Retail’s Next Big Bet: iBeacon and the Promise of Geolocation Technologies

Advancements in mobile technologies have come a long way in recent years. When geo-location features first emerged on the scene with the introduction of Foursquare, Facebook and Yelp check-ins, industry analysts were skeptical about consumers broadcasting their locations and were uncertain about avenues for monetization. Despite these reservations, mobile geo-location has found a firm foothold(…)

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The six myths of digital marketing measurement

  How you measure digital activity radically affects the strategy and effectiveness of what you do. Leonie Gates-Sumner, client director, Millward Brown explains how myths about digital measurement can distort brand strategy. There is a phrase: “What gets measured gets done”. It’s true in many areas of marketing but in digital the scope for measurement(…)

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5 Tools for Cross-Device Ad Targeting

Ad targeting was relatively straightforward back when consumers relied exclusively on their desktops to consume online content. But as the number of gadgets owned by consumers has increased over time — the average U.S. household now has 5.7 connected devices, including desktops, laptops, tablets, and smartphones — ad targeting has become considerably more complicated. Advertisers are racing to track(…)

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