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.



Canadians Are More Mobile-Savvy Than Others Around the World, Says New PayPal Study

Ahead of a global rebrand, PayPal has launched a study that says “Canadians are ready to embrace mobile.”

According to the study, Canadians are more mobile savvy than others around the world, with the majority (56 percent) having used a mobile device for an online transaction. In comparison, less than half of Americans do the same. One in four Canadians is looking for an easier way to pay from their mobile device.

If everyone could accept online or mobile payments, nearly half of Canadians (48 percent) would use their mobile more often to pay for everything from fresh produce to handmade goodies at their farmer’s markets or local stores.

Moreover, when it comes to shopping online, similar to people around the world, one-third of Canadians are frustrated with having to enter payment details or remember multiple pins and passwords. If a site requires a customer to sign up or register before making a purchase, they’re apt to lose more than half of prospective sales in Italy (52 percent), Canada(51 percent) and Spain (50 percent).

More than half of Canadians (51 percent) are annoyed to find added taxes or hidden charges at the last checkout screen.



The fallacy of the mobile advertising surge: It’s tablets – not mobile – which is driving the growth

The fallacy of the mobile advertising surge: It’s tablets – not mobile – which is driving the growth

Almost four years after the iPad launched the tablet revolution, the advertising industry still doesn’t recognize tablets as a specific platform. Mobile advertising will surpass desktop advertising by 2017. This is the key takeaway from eMarketer’s latest digital ad projections. They show advertising revenues stagnating, eventually declining, on desktop and surging on mobile in the(…)


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