The document discusses how businesses should incorporate location-based services (LBS) into their mobile marketing strategies to increase sales and customer engagement. It outlines how LBS like Google Maps and Foursquare allow targeted advertising to customers based on their location. While social media is important, LBS can provide more useful data on reaching customers when and where they are interested. As mobile technology continues to evolve, LBS spending is expected to grow and will help businesses better understand customer behavior and needs through location-based data insights.
This article written by Diarmaid Byrne, Editor, STQ, was published in issue 07 of Social Technology Quarterly.
Summary: In a data driven economy Programmatic Buying is the approach marketers are shifting to in order to best utilize data and examine their selling strategies better.
This article written by Diarmaid Byrne, Editor, STQ, was published in issue 07 of Social Technology Quarterly.
Summary: In a data driven economy Programmatic Buying is the approach marketers are shifting to in order to best utilize data and examine their selling strategies better.
Performics 2014 Digital Trends: Participation ActivatedPerformics
Performics 2014 Participation Activated Trends Report explores our major themes in digital marketing in 2014, including Data Shadowing, Content A.I. and Virtual Marketplaces.
General Electric Social Media Strategy – Innovative Technology oriented ContentRajesh Prabhakar
GE social media strategy can be called a digital content factory which is a convergence of different social media platforms that allows company and customers publish and share their own content. The company deals with significantly high quality content that discusses the innovations in technology, emerging technologies, explanation and description about existing technologies.
Performics top 3 trends to drive participation and performance in 2013: (1) AUTOMATED INTUITION: Advertisers activate Big Data to customize ads at scale, by intent, across devices, in real- time to better Connect with participants, (2) THE HUMAN ALGORITHM: Participants move beyond traditional search results to Discover alternative (human!) authority for crowd-sourced decision making, (3) SEARCH APP+IFICATION: Search engines seek to Empower participants by giving them niche content—e.g. integrated vertical search portals directly in the results.
Presentation about most popular tools and frameworks used nowadays in the mobile app marketing, importance of thinking about analytics in the early stages of development, with an intro that shows the current trends in the app ecosystem. Quick overview of the mobile growth loop and its three main phases: acquisition, retention and monetization.
One of the biggest casualties of this New Normal is brand loyalty, as evidenced by the fall from grace of many well-known brands. Learn more on how to avoid this with content marketing for your business through this presentation.
Full blog here - https://digitalmarketingphilippines.com/content-marketing-trends-2021-mid-year-report-infographic/
Performics Benchmarking & Industry Developments Report Q3 2013Performics
Spend, click, CTR, CPC trends Y/Y & Q/Q in paid search, mobile and Product Listing Ads. Insights into new Q3 developments in paid search, mobile, shopping feeds, organic search, social and display
The screen on the average BlackBerry measures just 60mm across. Yet for many of today’s B2B buyers, this is the main source they have for information about the products and services they will buy in the coming year. More than this, it is also the main way that they will engage in the various communities that influence their buying decisions. It’s not surprising then that B2B marketers should be wrestling with how to make the most of mobile social media.
The phenomenal success of social networks can be transferred directly to mobile, enabling customers and prospects around the clock access to an array of social networking services.
Consumers and professionals alike can now engage with brands, collaborate in real time and stay informed from any location at any time using web-ready devices optimised for social interaction.
The Promise of Location Based Marketing - Mobile Media Academy 2013 - YOOSEYOOSE
The Promise of Location Based Marketing
Mobile Marketing Academy Webinar 2013 with YOOSE
Topics Covered:
Relevance is highlighted within location
Geofencing
Geoconquesting
Location-based gaming
Location based SMS
Location based social
Check ins
Ethical concerns for LBM
Best location-based campaigns
Far more than simply ecommerce, the digital channel is the growth engine to drive new markets, test merchandise quickly and cost effectively, acquire new customers, retain existing customers and tap them along with brand fans to propagate messages, content and influence purchases across all channels. In this session, you’ll learn why the digital channel is a growth engine for your business and how to realize its full potential. This session will delve into digital, its benefits and opportunities, and examine how the consumer purchase decision is forever altered by the new digital consumer.
Today, there are 2.8 billion active social media users (+21% YoY), or 37% of the world’s population, compared to 3.8 billion people, or 50% of the world’s population, who are connected to the internet (source: according to GlobalWebIndex).
In 2016, social media continued to experience several changes that require marketers to take notice. The first transition concerns the multitude of social platforms and the rise of chatting apps. The second transition has been changes in mobile and video usage. The third transition involves the integration of social features into online commerce and content websites, or the development of “social core”.
The increasing penetration and use of mobile, has turned messaging apps into an important type of social networks. In 2016, 27% of the population accessed social media from mobile devices – 1.97 billion people. In 2017, 34% of the world’s population, or 2.55 billion people, use social media on their mobile phones (+30% YoY). Messaging apps are very popular among younger users, with Snapchat the most-used social media platform among 12 to 24-years-olds.
Performics 2014 Digital Trends: Participation ActivatedPerformics
Performics 2014 Participation Activated Trends Report explores our major themes in digital marketing in 2014, including Data Shadowing, Content A.I. and Virtual Marketplaces.
General Electric Social Media Strategy – Innovative Technology oriented ContentRajesh Prabhakar
GE social media strategy can be called a digital content factory which is a convergence of different social media platforms that allows company and customers publish and share their own content. The company deals with significantly high quality content that discusses the innovations in technology, emerging technologies, explanation and description about existing technologies.
Performics top 3 trends to drive participation and performance in 2013: (1) AUTOMATED INTUITION: Advertisers activate Big Data to customize ads at scale, by intent, across devices, in real- time to better Connect with participants, (2) THE HUMAN ALGORITHM: Participants move beyond traditional search results to Discover alternative (human!) authority for crowd-sourced decision making, (3) SEARCH APP+IFICATION: Search engines seek to Empower participants by giving them niche content—e.g. integrated vertical search portals directly in the results.
Presentation about most popular tools and frameworks used nowadays in the mobile app marketing, importance of thinking about analytics in the early stages of development, with an intro that shows the current trends in the app ecosystem. Quick overview of the mobile growth loop and its three main phases: acquisition, retention and monetization.
One of the biggest casualties of this New Normal is brand loyalty, as evidenced by the fall from grace of many well-known brands. Learn more on how to avoid this with content marketing for your business through this presentation.
Full blog here - https://digitalmarketingphilippines.com/content-marketing-trends-2021-mid-year-report-infographic/
Performics Benchmarking & Industry Developments Report Q3 2013Performics
Spend, click, CTR, CPC trends Y/Y & Q/Q in paid search, mobile and Product Listing Ads. Insights into new Q3 developments in paid search, mobile, shopping feeds, organic search, social and display
The screen on the average BlackBerry measures just 60mm across. Yet for many of today’s B2B buyers, this is the main source they have for information about the products and services they will buy in the coming year. More than this, it is also the main way that they will engage in the various communities that influence their buying decisions. It’s not surprising then that B2B marketers should be wrestling with how to make the most of mobile social media.
The phenomenal success of social networks can be transferred directly to mobile, enabling customers and prospects around the clock access to an array of social networking services.
Consumers and professionals alike can now engage with brands, collaborate in real time and stay informed from any location at any time using web-ready devices optimised for social interaction.
The Promise of Location Based Marketing - Mobile Media Academy 2013 - YOOSEYOOSE
The Promise of Location Based Marketing
Mobile Marketing Academy Webinar 2013 with YOOSE
Topics Covered:
Relevance is highlighted within location
Geofencing
Geoconquesting
Location-based gaming
Location based SMS
Location based social
Check ins
Ethical concerns for LBM
Best location-based campaigns
Far more than simply ecommerce, the digital channel is the growth engine to drive new markets, test merchandise quickly and cost effectively, acquire new customers, retain existing customers and tap them along with brand fans to propagate messages, content and influence purchases across all channels. In this session, you’ll learn why the digital channel is a growth engine for your business and how to realize its full potential. This session will delve into digital, its benefits and opportunities, and examine how the consumer purchase decision is forever altered by the new digital consumer.
Today, there are 2.8 billion active social media users (+21% YoY), or 37% of the world’s population, compared to 3.8 billion people, or 50% of the world’s population, who are connected to the internet (source: according to GlobalWebIndex).
In 2016, social media continued to experience several changes that require marketers to take notice. The first transition concerns the multitude of social platforms and the rise of chatting apps. The second transition has been changes in mobile and video usage. The third transition involves the integration of social features into online commerce and content websites, or the development of “social core”.
The increasing penetration and use of mobile, has turned messaging apps into an important type of social networks. In 2016, 27% of the population accessed social media from mobile devices – 1.97 billion people. In 2017, 34% of the world’s population, or 2.55 billion people, use social media on their mobile phones (+30% YoY). Messaging apps are very popular among younger users, with Snapchat the most-used social media platform among 12 to 24-years-olds.
This ppt is on mobile apps which are created by company in place of adds as their communication strategy so as to reach to customers and engage with them for long term.
E-Commerce Chap 7: soCiaL, MoBiLe, and LoCaL MaRKeTinG (D3 A 2018)Shandy Aditya
Berdasarkan buku Loudon, K. C., & Travel, C. G. (2014). E-Commerce: Business, Technology, Society. New Jersey: Pearson Education.
kali ini kita akan membahas chapter 7: soCiaL, MoBiLe, and LoCaL MaRKeTinG (D3 A 2018)
Video Presentation Link:
https://youtu.be/dCZf7XolhqA
20/20 Insights: Mobile Marketing Predictions from 20 Marketing LeadersDialogTech
We asked 20 influencers - marketers, product experts, analysts, and journalists - to share their vision of the future of mobile marketing. Scroll through their predictions, then join the conversation on Twitter using the hashtag #DT2020.
2016 Predictions for Location-Based Marketing, Advertising & Commerce Localogy
At the end of 2015 we asked the industry what 2016 will hold for the location-based marketing, advertising and commerce space. Here are the 24 interesting predictions we received from a variety of experts representing companies such as Constant Contact, Dstillery, GoDaddy, Kenshoo, Placed, Yext and many more.
This ppt is on mobile apps that are created as a replacement for mobile adds by the company as their communication strategy to reach to consumers and engage with them for long time.
Whitepaper 1st may 12 mobile marketing Kumar Gaurav
Are you stuck on Marketing?
What new to do? How to grab consumer's short attention Span? How to do out of box marketing campaigns? How to increase ROI on existing marketing spends?
.... Follow the Blue Ocean Strategy...
Find Greener Pastures in Mobile Marketing....
If you follow the "only traditional route" approach ... You end up with the ordinary.
Try Out of Box... Try Mobile
Drive Potential Customers With Effective Mobile Marketingspocto
In a nutshell, customer conduct has changed significantly and the credit for this is shared among brilliant gadgets and platforms like Mobile search engines, Social Media and Mobile Apps. However, the real force which taps their customer potential is called Mobile Marketing.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
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.
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.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
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.
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
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.
https://nidmindia.com/
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
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.
1. Location-Based Services:
The Future of Mobile Marketing
Anna Nelson
8 September 2016
English II GE 2411
The Art Institutes International Minnesota
Professor Christopher Title
2. Anna Nelson
Professor Christopher Title
English II
July 21, 2016
How Trending Technology Can Increase Engagement and Create Sales Research Proposal
Originally inspired by the explosive popularity of the smart phone game Pokemon Go, I
want to explore the use of location based apps and trending technology to create sales and
increase customer engagement for businesses. I’m always curious to try new technology, and
have believed since the early days of Facebook that there is a strong argument for taking
advantage of customer behavior in a creative, cost-effective way. Social media for business has
always fascinated me, and I’d like to delve further into the analytics of how creative tech
advertising has worked or failed in the past with location based apps to show some specific
arguments for success in this arena.
• How have businesses used trending technology to create sales and increase customer
engagement in the past?
• What are some examples of the use of trending technology in real life engagement
success and failures in business?
• Can businesses translate likes and engagement to dollars?
• How have location based applications like Pokemon Go influenced advertising
behavior of businesses?
• What is the future of trending technology’s relationship with business?
3. 1
Outline
Thesis: Businesses should include the use of location based services (LBS) in their mobile
marketing strategy to increase sales and customer engagement.
I. Location based services (LBS) allow marketers to reach customers at the right place with the
right message.
A. Google Maps is a GPS service that 74% of mobile users give their location to in order to
get directions.
1. Businesses tailor their Google presence to reach these consumers.
2. Customers click through to find out more about businesses.
B. Foursquare is a GPS enabled mobile app that allows targeted advertising and
gamification of deals to increase customer engagement.
1. Businesses add specials to hours or locations to target specific customers.
2. Customers search what’s nearby when making their choice of where to go and what
to buy.
II. A well-rounded marketing campaign that includes social media is common behavior for
most businesses today.
A. Customer engagement on social media is an important brand strategy.
1. Facebook pages give insight analytics such as number of likes, the demographic of
visitors, whether the visit is from a mobile device or desktop computer, and more.
a) Sponsored ads within Facebook give more detailed information, such as how
many click-throughs occur.
b) These sponsored ads have a Facebook specific algorithm that can limit
impressions, and de-value organic reach.
4. 2
2. Instagram is an important branding tool, but customer engagement and analytics are
more difficult.
a) Consumers spend on average 13 minutes per day on Instagram, and value seeking
inspiration and following celebrities.
b) This type of content is more brand messaging, which is important but on this
platform, hard to translate into sales.
B. Impressions on a Facebook ad often give an unrealistic expectation of sales.
1. Reach is the amount of people on Facebook that saw the ad, while impressions are
the amount of people that interacted with it.
a) A boutique in Colorado saw 18.2K likes on an ad, but soon went out of business.
b) The gap is not the targeted advertising of the ads, but the physical customer’s
location when they view the ad (not their listed zip code on Facebook).
2. Location based services (LBS) can close that gap when used correctly.
a) They allow the business to reach the customer at the right time and place.
b) LBS gather data to improve targeting and messaging.
c) LBS helps businesses use customer data to become more relevant to their
consumer.
III. Customers are becoming more tech savvy in this mobile market.
A. Millenial usage has skyrocketed, but so has use by their parents and grandparents.
1. “With almost two-thirds of Pokemon Go players in the 18 to 24 “millenial” market,
brands should embrace the opportunity this presents to target a market that typically
tends to reject direct advertising,” Jens Nielsen, head of UK Operations, Netbooster.
(Hobbs)
5. 3
2. Brands, in the past, would create their own app to engage consumers. Now, they are
partnering with existing apps that already have large user bases.
B. Some marketers see customer resistance to new trends or the opting-in of giving out data.
1. There is an anti-ad mentality, which means advertisers need to be more creative in
order to stand out, and more in touch with mobile trends in order to reach their
consumer.
2. Data mining resistance means advertisers need to value those who opt-in and adjust
to gathering those customers additional data, and those of their network.
C. Businesses can adjust to this information.
1. They can utilize mobile technology to express more creative messages.
2. The data LBS provides helps bring the business closer to the consumer, and more in
touch with their behavior, wants, and needs.
IV. The future of mobile marketing is certain, as spending on LBS is expected to reach $2.3
billion globally by the end of 2016.
A. Trends in customer behavior point towards expanding the tech savvy user community as
people get more comfortable with new technology.
B. Trends in corporate behavior point towards investing more dollars into mobile app
development.
C. LBS is scalable marketing that can help businesses increase sales and customer
engagement by closing the gap of the limitations of Facebook sponsored targeted ads,
becoming more relevant to the consumer.
8. 1
Location-Based Services: The Future of Mobile Marketing
With the explosive popularity of the mobile augmented reality game Pokemon Go, the
mobile marketing world has watched businesses either scoff at or capitalize on customer
behavior. “But when you see multiple generations jumping on a product and that product is
getting more news coverage than Donald Trump, it’s probably worth a look,” editor of
Advertising Age Ken Wheaton observes (Wheaton). Businesses have traditionally put advertising
dollars into banner ads and sponsored Facebook ads, but with the increase of GPS apps and SaaS
(software as a service) social media platforms, they should be spending those dollars elsewhere.
The rich opt-in data mines of applications such as Foursquare, Pokemon Go, and Snapchat
contain valuable information businesses can use to their advantage. Businesses should include
the use of location based services (LBS) in their mobile marketing strategy to increase sales and
customer engagement.
Location based services (LBS) allow marketers to reach customers at the right place with
the right message. 2016 Presidential candidate Hillary Clinton was even quoted saying, “I don’t
know who created Pokemon Go, but I’m trying to figure out how we get them to have Pokemon
go to the polls.” Her campaign even set up a voter-registration event at a PokeStop (a local
monument or place of interest according to Google Maps) in Ohio (Moran). GPS services on
mobile apps are not new to smart phone users. Google Maps is a GPS service that 74% of mobile
users give their location to in order to get directions (Hobbs). Businesses tailor their Google
presence to reach these customers by adding their address, hours of operations, website, contact
information, and even delivery menus. Customers click through on the app on their mobile
9. 2
device to find out more about these businesses and immediately route directions via public
transportation, walking, biking or driving.
A slightly more sophisticated application, Foursquare, is a GPS enabled mobile app that
allows targeted advertising and gamification of deals to increase customer engagement.
Businesses add specials to hours or locations to target specific customers, and “gamify” the
experience for users by giving coins and connecting them with their social networks via
Facebook and Twitter to create a leaderboard for check ins. Users search what’s nearby when
making their choice of where to go and what to buy. According to Altimeter Group Digital
Advertising and Media analyst Rebecca Lieb, “Mobile and location-based advertising has a great
deal of potential. We’re already seeing national brands such as Walgreens and American Express
experiment with Foursquare as a marketing platform…Foursquare’s ability to harness behavioral
data in addition to location data will be key to the success of the units” (VanGrove).
A well-rounded marketing campaign that includes social media is common behavior for
most businesses today. Customer engagement on social media is an important brand strategy.
Facebook pages give insight analytics such as number of likes, the demographic of visitors,
whether the visit is from a mobile device or desktop computer, and more. Sponsored ads within
Facebook give more detailed information, such as how many click-throughs occur. These
sponsored ads have a Facebook specific algorithm that can limit impressions, and de-value
organic reach. In an interview with Secure Entertainment partner Brian Bell, operator of Rouge
at The Lounge, the longest running nightclub in Minneapolis, MN, he observes his customer
base is more likely to check in on Facebook when visiting his establishment, but those check ins
10. 3
aren’t helpful to his brand unless the customer adds a picture. Bell adds that social media users
are more likely to interact with photos than any other type of post (Bell).
Instagram is an important branding tool, but customer engagement and analytics are more
difficult. The Sensor Tower, a mobile research firm, recently found the average iPhone user
spends 33 minutes and 25 seconds a day on Pokemon Go, which is greater than Facebook at 22
minutes, Snapchat at 18 minutes, Twitter following closely at 17 minutes and 56 seconds and
Instagram at 15 minutes per day. The Sensor Tower claims Pokemon Go generates $1.6m in
daily revenue (as of July 18, 2016) (Hobbs). The 15 minutes per day customers spend on
Instagram is hard to translate into real sales for businesses because Instagram does not provide
native analytics for brands and businesses to learn from their customer engagement.
Facebook ads can also give an unrealistic expectation of sales. A boutique in Colorado
saw 18.2K likes on an ad, but soon went out of business (Bell). The term “reach” is the amount
of people on Facebook that saw the ad, while “impressions” are the number of times the ad is
interacted with. The gap is not the targeted advertising of the ads, but the physical customer’s
location when they view the ad (not their listed zip code on Facebook). Location based services
(LBS) can close that gap when used correctly. “All these cultural trends, we’re able to capture it,
and if you can’t figure out how to build a profitable business with that data, you should probably
go home,” Glueck, CEO of Foursquare stated in Tech Crunch magazine (Lynley). They allow the
business to reach the customer at the right time and place, gather data to improve targeting and
messaging, and overall can help businesses use customer data to become more relevant to their
consumer.
11. 4
Customers are becoming more tech savvy in this mobile market. Millenial usage has
skyrocketed. “With almost two-thirds of Pokemon Go players in the 18-to-34-year-old millennial
market, brands should embrace the opportunity this presents to target a market that typically
tends to reject direct advertising,” advises Jens Nielsen, head of UK operations, Netbooster
(Hobbs). A customer that doesn’t just ignore but rejects direct advertising deserves to be
understood and adjusted to in order to connect with. “Historically, brands would release native
gaming apps of their own in an attempt to gasify their brand. What we see more of today is
brands working with apps that already have massive audiences, integrating their brand in a
natural way,” managing director of North Europe for mobile gaming developer Gameloft
Antonin Lhuillier explains (Hobbs).
According to the Pew Institute, 74% of adult smartphone owners ages 18 and older say
they use their phone to get directions or other information based on their current location (Baus).
Use of mobile GPS has gone from being a perk of a fancy phone to a part of consumer’s
everyday phone experience. “A whopping 72% of consumers say they will respond to calls-to-
action in marketing messages they receive within sight of the retailer. With only 23% of retail
marketers using some type of geotargeted data in their mobile marketing, there is a huge
opportunity to give customers what they want when they want it” (Baus). With almost two-thirds
of the buying market already using GPS on a daily basis, and almost all of that group electing to
opt-in to apps that ask for their location and other data, the other 77% of retail marketers are
missing out on a huge opportunity.
Some marketers see customer resistance to new trends or the opting-in of giving out data.
There is an anti-ad mentality, which means advertisers need to be more creative in order to stand
12. 5
out, and more in touch with mobile trends in order to reach their consumer. Data mining
resistance means advertisers need to value those who opt-in and adjust to gathering those
customers additional data, and those of their network. “It is also worth remembering that
intrusive capturing of customer-specific data can damage customer relationships. Some
individuals will be put off by excess data gathering” (Farris).
However, businesses can adjust to this information. They can utilize mobile technology to
express more creative messages. The data LBS provides helps bring the business closer to the
consumer, and more in touch with their behavior, wants, and needs. A 2012 article in the
Huffington Post explains, “Proximity seems like a simple concept, but can be a huge determining
factor when potential customers choose a specific establishment over others. You can take
proximity a step further by using technology to partner with other businesses near you. Over
time, the network built by location-based services scales like a social network. Every business
that jumps on board gets a network benefit, so it will be easy for you to convince others to go in
on partner deals and other rewards to cross-pollinate. Non-competing businesses can advertise
for each other easily and inexpensively. Everyone wins” (Rogers).
Trends in customer behavior point toward expanding the tech savvy user community as
people get more comfortable with new technology. “It used to be possible to reach potential
consumers easily. According to an analysis by Willard Bishop Consulting, back in 1995 it took
the airing of a TV commercial just three measly times to reach 80 percent of eighteen-to-forty-
nine-year-old ladies. But five years later, reaching the same demographic required airing that
awful commercial ninety-seven times” (Laermer). The future of mobile marketing is certain, as
spending on LBS is expected to reach $2.3 billion globally by the end of 2016 (Hobbs). LBS is
13. 6
scalable marketing that can help businesses increase sales and customer engagement by closing
the gap of the limitations of Facebook sponsored targeted ads, becoming more relevant to the
consumer.
14. 7
Works Cited
Baus, Lynn. “Location-Based Mobile Marketing Is Where It’s At For Consumers.” Marketing
Land, 20 Feb. 2014, http://marketingland.com/location-based-mobile-marketing-
consumers-74256.
Bell, Brian. Interview. 13 Aug. 2016. Minneapolis, Minnesota.
Farris, Paul, Neil Bendle, Phillip Pfeifer, and David Reibstein. Marketing Metrics: The Definitive
Guide to Measuring Marketing Performance. Second Edition, Pearson Education FT
Press, 2010, p. 166.
Hobbs, Thomas. “Why Pokemon Go is a Game Changer For Augmented Reality and Marketers.”
Marketing Week, 18 July 2016, http://www.marketingweek.com/2016/07/18/why-
pokemon-go-is-a-game-changer-for-augmented-reality-and-marketers/.
Laermer, Richard, and Mark Simmons. Punk Marketing. HarperCollins, 2007, pp. xxi-xxii.
Lynley, Matthew. “How Foursquare Hopes To Hit Profitability.” Tech Crunch, 9 May 2016,
https://techcrunch.com/2016/05/09/how-foursquare-hopes-to-hit-profitability/.
Moran, Victoria, Maureen Morrison, Adrianne Pasquarelli, E.J. Schultz, and Jessica Wohl.
“Marketers Aren’t Waiting for Pokemon Go’s In-App Advertising to Arrive.” Advertising
Age, 18 July 2016, http:adage.com/print/304998.
Rogers, Julia. “Location-Based Services: 5 Things You Need To Know.” Huffington Post/AOL
Small Business, 19 September 2010, http://www.huffingtonpost.com/2010/09/19/
location-based-services-5-things_n_917510.html.
15. 8
VanGrove, Jennifer. “With Promoted Updates, Foursquare Helps Advertisers Push People Into
Stores.” Venture Beat, 24 July 2012, http://venturebeat.com/2012/07/24/foursquare-
promoted-updates/.
Wheaton, Ken. “Pokemon Go: A Crazy, Over-the-Top Tech Fad That Might Actually Help Your
Business.” Advertising Age, 18 July 2016, http://adage.com/article/print-edition/
pokemon-a-crazy-tech-fad-business/304987/.