Location Marketing

Covert GEO Targeter

Geo targeting compels your visitors to read your blog,your ads and links. When a visitor comes to your blog and sees for example their own City in your titles, posts, ads etc. It makes you stand out from the crowd and they are much more likely to pay attention to what you have to say.You also instantly become much more relevant to them and they will tend to trust you more … In their eyes it…

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Foursquare tips werken.

Kijk maar op deze image. Een klein jaar geleden een tip aangemaakt om te zeggen dat de kleine kebabkes in de gang onder het station van Leuven zeer lekker en niet duur zijn. En dat meen ik trouwens, ik zou dat elke keer willen eten als ik er passeer. De prijs is wel een beetje opgeslagen geloof ik, maar nog steeds zeer goede value for money.

Vandaag zie ik dat 24 mensen de tip gevolgd hebben. 7 mensen uit mijn netwerk, en nog eens 17 nobele onbekenden. Bovendien hebben nog eens 6 mensen het op hun todo lijst gezet.

De volgende keer dat ik weer met hand en tand probeer uit te leggen aan wie dan ook dat location marketing een blijvertje is, en foursquare op dit moment het netwerk van keuze, laat ik gewoon deze image zien.

Opt-in not Opt out

Over 2/3 of UK consumers would share their location in order to get more relevant content delivered to their mobile phones.

Q2 Mobile Audience Insights Report from location-based ad sale house JiWire, spoke to nearly 5,000 people in the UK and US, the results concluded that 69% of people in the UK are prepared to give away their geographical location in order to recieve useful location based services.With just over half of US respondents saying that they would be happy to opt in.

Younger consumers appear less worried about giving away their location.   58% of adults under 24 and 60% for those between 25 and 34 also said they would opt-in.

In contrast, just under half (49%) of those between 35-44 would opt-in, rising to 53% for 45-54 year olds and 44% for those over 55.

The report suggested people are becoming more aware of the potential benefits of location-based content, with the US figure of 53% climbing from 51% in the first quarter of the year.

The report said that Apple still hold the Smartphone market however their market share appears to have fallen by around 2.5%. This is due to  Google’s Android and Microsoft’s Windows Phone operating systems seeing increases over the quarter, by 1.5% and 2.2% respectively.

How to Use Foursquare to Win Customer Loyalty, Featuring D.B.A. Barbecue

In part 2 of this series, D.B.A. Barbecue’s Matt Coggin, Whynatte Latte owner Jesse Altman and Foursquare co-founder and CEO Dennis Crowley share insights about location-based marketing.

I’m David Eckoff. I’m on a mission to help businesses and residents in Virginia-Highland use social media and technology to their advantage.

Last week in part 1, we covered “Foursquare 101”. This week in part 2, we’ll explore how local merchants use Foursquare to create raving fans; we’ll detail the business results that can be achieved; and we’ll talk about advice for local businesses.

Global location-based market to pass US$10 billion by 2015

A research report by U.S.-based Pyramid Research reveals the strong growth of the global location-based services market, and predicts the market will only get bigger in the near future.

The group’s recently released “Location-based Services Market Forecast 2011-2015” states global revenue for the location-based services market is expected to reach US$10.3 billion in 2015. That’s up from $2.8 billion in 2010.

Driving this substantial growth are increasing GPS and smartphone adoption, the continued growth of mobile advertising and higher speeds and wider coverage of mobile networks. The report states there are also opportunities in social networking, advertising-based messaging and in-app advertising.

More than 60% of total location-based services revenue in 2015 will be generated from location-based advertising, according to Pyramid.

Jan ten Sythoff, an analyst at large for Pyramid, said in a release that local search will be the most important driver of location-based advertising revenues. “Not only are navigation applications moving to a search-funded model, but there are also a wide range of other companies looking to capitalize on the growth of local search, including start-ups (such as Poynt and Yelp), local business advertising specialists (such as Yellow Pages) and vertical aggregators (such as toptable and HotelBooker),” he said.

While applications have cost advantages over stand-alone personal navigation devices (PNDs), companies including Google and Nokia are switching from a payment to advertising-funded business model.

Originally published in Marketing Magazine,July 04, 2011

Content Curation, Please

According to this free Curata ebook, “Content curation the act of distilling information in an editorialized nature that helps your audience make sense of the big picture.” For specialty outdoor retailers, curating content is about providing information about your business and your local outdoor community–where to go outside, how to be best prepared to go outside, and who to go with. Furthermore, curating content is about storytelling. It is about telling the stories of your business and its mission in ways that are useful, engaging and fun. More than many other industries and businesses, specialty outdoor retailers have truly inspiring stories to tell with an expert voice. 

 As OIA has reported, “Some experts believe consumers are becoming fatigued by the limitless choices and information they find online. Retailers who help consumers navigate this maze of decision-making with thoughtfully curated collections of truly special products and experiences will be rewarded.”

In this great trends report, Hubspot reported, “Creating more and more content will be among the top priorities for marketing teams in 2013. In addition to the increase in allocating budget to content creation, we’ll find increasingly more curation services and “content marketplaces” that will help marketers deliver more in a content-heavy world.”

Content that serves a purpose will be critical. Hubspot writes, “To do marketing better in 2013, marketers will need to go beyond simply creating content to creating a personalized experience for their target customer that’s seamless across multiple interactions. These experiences will leverage context to make a company’s marketing jive with the searcher’s proclivities – the things you’ve learned about your leads over months and years of talking with them. The things they do, the things they say, the sites they like, the products they purchase, their happiness level with your company - all to have deeper and more meaningful relationships and better results.”

So why generate all this content? As retailers, the lifeblood of our business is selling product, but in the fast-changing digital service landscape (whether you are selling online or not), the amount of product you sell is increasingly tied to the big ideas: giving people experience, educating them, building trust, and being perceived as a town center.

According to Curata’s excellent free ebook on the case for curating content, “content marketing now outpaces search marketing, PR, events, and TV/print/radio advertisements as the leading B2B marketing tactic. Why?

Because content curation offers a bang for your buck in the following ways:

  • Revives dropping or stagnant site traffic
  • Improves poor SEO performance
  • Increases the quantity and quality of leads
  • Reduces lead acquisition costs
  • Enhances brand credibility & thought leadership positioning
  • Aides in the lead nurturing process
  • Lowers content creation costs

Providing content for customers—through multiple social and mobile channels—that serves a need is becoming the best way to market your store—not only as the premier, local shopping experience, but also as the true informational hub of your outdoor community. As discussed earlier in this trend report, curated content in context is the best way to make marketing work better, by making it sharable and ultimately, indispensable.

According to Hubspot, ”The SEO of tomorrow will be less about having the right H1 tag or the right keywords on the page and more about creating really good, original content that is socially consumed and shared.“ Retailers can win the SEO battle through good content curation.

To create targeted content, you need the appropriate messaging to shepherd that audience through every step in their journey. Outdoor audiences need content that:

  • Raises awareness by helping access the core components of an outdoor community: where to go and what to do locally outside; who to go with; where to purchase the apparel to suit the lifestyle
  • Promotes discovery by drawing their attention to the fact that your company has the products, services, and expertise to serve them anytime, anywhere
  • Fosters comparisons by allowing your company to showcase its knowledge, expertise, and authentic local knowledge, thus differentiating you from your competitors
  • Encourages a sale by providing the right information to help people access the experiences that are conduits to products

RootsRated was built for specialty outdoor retailers to share their passion for their local surroundings with like-minded travelers and customers, with an easy-to-use mobile tool. It is a technology platform that allows retailers to amplify the authentic knowledge possessed by their staff. In so doing, it provides customers with a new and better way to tap into your outdoor community and places knowledgeable retailers at the center of that community. As stated eloquently in this great article on location marketing, “With any new technology at a marketer’s disposal, the value is not in the technology, it’s in what great marketing ideas the technology enables. Location-based marketing won’t work if the goal is just to interrupt more effectively. The big ideas matter more than ever.”

Deck the Halls with Digital Shoppers: 2014 Holiday Mobile Marketing Strategies

‘Tis the season to be busy. With fewer than 60  days left until Christmas , the hectic holiday season is almost here. During this time, your customers will be more mobile than ever, so your holiday mobile-marketing strategies will be key to a successful season.  Just consider the following highlights from IBM’s “ Seventh Annual Online Retail Holiday Readiness Report ”: U.S. sales via mobile…http://pow.li/1uclGuJ

iBeacon and Indoor Location are Driving Big In-store Engagement Metrics

In light of the popularity of ecommerce, one thing stands to save traditional brick and mortar retailers: indoor geo-location technology. This might sound like talk from a sci-fi movie to some, but new metrics reveal that this real and current technology is not the way of the future, it’s the way of now.

Yet, in recent survey by Experian Data Quality, decision-makers for in-store retailers have cited that implementing geo-location capabilities in their stores is a low priority, with only 20% of respondents citing that geo-location technology was their most important data priority.

Keep reading

Third-party taxi booking apps.

According to Wikipedia (the world’s most trusted encyclopedia), the definition of ‘Social Media’ is:

Social media refers to interaction among people in which they create, share, and/or exchange information and ideas in virtual communities and networks.

While most of us see social media as merely 'Facebook’, 'Twitter’ and 'Instagram’, we forget that mobile applications and virtual online services are also forms of social media.

The rise of social media has facilitated the sharing of information and ideas, which also includes improvements being made to the service industry. 

One example is a unique form of social interaction over virtual reality is the rise of third-party taxi booking apps. Traditionally, I would ring up the booking hotlines, should I need a cab. However, this proved to be unreliable, as lines were usually engaged during rainy seasons or peak periods.

I then switched to the text message service provided by two of the biggest operators we have here, ComfortDelgro and SMRT. This service was fairly reliable, but it was almost always, a trial-and-error attempt. 

I was recently introduced to third-party taxi booking apps by a humble ComfortDelgro taxi driver. To my surprise, I was shown a couple of brochures and marketing material on two of the latest third-party booking apps that have hit the market: MoobiTaxi and Grab-Taxi. 

Both third-party apps leverage on the location services function on the various smartphone platforms. Commuters are able to flag a cab based on their current location and look out for the amount of drivers nearby. Drivers are also able pinpoint the exact booking location and plan their journey beforehand.

As an added incentive, commuters are also able to introduce small little 'tips’, to entice drivers to snatch their booking offer. Pretty ingenious idea, I would say. 

Fortunately, even as a Windows Phone 8 user, I could download the latest third-party taxi booking apps on my phone. 

MoobiTaxi allows you to pinpoint your exact location, based on your map provider. 

Grab-Taxi features an elaborate user - interface. You are even able to pinpoint the locations of the drivers nearby. 

The MoobiTaxi homepage features a set of instructions for both commuters and drivers alike. It positions itself as the one-stop taxi booking app in Singapore. It is available for iOS, Android and Windows Phone (yep, users like me) platforms. 

I was also genuinely impressed by the other market alternative, GrabTaxi. The homepage features the reasons why the app is already successful in our neighbouring countries, such as Malaysia, Thailand and Philippines. The app is also available on the three biggest mobile operating platforms. 

The two new third-party taxi booking apps are a much welcomed option for commuters, as it facilitates more efficient information-exchange. And of course, short waiting times.

The truth is, such location-orientated apps have already been around for quite some time. Mobile apps such as Groupon, Foursquare, Yulp, and 8DaysEat have already attracted users who are savvy with utilizing their location information to create better and interactive experiences.

New tech startups such as this one have also been leveraging on the ever-evolving location-based marketing landscape. 

And no, we’re not gonna call 65521111 during peak hours ever again.