How To Do Location-Based Push Marketing Without Going Too Far

Location-based marketing has been described as “the intersection of people, places, and media.”

This evolving new capability centers around the idea of understanding your customers’ context — such as their current location, their location history and their current or historical beacon proximity — to deliver more relevant, timely content as a result.

Enabled by apps, mobile marketing leaders are using location-based audience segmentation to craft smarter messages to engage their mobile customers and win a greater share of smartphone and tablet screen time.

However, brands must tread carefully. When you collect location data but fail to provide a relevant, valuable experience — and worse, when you cross assumed privacy boundaries — your customers may disable location sharing… or delete the app altogether.

With the continuous evolution of location technology, three key concepts are emerging: presence, history and proximity. Brands can now deliver the perfectly targeted message in the most relevant time and place, and achieve levels of engagement other channels would drool over.

Beacons: Microlocation Brings New Possibilities

With beacon deployments, your brand can detect their customers’ location within a matter of inches. This allows you to understand who’s attending an event, or precisely where someone is within a store. And, according to research we’ve conducted, many consumers are accepting of both location tracking and push messaging — the opt in rates average 62% and 51% respectively. 

Brands can craft specific and engaging real-time experiences for their customers — or, alternatively, use historical location or proximity information to target future campaigns. Knowing precisely which parts of the store someone browses can be the difference between sending a follow-up message about tires or tiaras.

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Mobile Now Exceeds PC: The Biggest Shift Since the Internet Began

Internet usage on mobile now exceeds desktop. The time has come to consider integration of mobile-friendly versions of all mission-critical assets.

If you’re still struggling to leverage the website to support goals, you have some catching up to do, as the landscape has recently experienced a tectonic shift.

Mobile Exceeds PC Internet Usage for First Time in History

In early 2014, the landscape in which businesses operate changed forever when Internet usage on mobile devices exceeded PC usage.

It has taken considerable time for businesses and brands to embrace the potential of the Internet. Today, most recognize the Internet as a vital foundation for everything from operations to marketing and sales to logistics, CRM, and customer service.

Still, many businesses and brands struggle to truly leverage the digital landscape to meet the expectations of their customers. Many more will struggle with the migration of audiences (customers) to mobile.

The time has come to seriously consider integration of mobile-friendly versions of all mission-critical assets: applications, data, the website, communications, demos, sales materials, customer service, etc.



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