Proximity Marketing News (10/29/2015)
Welcome to your weekly proximity marketing news digest where we bring you some of the most intriguing stories from the emerging world of location-based technologies.
Focusing on Blue dot is missing the point
That useful little blue dot on your smartphone’s map is like a flame to a moth for location-based marketers.
But as I found out from Mike Schneider, VP of marketing at Skyhook, during our webinar “Drive ad revenue with precise location targeting,” if you focus on pushing offers, messages, and coupons to people based on where they are right now, you’re missing the point of having their location at all.
In fact, it turns out that not only are you missing the chance to discover that person’s affinities, you’re probably getting their location wrong while you’re at it.
“Let’s take a look at the old adage of ‘message, person, place, and time,’ and let’s assume that that’s the experience,” Scheider said. “Advertising has been a very ‘content first’ ecosystem. The way you do it now is you think about the content and try to get that in front of a person, in a place, at a time.”
84% of Millennials act on push notifications
According to Retale’s research among 500 Millennials in the U.S. nearly all (94%) use apps on their smartphone that can identify their geographical location. iPhone users were found to be slightly more likely to use such apps than Android (97% vs. 93%).
For retailers and brands that send push notifications, Millennials are responsive with 84% saying they act on push notifications with men responding more often than women (86% vs. 79%). Furthermore, most (89%) of Millennials are likely to act on push notifications received from their favorite brand and their preferred type of information to receive is a coupon, or discount, that can immediately be redeemed (61%) along with “customer rewards” (61%).
Physical stores go digital to unite retail experiences
Half (50%) of UK retailers are investing in in-store location-based technologies – such as iBeacons – as consumers expect a continuation of the personalised digital experiences found online. New IDC insight, sponsored by Adobe, also reveals that 30% of retailers are specifically intending to use the Internet of Things (IoT) for location-based consumer engagement.
By delivering contextually relevant information to a consumer’s mobile device a retailer can minimise the risk of customers looking elsewhere. The study shows that, when in-store, two thirds (67%) of UK consumers already use their mobile device to look for additional product information. Of those consumers, 75% use a retailer’s website and 47% use a retailer’s mobile app, suggesting their individual needs are not being met on the High Street.
IBM snaps up Weather.com in IoT push
IBM will acquire Weather.com and other digital assets from The Weather Company for its new Watson IoT Unit and Watson IoT Cloud platform, it announced Wednesday.
The purchase covers The Weather Company’s mobile and Web-based products, including WSI, Weather Underground and The Weather Company brand. The TV-based Weather Channel is not included, but it will license weather forecast data and analytics from IBM under a long-term contract, IBM said.
The deal is expected to close in the first quarter of 2016. Terms were not disclosed.
IBM kicked off its IoT push in March, when it committed to investing $3 billion in related services. Of particular interest to IBM in this deal is The Weather Company’s dynamic cloud data platform, which powers its mobile app — the fourth most-used such app daily in the U.S. — and handles 26 billion inquiries to its cloud-based services each day.
Facebook rolls out new location-based notifications tab
Facebook has rolled out an expanded notifications tab, reminiscent of Google Now. Instead of a list, Facebook will now show a series of ‘cards’ that tells you about friends’ milestones and life events, sports scores and TV reminders, and upcoming events – plus information relevant to where you are.
For instance, it will show information about the weather in your area, local news and events, movies playing in your region and recommendations for local eateries.
This is all pegged to your location history in your Facebook app.
According to the blog post from Facebook product manager Keith Peiris, you can customise the cards displayed, or add more cards depending on your interests – more local news maybe, but fewer sports scores.