Even the Super Bowl does not make for entertaining enough television to get today’s fickle viewers to glue their eyes on the big screen and set cellphones aside. During the game, viewers also text (29%), play mobile games (28%), and browse social media apps (27%), mobile firm AdColony found in a global survey.
The numbers may even seem low; it seems fair to bet more than one in three viewers takes an eye off the game to text a friend. But AdColony manager of strategy and planning Gabriella Stano Aversa said marketers should not treat the multiscreen environment as a dilemma, seeing it rather as an opportunity.
The companies underscored Verve’s location data-driven ability to drive prospective customers into brick-and-mortar stores, adding a cutting-edge ad tech capability to MGI’s suite of existing media solutions. Verve will also help the European enterprise increase its presence in North America.
I’m fresh from a couple of days wandering the halls of the Consumer Electronics Show, affectionately known as CES — the annual conference that descends upon Las Vegas in January and proffers the latest in technological solutions to improve every aspect of our daily lives. This is my first time attending the world’s biggest technology conference, where 4,500 companies this year are vying for the attention of 180,000 attendees, according to my Uber driver.
As I made my way through the crowds at the massive Las Vegas Convention Center and other conference venues, I tried to get a sense of the common themes defining consumer innovation as we begin a new decade.
As much as we love computing, the best technology is that which disappears. Most components of computing are an abstraction layer that stands between you and a given task or experience. That’s the case with layers of the typical consumer tech stack including operating systems, inputs, and apps.
App fatigue is the problem that Mobile Posse, the latest guest on Street Fight’s Heard on the Street podcast, is endeavoring to reform. The company’s Firstly Mobile platform replaces the app-heavy paradigm with a more curated, personal, and ‘appnostic’ front end to reduce the distance between users and quality content.
In 2020, we can only expect the competition for the attention of Internet audiences to become even more intense. More and more businesses appear each day, all raring to get to the top of the search results.
Add to that the fact that search engines, Google in particular, will continue to make changes to their algorithms in the coming year. SEOs must be on their toes to stay on top of the latest SEO trends. Here are some of the changes, which include the further ascendance of video, voice, and mobile as well as premiums on longer content and possible openings for non-Google search engines.
2019 was a hectic year for many in the social and technology spaces, and we expect that theme to carry into 2020: the “new normal” will become just “normal.” We are optimistic about this new year but also foresee some systemic changes as to how mobile technology will continue transforming our lives while allowing us more control.
On this week’s Location-Based Marketing Association podcast: 7-Eleven launching mobile voice ordering, Adidas testing AR Instagram in London, Amex launching a mobile restaurant booking app, Augmented Reality wine labeling with Winerytale app, Toys R Us first in Canada to use Snapchats Portal Lens, and Factual introducing predictive & loyalty audiences.
Data from ShopperTrak showed a 3% decline in traffic at physical stores on Thanksgiving and Black Friday even though sales were up overall. That’s because retailers with strong online shopping programs saw significant gains, with a reported $9.2 billion spent on Cyber Monday alone.
In an analysis of holiday shopping campaigns, the people-based marketing platform LiveIntent found that brands had a “robust” performance on Black Friday weekend. Total conversions during Black Friday weekend stood at 36% higher than that typical time period. Retailers that pushed mobile shopping saw the greatest gains, as LiveIntent’s analysis found that mobile drove the most traffic.
Personalization and privacy seem inherently at odds. After all, media companies such as Facebook act like vacuum hoses for data – collecting much more than they need. That’s problematic in a world where data breaches dominate headlines nearly every week. However, where Facebook and others go low, mobile carriers can go high. In fact, mobile carriers that aim to be media companies have a huge opportunity to respect privacy while providing great personalization in their original content.
So, how can carriers take this high road — that is, deliver personalized content experiences without storing consumers’ personal information? By focusing on the device itself – leveraging local storage and client-side execution (rather than requiring server interaction) to help carriers deliver a personalized experience that is incredibly safe. This allows carriers to implement the industry-changing trend of device-centric discovery (DCD), which makes it easy for subscribers to find news/sports/entertainment/games without having to wade through multiple apps and searches. With DCD, carriers can create personalized content experiences that don’t expose subscribers’ personal data to external privacy risks, and in the process, become mobile media leaders.
For Brandify’s local search consumer survey, consumers were asked to name the tools they’ve used in the last 30 days to find information about businesses nearby. Though a vast majority of 77% named Google Maps over any other tool, there was a significant “second tier” group including Facebook at 38%, Yelp at 35%, and business websites at 32%.
The study also asked consumers about the frequency of searches, the range of businesses for which they searched, preferred devices, and the likelihood of visiting a business after searching.
The youngest generation of consumers is not only ad-averse, but also prefers to consume content when and where they want. With 71% of Gen Z claiming to prefer streaming services over traditional TV, the formula for successful content platforms is simple — provide consumers the content they want to see on the devices they use outside of the house.
It’s equally important for platforms to cut through the noise and remove commercials and ads if they want to secure Gen Z support moving forward. While we all have specific tastes in what shows we watch, older generations of consumers were perfectly content sitting through commercials and ads. Gen Z is not of this mindset.
After 25 years of framing technologies by level of maturity and adoption, the Gartner Hype Cycle has finally placed location intelligence for marketing where it belongs — in the trough of disillusionment. Sounds like a lousy place to be, but it’s actually the opposite. Why? The trough of disillusionment is the stage right before the slope of enlightenment. Let me back up and explain.
In today’s fast-paced world, we depend on our phones to help us get things quickly and easily. So, is texting the answer to building customer loyalty? Short answer: yes. Long answer: also yes, but it matters how you use it.
For appointment-based businesses, efficiency and simplicity are key to keeping customers engaged and coming back for more. Integration with online booking, improving gift card sales, and managing scheduling requests are three simple avenues that can have a big impact on building your business’ customer loyalty program.
Urban, suburban, and rural residents have different shopping habits in their “local” areas. Many marketers are investing in mobile location-based ads — BIA/Kelsey predicts US spending will top $26 billion this year — yet as a retailer your goal isn’t just to reach consumers but to connect with them by acknowledging their different perspectives.
Talking to your customers requires a customized strategy that prioritizes location and takes their everyday lives into consideration. Harnessing the power of local starts with knowledge: where your customers live, what they want, and how to deliver it on behalf of your brand.
Organizations investing billions in enterprise software realized the obvious: that easier-to-use technology was not only more scalable internally, but that it delivered better ROI. Accessible platforms could be optimized faster and were “stickier” across teams. This gave way to the consumerization movement in IT and enterprise.
As we head into 2019, the enterprise’s consumerization is well established. Yet when it comes to AI, which will see over $235 billion in investment by 2025, this idea of consumer-like UI has largely fallen by the wayside.
That has to change.
The United States is one of the largest smartphone markets in the world, with some 96% of people owning a cellphone. Those consumers most likely to own a smartphone fall into the sweet spot of retail marketing demographics—those ages 18-29 (96%) and those ages 30-49 (92%), according to Pew Research. Retailers are realizing that mobile coupon marketing is the best way to get special offers in the hands of consumers.
Retailers that take advantage of the power of mobile marketing when combined with coupons have a new and effective means of driving foot traffic and purchases. Here we offer a look at five mobile coupon marketing strategies.
Once a venue’s maps have been digitized for wayfinding purposes, there are many ways to drive additional ROI from that same set of indoor maps. When location technologies are designed with interoperability in mind, it becomes possible to blend different technologies together to create smart solutions that provide value not only to business operations but also to consumers. By integrating digitized, layer-based indoor maps with other solutions such as the indoor equivalent of GPS, known as Indoor Positioning Systems (IPS), asset tracking and business intelligence, great things become possible.
Here is a shortlist of the top use cases that malls can implement to generate further ROI from their indoor mapping investments.
Just over half of Americans now use their personal mobile phone numbers as their only phone numbers. A majority of Americans also no longer have landline phones in their homes, and that’s convenient because anyone, anywhere in the world, can now reach you with just that one number. But the opposite is true in the business world, where brands can leverage new technologies to create multiple vanity numbers in order to engage their customers across local, regional, and national marketing campaigns.
That statistic I cited above isn’t just an interesting bit of trivia. It highlights how the phone, an ancient communications medium compared to social media platforms, chatbots, messaging apps, and email, remains important to a brand’s marketing efforts.