many people have smartphones, and we know they’re using them to help with shopping. But if your memory is like mine, here is a quick refresher:
• There are over 100 million smartphones in the U.S. and that number is growing fast(1)
• 73% use their smartphones to help with the shopping experience(2)
That means it is no longer “if” (that answer is “yes”) or “when” (“now”) to implement a mobile strategy, it’s “how.” So we’ll talk about “how” to do just that.
The primary key to success is engaging the customer. Offer them something that helps either save money or save time. Or both. And make it part of the natural shopping process – either what they are already doing now or what they will easily shift to doing because it’s easier, more efficient or more effective.
To those ends, here are some high-level concepts to keep in mind:
• Understand your customer. Mobile offers a significant leap forward in understanding what your customers want to buy and what they are interested in. This can be demonstrated through intelligent shopping lists, products searched for and products scanned.
• Communicate with your customer at every decision point. Since you know their interests,... Read more
Tags: advertising, engagement, lbs, mobile, retail, retailer, shopper, shopping, smartphones
Posted in Opinions | No Comments »
Will consumers and brands really tune into social TV over the long term?
The whole field is getting a lot of buzz these days, from startups like Miso and GetGlue, to high-profile initiatives at this year's Super Bowl that included a branded app from Chevy and Coca-Cola's interactive Polar Bear experience on Facebook.
I have not seen solid figures on viewer engagement with the Chevy app, but the fact that GM announced this week it will sit out Super Bowl 2013, it stands to reason the initiative wasn't a touchdown.
Coca-Cola's experience, however, was another thing entirely. At last week's Social TV conference, Coca-Cola revealed some astonishing engagement figures for its Polar Bowl. Turns out that while Coke thought they'd engage a couple million people for an average of 2.5 minutes, the Bears - which reacted in real time to the game and even Super Bowl spots from other advertisers - attracted 9 million viewers who spent an average of 28 minutes with the brand.
In the conclusion of our May 2012 Mobile Roundtable, Dorrian Porter, CEO of longtime sponsor Mozes; Julie Fajgenbaum, vice president of brand and social media for American Express; and Rachel Pasqua, executive director of mobile marketing for Organic weigh... Read more
Tags: advertising, american, amex, bicycles, branding, clark, coca-cola, computing, dorrian, express, Facebook, fajgenbaum, ford, foursquare, getglue, jay-z, julie, kimberly, lbs, live nation, location, marketing, media, miso, mobile, mozes, music, pasqua, Porter, rachel, retail, retailing, rock the vote, shopping, social, specialized, twitter, wearable
Posted in Creative Best Practices, Emerging Platforms, Media Planning & Buying, Opinions, Social Media, Wireless | No Comments »
Can Facebook monetize the mobile channel as well as it has its desktop experience?
In the run-up to last Friday's big Facebook IPO, there was considerable industry commentary on that outstanding question.
Here, our mobile marketing panel - Julie Fajgenbaum, vice president of brand and social media for American Express, Dorrian Porter, CEO of longtime sponsor Mozes, and Rachel Pasqua, executive director of mobile marketing for Organic (shown above from left) - put their views on opportunities for both Facebook and brand clients in the mobile space.
MOBILE ROUNDTABLE (PT 4): FACEBOOK'S MOBILE CHALLENGE POST IPO
Click here to listen to: Mobile Roundtable (Pt 4): Facebook's Mobile Challenges Post IPO
(3:28)
ALSO LISTEN TO:
MOBILE ROUNDTABLE (PT 1): JULIE FAJGENBAUM - HOW AMEX BANKS ON MOBILE MARKETING
MOBILE MARKETING ROUNDTABLE (PT 2): ORGANIC'S RACHEL PASQUA - KIMBERLY CLICK, SPECIALIZED BICYCLES RAMP UP MOBILE MARKETING
MOBILE MARKETING ROUNDTABLE (PT 3): MOZES ROCKS THE MOBILE REVOLUTION
(11:07)
Tags: advertising, american, amex, bicycles, branding, clark, coca-cola, computing, dorrian, express, Facebook, fajgenbaum, ford, foursquare, jay-z, julie, kimberly, lbs, live nation, location, marketing, media, mobile, mozes, music, pasqua, Porter, rachel, retail, retailing, rock the vote, shopping, social, specialized, twitter, wearable
Posted in Creative Best Practices, Emerging Platforms, Media Planning & Buying, Opinions, Social Media, Wireless | No Comments »
You might say Mozes is on a rock-n-roll these days.
Within just the last few weeks, Wired ran a feature on how the Palo Alto, Calif-based Mozes powers Umphrey’s McGee’s interactive UMBowl, a concert series that enables fans to shape the concert – in real time – using their mobiles phones.
And just this last week, The Silicon Valley Business Journal ran a profile on the company, which focuses on mobile engagement at live events for brand clients such as Coca-Cola, Ford Motor Company and Rock The Vote, among many others.
In part three of tour May Mobile Marketing Roundtable, we get the inside scoop from founder Dorrian Porter (full disclosure: A longtime friend, client, and sponsor of this blog), on how brands are leveraging the power of mobile at the all-important "point of inspiration."
MOBILE ROUNDTABLE (PT 3): MOZES ROCKS THE MOBILE REVOLUTION
Click here to listen to: Mobile Roundtable (Pt 3): Dorrian Porter - Mozes Rocks The Mobile Revolution
(11:07)
ALSO LISTEN TO:
MOBILE ROUNDTABLE (PT 1): Julie Fajgenbaum - How AMEX Banks on Mobile Marketing
MOBILE MARKETING ROUNDTABLE (PT 2): Organic's Rachel Pasqua - Kimberly Clark, Specialized Bicycles Ramp Up Mobile Marketing
Tags: advertising, american, amex, bicycles, branding, clark, coca-cola, computing, dorrian, express, fajgenbaum, ford, foursquare, jay-z, julie, kimberly, lbs, live nation, location, marketing, media, mobile, mozes, music, pasqua, Porter, rachel, retail, retailing, rock the vote, shopping, social, specialized, twitter, wearable
Posted in Creative Best Practices, Emerging Platforms, Entertainment, Media Planning & Buying, Social Media, Wireless | No Comments »
Copyright © 2013 iMedia Communications, Inc. All Rights Reserved.
