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
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