The GeoMarketing Top 5 Countdown
This past week had it all, from beacons on the road (!) to redefining cross-device success. Take it in!
Looking for a little reading to wrap up your Friday? Below, our top stories from the past week — and our favorite links from around the web.
But first, we have a special offer for GeoMarketing readers:
On October 22nd and 23rd, the Location Based Marketing Association will host RetailLoco —a two day event that will deliver insights and trends on the latest in mobile and location-based tools and techniques for retailers. The event will feature keynote speakers, panels on indoor location, proximity-based payments, in-store digital signage, push notifications, metrics / analytics, and more.
Register for the LBMA’s Retail Local conference here and use this special promo code: GEO25. We look forward to seeing you there as well!
Link Picks of the Week:
- Uber’s Latest Update Places Food Delivery Front And Center — Elizabeth Segran, Fast Company
- Factual Founder, Gil Elbaz, Talks About Failure and Neutral Data — Ramon Nuez, Huffington Post
- Foursquare by the numbers: 60M registered users, 50M MAUs, and 75M tips to date — Harrison Weber & Jordan Novet, VentureBeat
- Twitter’s MoPub Sees Big Growth In Native Ads — Anthony Ha, TechCrunch
- Dystopian iBeacon intrusion is a wake-up call for advertisers —Tom Goodwin, The Guardian
Top Stories of the Week:
From Facebook to Twitter to LinkedIn to Pinterest, social media seems to command everyone’s attention right now, so it should be of little surprise that these sites are also attracting more ad spending from SMBs than any other media channel, according to BIA/Kelsey.
About 72.2 percent of survey respondents in BIA/Kelsey’s Local Commerce Monitor, an ongoing insights report, say they’re using at least one of the 12 different social media platforms/formats. Overall, SMBs tell the local market researcher that they spend 23.3 percent of their advertising/marketing budget on social media.
“Marketers can’t continue to bombard customers with offers on their phone that are not relevant,” said Ben T. Smith IV, CEO of Wanderful Media. “Knowing where the customer is, and knowing where they have been allows you to get the specific, right offer for what they’re doing at the time and where they specifically are.”
Gimbal plans are to place Gimbal-supplied beacons on Do It Outdoors’ mobile billboards, along with other objects like Segways and brand ambassador teams. Advertisers working with Gimbal and Do It Outdoors will then be able to send ads and content to consumers who pass within a certain distance of the beacon through the advertiser’s mobile app.
“Many marketers are caught up thinking about conversion rates and click through rates (CTR), but you should look beyond these to find more immediate metrics,” writes engage:BDR‘s Ted Dhanik. “For instance, metrics including viewability and time spent looking at creative can serve as a fairly good indicator of media quality, even if you can’t tie the impression to an offline sale. A consumer that spent 10 or 15 seconds with the creative is a lot more likely to be influenced than someone who scrolls past the ad.”