Proximity Marketing News (12/24/2015)
Happy Holidays from all of us at Smartwhere! Welcome to the penultimate weekly proximity marketing news digest for 2015, where we bring you some of the most intriguing location-based tech stories.
The Current Mobile Marketing Landscape
It’s the “3-foot device”: most peoples’ smartphones are never more than three feet away from them. It’s the most intimate and individual piece of personal mobile technology most people own. And if you want to know your customers, serve your customers, and sell to your customers, it’s critical that you get a grip on mobile.
The data shows over and over that it’s one of the most effective and efficient ways to market, but too many companies are leaving money on the table by using it clumsily — when engagement is done wrong, there’s no coming back from it when customers can opt out with a tap — or not at all.
With mobile marketing, there’s not much time for trial and error. VentureBeat dove deep into mobile trends and best practices to uncover exactly what you need to do nail down your mobile marketing fast and deliver an unstoppable mobile marketing strategy.
‘Tis the Season Not to Fall Victim to the Great App Purge
This time of year gets us thinking about family, friends, food, mistletoes, menorahs, and of course, eggnog. But for marketers, it’s also the time of year when the “Great App Purge” is on their minds. With so many people adding new, shiny mobile devices to their holiday wish lists, it can be both the most profitable – and riskiest – time of year for app marketers. As the boxes those new devices came in get unwrapped and tossed aside, consumers have a few (important) decisions to make: keep or purge their old apps and decide which new ones to download.
We know that consumers will try a new app 4.5 times before walking away, so it’s critical for app marketers to have a strong user engagement strategy as they head into this exciting time of year.
Here at Localytics, we’re committed to helping apps survive the “Great App Purge of 2015,” and have put together this visual guide illustrating consumer behaviors and preferences, and tips and tricks for app marketers.
Online Commerce Needs An Offline Experience
Here’s a funny reality. Despite the steady rise of e-commerce since the 1990s, we still stroll through malls and shops. Even with one-click ordering and overnight delivery, we purchase many of our day-to-day products and services locally and offline.
A big reason we do so is that shopping engages us with the wider world. You head to a mall with a group of friends, try things on and show them to each other and maybe catch a movie or have a glass of wine when you’re done.
“Shopping is gratification. It’s validation. It’s an immensely and intensely social experience,” said Punit Soni, chief product officer at the Indian online retail giant Flipkart, in a conversation at the TiECON 2015 conference.
Physical Web Beacons in 2016
Proximity marketing beacons are already revolutionizing retail and how consumers experience the world.
But one marketing technology expert says the real debate about how the shopping, working, eating, playing and living experience for consumers will improve in 2016 comes down to two words: “web” vs. “app.” And a new dimension of the Internet, the Google-inspired Physical Web, stands squarely at the debate’s center.
In his most recent blog, Richard Graves, co-founder of BKON, a tech start-up that produces beacons and software that help retailers and content owners in 40 states and 18 foreign countries manage beacons and their messages, says that for 2016, Physical Web beacons offer a broader experience and far more opportunities than apps.
“I don’t think consumers want 20 more apps, with 20 more downloads and 20 more passwords to manage,” Graves said. “They’re also annoyed by the constant stream of push messages to an already crowded Smartphone. Certainly, apps have a purpose, but they take a tremendous amount of effort and expense for content owners to develop and market and their life will be limited in the long run because of the steps required in using them. On the other hand, the Physical Web is infinitely scalable and super-simple to manage and use.”
Innovative Tech to Bring Foot Traffic Back
Last week, eMarketer announced that Asia Pacific now officially holds an outright majority of the world’s retail ecommerce market for the first time ever. Southeast Asia plays a very important part in this rapid growth of ecommerce (up 35.7% on 2014), and many of the ASEAN countries are set to experience further growth in the sector in 2016.
With major growth on the horizon, we thought that it is a good time to take a look at some particularly interesting e-commerce predictions for Southeast Asia in 2016