inMarket | Street Fight - Part 2

10 Ways Retailers Can Create Awareness of In-Store Mobile Channels

Stephanie Miles

10 Ways Retailers Can Create Awareness of In-Store Mobile Channels

Consumers increasingly prefer to communicate with businesses through their smartphones rather than face-to-face, even while they’re shopping in-store. Retailers have reacted to this shift by investing in beacons and mobile apps. But many are finding that use of these technologies is low because consumers don’t realize they exist. To understand how merchants should go about building these relationships and creating awareness of their mobile channels, we spoke with seven industry experts.

10 Top Location-Based Marketing Campaigns of 2015

David Kaplan

10 Top Location-Based Marketing Campaigns of 2015

Beacons emerged two years ago but only seemed to come into their own in 2015. Despite hurdles to overcome in terms of consumer acceptance, marketers don’t lack impressive numbers for engagement and store visitation, particularly when combined with more commonplace techniques such as geofencing and targeted mobile ads. We asked our friends at GeoMarketing to look back at 10 campaigns that pioneered in the space in the past year.

Beacons to Shine a Light on Consumers’ Murky Path to Purchase

Noah Elkin

Beacons to Shine a Light on Consumers’ Murky Path to Purchase

Retail activity this holiday season promises to be more omnichannel than ever, courtesy of the ever-present smartphone. That raises the stakes for retailers in terms of their preparedness and complicates their attribution metrics. With online-to-offline shopping dynamics in focus, this may be the long-awaited breakout year for beacon technology.

How Brands and Publishers Are Thinking About Beacons

Steven Jacobs

How Brands and Publishers Are Thinking About Beacons

“The data and analytics is important but in the end, it has to be about improving the customer experience first,” said Jennifer Bordner, marketing manager at Old Navy, during a panel at SXSW Interactive in Austin Tuesday. “What can technology do that feels more natural than an extra burden. In the end, it’s about bridging that gap between the physical and digital [experience] in a way that feels natural.”

#LDS15 VIDEO: The Potential — And Pitfalls — Of Beacon Marketing

April Nowicki

#LDS15 VIDEO: The Potential — And Pitfalls — Of Beacon Marketing

It’s not just about the product or service anymore — retailers must support a positive shopper experience across different channels in order to compete. During a panel at Street Fight’s Local Data Summit in Denver, experts discussed the need to address a new consumer journey where consumers move fluently between the digital and physical worlds…

Street Fight Daily: NFC in New iPhone, 7-Eleven Rolls Out Belly

The Editors

Street Fight Daily: NFC in New iPhone, 7-Eleven Rolls Out Belly

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology Our Sources Say the Next iPhone Will Include NFC Mobile Payments (Wired)… Loyalty Leader Belly Expands its Footprint by Rolling Out to 2,600 7-Eleven Locations (Pando)… Groupon Sales Reps Can’t Pursue Overtime Pay Class Action (Reuters)…

Street Fight Daily: Andrew Mason’s Next Big Thing, Square Bets on Chips

The Editors

Street Fight Daily: Andrew Mason’s Next Big Thing, Square Bets on Chips

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technologyGroupon Founder’s Next Big Plan: Audio Walking Tours (Businessweek)…Square Bets Big on Next-Gen Credit Card Tech (Wired)… Payments Giant First Data Acquires Gyft in an Effort to Bring Digital Gift Cards to the Masses (Pando)…

How National Advertisers Can Market Locally Without Losing Brand Consistency

Stephanie Miles

How National Advertisers Can Market Locally Without Losing Brand Consistency

The biggest challenge large brands face when utilizing local marketing platforms is keeping their messages consistent. Sixty-four percent of brands surveyed are looking for ways to eliminate the customer confusion that can occur when different marketing messages are sent out across competing platforms, and 81% say communicating a consistent brand message is their top priority for the upcoming year. Here are five ways that brands can do just that…

5 Location-Based Marketing Platforms for Brands Without Retail Stores

Stephanie Miles

5 Location-Based Marketing Platforms for Brands Without Retail Stores

Figuring out where to purchase products from a brand that doesn’t have its own retail establishment can present a challenge for many consumers. Increasingly, major brands like Vicks and Nestlé are using location-based marketing platforms to help point potential buyers in the right direction. Here are five platforms offering brands a way to take advantage of such technology on their own terms…