I recently participated in a panel for Mobile Media Summit in NYC as a part of advertising week. The discussion was primarily focused on all facets of geo-location as well as a deep dive into the role beacons can play to connect with consumers in real-time.
Below are a few territories that I touched on during the session as well as a few additional thoughts.
ROLE OF LOCATION: Location is a great filter to align consumer behavior against. My goal is to seamlessly connect physical to digital while maintaining a highly consistent message architecture that is highly relevant to the consumer.
BEACONS: One of the issues with beacon programs to date is how to achieve scale. Media organizations are looking for opportunities to drive scale while marketing agencies are focused on the ideal message structure.
There are many use cases to consider depending on the behavior you are looking to impact. If the goal is to drive pre-shop behaviors, it may be beneficial to leverage a 3rd party solution like shop kick to motivate a pre-shop mission that can lead to a retail visit.
If a retailer has a robust CRM and loyalty program and wants to connect online behaviors with in-store visits... Read more