Using Smartwatches to Join Marketing’s Vanguard

Spending on wearables is predicted to hit $52 billion this year, according to forecasts from the research firm Gartner, and spending on smartwatches specifically is expected to increase by 24%. Smartwatches represent the merging of physical and virtual worlds, and they provide marketers with a direct line for reaching consumers.

Here are five examples of how tech-savvy brands can put smartwatches to work and develop better strategies to take full advantage of the new opportunities that exist for reaching consumers through these wearable devices.

Heard on the Street, Episode 28: Location-Based Survival of the Fittest, With Gimbal

According to Gimbal’s SVP of location platforms Adrian Tompsett, the key to the location business is having a long-term and holistic view of customer value. That means using location intelligence to go beyond just triggering promotions to increase the customers’ basket size, instead using the technology in ways that will provide additional value in the long term.

The Power of Micro-Location Technology

The location market has matured beyond push. The value of micro-location technology is now built on hyper-accurate analytics on where users go in the physical world, allowing advertisers to re-target them with a variety of omnichannel marketing efforts. Here are a few exciting use cases that highlight the power of hyper-accurate location-based marketing technology.

Beyond Proximity Offers: The Second Act of Beacons is Underway

Beacons have grown into a nuanced component of successful mobile marketing. We’ve learned what they do best—strengthen advertiser approaches to metrics and measurement as well as the relevance and contextual richness of on-the-ground, in- or near-store experiences—and we’ve figured out that while push notifications can be a part of the story, they aren’t the main narrative.

5 ‘Smart’ Shelf Solutions for Retailers

So-called “smart” shelves are changing the way retailers interact with customers on the sales floor and offering added value to consumer-facing store apps. Here are five examples of smart shelving technologies being used by retailers right now.

5 Ways to Target Moviegoers with Location-Based Marketing

Ticket sales are down at movie theaters across the country, leaving some of the largest cinema chains scrambling as they search for innovative ways to reverse the slump. Here are five examples of some of the most innovative strategies that firms are using to promote films and encourage ticket sales.

Report: Proximity Solutions Industry Evolving Beyond Retail Marketing

As the proximity solutions industry undergoes rapid expansion, providers are changing up the technologies they rely on. Meanwhile, industries as varied as healthcare, marijuana, and aerospace defense manufacturing are finding new applications for proximity technology.

Freckle IoT Inks Global Partnership with Cisco

Freckle IoT has announced a global partnership with Cisco, allowing the in-store attribution vendor to leverage Cisco’s Meraki access points and more efficiently tie brand advertising campaigns to offline visits on a global scale. As part of the new partnership, Freckle will be a member of Cisco’s Solution Partner Program.

How Sports Marketers Can Extend Their Brands and Win Big This Summer

With so much opportunity — and competition — how can marketers stand out from the crowd and forge meaningful relationships with sports fans? Here are some best practices that will enable marketers to identify their perfect audiences and build lifelong relationships with fans.

How Advancing Location Tech Can Help Revitalize Retail

Despite fears of the disruption that new business models and technology bring, these are can be opportunities for brands to better understand and engage with consumers, said Cameron Peebles, CMO for inMarket. He shared his company’s insights in a Street Fight webinar yesterday alongside The Integer Group’s group media director, M.K. Woltz.

Location Data for Brands: ‘Alternative Facts’ No Longer

As the proximity industry grows, it’s important for brands investing in location and proximity to understand the differences between the various data points and technologies on the market. These differentiators can greatly affect how the proximity and location data is applied towards a brand’s marketing goals.

Swirl Launches Direct Facebook Integration for Online-to-Offline Attribution

Retailers using Swirl’s platform can now connect “verified” real world store visits to Facebook ad impressions and more accurately measure the direct impact that Facebook ad campaigns are having on the way consumers move around inside their stores.

How Retailers Running Beacon Campaigns Fared This Holiday Season

As large retail chains start unpacking the effectiveness of their digital marketing efforts, mobile presence management vendor Swirl is releasing the results of its own beacon marketing campaigns run during the holiday shopping season.

Unacast, JUICE Mobile Partner to Provide Proximity Data at Scale

JUICE Mobile will license Unacast’s beacon and proximity data for advertisers to use in attribution and retargeting campaigns. The partnership is one of the first that allows advertisers to use beacon and proximity data at scale in retargeting and attribution.

Report: In-Store Shoppers Disengage From Social Apps

Retailers and brands are pouring billions of dollars into social strategies designed to influence the way shoppers interact with merchandise inside physical stores, but a new study by inMarket indicates that marketers focused too sharply on social media apps may be missing the mark.

Taking Proximity Tech Beyond Promotional Offers

Once a beacon program is successful with promotions, many retailers think they only need to maintain what they have. But the technology also affords retailers a number of other opportunities to reach and engage with customers beyond simply delivering offers.

Will the ‘Physical Web’ Help Retailers Reduce Annoying Ads?

While still in its infancy, and not yet realized, the physical web will prove to be an asset to franchisees looking to connect, and engage with, potential customers from their surrounding neighborhood ­– without barraging them with untimely and irrelevant messaging.

Street Fight Daily: How Instacart Is Changing Grocery, Beacon Use on the Rise

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Instacart’s App Has Changed Grocery Stores for Good… Proximity Tech, Beacon Usage on the Rise Among Marketers… Should Citations Define the Success of SMBs’ Local SEO Strategies?…

Bringing Brands Into the Fold, inMarket Touts Its ‘Three-Sided’ Beacon Network

inMarket’s strategic product is not the app, the value is created by their network. Their network links dozens of publishers’ apps to retailers that host inMarket beacons and, the third stakeholder in the network, the brands, whose products are being promoted. In this video, CEO Todd DiPaola talks about the importance of this network.

Street Fight Daily: Restaurants Eager for New Tech, P&G’s Facebook Experiment

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… How Yelp Plans to Consolidate Mobile Gains and Reach $1B in Revenue… Restaurants Would Implement Predictive Ordering, Drones if Available… Why P&G Decided Facebook Ad Targeting Often Isn’t Worth the Money…