1. Location-based marketing uses technologies like Bluetooth, GPS, WiFi and iBeacons to reach consumers with personalized messages based on their location in real-time.
2. The use of location-based marketing is growing rapidly as the number of location-based service users triples between 2012-2016, and marketer investment in location-based ads increases over six-fold in that same period.
3. Location-based marketing provides opportunities to engage consumers through out-of-home advertising, events, search and display ads, at points of sale, and via mobile apps to deliver highly relevant messages at the right place and time.
Mobile Social Networks And Location Based Services Meng Seminar Claudio Sch...Claudio Schapsis
Mobile Social Networks And Location Services What Marketers need to know now - An introduction to Location Based Services applied to Marketing Intelligence and Marketing & Branding Location implementation and strategies. by Claudio Schapsis TW @schapsis
By Rori DuBoff, David Potin & Daniel Rodrigo
Havas Media Group
Location Based Marketing
In the past few years, there has been significant worldwide growth in the number of people using location-based services and corresponding marketer investment in geo targeted advertising and media.
We expect this trend to increase exponentially as the ability to deliver on the promise of highly relevant, real-time personal connections between brands, people and communities becomes further realized.
In this POV, we explore the technology, media and strategy fueling the opportunities of location-based marketing.
Location-based Marketing (LBM) - Global Media Trends Havas Media
Creating Meaningful Connections through Location Based Marketing. How can we reach consumers at the right time and place with the right message and experiences? We know today’s average consumer is constantly changing location, device, and changing the media type with which they interact. To be relevant to these consumers, we need to keep up with them, adapting and changing marketing content to their realities and environments. The presentation provides an overview of the technology, media and strategy fueling the opportunities of location-based marketing for global and regional brands.
Location-based marketing video: http://youtu.be/-Nv1d9Lylzg
Havas Global Media trends series also includes other reports on slideshare such as: Progressive Screens (multi-screens), Social Shopping and Life Tracking.
Out-of-home now even more mobile with Connect, the first global OOH mobile interactive advertising platform. The interactive network is a unique way for advertisers to integrate their outdoor campaign with their online activities and thus involve consumers more. The interactive network supports advertisers in a number of objectives, ranging from the creation of a brand experience to online sales, including extending their campaign to social media.
OOH media is known to be ubiquitous, accountable and bold, however the medium continues to evolve further as we see convergence across all media. This means we need to redefine what we mean by OOH and use new language to reflect the capabilities and effect of OOH.
With "Why OOH?" Martin Porter, VP Director, Marketing and Integrated Planning explains how OOH fits into the larger convergent ecosystem and why it is important that the medium be included in the media mix to help reach the constantly connected audience.
Call To Action: Bridging the Gap Between Mobile & OOHPosterscope
As we see the number of connected devices and technologies continue to increase, the phenomena of the once spectatorial culture is now rapidly evolving into a participatory culture. Key drivers such as mobile, social and digital OOH have created a constantly connected consumer who has high expectations and more control over what he/she is willing to listen to, take away
and act upon. This has forced a collaboration of OOH with mobile, creating a new communication ecosystem that is revolutionizing how we interact with media while out of home.
Here we discuss how mobile technologies such as QR, SMS, AR, Bluetooth and NFC are changing the OOH advertising landscape, allowing brands to engage with consumers on a platform that never leaves their side.
Mobile Social Networks And Location Based Services Meng Seminar Claudio Sch...Claudio Schapsis
Mobile Social Networks And Location Services What Marketers need to know now - An introduction to Location Based Services applied to Marketing Intelligence and Marketing & Branding Location implementation and strategies. by Claudio Schapsis TW @schapsis
By Rori DuBoff, David Potin & Daniel Rodrigo
Havas Media Group
Location Based Marketing
In the past few years, there has been significant worldwide growth in the number of people using location-based services and corresponding marketer investment in geo targeted advertising and media.
We expect this trend to increase exponentially as the ability to deliver on the promise of highly relevant, real-time personal connections between brands, people and communities becomes further realized.
In this POV, we explore the technology, media and strategy fueling the opportunities of location-based marketing.
Location-based Marketing (LBM) - Global Media Trends Havas Media
Creating Meaningful Connections through Location Based Marketing. How can we reach consumers at the right time and place with the right message and experiences? We know today’s average consumer is constantly changing location, device, and changing the media type with which they interact. To be relevant to these consumers, we need to keep up with them, adapting and changing marketing content to their realities and environments. The presentation provides an overview of the technology, media and strategy fueling the opportunities of location-based marketing for global and regional brands.
Location-based marketing video: http://youtu.be/-Nv1d9Lylzg
Havas Global Media trends series also includes other reports on slideshare such as: Progressive Screens (multi-screens), Social Shopping and Life Tracking.
Out-of-home now even more mobile with Connect, the first global OOH mobile interactive advertising platform. The interactive network is a unique way for advertisers to integrate their outdoor campaign with their online activities and thus involve consumers more. The interactive network supports advertisers in a number of objectives, ranging from the creation of a brand experience to online sales, including extending their campaign to social media.
OOH media is known to be ubiquitous, accountable and bold, however the medium continues to evolve further as we see convergence across all media. This means we need to redefine what we mean by OOH and use new language to reflect the capabilities and effect of OOH.
With "Why OOH?" Martin Porter, VP Director, Marketing and Integrated Planning explains how OOH fits into the larger convergent ecosystem and why it is important that the medium be included in the media mix to help reach the constantly connected audience.
Call To Action: Bridging the Gap Between Mobile & OOHPosterscope
As we see the number of connected devices and technologies continue to increase, the phenomena of the once spectatorial culture is now rapidly evolving into a participatory culture. Key drivers such as mobile, social and digital OOH have created a constantly connected consumer who has high expectations and more control over what he/she is willing to listen to, take away
and act upon. This has forced a collaboration of OOH with mobile, creating a new communication ecosystem that is revolutionizing how we interact with media while out of home.
Here we discuss how mobile technologies such as QR, SMS, AR, Bluetooth and NFC are changing the OOH advertising landscape, allowing brands to engage with consumers on a platform that never leaves their side.
Out-of-Home is present in every market with strength in the ability to target by specific geographic location. Add in the fact that it gives advertisers a big, bold canvas to showcase their creative and you get a medium that can deliver huge brand stature. However, this view of OOH is one-dimensional in the current world we live in. The medium is evolving, and as we see convergence across all media and the increased importance of audience engagement over pure awareness, we are challenged to redefine the OOH landscape and explore its extended capabilities and effects.
Find out the many reasons why OOH should be included in your next media plan.
Havas Media Global Trends: Location-based marketing Havas Media
In the past few years, there has been significant worldwide growth in the number of people using location-based services and corresponding marketer investment in geo targeted advertising and media. We expect this trend to increase exponentially as the ability to deliver on the promise of highly relevant, real-time personal connections between brands, people and communities becomes further realized. In this POV, we explore the technology, media and strategy fueling the opportunities of location-based marketing.
Location-based marketing video: http://youtu.be/-Nv1d9Lylzg
Global Mobile - A World-view by Havas DigitalHavas Media
This insights piece reflects on consumer trends and practical opportunities in mobile marketing.
The mobile platform boasts a dizzying number of options avaiable to marketers. The irony of mobile marketing is the enormous penetration of mobile and the enormous flexibility, with the ability for personal even tailored, communication.
Mobile Marketing Masterclass - March 2012kapoorkriti
This deck covers the fundamentals of mobile marketing campaigns, including, SMS, apps and integration of mobile strategy with traditional and social media marketing.
Dive into numerous case studies, analyzing the best mobile campaigns and evaluating why those campaigns found success. Using these case studies, this session will walk attendees through the steps necessary to build, launch and maintain highly optimized mobile strategies for their organization.
Learning objectives:
Understand how mobile marketing results in positive ROI
Integrate mobile into their overall marketing strategies
Craft a successful mobile marketing campaign
Increase mobile efforts through optimizing mobile fundamentals
Measure mobile success
"Mobile Marketing beyond apps" presentation by Richard Otto (Marketing & Comm...Richard Otto
"Mobile Marketing beyond apps" presentation by Richard Otto for the Swiss Club Global Conference (Marketing & Communications Loft), Lausanne 4th of April 2012 (Switzerland)
Tech & Media Trends 2015 @ Mobile World Congress with Havas + MobextHavas Media
With more than 50 billion connected devices expected by 2020, the world of mobile continues to evolve way beyond handsets, to include smart appliances, accessories, cars, bikes and almost any object imaginable.
In this new organic marketing world of data-driven connectivity and content-fueled experiences, we find tremendous opportunities for marketers to create more meaningful connections with consumers.
The key trends from Mobile World Congress:
Custom Connectivity & Wearables, Immersive Experiences: Virtual & Augmented Reality, Location-Based Marketing, Mobile Commerce and Biometrics Communications
This is mandatory reading for marketers, developers, and investors who are interested in the SoLoMo space. I think we’ll look back on The SoLoMo Manifesto as a reference for where social, local, and mobile stood at the start of 2012.”–Mark Evans, Creator of the Geo-Loco and Social-Loco conferences.
IAB Mobile Revisted 15 September - Hugues Rey
L’Internet mobile, un concept qui entraîne encore plus de changements que l’Internet fixeLes versions mobiles ou les équivalents des services Internet touchent un public beaucoup plus large et sont lucratifs. Très lucratifs.Si vous pensiez que l'Internet était important, sachez que l'Internet mobile le sera plus encore au cours de cette décennie. Regardez ne fût-ce que l'iPad. Les principales entreprises Internet le clament déjà : « Mobile First » !Si vous voulez savoir pourquoi l'internet mobile est si important, et comment vous pouvez l'utiliser pour générer plus de visiteurs et donc plus de revenus, venez donc le jeudi 15 septembre à la première activité que Stichting Marketing, IAB Belgium et Mobile Monday organisent ensemble.Nous avons le plaisir de vous présenter : - en exclusivité, l'étude Worldwide Mobile Usage d'InSites/IAB - un programme adapté, destiné au « Mobile Savvy » et au « Mobile Newbie », proposé par des experts belges - une session avec Jonathan MacDonald, un expert en communication connu de TEDx Manchester et co-fondateur de This Fluid World & Every Single One of US Découvrez – et repartez peut-être avec – les derniers smartphones !Programme18:15 Welcome (à boire et à manger vous seront offerts)19:00 Introduction par le groupe d'experts19:15 “IAB MC DC 2011: How Belgian consumers use mobile compared with the rest of the world” par Elias Veris (Insites)20:00 Track pour les Mobile Newbies 1. Nicolas Vanderseypen (FR) (Isobar) - “Objectives, KPI’s, stratégie et opportunités” 2. Patrick Bosteels (Mobile Mondays, The Creative Stores) (NL) - “Pertinence de l'évolution mobile du consomateur final”20:00 Track pour le Mobile Savvy 1. Wim Vermeulen (Momads) (NL) - “City marketing case: de App van ‘t Stad” (TBC) 2. Hugues Rey (HAVAS Media) (FR) - “Lead generation through mobile”21:00 Session finale par Jonathan MacDonald (Thought-leader, co-founder de This Fluid World & Every Single One Of Us)
WiFi based localization of client devices is the new battlefront of wireless applications. Accuracy and easiness of implementation are the key success factors. Ruckus SPoT technology is the very first cloud-based LBS system. It limits the hassle of implementation (no additional hardware or APs needed) and improves the precision of positioning. It also opens doors for 3rd party LBS applications, like in-store navigation or museum self-guides.
Virtual Reality for Brands by Patrick-Milling Smith / Here Be Dragons & Rori DuBoff. A strategic in depth guide for brands executing VR: key best practices for developing in VR, along with distribution engagement strategies, and media industry applications, as well as up-to-date stats.
Out-of-Home is present in every market with strength in the ability to target by specific geographic location. Add in the fact that it gives advertisers a big, bold canvas to showcase their creative and you get a medium that can deliver huge brand stature. However, this view of OOH is one-dimensional in the current world we live in. The medium is evolving, and as we see convergence across all media and the increased importance of audience engagement over pure awareness, we are challenged to redefine the OOH landscape and explore its extended capabilities and effects.
Find out the many reasons why OOH should be included in your next media plan.
Havas Media Global Trends: Location-based marketing Havas Media
In the past few years, there has been significant worldwide growth in the number of people using location-based services and corresponding marketer investment in geo targeted advertising and media. We expect this trend to increase exponentially as the ability to deliver on the promise of highly relevant, real-time personal connections between brands, people and communities becomes further realized. In this POV, we explore the technology, media and strategy fueling the opportunities of location-based marketing.
Location-based marketing video: http://youtu.be/-Nv1d9Lylzg
Global Mobile - A World-view by Havas DigitalHavas Media
This insights piece reflects on consumer trends and practical opportunities in mobile marketing.
The mobile platform boasts a dizzying number of options avaiable to marketers. The irony of mobile marketing is the enormous penetration of mobile and the enormous flexibility, with the ability for personal even tailored, communication.
Mobile Marketing Masterclass - March 2012kapoorkriti
This deck covers the fundamentals of mobile marketing campaigns, including, SMS, apps and integration of mobile strategy with traditional and social media marketing.
Dive into numerous case studies, analyzing the best mobile campaigns and evaluating why those campaigns found success. Using these case studies, this session will walk attendees through the steps necessary to build, launch and maintain highly optimized mobile strategies for their organization.
Learning objectives:
Understand how mobile marketing results in positive ROI
Integrate mobile into their overall marketing strategies
Craft a successful mobile marketing campaign
Increase mobile efforts through optimizing mobile fundamentals
Measure mobile success
"Mobile Marketing beyond apps" presentation by Richard Otto (Marketing & Comm...Richard Otto
"Mobile Marketing beyond apps" presentation by Richard Otto for the Swiss Club Global Conference (Marketing & Communications Loft), Lausanne 4th of April 2012 (Switzerland)
Tech & Media Trends 2015 @ Mobile World Congress with Havas + MobextHavas Media
With more than 50 billion connected devices expected by 2020, the world of mobile continues to evolve way beyond handsets, to include smart appliances, accessories, cars, bikes and almost any object imaginable.
In this new organic marketing world of data-driven connectivity and content-fueled experiences, we find tremendous opportunities for marketers to create more meaningful connections with consumers.
The key trends from Mobile World Congress:
Custom Connectivity & Wearables, Immersive Experiences: Virtual & Augmented Reality, Location-Based Marketing, Mobile Commerce and Biometrics Communications
This is mandatory reading for marketers, developers, and investors who are interested in the SoLoMo space. I think we’ll look back on The SoLoMo Manifesto as a reference for where social, local, and mobile stood at the start of 2012.”–Mark Evans, Creator of the Geo-Loco and Social-Loco conferences.
IAB Mobile Revisted 15 September - Hugues Rey
L’Internet mobile, un concept qui entraîne encore plus de changements que l’Internet fixeLes versions mobiles ou les équivalents des services Internet touchent un public beaucoup plus large et sont lucratifs. Très lucratifs.Si vous pensiez que l'Internet était important, sachez que l'Internet mobile le sera plus encore au cours de cette décennie. Regardez ne fût-ce que l'iPad. Les principales entreprises Internet le clament déjà : « Mobile First » !Si vous voulez savoir pourquoi l'internet mobile est si important, et comment vous pouvez l'utiliser pour générer plus de visiteurs et donc plus de revenus, venez donc le jeudi 15 septembre à la première activité que Stichting Marketing, IAB Belgium et Mobile Monday organisent ensemble.Nous avons le plaisir de vous présenter : - en exclusivité, l'étude Worldwide Mobile Usage d'InSites/IAB - un programme adapté, destiné au « Mobile Savvy » et au « Mobile Newbie », proposé par des experts belges - une session avec Jonathan MacDonald, un expert en communication connu de TEDx Manchester et co-fondateur de This Fluid World & Every Single One of US Découvrez – et repartez peut-être avec – les derniers smartphones !Programme18:15 Welcome (à boire et à manger vous seront offerts)19:00 Introduction par le groupe d'experts19:15 “IAB MC DC 2011: How Belgian consumers use mobile compared with the rest of the world” par Elias Veris (Insites)20:00 Track pour les Mobile Newbies 1. Nicolas Vanderseypen (FR) (Isobar) - “Objectives, KPI’s, stratégie et opportunités” 2. Patrick Bosteels (Mobile Mondays, The Creative Stores) (NL) - “Pertinence de l'évolution mobile du consomateur final”20:00 Track pour le Mobile Savvy 1. Wim Vermeulen (Momads) (NL) - “City marketing case: de App van ‘t Stad” (TBC) 2. Hugues Rey (HAVAS Media) (FR) - “Lead generation through mobile”21:00 Session finale par Jonathan MacDonald (Thought-leader, co-founder de This Fluid World & Every Single One Of Us)
WiFi based localization of client devices is the new battlefront of wireless applications. Accuracy and easiness of implementation are the key success factors. Ruckus SPoT technology is the very first cloud-based LBS system. It limits the hassle of implementation (no additional hardware or APs needed) and improves the precision of positioning. It also opens doors for 3rd party LBS applications, like in-store navigation or museum self-guides.
Virtual Reality for Brands by Patrick-Milling Smith / Here Be Dragons & Rori DuBoff. A strategic in depth guide for brands executing VR: key best practices for developing in VR, along with distribution engagement strategies, and media industry applications, as well as up-to-date stats.
Activating the Consumer Journey for Brand Media StrategiesRori DuBoff
Consumer Journey Evolution and opportunities for brand marketers to apply 6A strategies across Owned, Shared, Earned and Paid Media:
Anticipation, Attraction, Appeal, Activation, Appreciation and Amplification
Technology & Media Trends; Mobile World Congress 2015Rori DuBoff
With more than 50 billion connected devices expected by 2020, the world of mobile continues to evolve way beyond handsets, to include smart appliances, accessories, cars, bikes and almost any object imaginable.
In this new organic marketing world of data-driven connectivity and content-fueled experiences, we find tremendous opportunities for marketers to create more meaningful connections with consumers.
The key trends from Mobile World Congress:
Custom Connectivity & Wearables, Immersive Experiences: Virtual & Augmented Reality, Location-Based Marketing, Mobile Commerce and Biometrics Communications
ConsumerJourney Evolution and Brand Media StrategiesRori DuBoff
Evolving the consumer journey to focus on active consumer actions across all owned, shared, earned and paid media.
Mapping the journey to Brand Media Opportunities:
6A Brand strategies: Anticipation, Attraction, Appeal, Activation, Appreciation and Amplification.
When will Virtual Reality become Reality? @NED2015Rori DuBoff
The evolution of Virtual Reality and Augmented Reality.
Brand Marketing Case examples across industries including retail, travel, hospitality, medical, sports, journalism, music, movies, education and more. Plus the future for expanded reality (XR)
The expanding Out-of-Home infrastructure now encompasses not only bought and owned media, but also devices such as mobile, laptop and tablet that are all used primarily while out of home. This convergence of media is driven by the evolving consumer landscape, which is why our Hot Topics for 2014 primarily focus on the intersection of where technology meets media on a multi-platform level.
As a result of the rapid proliferation of mobile devices and screen options we are seeing a significant increase in location-based marketing, as well as the need for value. The momentum behind environment awareness is adding a layer of context that allows applications to be grounded in utility rather than pure entertainment, providing consumers with a more useful and engaging connection.
Our 2014 Hot Topics include a full range of themes including real-time optimization, borrowed formats, smart devices and OOH’s affect on the speed of delivery.
How Mobile Advertising Benefits Digital Media?spocto
Mobile Advertising Benefits Digital Media, No wonder that the worldwide mobile ad spending is expected to cross $40 billion by 2017. The credit goes to the continuously increasing numbers of smartphone and tablet users. Aside from that, here are a few routes in which Mobile contributes towards the boom of digital technology.
It is important to understand how OOH is still recommended and how technology has intervened in the same. OOH continues to be the most recommended medium as it drives huge traffic. In addition, technology intervention has helped OOH become way more preferred as it not only draws traffic but also major engagement. Technology has led to the development of digital billboards and displays that allow advertisers to showcase dynamic content, change messages in real-time, and even display interactive elements.
Intro to Mobile Marketing - WITI PresentationGhennipher
New media, in particular social business and mobile marketing, are transforming the marketing landscape. This presentation gives you a high-lever overview of the mobile landscape, and gets you started on building a business case for integrating mobile into your overall marketing strategy.
This presentation was given to students at the Iowa State Daily for training on understanding the differences between the Wired Web, Mobile Web, Mobile Marketing, and Mobile Advertising.
Role Of Hyper Local Targeting In Mobile Advertising Platformsspocto
After revisiting the popular trends of targeting the audiences and the buyers, the good old location-based marketing is creating the right buzz. The trend has grabbed attention as hyperlocal mobile advertising.
As we see the number of connected devices and technologies continue to increase, the phenomena of the once spectatorial culture is now rapidly evolving into a participatory culture. Key drivers such as mobile, social and digital OOH have created a constantly connected consumer who has high expectations and more control over what he/she is willing to listen to, take away
and act upon. This has forced a collaboration of OOH with mobile, creating a new communication ecosystem that is revolutionizing how we interact with media while out of home.
Here we discuss how mobile technologies such as QR, SMS, AR, Bluetooth and NFC are changing the OOH advertising landscape, allowing brands to engage with consumers on a platform that never leaves their side.
The Power of Mobilizing Your Brand - Google Partners Connect EventPurplegator
As part of the frequently scheduled #GooglePartners Connect events, ATS Mobile also presented to event attendees the benefits of working with a digital agency that understands the evolution of technology, and how brands can best target their audience and budget using a social-mobile strategy. As a member of the #PartnersConnect group, ATS Mobile brings the best of social media relationships with Google and mobile search, its 25 years of experience working with agencies, brands and businesses of all sizes.
SXSW 2019 panel with Rori DuBoff, Kent Bye & Jessica Lauretti.
Discussion topics:
1) How can we apply a human-centric approach to XR design, focusing on experiences that enhance quality of life and solve for real human needs?
2) As XR transforms they ways we interact with the world around us and ourselves (the mirror world) – how do we deal with issues of accessibility, authenticity and bias?
3) How will virtual humans, human avatars and AI agents evolve in a way that enhances versus deters from meaningful communication & relationships?
4) As we move from an era of transactional data to social data,
how do we prepare for the human data industry?
Extended Reality (XR): The End of Distance @ SXSWRori DuBoff
Even in today’s hyper-connected world, brands are faced with the challenge of distance: distance to people, distance to info, distance to experiences. How do they solve for “needed here, but exists there”?
This session will discuss how Extended Reality (XR) - Augmented Reality, Virtual Reality, Mixed Reality - can bridge the gap through relevant, immersive experiences - and when combined with A.I, the opportunity is endless. Join this session to explore how intelligent XR experiences will fundamentally change how brands connect with people.
Into the 4th Dimension: Using Virtual Reality to Make Dreams Come True (Trave...Rori DuBoff
Presentation at Ministry of Ideas, LeMiami conference.
http://www.lemiami.com/ministry-of-ideas-2017/
An overview of Virtual Reality experiences to re-imagine the world. Specific examples and opportunities for theTravel and Tourism industry.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
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Key Takeaways:
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Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
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Lead contributors
RORI DUBOFF
Global Head of Strategy
Havas Media Group
rori.duboff@havasmg.com
DAVID POTIN
Global Account Director
Havas Media Group
david.potin@havasmg.com
DANIEL RODRIGO
Strategy Director - Global
Havas Media Group
daniel.rodrigo@havasmg.com
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Creating Meaningful Connections
through Location-based Marketing
Localized advertising has been around for a long time, since the first time a
storeowner posted a street sign to promote their shop. However, more recently
the term ‘’localized’ has taken on new momentum as global, regional and local
brands are all increasingly relying on geo specific media to connect with people
in real-time in a more personal, meaningful, and impactful way.
Location-based marketing describes how brands can reach consumers in the
right place, at the right time, with the right message and experience. We know
today’s average consumer is constantly changing location, device, and changing
the media type with which they interact. To be relevant to these consumers, we
need to keep up with them, adapting and changing marketing content to
their realities and environments.
According to Asif Kahn, founder of the Location Based Marketing Association
(LBMA), the term location-based marketing is about the intersection of
people, places and media. It’s not just another channel, but a platform for
rich data to learn from and apply for future marketing efforts.
Growth of Location-based Marketing
In the past few years, there has been significant growth in the number of
people using location-based services to search and navigate local
neighborhoods, find nearby offers/deals, and share personal recommendations.
In 2012, there were approximately 747 million users of location-based services
worldwide. The number is expected to triple to approximately 2,093 million
users worldwide by 2016. .1
Correspondingly, marketers’ investment in location-based advertising is
expected to skyrocket from 0.53 billion euros worldwide in 2012 to 6.5 billion
euros by 2017. Why such high growth? Location-based services (such as
Foursquare, Google, and other localized apps) are expected to bring in $10
billion in revenue from consumers and advertisers by 2016.2
1
Emarketer 2013, Strategy Analytics 2011
2
Ibid
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Location-based technology
Today, companies are using a variety of location based marketing tools and
technologies to connect on a localized and personal level with consumers,
including the following:
BLUETOOTH
Wireless technology standard to exchange data over short distances
between devices.
Bluetooth is most commonly found on mobile devices, but can also
be integrated in billboards or point of sale to engage consumers
through shareable, real-time content.
GPS
Space-based satellite navigation system that provides accurate
location information to GPS-enabled devices.
Used in most navigation systems and mobile phones to provide
directions or locate and target the consumer with customized
content.
RFID
Small electronic chips that transmit data wirelessly via radio-
frequency identification. Similar to a barcode (unique object
identifier).
RFID tags can identify and track movement (of objects, products,
people). At events, consumers can check-in in at a venue and track
their movements by wearing a RFID bracelet.
WIFI
Most common wireless technology exchange for connecting devices
to the Internet using radio waves. Offers high speed longer range
access and bandwidth.
It’s the preferred technology to engage consumers with apps,
websites, or other digital content. Many brands sponsor Wi-Fi hot
spots to give free Internet access in exchange for consumer
engagement and data.
NFC
Establishes short-range communication between devices by
touching or bringing them into proximity.
Near Field Communication (NFC) can be used for cashless payments
(i.e. Google Wallet). NFC tags can also be embedded into non-
electronic objects or media (such as posters) to create interactivity
with consumers and deliver relevant content to mobile devices.
iBeacon
Enables an iOS device or other hardware to send push notifications
within close proximity.
Placed in strategic locations, sends mobile alerts with info, coupons
or rewards to consumers when they approach a certain area.
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All of these technologies are part of a broader ecosystem that is helping
marketers customize content, media and services to adapt to the
geographic and real-time needs of consumers. Yet, beyond technology,
successful location-based marketing campaigns require strategic planning and
deep consumer understanding of when, where, why and how consumers
engage with local media and services.
Consumer Marketing Opportunities
Marketers should think about mapping out the consumer journey to understand
how location-based media and content can help drive awareness, engagement,
preference, purchase and ultimately sharing. Here are some areas for
effectively deploying geo-targeted communications.
1. Out of Home: Activate static posters through socially linked actions (i.e.
check-ins or SMS calls to action), digitize billboards with location specific live
content feeds (i.e. news, weather, etc.), embed NFC tags or QR codes on
marketing collateral to deliver relevant content to mobile devices
2. Events: Enable consumers to engage with the brand/product in more
interactive (experiential), physical (augmented reality) and social ways by
rewarding local participation and public content sharing
3. Search & Display: Plan and bid against location specific keywords, display
and video to target geo-specific consumer segments at various phases of
the consumer journey. Extend across multiple platforms, including online,
mobile, and other digital channels
4. Point of Sale: Identify consumers in store or near proximity (via geofencing
or geoaware technology), and deploy situation-based messaging, geo-
targeted coupons and engage with in-store kiosks and digital displays
5. Mobile Apps (& Wearable Tech): Co-develop or sponsor location based
apps /services that deliver highly relevant, unique consumer value (such as
time or cost savings) and help drive brand transactions, loyalty and sharing
Throughout all of these opportunities, data is what we rely on to connect the
consumer to the media that is near them, so being able to effectively
capture, measure and optimize data on a continuous basis is essential.
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Future of Location-based Marketing
As digital technologies continue to evolve faster, bringing unprecedented
changes, it becomes more difficult to predict exactly what technology or service
will flourish or perhaps disappear. For instance, a few years ago we were
discussing the merits of Gowalla, Whrrl and Foursquare. Today the first have
been acquired while the latter has exploded with more than 40 million
Foursquare users worldwide.
This said, we can fairly predict that location based-marketing should have a
promising future. Some predictions we can list for the next few years:
Location-based Marketing becomes an integral component of
marketing communications as consumers continue to gain more value
from location-based sharing (such as check-ins), become more comfortable
with interacting with digital screens, and rely more on their mobile device to
access content in their daily life.
Increase in permissive, yet passive engagement by consumers
(‘passive geo’) as it becomes easier for consumers to automatically share
their location within their social circles, and passively receive relevant
location based content, such an tips, offers /discounts. Of course, marketer
transparency and data security stays critical for mass consumer adoption.
More diversified and sophisticated formats for location-based
marketing, including wearable technologies. Google Glass is pioneering this
space, removing friction for consumers seeking to navigate and interact
simultaneously in the physical and digital world.
Geo-data insights from social (check-ins, postings, conversations),
behavioral (in-store foot traffic), and transactional (commerce) will be used
to optimize ad placements, couponing, customer service, and product dev.
Strong linkages to the mobile wallet. New platforms offering
consumers gifts certificates, tickets and coupons to be used at various
places (points of sale, restaurants, cinemas, hotels), will becomes more
relevant as consumers have the possibility to hold all of these offers in a
mobile wallet (such as Google Wallet, PayPal, Square).
Location-based marketing offers a unique value – the ability to deliver on the
promise of highly relevant, real-time personal connections between
brands, people and communities. As technology and marketing strategies
continue to evolve, we can continue to unlock value from traditional media as
well as create new media to improve communications and interactions to
become more meaningful and valuable.
For more information
Location-based marketing video Location-based marketing presentation,
by Havas Media with Foursquare, strategies and campaign examples
Google, JCDecaux, and the LBMA
http://youtu.be/-Nv1d9Lylzg http://goo.gl/vaH7WA