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Turning Back the Clock on Social Data

November 14, 2012 Leave a comment

The way consumers use the internet to seek information and the explosion of social networks has created opportunities for savvy marketers to crave out new niches in reaching target audiences.  Social data is relatively real-time data, meaning marketers typically target consumers based on current interests.  However, the up-in-coming trend of historical intent targeting is changing the way social data is used and how marketers are reaching their target audiences.

A recent Adweek article stated that LocalResponse, a social ad firm, has partnered with the social data platform Datasift, a Twitter certified data provider, to access historical tweets dating back to 2009.  LocalResponse mines old tweets for signals of intent to be used to target desktop and mobile display ads.  Launched in early 2012, LocalResponse’s intent-targeting tool only digs through social data that users have made public, which are typically tweets.

I think this is exceptional news for marketers.  This new capability will allow marketers to access valuable information and in turn craft meaningful targeted messages to consumers.  Through historical social data, marketers will be able to uncover insightful consumer behavior patterns and then target consumers throughout their life stages.  The ability to access tweets from past years will also help advertisers keep their target segments fresh.

The downfall is that marketers may have a hard time deciding if a consumer’s tweet about a product three years ago is still relevant in the eyes of the consumer today.  Another downfall is that there may be a backlash from consumers as they may feel marketers are trying to capitalize on their past personal tweets.

Although there is not any solid data yet on what kind of marketing results will come from historical intent targeting, I think using historical social data will significantly transform how marketers reach target consumers.  Historical intent targeting has the potential to be a powerful tool and marketers should keep a close eye on this emerging trend.

How do you feel about the concept of using historical social data to target consumers?  Share your thoughts!

Here is the Adweek article for more details on historical intent targeting: http://www.adweek.com/news/technology/you-probably-forgot-old-tweet-advertisers-havent-144339

Categories: Uncategorized

Enhancing the Customer Shopping Experience through GPS Navigation

November 14, 2012 Leave a comment

As the shift from online to mobile and consumer smartphone adoption continues to grow, the mobile marketing movement is becoming more sophisticated.  The question many marketers have is how do you make each and every user who interacts with the brand through numerous digital platforms feel like their interactions are personal and unique?  One channel in particular that is enhancing the customer shopping experience is the concept of indoor GPS navigation.

A recent Mashable article stated that Macy’s has partnered with Meridian, a leading mobile-software company, to add a new indoor GPS feature to its iPhone app.  The GPS navigation provides indoor turn-by-turn directions for its enormous flagship location in New York City’s Herald Square.  The goal is that Macy’s will gradually expand the mapping feature to most of its other retail locations.

In addition, the new GPS feature goes one step further by directing users to specific items at a given location.  Jeff Hardison, vice president of Marketing and Business for Meridian told Mashable that “Not only will we be able to give shoppers a utility to get around stores and find products, but now we will be able to ask if they want to receive offers based on where they are standing.”

I think the concept of indoor GPS navigation is an excellent use of technology and has the potential to be a powerful tool for Macy’s and other retailers.  It allows retailers to connect and engage with customers in a personal way that enhances and adds a new element to their shopping experience.  In addition, the concept of indoor GPS navigation allows marketers to better target offers in hopes of increasing customer conversion.

As the mobile marking movement continues to grow, retailers are going to have to engage with customers even more and give them a reason to use their mobile app.  A retailer’s mobile app should not only be creative, fun and interesting, but should also enhance the customer shopping experience.  The concept of indoor GPS navigation has the potential of transforming a retailer’s mobile app from novelty to more utility, thus creating real value for customers.

Would you use indoor GPS navigation in a retail store?  Share your thoughts!

Here is the Mashable article for more details on indoor GPS navigation: http://mashable.com/2012/11/08/macys-indoor-gps/

Categories: Uncategorized

Are Smartphones the New Form of Currency?

October 24, 2012 Leave a comment

Without a doubt, the smartphone has revolutionized how consumers leverage technology to simplify their lives and because of this, businesses are trying to find new mobile-friendly ways to engage consumers through channels that were never possible before.  One channel in particular that has started to gain some traction in the marketplace is the concept of using your smartphone to pay for purchases.

A recent AdAge article stated that the value for mobile payments in the U.S. will be $640 million this year, but that will grow to more than $62 billion in 2016 as a bigger segment of the population uses their phone to buy medium-ticket items.  As alarming as this is, I wonder if consumers are ready to trade in their cash and credit cards for their phones.  There is certainly potential in that mobile payments can help simplify consumers’ lives, but will it turn into more of a hassle than anything else for consumers?

I think there needs to be a sense of uniformity in place in order for mobile payments to truly take off in the marketplace.  Having numerous mobile payment platforms creates confusion among consumers; therefore a standard in mobile payment applications should be created.  Having the support from big credit card companies (i.e., Visa, etc.) and well-known banks will also help lessen any confusion consumers may have.

Retailers are another important player in deciding how big of a trend mobile payments will become.  Many consumers are intrigued with the idea of paying for purchases through their smartphone, but if retailers don’t accept that form of payment, then there is no real value in using mobile payments.

Much like any new technology trying to enter the marketplace, consumers will need to be educated about the concept of mobile payments, where they can download the technology and how to use it.  I think in time mobile payments will increase in popularity and become a more common form of payment.  However, I don’t believe mobile payments will replace cash or credit cards for the very simple reasons that not every retailer will accept mobile payments and more importantly, if your smartphone breaks how will you pay for purchases.

Will mobile payments be a game-changing innovation that will simplify the lives of consumers or will it only create more clutter for consumers to sort through?

Are you ready to throw away your wallet?  Share your thoughts!

Here is the AdAge article for more details on mobile payments: http://adage.com/article/digital/mobile-payments-tiny-set-explode-4-years/237810/

Categories: Uncategorized