In order to fully appreciate the significance of localized marketing, we first need to understand the dominant forms of marketing that preceded it. There have been three major technological disruptions over the past century that fundamentally changed the marketing landscape: broadcast television, the internet, and smartphones (mobile computing).
Graph Search Optimization is necessary for retailers and other multi-location brands in order to take advantage of Facebook's latest capabilities, Graph Search.
You have to dig this recent initiative from Coca-Cola in Columbia.
During this concert, the band was playing on a stage that was 50 meters above the crowd.
As Adverblog reports, in order to bring the band down lower, the audience had to "download" them by using their mobile devices to log onto Coke FM and download songs from the band. As they did, the performers would be lowered closer to the public.
This effort, from Ogilvy Columbia, seems to have been a lively way for activate this live event through mobile. And as you can plainly see, it worked.
A QR code or something to instantly log on and download songs could have made this even more immediate.
Either way, Coca-Cola has done it again.
Coca-Cola Mobile Marketing Webinar Thursday, August 16 at 11 AM PDT
For those interested in finding out more about how Coca-Cola leverages the power of mobile - especially during live events - Coke's Center for Mobile Excellence is hosting a Webinar August 16 with the Mobile Marketing Association and Mozes, a client of mine that specializes in brand activation using mobile at live events.
At 'Become Best-in-Class in Mobile Marketing, attendees will learn:
- How to approach cultivating an in-house mobile expert... Read more
Tags: advertising, branding, center of excellence, Chris Bigda, coca-cola, coke, concerts, cpg, Dorrian Porter, events, local, marketing, media, Michael Becker, mobile, mozes, music, outdoor, retail, social, Tara Scarlett
Posted in Emerging Platforms, Entertainment, Opinions, Social Media, Wireless | No Comments »
Social media was born in the PC era, when consumers were sitting by their computers at home, engaging with their friends and eventually also with brands.
So what’s happened since the emergence of social? Well, let’s see…
Smartphones now make up more than half of all U.S. cell phones
Americans now spend more time on Facebook mobile than its website
One in five smartphone owners use geosocial or “check-in” services, up 50%
It’s a mobile world – and brands are just living in it?
Yes, the mobile paradigm is here for brands to embrace. And when it comes to social marketing, the game is now changing. Mobile is already on its way towards becoming the dominant channel, and this trend will not be reversing.
The biggest challenge marketers face in this new era is customer fragmentation across social-mobile platforms. Just a couple of years ago things were quite different. In August 2010, for instance, Facebook was supposedly killing Foursquare with the launch of Places. And a year later, almost the opposite was suggested when Facebook killed Places. But what really happened was that Facebook doubled down on location by making it platform-wide. And with Foursquare’s continued growth, it’s certainly no longer a question of which of the... Read more
Tags: check-in, Facebook, Facebook Offers, foursquare, foursquare Specials, Instagram, local, mobile, mobile marketing, smartphones, social marketing, Social Media, twitter
Posted in Social Media | No Comments »
Foursquare Explore is a social search engine for the real world, and it can be optimized.
Foursquare has made its previously mobile-only Explore recommendation engine available for the web. The feature provides personalized recommendations based on a user's check-in history, the histories of their friends, their current location, and other preferences. Not only does the Explore feature considerably increase Foursquare's value proposition for users by facilitating the discovery of new places, it significantly changes the value equation for brands as well. Indeed, Foursquare Explore is the first SoLoMo search engine.
I wrote about this potential in November of 2010 in a post entitled "Why the Hell Would I Do That? Four Reasons to Check-in."
"The promise of intelligent recommendations is the feature that gets me most excited. Based on the data I volunteer through checking-in everywhere I go, whether it's a public or private check-in, location-based services can use their aggregate data to accurately recommend other places I'll like."
Foursquare Explore is powered by algorithms that intelligently recommend places to consumers based on a broad range of criteria. These recommendations ultimately drive foot traffic (and sales) just as Google Search drives web traffic. As such, brands need to optimize their locations for search, discovery,... Read more